Information Technology Reference
In-Depth Information
Their key reasons for using social networks range from gathering infor-
mation and keeping themselves up-to-date, to entertaining themselves and
others, exchanging opinions on several issues including preferred luxury
brands, educating themselves and others, sharing everything from news to
personal contacts, as well as influencing others on several levels whether it
is to adopt the same hobbies, sports or brand. Like bloggers and bloggees,
social network members exhibit a high level of passion for different areas
but the fundamental difference between a social network and a blog is that
unlike blogs, social networks are not necessarily created around a specific
theme or interest area but instead act as platforms for bringing people from a
wide range of backgrounds together. These people then go on to create mini-
groups, micro-communities, online clubs, user groups and all other forms
of communities within the main social network platforms. There are several
thousands of user groups on social networks like MySpace and LinkedIn
in addition to the millions of personal networks that exist on each of these
social networks.
A new phenomenon that has been brought about by Twitter is the use of
social networks as a pointing device through short and instant messaging.
Twitter, which is based on building a network (through acquiring followers),
allows people to keep their followers updated on their activities, thoughts,
discoveries, news, events or whatever it is that catches their fancy as long as
it can fit into 140 characters. This somewhat online SMS-like communica-
tions style enables sharing in a social community without getting into the
time-tasking intricacies of standard online social networks like Facebook and
MySpace or the energy that is required on virtual worlds like Second Life.
Twitter simply lets people say things as they happen in a short and concise
manner and this information appears on their followers' pages instantly. Its
set-up means that the message comes to the users and not the other way round.
Its concise nature also means that it can serve as a perfect pointing device for
links to longer discussions, articles, videos, blog pots or whatever else one
may find on the other side of a link.
The social web has equipped and empowered the ordinary citizen with
online tools to create, manage and adapt their identities and to make them-
selves seen and heard. This has been translated to a change in the way mar-
keting functions forever, and particularly the way the Internet has evolved
from vertical to lateral interactivity. The way that products and services are
evaluated by consumers has also changed. Users of social networks are cur-
rently more likely to seek the opinion of community members before mak-
ing an online purchase of high-ticket items like luxury handbags in exotic
skin, watches and luggage from well-known luxury brands. It is no longer a
question of obtaining information disseminated by a luxury brand through its
website but of obtaining validation of the brand's credibility and value from
fellow luxury clients. It is now common to find conversations like
“
Am I over
Louboutin?
”, and “
What is your favourite perfume
?”
on social networks like
