FORE SCHOOL OF

MANAGEMENT

Report on
The attributes of the social media; ethical issues
related to the use of social media, and how social
media used as a political tool within an organization

Submitted to
by:

Submitted

Prof. Reeta Raina

Ayush Jasoria
231037(FMG-23A)

Report on
Compare and contrast the attributes of the various social
media; discuss potential ethical issues related to the use of
social media, and how might social media be used as a political
tool within an organization.

Prepared by
Ayush Jasoria

Submitted to
Prof.Reeta Raina
September 1,2014

Acknowledgement
I am using this opportunity to express my gratitude to
everyone who supported me throughout the course of this
report. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendy advice during
the project work. I am sincerely grateful to them for
sharing their truthful and illuminating views on a number
of issues related to the project.
A special gratitude I give to our BCA faculty, Prof. Reeta
Raina, whose contribution in stimulating suggestions and
encouragement, helped me in writing this report.
Thank you,
Ayush Jasoria

Contents
Executive Summary report
4
Introduction
5
Compare and contrast the attributes of the various social
media
6
Ethical issues related to the use of social media
6
Social media be used as a political tool within an organization
7
Conclusion
Reference list
8

Executive summary
report
This report provides corporation with insight into social media in a unique and a never seen
before way.Traditionally,consumers used the Internet to simply expend content:they read it, they
watched it, and they used it to buy products and services. Increasingly,however, consumers are
utilizing platformssuch as content sharing sites, blogs,social networking, and wikisto
create, modify, share, and discuss Internet content.This represents the social media
phenomenon, which can now signicantly impact a rms reputation,sales,and even survival.
Social media technologies take on many different forms including magazines, Internet
forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts,
photographs or pictures, video, rating and social bookmarking. Technologies include blogging,
picture-sharing, vlogs, wall-posting, music-sharing, crowdsourcing and voice over IP, to name
a few. Social network aggregation can integrate many of the platforms in use.
In the United States, 81% of people say they look online for news of the weather, first and
foremost. National news at 73%, 52% for sports news, and 41% for entertainment or celebrity
news. Based on this study, done for the Pew Center, two-thirds of the samples online news
users were younger than 50, and 30% were younger than 30. The survey involved tracking daily
the habits of 2,259 adults 18 or older. 33% of young adults get news from social networks. 34%
watched TV news and 13% read print or digital content. 19% of Americans got news from
Facebook, Google+, or LinkedIn. 36% of those who get news from social network got it
yesterday from survey. More than 36% of Twitter users use accounts to follow news
organizations or journalists. 19% of users say they got information from news organizations of
journalists. TV remains most popular source of news, but audience is aging (only 34% of young
people).
Criticisms of social media range from criticisms of the ease of use of specific platforms and their
capabilities, disparity of information available, issues with trustworthiness and reliability of
information presented, the impact of social media use on an individual's
concentration, ownership of media content, and the meaning of interactions created by social
media. Although some social media platforms offer users the opportunity to cross-post
simultaneously, some social network platforms have been criticized for poor interoperability
between platforms, which leads to the creation of information silos- isolated pockets of data
contained in one social media platform However, it is also argued that social media have positive
effects such as allowing the democratization of the internetwhile also allowing individuals to
advertise themselves and form friendships.

INTRODUCTION
According to Nielsen, internet users continue to spend more time with social media sites

than any other type of site. At the same time, the total time spent on
social media in the U.S. across PC and mobile devices increased by 37 percent to
121 billion minutes in July 2012 compared to 88 billion minutes in July 2011.In the report
we will discuss about the various aspects of the social media ,various ethical issues
related to social media and how social media should be used as a political tool within an
organisation.

Compare and contrast the attributes

of the various social media
Six different types of social media
Collaborative projects: Collaborative projects allow groups of people to work together to
create online content. Two types of collaborative projects can be particularly useful for
undergraduate research: Wikis and Social Bookmarking. Wikis are essentially
collaborative websites while Social Bookmarking allows users to collect and rank online
content.
Blogs and microblogs : Microblogging is a broadcast medium that exists in the form
of blogging. A microblog differs from a traditional blog in that its content is typically
smaller in both actual and aggregated file size. Microblogs "allow users to exchange
small elements of content such as short sentences, individual images, or video links".for
example, Twitter and Tumblr.
Content communities :In this we can share and view various videos for example You
Tube and Daily Motion.
Social networking sites: A social networking service is a platform to build social
networks or social relations among people who share interests, activities, backgrounds or
real-life connections. A social network service consists of a representation of each user
(often a profile), his social links, and a variety of additional services. Social networks are
web-based services that allow individuals to create a public profile, to create a list of
users with whom to share connections, and view and cross the connections within the
system. (for example, facebook)
Virtual games-world:A virtual world or massively multiplayer online world (MMOW) is
a computer-based simulated environment. The term has become largely synonymous
with interactive 3D virtual environments, where the users take the form of avatars visible
to others. These avatars can be textual, two or three-dimensional graphical
representations, or live video avatars with auditory and touch sensations. In general,
virtual worlds allow for multiple users. E.g . world of world craft
Virtual social worlds: example second life

Ethical Issues
Integrity risk: When an employee uses social media on behalf of the company or
through their personal social media account it can undermine the companys commitment
to ethical practice and can pose a ethical risk.
Recruitment practices: According to the survey 64% companies uses social media to
assess the recruiting employees.It is not ethical to judge a persons work on the basis of
his personal lives.
Advertisement and marketing practices: A companys ability to meet fair competition
can be jeopardised by employees by using social media on behalf of company.

Social media as a political tool

within an organisation
Branding: Most candidates and advocacy organizations have quickly grasped the need
to set up theirFacebook, YouTube, and MySpace accounts, and possibly engage smaller
sites more focusedon politics. Having a meaningful presence on these sites has become
a critical branding factorto show that the candidate gets it, where it is the radical
transformation in modern media.
Voter Registration: Ultimately, all the political messaging in the world wont help if the
people youre reaching cant or dont vote. And because of our decentralized and
antiquated registration systems in the states, significant chunks of the eligible population
arent registered properly. Technology can help smooth this process, and can also be
used to promote registration among organized friends networks.
Fundraising: Organizations like Change.org and Project Agape have brought a more
social focus to the fundraising process, as well as offering easy connections to social
sites like Facebook through their applications. Long-time players in this area, like Care2,
are also a solid way to get at millions of potential donors using web and email
technologies. These organizations and campaigns themselves use Facebook
applications and MySpace widgets to allow users to promote their chosen candidates to
friends via their personal pages.
Volunteering and organising: A great strength of the developing social technologies is
their ability to build order out of chaos of course one of the key things that anyone needs
to do in an electoral or issue campaign.Campaigns traditionally underinvest in field
operations and dont adequately appreciate how prior organization can make the middle
of a campaign run more smoothly, and then become a great strength at the end of a
campaign.
GOTV:Get Out The Vote: Time spent registering voters, fundraising, and building a
volunteer and supporter base should flow into a get out the vote effort, not be locked up
in a database somewhere.

Conclusion
Social media is rapidly becoming a new force in organizations around the world, allowing
them to reach out to and understand consumers as never before. In many companies, it
will move from a one-off initiative to be an important, integrated tool in marketing and
communications strategies.
Use of social media will clearly expand in the coming years. Two-thirds of the companies
in the survey predicted their use of social media would grow significantly over the next
few years, as the awareness of the power of social media has grown in their companies.
Among organizations that already have a budget for social media, spending was
expected to increase by 30% or more over the next 12 months, even as overall dollars for
marketing and advertising have dropped for many companies during the recession.
But as social media creates new opportunity, it also demands a shift in thinking about
marketing and the measures of success. Those companies who are most effective in
social media now are not only experimenting with multiple channels, but also creating
metrics to measure impact and using new tools to understand how to enter into a new
conversation with their customers. In the future, effective use of social media will be led
by these organizations that are able to enter into this new relationship with customers,
employees, and partners.

Reference list
http://www.canberra.edu.au/studyskills/writing/reports#Titlepage
http://www.canberra.edu.au/studyskills/writing/reports#transmittal
http://www.slideshare.net/SocialMediaAcademy/soma-research-summary-0409
https://www.google.co.in/url?
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%2F2012%2F05%2FSocial-Media-Market-2012-2016-Executive-Summary.
http://www.academia.edu/959458/Social_Media_Get_Serious_Understanding_the_Functi
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http://www.theconversationmanager.com/2012/09/25/10-striking-conclusions-of-thesocial-media-around-the-world-2012-study/
http://www.convinceandconvert.com/social-media-measurement/how-to-drawmeaningful-conclusions-from-social-media-metrics/