Impacts of Social Media on Online Presence – Literature review Example

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The paper "Impacts of Social Media on Online Presence" is a wonderful example of a literature review on media. Several scholars have attempted to define social media and online social networking in an effort to set out a direction for establishing their social, health, and economic impacts. Kriescher (2009) defined online social networking as consisting of the relationships that emerge from computer-facilitated discussions on shared ideas and certain shared interests. According to Mrva-Montoya (2012), social media provides individuals who have established an online presence to collaborate and communicate interactively online. A related view was suggested by Crofton and Parker (2012) who indicated that social media tools ease the generation and sharing of knowledge, opinions, media, insights, and opinions.

In Gruzd and Haythornthwaite’ s (2013) view, such benefits signal the shift from passive consumption of marketing messages to interact with messages. Towards this end, a survey of the literature shows that social media promotes building and strengthening online communities, workforce management, and work coordination, marketing and self-promotion, creativity and political participation and civic engagement (Colin’ s et al. 2011; Eltantawy and Wiest 2011; Baker et al.

2011; Mrva-Montoya 2012; Gruzd and Haythornthwaite 2013; Crofton and Parker 2012). Building and strengthening online communities Social media’ s interactive and collaborative interfaces promote building and strengthening online communities. In a study to demonstrate how social network analysis presents vocabulary and a set of techniques for reviewing patterns of interaction through social media, Gruzd and Haythornthwaite (2013) found that social media could be instrumental in creating and maintaining communities online. Gruzd and Haythornthwaite (2013) used social network analysis to review the structure in a one-month sample of Twitter messages.

In the study, 3871 tweets were examined. The scholars concluded that social network analysis could be applied to get an understanding of the use of social media for communication and how the formation of networks in social media helps to create online communities. Lau et al (2012) also pointed out that social media could be used to create online health communities. According to their analysis, the creation of online networks through which individuals can participate in weekly discussions exposed them to their “ followers” through the tweets on the topic (Gruzd and Haythornthwaite 2013).

This enhanced creation of online communities. A related study by Colin et al. (2011) also established that social networking sites facilitated a sense of community, connectedness, and belonging. Colin et al. (2011) stated that this is since social media platforms provide individuals with an opportunity for self-expression, experimentation, and exploration in addition to the production and consumption of online content. In Coleman and Rowe’ s (2005) view, opportunities for self-expression, experimentation, and exploration are central to how social networking sites strengthen and build communities. Colin et al. (2011) cited earlier research by Plant (2004), which set out that online community, should be defined as a collective group of individuals or entities that coordinate either permanently or temporarily through the social media, or any other online media, to interact in an interesting space or common problem. Workforce management and work coordination Baker et al.

(2011) investigated the impacts of social networking on businesses and employees and pointed to the fact that social media platforms increase the contact between the management and employees. According to the researchers, social media presents the management with an opportunity to create and enhance faster contact with the subordinates.

In Baker et al. (2011) view, in case of issues that require immediate attention or response from the employees, then managers can send a message using the social media platforms to the concerned employees.

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