Social Media Management
Critical Issues in Social Media
An Author Page on Facebook
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Table of Contents
Introduction ............................................................................................................................................ 3
Contemporary Issues In Social Media.................................................................................................... 3
Theoretical perspectives on the use of social media platform for promotional purposes .................. 6
Conclusion .............................................................................................................................................. 7
References .............................................................................................................................................. 7
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Critical Issues in Social Media
Introduction
Social media has taken over our world as a dominant force unlike any other in recent times. It
had modest beginnings on online forums and message boards when the internet was still new
(Hanna R. et al., 2011). But it wasn't until later—around the mid-2000s—that recognizable
name like Facebook, Myspace, Twitter surfaced to begin a new era of social interaction.
The impact of social media in today's world cannot be overstated as it continues to grow
exponentially each year. In January 2021, a study showed that active social media users
surged past 4.66 billion globally - marking an impressive increase rate of roughly 13% from
the preceding year. Notably, Facebook stands tall as the most widely used platform globally,
tracing back more than 2.7 billion loyal followers; this is not far off from YouTube's figures
showing approximately two-point-two billion monthly active users (We Are Social &
Hootsuite, 2021).
Contemporary Issues In Social Media
Social media has reshaped our world entirely- providing new means to build relationships not
just within our community but also beyond borders. Nevertheless, it’s crucial to understand
that while offering extensive opportunities for connection - social networks put individuals at
risk for critical issues affecting society negatively.
Amongst such concerns are cases of cyberbullying or online harassment - posing potential
harm including severe emotional trauma on anyone targeted by such malicious activities. The
disturbing reality of online harassment is displayed in a study conducted by the Pew Research
Center which showed that up to 41% of Americans have first-hand experience with it. This
includes various methods such as name-calling, physical threats, or invasion of privacy
through stalking (Duggan, 2017). Anxiety and depression are some examples of the
psychological detriments that could result from these behaviors.
It’s widely acknowledged that social media sites have played a pivotal role in propagating
fake news, conspiracy theories and other forms of propaganda. According to an investigation
conducted by researchers at MIT during the last presidential campaign season, misleading
stories had approximately a 70% greater likelihood of being re-shared than factual ones
(Vosoughi S. et al., 2018). Against this backdrop there are increasing worries over how this
situation could pose threats to public health; especially as we face unprecedented challenges
like those presented by COVID-19.
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Due to the acquisition of extensive user data by social media enterprises nowadays, many
people are worried about possible violations related to safety and privacy. A prime example
would be Facebook receiving a hefty $5 billion fine imposed by the Federal Trade
Commission last year because it was incapable of securing user data from third-party
applications (FTC,2019). Consequently, the need for greater external control over these
businesses has become more urgent than ever to ensure that users' personal information is
safeguarded and utilized as intended.
The relationship between frequent social media use and poor mental health outcomes is
becoming increasingly recognized among researchers. Notably, studies have highlighted links
between addiction to platform usage and increased rates of depressive symptoms, anxiety
disorders, and feelings of isolation (Hunt M. et al., 2018).
Social media platforms have increasingly become tools for fraudsters to infiltrate and swindle
individuals and organizations, resulting in both financial loss and reputational damage. In
2020, a highly publicized Twitter hack swept through various high-profile accounts belonging
to the likes of Barack Obama, Elon Musk, and Jeff Bezos, with the hackers making more than
$100,000 from their Bitcoin scam (BBC News, 2020). Given such occurrences and concerns
associated with them, stakeholders call on social media entities to step up measures aimed at
addressing this menace.
Critics state that social media may be compounding our differences rather than bridging them
due to its tendency toward extremist content promotion and establishment of self-reinforcing
echo chambers called "filter bubbles." Scientific inquiry into algorithmic influence upon user
perspective cited by Bakshy E. et al. (2015) bolstered these claims of political polarization
through social media channels. Consequently, there has been a nascent push for social media
platforms to encourage alternative perspectives as a means of blunting the growth of filter
bubbles and extending ideological diversity among their user bases.
Radical groups have realized the potential power of social media outlets in propagandizing
their ideologies and inspiring followers to commit terrorist atrocities. One example is the
live-streamed Christchurch mosque shootings that were widely broadcast via Facebook by
the gruesome perpetrator. As a result, many people are now demanding that internet
companies take greater responsibility for removing problematic extremist materials from their
online platforms.
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Inequality exacerbated by differences in social media network usage poses significant
challenges for wider adoption of information technology systems worldwide. A survey
carried out in America showed entrants from specific age groups consistently display lower
rates of using online networking tools versus other age brackets: usage being notably
infrequent amongst older people than younger ones (Perrin, 2019). Those without means pose
risks regarding accessibility needing support over their counterparts leading towards selfreliance creating missing links within various communities ultimately worsening societal
gaps.
Legislative involvement is necessary to address numerous challenges presented by social
media platforms regarding disinformation, privacy concerns, hate speech and data protection.
Social media has transformed communication for better or worse; however, their impact
mandates interventions from governing bodies which suitably address these issues.
Several nations have commenced initiatives aimed at governing social media. One prominent
example is the passing of the General Data Protection Regulation (GDPR) by the European
Union in 2018. This regulation enforces guidelines on capturing, manipulating, and
maintaining personal details (European Union, 2018).
In the U.S today, social media websites operate within regulatory parameters set forth by
Section 230 of the Communication Decency Act which grants them immunity for any thirdparty content uploaded onto their site. While such measures were initially intended protect
internet freedom while limiting platform accountability for user-generated materials - today
many argue that new adjustments must be made specific to contentious topics such as hate
speech and misinformation flooding public discourse across digital mediums internationally
raising fervent policy discussions contemplating diverse revisions currently debated amongst
key stakeholders (Ratliff ,2021).
Hate speech and extremist ideologies are pressing issues in today's digital age that require
urgent attention from international organizations. The United Nations has expressed strong
commitment towards building a robust global alliance against these phenomena at all levels
(United Nations, 2019). Meanwhile, the GIFCT strives to counter extremism's spread online
by enabling tech firms to join forces with government agencies effectively (GIFCT, 2021).
Overall, addressing this challenge involves using several approaches such as legislative
measures coupled with international cooperation while fostering constructive partnerships
between private entities and public institutions.
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Theoretical perspectives on the use of social media platform for promotional
purposes
Marketing and communication on social media offer numerous advantages as well as
difficulties for businesses and consumers. To comprehend the efficacy of using social media
platforms for promotional purposes, scholars have advanced different theoretical frameworks
such as the social influence theory. Fundamentally, this theory argues that individuals’ beliefs
and conduct can be altered due to opinions or actions from persons deemed credible likeable,
or similar (Cialdini,2009).
According to social influence theory, people's attitudes and actions can be influenced by the
opinions and behavior of those they perceive as authoritative, appealing or similar (Cialdini,
2009). The impact of social media in this regard is that it provides a platform on which users
are exposed to diverse peer networks consisting of influencers, experts, celebrities who can
verbally support or recommend products/services creating a sense of social proof.
Consequently, individuals are more likely to follow suit regarding other user's behaviors
observed on social media platforms (Eyal, 2014).
Individuals purposefully choose and employ media based on their distinct wants and
expectations applying the uses and gratifications perspective. This theory put forth by Katz E.
et al. (1974) implies that social media delivers various satisfactions to users including but not
limited to information seeking options; opportunities for leisure time activities; avenues
where individuals can interact socially; channels for self-expression; as well as means of
presenting themselves online. In addition to these perks, social media platforms provide a cocreation forum that enables users not only to share but also develop material together hence
boosting experiences of involvement empowerment while developing loyalty among one
another (Hennig-Thurau et al. 2010).
According to Wasserman and Faust's (1994) social network theory, individuals or groups'
relationships' structure and dynamics are examined. Social media utilizes connections with
like-minded people, allowing the creation and upkeep of social networks. Vital resources for
users can be easily accessed, such as advice or referrals from other members found in one's
network. Quality ties among users affected by social media presence can negatively or
positively impact trust, reciprocity, and commitment (Haythornthwaite, 2005).
Theories related to social media promotion display both shared similarities and varying
distinctions in terms of their fundamental principles. They all recognize how essential certain
societal aspects are towards shaping user attitudes as well as actions concerning goods or
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services offered on social media platforms. Each theory emphasizes differing assets
pertaining to multiple topics including origins/sources alongside specific categories/outcomes
undoubtedly affected by said-societal factors- sociability influencing purchase power chiefly
highlighted within theories like Social Influence Theory. Social network theory emphasizes
the role of structural and relational features in describing users' social connections.
Conclusion
The emergence of social media has marked a revolutionary shift in how people connect and
interact on a global scale. Through its ability to transcend borders and boundaries imposed by
geography or language differences; individuals can now easily encounter new ideas from all
corners of the world (Friedman, 2007). For businesses in emerging markets especially, this
technology has generated unique opportunities for growth by forging connections between
entrepreneurs through an international network (Kaplan & Haenlein, 2010). Despite these
advantages, misuse of social media has led to negative effects. By critically considering these
multifaceted issues associated with social networking sites, greater caution can be taken when
using them accordingly while understanding their enormous potential advantages.
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