Social Media Credibility: Limitations and Organizational Effects

There are many different social media sites that have gained popularity, but it is often difficult to point out the effects that these sites have on credibility. How do we determine a credible social media site from a non-credible one? This post will briefly explore the companies that are seen as credible, and how this can actually effect the company’s image. I will specifically discussing a unique article, written by Mark Schaefer, regarding how choosing a social media platform for a business is complex, yet there are factors that can be factored to help make a good decision for one’s organization.

On, Mark Schaefer discusses the best companies for one’s business, which he concluded based off of one goal, consisting of three categories. The goal should be to choose a platform that is a mixture of customer awareness, business intelligence, and able to create awareness. He expanded further and made awareness the importance of three groups, “weak versus strong links”, “reliable reach”, and “role of content”. He described the first being essential in regards to the fact that it is important to establish a relationship with your audience, and it is not just about having more number than one another. Similarly, his next topic, “reliable reach”, he says companies should target their niche market, as they already have a set established audience. Lastly, he says the role of content is important to social media success. Each social media platform, he describes, “require different types of content, some simple, some complex. This is important for a business to consider”.

Schaefer then goes on to explaining the specific limitations of multiple social media platforms. For example, Twitter, while widely popular, he describes how it is, “not as simple as it may appear”. Although you are limited to 140 characters, it can be quite difficult creating something meaningful in that small space.” He also mentions how Instagram is very widely popular, and given the little amount of work invovld in posting, is highly effective. However, not surprisingly, he concludes that every social media platform will have positives and negatives. While Facebook is the most widely used, it does have its limitations (ex. taking a lot of money to build an audience).

Personally, I found Schaefer’s article intriguing, as I assumed Facebook would be the go-to brand, given its popularity. It is interesting to see how Schaefer breaks up social media sites, with their limitations, as well as positive effects they can have.

Question: What do you guys think of his article, do you agree or disagree with Schaefer’s arguments and ideas?


What are the best social media platforms for your business?


Social Media Effects: Both Sides of the Story

While social media may be viewed as primarily, technology for the youth and millennial generation, the growth and expansion of technology has allowed for the use of social media to spread to the masses and to all ages. A large amount of Americans are using some form of social media and in fact, according to a research study done by the PewResaerchCenter, which compared social media use form 2005-2015, social media usage has escalated to a point where over two-third’s of American adults are now using social media. This survey was based on over twenty-seven national surveys and is only continuing to grow today.

For companies and organizations, part of their job is to keep up with the latest trends, and if social media is this current and progressing trend, the large use of social media is something that will not only impact the presidential campaign, but is actually used as a tool by many companies to generate more profit. There are many ways, in which organizations can do so, capitalizing on social media’s ability to gain exposure, as well as expose others is one example and is seen throughout the election to expose others on social media in order to bring awareness to one’s own company.

Social media can act as a means to allow for a greater deal of exposure both positively and negatively for the organization. On a positive aspect, it can allow brands to spread a message to the public faster than ever before, to a widespread number of people. Facebook in particular, displays this audience reach with them having over one billion members. However, at the same time, it can also bring out negative exposure, which we have exhibited with Donald Trump many times. The most recent scandal being the media exposing his private conversation with Billy Bush from 2005, which to say the least, definitely caused a stir for the public and Trump. This is use of social media is important because organizations will twist whatever information they can, in order to generate the most profits and attention. Especially in regards to something as important as the president election, the impact of social media on Americans is frightening.

Ultimately, whether or not social media will have a significant impact on the presidential election is not something that can be adequately measured, as it would be hard to tell whether or not voters voted for Hilary or Trump based on the effects of social media or on totally alternative factors. Either way, with the use of social media being so prominent in the life of Americans, the effects must have an impact on how they view the candidates, whether this is consciously or subconsciously.



A New Era: Out with the Old, In With Social Media

The early 21st century can be defined by the wide and increasing use of technology and social media. To put today’s technological and social media use into perspective,, states (as of July 2015), the Internet has 3.17 billion users, with the average user having 5.54 social media accounts. Furthermore, 91% of retail brands use two or more social media channels. With this much activity around technology and social media, it would be a shame not to capitalize on the opportunity (as an organization) to have a presence on social media.

As a result of new innovations/technologies, old methods of marketing are actually being left behind, in favour of new digital marketing methods. Companies are no longer using old school methods to get a message across, and everything is instead done online. In the article titled, “Social Media: Arguing in the New Age of Marketing”, Tracy Spevak discusses this shift from old school marketing to adapt to the new digital marketing age. She argues that social media has brought instant communication and much more. Social media not only provides the spread of brand awareness, but a “new environment for a company to unify its image across all media”. If organizations don’t take advantage of social media, they miss the opportunity of spreading their content a lot further than if done with previous methods (face-to-face). Spevak also warns that content has to be created strategically and done correctly. However, with the reach and dissemination speed that social media offers, it’s definitely an essential for organizations in this new era of marketing.

Furthermore, the article “European Retail Research”, by multiple authors, discusses social media as a marketing tool, describing how it’s not only about the publicity social media gives, but also about the importance of building a relationship and conversation with others. By having a social media presence, individuals can now get closer than ever to organizations, allowing access to their thoughts and ideas.

Contrarily, one could also argue that many top organizations have very minimal social media presence. Companies such as Apple or Exxonmobile, are very successful, yet barely post on social media sites. It is important to distinguish that while their enrollment in social media is limited, they still have a social media presence of some sort. Even though they have a minimal presence, it seems a presence of some sort is still essential for organizations in the modern era.



About Me

Hey everyone!

My name is Alexander Seto, I am studying Media Information and Technoculture at Western University.  Currently, I am in third year and I am not really sure what I want to focus on after I graduate.

I enjoy staying active and love listening to music of all genres.  On this site you can check out my resume, a work sample, and keep up to date with future posts about my life!

My Time with Squash

A week ago the Western varsity squash team travelled to St. Catherine’s for the OUA squash championships.  There was a lot of pressure on the team this year as we were going for a record championship of 33 years in a row, the most out of any college sport. Everyone on the team played well and we were fortunate enough to break the record!

Below is a picture of my teammates and I with the legendary Jack Fairs (Western squash coach for over 60 years)