Chapters three and four of the Social Organization talk about setting up and and utilizing communities in social media. they discuss how many businesses create a social media account based solely on the idea that it will immediately have a positive effect on them. However, this is not true at all. Many companies have created a social media account and have just let it sit. This is not going to create any positive buzz for the company. The only positive effects will come from the social media being used correctly. The company is going to have to make sure it is focused on the exact market that they are targeting and even get them involved.
They also talked about the six 'Fs': folly, fearful, flippant, formulating, forging, and fusing. These all describe how a company views social media. These range from not wanting to have anything to do with it in folly to pretty much making every major decision through communities using social media. More companies are at the folly end of the spectrum than the latter, but with the ever changing world that number is dwindling as more and more companies are becoming more adventurous with social media.
I completely agree, many companies do misuse social media and it can be used the wrong way. Companies need to use social media the correct way or else they are only wasting time and advertising money which is obviously valuable in business. I especially agree with targeting their exact market and getting them involved with their social media use.
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