Social media? Get serious! Understanding the functional building blocks of social media

Social Media is everywhere, every second people around the world use Facebook
many politicians are active on Twitter and even a carton of milk invites consumers to find friend and follow it online. with this rise in social media corporate communication has been democratized, people talk about brands, products and services all the time it’s now up to firms to decide if they want to get serious about social media or continue to ignore it. but it’s difficult to understand this rich and diverse ecology of social media sites what platforms should you be on how are they different doesn’t matter, if it does what does this imply for your social media strategy to how answer these questions we present 7 social media building blocks.

Used individually and together these blocks can help managers make sense if available social media choices and improve their understanding up there audiences engagement needs. the identity block represents the extent to which people reveal who they are and how much they care about what happens to their personal information online in some cases they gladly share their real names and specific details about themselves in others, they want to remain completely anonymous firms need to understand how members up there audience want to balance revealing their true identities and protecting their privacy the wrong mix
will put people off right away.

The conversations block is about how users communicate with each other some conversations are about staying connected maybe through short public status updates others center around particular topics and create rich often lengthy discussions. firms need to know how to curate these conversations in other words when and where their users would like them to chime in to spark conversations, and when they should just sit back and listen.

The sharing block addresses how users exchange receive
and distribute content , they could be sharing all sorts of things videos deals slide presentations, pictures links locations tweet spins you name it for firms it’s important to know what interest people have in common what they think is shareware the and then to enable sharing while making sure the content doesn’t offend anyone or violate existing privacy and copyright laws. the president’s block covers the degree to which users can know if others are
accessible with GPS chips in mobile devices this is increasingly easy and lot of people let others know where they are what their status is and if they’re ready to talk or meet but firms should only ask her presence doubt it if this is necessary, for social interactions on some platforms location and availability really matter on other platforms not so much.

The relationships plot focuses on how users are connected to each other, some social sites are about nurturing existing relationships, others about growing new ones in some cases
relationship details don’t matter at all, building such social relationships is
very important online and offline. and firms need to figure out how to support the
relationship dynamics that are most important to their users. the reputation blog describes how things such as brands products and people are viewed by others, in a social media setting we r Gator reputation by the number of followers view counts read tweets and so
on. when it comes to the quality measure of content we tend to trust endorsements suggestions from friends and even anonymous reviews people’s opinions really matter.

The drive a lot of traffic and engagement on social media sites firms need to think carefully about how they allow users to manage reputation. The Group Block describes how individuals manage their social relationships, for instance with hundreds or thousands of contacts its on useful to sort these acquaintances into categories such as friends family members and so on. of course people may want to group their contacts according to different characteristics and give these groups different permissions to view their content
order add their own.

A firm needs to offer the right options so the group become useful without overwhelming the users with too many choices for managing their relationships.
individually these building blocks are useful for understanding the engagement needs have social media users, together they helped explain how existing platforms add value
by focusing on a few not all up the building blocks. for instance LinkedIn is mostly about identity and about relationships and reputation Facebook, about relationships first but also about identity conversations reputation and presents.

If you were about to get serious about social media the honeycomb framework allows you to understand social media activities and develop a strategy for your community if you’d like to learn more about the social media honeycomb its origins and how firms can develop strategies for monitoring understanding and responding to different social media activities please read our full article here.

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