Global Business and Social Technology - Term Paper Example

GLOBAL BUSINESS AND SOCIAL TECHNOLOGY By Name Course Instructor Institution City/State Date Global Business and Social Technology Short Answer question 1 In the last five decades, technology largely focused on transport and communication, but nowadays both its intimacy as well as ubiquity (Harvard Business Review Staff, 2003). People on the Internet are generating imaginary virtual world’s identities as well as spending hours living a parallel live from their normal one. According to Turkle, children are bonding with simulated pets asking for affection and care (Turkle, 2011, p.98). The current generation is envisaging a life of wearable technologies, where eyeglasses are currently used as screen monitors while their bodies are elements of cyborg identities. As stated by Turkle computers are no more waiting for people to project meaning on them. Currently, robots that are sociable are meeting people needs, speaking to people, as well as learning to identify its users (Breazeal, 2003, p.170). Besides that, the robots ask people to care for them; in reaction, people think that in response it will care for them. Certainly, robotic designs have focused much on companionship as well as care, and are currently used as therapists, companions and teachers. Besides that, a virtual human known as Milo has been demonstrated by Microsoft, which is capable of recognizing the persons it interacts with as well as the identity of the person they have taken (Bates, 2010). Informatively, the advert video used to market Milo to the potential users’ exhibits a teenager in a virtual garden playing games with Milo; when the demonstration is about to end, the teenager open his heart to Milo following an argument with his parents. A number of people are using robots for purposes of cleaning rugs as well as in doing laundry while others are waiting for a mechanical bride (Soar, 2010, p.104; Turkle, 2011). Turkle argues that sociable robots are offering themselves as alternatives for persons while new devices, especially those that are networked provide people machine-mediated relationships, which is another form of substitution. Nowadays, people are romancing the robot and have become attached to their Smartphones (Linke, 2011). Besides that, by means of technology, people are creating, navigating as well as going on with their emotional lives. Thanks to technology people can do anything with anyone ubiquitously, but in consequence, it is draining people in their attempt to do everything ubiquitously. People start feeling depleted as well as overwhelmed by the lives made possible by technology. Even though people are free to work anywhere, Turkle is of the opinion that they become vulnerable to being lonesome in all places. Surprisingly, inexorable connection brings about a new aloneness, whereby people start turning to new technology with the goal of filling the void; however, when technologies ramp up the emotional lives of people consequently ramp down. Turkle in her study about people's feelings as well as thoughts concerning robots, she established that over time there has been a shift in culture. According to Turkle, in the 1980s friendship and love occurred merely between humans, but currently, robots have filled these roles. As a result, children are more progressively playing with electronic as well as robotic toys. Scores of such toys, such as the 1990s need nurturing; thus, heartening children to handle them with care and the care will be reversed to the children (Barnett, 2015). A number of kids say prefer to have such robotic pets more than real cats and dogs, which age and pass away. Turkle motions that pets were used to be bought by people with the intention of teaching children about loss as well as life and death. However, parents are currently teaching children that living creatures such as dogs and cats are unsafe whereas robots are harmless. Some of examples explored by Turkle include Furbies for kids as well as a baby seal for aging people. As pointed out by Turkle, these creatures are changing how people are associating with others; for instance, through robot pets kids offer much so as to adequately feel connected (Turkle, 2011). Through baby seal the elderly are progressively learning how to feel attached, wherein they are facilitated to think just about themselves. People have started perceiving robots as human since they act like humans as well as have qualities that make them look real. The robots make people feel different emotions normally earmarked for communications in real-life with pets as well as people (Filip, 2012). People may use these technologies for their own self-centered advances, to take care of the children as well as elderly, awarding human duties to robots. As suggested by Turkle, this can have fairly gloomy consequences since sociable robotics can foretell relationships sanctioning, which make people feel attached even though they are alone.  While people learn how to get the most from their robots, they may consequently lower their anticipations of every relationship. Short Answer question 2 According Jennifer Golbeck people have surrendered their privacy unknowingly; thus, making it easy for companies to infer every type of information concerning the user from information they share on their social media sites (Golbeck, 2014). As unequivocally explained by Golbeck, there is need for social media users to regain control of their personal data. Golbeck argues that if on Facebook a person likes ‘Curly Fries’ is highly associated with intelligence, but it is not for the reason that smart people only like curly fries (Golbeck, 2014). Rather, rooted on correlations as well as algorithms across a person’s social network, everything may be predicted rooted seemingly in an unrelated ‘Follow’ or ‘Like’, or including sexual orientation, political affiliation, religion, intelligence, and more. Golbeck is of the opinion that social media dislikes and likes are used by researchers to predict the users’ sexual orientation, gender as well as their habits such as substance abuse. Golbeck exhibits the relationship between a Facebook group as well as intelligence; for instance liking curly fries is strongest indicators in Facebook for high intelligence. Although a user can find out what their algorithms say concerning them, it is still hard to alter what is decided by the algorithms concerning their identity (Stoller, 2014). Even though a social media user may desire to hide their tastes, sexual orientation or religion, their online movements’ patterns can reveal them with regard to data previously collected from millions of people having similar attributes. For this reason, Golbeck suggests three roads that must be look at with the intention of going social media sites users control over how their data can be utilized since mostly it is not used for their benefit. The best road for individuals in relation to the future of their data is the policy and law path. Lawmakers can enact comprehensive alterations to intellectual property law so as to allow users have control over their data. As pointed out by Jung et al. (2007, p.230), massive collection of data by governments as well as businesses renders traditional techniques for privacy protection ineffective. In the current information age, the personal data collection as well as storage has become massive for businesses ranging from banks and insurance firms to search engines as well as social media sites. Currently, there are a number of laws, which are construed as protecting data offered to social networks. For instance, the majority of privacy laws protect particular forms of data, like financial or medical records. A number of laws protecting information privacy fail to extend to casual Internet information searches or to information disclosed by the use. One of the law that seek to give users control over their data is the 1986 Electronic Communications Privacy Act which facilitates government or law enforcement through a subpoena to know if there is information stored on a server like the users information on social networks (Doyle, 2012, p.24). Another law is the children's Online Privacy Protection Act (COPPA), which needs all social media sites, especially Facebook that have children below 13 years to limit their data collection as well as usage in particular ways (Schwabach, 2014, p.36). It also provides limit of the information that can be accessed by advertisers. DiGiorno Social Media Fail (#WhyIStayed) According to Baber et al. (2007, p.3), the social media construct social challenges to a lot of users across the globe and themselves have consequently turn out to be a social problem in consideration of their complex and multiple effects, which most are negative. A large number of critics and theorists are blaming the media for promoting repressive social phenomena such as racial discrimination, sexism and violence, ageism and homophobia. Besides that, social problems related to the media consist of supposedly harmful media influence on teenagers and children; the promotion of excessive materialism a consumerism; and manipulation through advertisements (Ferrell et al., 2014, p.413). With social media continually evolving, a formula is yet to be set defining a flawless campaign. Whereas some companies are running successful social media campaigns, a number of social media fails have proved that running a campaign on social media is not an easy task. In the business world, this intrinsic volatility was non-existent in public media channels, therefore, scores of companies are not prepared to mull over the problem properly for the reason that the problems are note commercial in nature, but behavioral. These behaviors are not economic related behaviour anticipated by business, or social behaviour that marketers as well as advertisers understand. Rather, they are disseminated social computing behaviors that make social media a thinking problem for businesses. DiGiorno is a presently the most popular frozen-pizza brand in the United States serving nearly 66% per cent of Americans. DiGiorno offers a perfect example of social media fail after making headlines in 2014 after one of the company’s tweet created a major setback (Stampler, 2014). The hashtag #WhyIStayed had gone viral on Twitter where women were discussing why they were still in abusive relationships. The hashtag was directly associated with video release of former Baltimore Ravens being violent to his fiancée in an elevator and subsequently dragging her unconscious body from the elevator. While the hashtag #WhyIStayed was meant specifically for specific purposes, a tweet by DiGiorno “#WhyIStayed You had pizza” with the intention of promoting pizza as well as to be hilarious at the same time ended up terribly wrong (Petri, 2014). Corporations normally say comic things in the social media so as to appear funny; for instance, Twitter accounts for companies such as IHOP as well as Chick-fil-A are normally filled with clever phrases with the intention of facilitating engagement between the companies as well as followers. In the DiGiorno case, the company thought it could be clever, but its comical phrase became a nightmare. In consequence, DiGiorno received immediate hostile response because of their tweet, and after learning the objective of the hashtag, DiGiorno responded swiftly by deleting their original tweet as well as offered apology (Griner, 2014). There are a number of lessons learnt from DiGiorno social media fail; for instance, making a funny statement about violence can by no means be acceptable, and a company should not jump into a trending hashtag prior to comprehending the context and the purpose of the hashtag.  Another lesson is that, even though aptness is definitely crucial in social media, one should always be patient and understand what they are about to tweet or post prior to poking fun at something serious. Certainly, DiGiorno failed to carry out proper evaluation prior to taking part in the trending topic. Furthermore, DiGiorno did a disservice it itself by pursuing a casual approach at twitter a failed to take time to manage its successful presence on the social media. It is these reasons why scores of corporation have outsourced their online responsibilities to promotion agencies capable of providing up-to-date practices as well as maintaining a beneficial correlation with the corporation’s customer base. As evidenced by DiGiorno social media fail, it is without a doubt that social media presents crucial business advantages to organizations as well as companies, but as well presents risks. So as to mitigate such risks so as to enjoy social media benefits, DiGiorno should have established and implemented good policies for social media usage. Scores of organizations are not sure of how to create effective social media policies, and as a result, the most organizations either disallow use of social media completely, or lack policy of any kind concerning use of social media. Organizations failure to adopt social media may hinder attainment of important benefits and allows competitors to outmaneuver them in the market. DiGiorno case shows the negative impact of using social media devoid of any guidelines or policies. DiGiorno should have first learned about the purpose of the hashtag before poking dun onto it since a tweet or post using the hashtag can result negative responses. Still, a blunder in social media could be the wake-up call that DiGiorno needed so as to place much emphasis on social media policies. The DiGiorno social media team lacks adequate training on how to properly use social media tools and does not understand the process of social media publishing. DiGiorno should have made the social media team understand the sensitive topics that they should never make fun of (violence, religion, sexual orientation and so forth). The social media team should also be trained on how to handle negative interpretations that could ensue from their messaging. As suggested by Angelova (2013), the most effective way of recovering from a social media fail is by learning from it and reinforcing the social media team with the needed skills to ensure the failure does not reoccur in the future. Social media provides a number of options to companies; therefore, determining the best options for the company, its campaign objectives and the audience is importance. For instance, Pinterest is a less preferable site for business-to-business (B2B) companies, but it is an effective platform for service industries. After having a clear picture on where to focus the social media efforts, DiGiorno should have optimized such efforts. Optimization in the Search Engine Marketing is described as the search engine results. Even though optimizing search engine should have been a crucial part of DiGiorno optimization efforts in the social media, the efforts must go afar the keywords. Therefore, cross linking (through utilization of keywords), using suitable social media, and tagging should have been a crucial part of optimization in DiGiorno social media campaign (Glazier, 2011, p.51). DiGiorno should have used keywords in its social media advertisements and interactions. For instance, if their keyword is “Pizza” the company should use the keyword in its social exchanges; for instance by using the keyword in the #WhyIStayed to indirectly promote itself by standing against violence. In consequence, the company could have promoted itself to the users and still be against violence. In social media campaign, timing is a crucial factor that determines success or failure. Knowing what to post at what time and in the right social media site can result in a successful social media campaign; in this case, DiGiorno was on the right social media site, but at the wrong time leading to a social media fail. Social media is for interaction where people interact with co-workers, family, brands, friends, as well as people in their network every day. According to Kerpen (2011, p.13), when interaction level is low, or when social media users feel as if they are not getting anything from the interactions they unfollow or unfriend the brand. In view of the brands, when social media users feel as if the brand is just self-promoting as in DiGiorno case rather than sharing information that is useful they become unhappy/disappointed and start writing negative comments about the brand, which results in negative corporate image and decrease in the purchase of brand’s services or products. For this reasons, DiGiorno should have strived to pursue rule of 15, which is a ratio popularized as well as promoted by Hubspot. According to the rule, ten out of fifteen messages shared on social media networks by a company must be pieces of other users’ content, four should be the company’s own post and one must be an advertising landing page. Even though it is hard to strictly abide by to this rule, Beveridge (2012) posits that if the company tries to engage with its followers and share more content from others, they are inclined to be more successful in the social media. To sum up, it has been argued that social media when utilised appropriately is a powerful tool, but when utilised inappropriately can result in embarrassing campaign fails as evidenced by DiGiorno. Basically, even though social media is crucially important on the overall marketing plan of the company, it is as well crucial for companies to bear in mind that email as well as search is stilling driving far more conversions, sales and traffic as compared to social media (Khachidze et al., 2012, p.33). As evidenced by DiGiorno social media fail, it is without a doubt that the social media ultimate value is achieved through proper integration with other various types of Internet marketing. Social Media and Digital Humanitarianism According to Akhgar and Gibson (2015, p.3), social media provides an opportunity for improving situational awareness, connecting with the public as well as reaching persons swiftly with preparedness, warnings and alerts messages. Still, social networking popularity that is continually increasing may as well result in information overload; thus, preventing organizations that focus on disaster management from effectively using and processing social media information. As suggested by Kaminska (2015, p.1), this limitation may be solved through collaborating with tech savvy volunteers commonly referred as digital humanitarians the frontrunners in crowdsourcing as well as crisis-mapping of disaster information. After the Haiti earthquake in 2010, the involvement of digital humanitarians has turned out to be an important part of the major disasters response at international level. For instance, UNOCHA (the UN Office for the Coordination of Humanitarian Affairs) initiated in 2013 a Digital Humanitarian Network for response to typhoon Haiyan/Yolanda. Previously, disaster management community had failed to capitalise on the opportunities offered by the social media, which included the potential of collaborating with digital humanitarians. A study by Kaminska (2015) resulted in the development of a research intended to examine how social media facilitated collaboration may result in enhanced recovery outcomes as well as situational awareness. It was established that social media can facilitate the recovery in case a disaster occurs. New communication and information technologies are having a positive impact on the humanitarian sector while both crisis- global volunteer networks as well as affected communities are turning out to be more and more digital. This connotes that the former are becoming more proficient at visualizing as well as managing the crisis information whereas the latter are turning out to be a key source of the crisis information. Crisis mapping has successfully been used in countries such as Libya, Somalia, Haiti and Russia; thus, demonstrating how digitally empowered volunteer networks as well as affected communities are restructuring humanitarian disaster response in the current century. As stated by Cisco (2015), mobile communication technology has been adopted widely considering that there were over 7.3 billion mobile phones in 2014. By end of 2014, mobile-connected devices surpassed the world’s population with nearly 3.17 billion people having access to the Internet. Besides that, it has been projected that mobile data traffic increase eighteen times by 2016 with Africa as well as Middle East expected to have the strongest growth in mobile data traffic as compared to other regions. As of march, 2015 the number of Facebook users was 1.44 billion while twitter has nearly 302 million (May 2015) active users who send more than 1 billion tweets weekly. Currently, Skype has more than 500 million users capable of communicating with anyone across the globe, and this has been facilitated by voice-over IP technology. After the Boston Marathon bombings, almost 25% of Americans allegedly looked to social networking sites, especially Twitter and Facebook for information (Petrecca, 2013). Therefore, drawing up a social media strategy that is effective as well as modifying it so as to fit an emergency is crucial in preparedness planning. As mentioned by Yates and Partridge (2015, p.1), disasters are currently prevalent, and therefore, the collective experiences people share through social media infiltrates the lives of the people. All disasters taking pace currently find their way on social media, which as a result facilitate responses from both the government authorities as well as disaster management community. The Haiti Earthquake proved that Social Media plays a crucial role in disaster response; thus, people are sing Twitter, Facebook, and other social media sites to remain informed, notify authorities, contact their families as well as express support. The most important new technology for solving world problems is the live maps whose proliferation has been steered by the growing accessibility of new mapping technologies as well as instantaneous geo-referenced data, which normally are open-source, free as well as easier to apply as compared to the earlier, proprietary systems. Meier (2011, p.1241) refers this frontier in the geographical field as ‘neogeography’ that have: tools as well as techniques falling outer the realm of conventional Geographic Information Systems (GIS). Fundamentally, neogeography as mentioned by Chapman (2013) is about persons utilising as well as generating their own maps using their own terms as well as by integrating elements of the current toolset. As stated by Wilson and Graham (2013, p.10), neogeography is associated with sharing information about a location with visitors as well as friends; thus, facilitating the shaping of the context and disseminating understanding by means of knowledge about the place. Neogeography development started in 2004 after Google’s bought Keyhole Inc that resulted in the introduction of Google Earth as well as Google Maps. Collaboratively, such mapping platforms resulted in the interactive mapping democratization and also widened the satellite imagery access by the public. In 2007, Harvard Humanitarian Initiative (HHI) initiated a two-year programme on Early Warning as well as Crisis Mapping so as to study the possible use of live mapping technologies in response to humanitarian crisis. The emphasis on crisis proved that information gathering and display in real time was very important. In consequence, the programme resulted in a much heated debate between experienced humanitarian practitioners, geographers as well as technology professionals. After it was known that potential existed, an International Network of Crisis Mappers was launched by HHI, and is a global network having almost 4,000 members in more than 150 nations that got interested in the use of live mapping technologies to disasters as well as to crisis circumstances. Since its development in 2009, the Crisis Mappers Network has turned out to be an integral part of the neogeography success story. A good example if live map used for humanitarian is the Ushahidi map that was launched in 2008 in Kenya following the post-election violence. According to Meier (2011, p.1242), Ushahidi map was a simple web-based platform that enabled witnesses of Kenya’s post-election violence to report violations of the human rights. In this case, the reports were submitted by the witness through SMS, email, and web-form. Besides that, mainstream media reports were as well mapped, and this consequently facilitated the ‘crowd’ to collectively give evidence to violence that had unfolded across Kenya. From 2008, more than 20,000 over 140 countries have launched Ushahidi maps have been such with Crowdmap, a version of the Ushahidi maps created in 2010 constituting most of such maps. Ushahidi mapping technology a crucial tool for disaster response is considered innovative because it is an open-source, free and can be used easily as compared to the proprietary tools. Besides that, the information mapped on crisis maps is normally sourced live, instead of being gathered months later. Crisis maps have been launched in disaster stricken countries like Syria, Pakistan, Haiti, Tunisia, Libya, Sudan, Egypt, Somalia and many other countries. Without a doubt, information overflow taking place during a disaster may paralyze efforts for humanitarian response. Imperatively, various technologies such as orbiting satellites, humanitarian drones, social media, mobile phones, computers as well as earth-based sensors generate large volumes of information when a disasters strikes. This information flash flood or Big Data as argued by QCRI (2014) presents a confusing setback for traditional humanitarian organizations. Undeniably, humanitarian organizations are more experienced in managing information scarcity as compared to overflow. In order to address this setback, scores of these organizations are now looking for help from the Digital Humanitarians. At the time of disaster response, QCRI (2014) posits that flash flood of information connotes the opportunity of accessing enormous volume of data/information either from social media content such as graphics, videos, photos as well as maps or from phone calls and SMS/text messages. Latest disasters’ empirical evidence have provided evidence that people or witnesses directly impacted by the disaster are more and more turning to social media as a key information source. In this case, networking platforms are utilised so as to call for aid, analyse the information provided by the public, and publish texts or photos concerning their individual experience as well as communicating with family and friends. In Allen (2013) study, he argues that emergency responders are contacted by almost 20 per cent of disaster survivors through social media. In November 2012, the Hurricane Sandy generated a far-fetched amount of activity in the social media. For two weeks, over 20 million Sandy-related tweets were shared by Twitter users in New Jersey as well as New York areas; thus, this proves that social media have an impact on humanitarian practice. In conclusion, it has been mentioned that technologies such as live maps offer new and exciting possibilities to diversify the disaster response. As mentioned earlier, social media have demonstrated the ability to increase early cautioning messages. Besides that, emergency responders as well as authorities utilise different social media platforms so as to disseminate warnings as well as alert the population concerning a potential hazards. References Akhgar, B. & Gibson, H., 2015. Processing Social Media Data for Crisis Management in Athena. In Proceedings, 1.I.C., ed. 10th International Conference Proceedings. London, 2015. Springer. Allen, K., 2013. Social media: The new face of disaster response. [Online] Available at: HYPERLINK "http://www.prdaily.com/Main/Articles/Social_media_The_new_face_of_disaster_response_14490.aspx" http://www.prdaily.com/Main/Articles/Social_media_The_new_face_of_disaster_response_14490.aspx [Accessed 17 October 2015]. Angelova, K., 2013. 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