Corporations can use social networking to their advantage by sharing their message to the mass audience and connecting to customers or potential customers at the same level. It brings a personality to the brand which the customers can use to see the company at a personal level. Before the creation of these social networks corporations had to spend thousands of dollars to put ads on newspapers and television to keep brand awareness high and telling the customers that their product or services offer. Other than marketing they can directly target new employees by using social networks like Linkedin, in the article "Social Networking Technology Boosts Job Recruiting" it shows how a job recruiter can directly message a potential candidate with an opportunity. This is greatly beneficial by making the corporation develop a personal relationship with a candidate, which helps them compete with other companies. A personal relationship will make the candidate more inclined to work for you.
The benefit that comes from these social networks to society is the ability to stay connected and understand what the popular brands they buy represent. For example, fans of Wal-mart can follow them on Twitter and see the different things the company is doing in their stores like hiring elderly people and disabled people. These corporations can simply upload it at no cost to their social media pages increasing their brand awareness. It benefits society by ensuring they are supporting brands that are doing something they support and believe in.
The "dark side" of social networking for corporations is the transparency and how public everything they do is. A brand can be killed if they tweet or post something too controversial or supporting the opposite of popular/public opinion. The social networks are open to everyone and sometimes things that were hidden by certain corporations are exposed. Speaking of "dark side", the article "They're Back, and They're Bad: Campus-Gossip Web Sites" shows how being anonymous takes the fear of being judged away from you when you share your opinion. The article shows students writing gossip about other students, mostly negative and embarrassing things. They often include real names of the people they are talking about but keep their privacy. Connecting this back to the article mentioned above, when an employer searches for your name and someone made a rumor about you on these gossip sites that could negatively affect your chance at a job for the future.
https://www.npr.org/templates/story/story.php?storyId=6522523&sc=emaf
https://www.chronicle.com/article/theyre-backtheyre-bad-/48220
The benefit that comes from these social networks to society is the ability to stay connected and understand what the popular brands they buy represent. For example, fans of Wal-mart can follow them on Twitter and see the different things the company is doing in their stores like hiring elderly people and disabled people. These corporations can simply upload it at no cost to their social media pages increasing their brand awareness. It benefits society by ensuring they are supporting brands that are doing something they support and believe in.
The "dark side" of social networking for corporations is the transparency and how public everything they do is. A brand can be killed if they tweet or post something too controversial or supporting the opposite of popular/public opinion. The social networks are open to everyone and sometimes things that were hidden by certain corporations are exposed. Speaking of "dark side", the article "They're Back, and They're Bad: Campus-Gossip Web Sites" shows how being anonymous takes the fear of being judged away from you when you share your opinion. The article shows students writing gossip about other students, mostly negative and embarrassing things. They often include real names of the people they are talking about but keep their privacy. Connecting this back to the article mentioned above, when an employer searches for your name and someone made a rumor about you on these gossip sites that could negatively affect your chance at a job for the future.
https://www.npr.org/templates/story/story.php?storyId=6522523&sc=emaf
https://www.chronicle.com/article/theyre-backtheyre-bad-/48220
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