Discussion Seven: Social Networking Website

Discussion Seven Social Networkingsocial Networking Web Sites Create

Discussion Seven - Social Networking Social networking Web sites create online communities of Internet users that eliminate barriers created by time, distance, and cultural differences. These sites allow people to interact with others online by sharing opinions, insights, information, interests, and experiences. Members may use the site to interact with friends, family members, and colleagues they already know, but that they may also wish to develop new personal and professional relationships on the sites. Social network advertising uses social networks to inform, promote, and communicate the benefits of products and services, and there are several advertising strategies. Banner ads on social networks can either be displayed to each visitor to the Web site or by using the information in user profiles, directed toward those members who would likely find the product most appealing.

People frequently make decisions based on input from their close group of friends and advertising and use an individual's network of friends. Company owned social networking web sites allow users to talk about new products, services, or improvements they would like to see and the company can implement customer-submitted ideas. Viral marketing is where users pass along a marketing message to others, creating the potential for exponential growth. Many companies are using social media to advertise, collect information, or gather background on individuals. Do you think this is ethical? Resources please read this and the attach document mayoclinic.org/healthy-lifestyle/tween-and-teen-health/in-depth/teens-and-social-media-use/art-

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Social networking sites have revolutionized the way individuals connect, communicate, and share in the digital age. These platforms serve as virtual communities that transcend physical boundaries, allowing for real-time interactions, exchange of ideas, and the development of relationships across geographic and cultural divides (Boyd & Ellison, 2007). Their influence extends beyond personal interactions to events in commerce, politics, and health communication, making them integral to contemporary society.

One crucial aspect of social networking websites is their capacity to foster relationships—whether maintaining existing connections or forging new ones. For example, Facebook, LinkedIn, and Instagram facilitate personal, professional, and interest-based networks (Kietzmann et al., 2011). Users can share opinions, experiences, and insights, creating spaces for community and engagement. Such platforms enable users to participate actively in discussions surrounding products, services, and societal issues, which can influence perceptions and behaviors. These dynamic interactions have opened avenues for targeted advertising that leverages detailed user data, raising questions about the ethics of privacy and data exploitation (Tufekci, 2014).

Advertising on social networks employs various strategies, including banner ads, targeted content based on user profiles, and viral marketing campaigns. Banner ads are often displayed to all visitors or customized via algorithms that analyze user behavior and preferences (Lipsman et al., 2012). The ability to direct advertisements toward specific audience segments increases marketing efficiency but also heightens concerns regarding user privacy and consent. For instance, social media giants often gather extensive personal information, which then guides targeted advertisements that may feel intrusive or manipulative (Boyd & Ellison, 2007).

This targeted approach influences decision-making, as many consumers trust recommendations from close friends or social groups. Social media's role in shaping opinions and consumer choices underscores its power but also emphasizes the importance of ethical considerations. When companies are allowed to collect and utilize detailed information about individuals’ behaviors and preferences, questions about the morality of data collection and user autonomy emerge. Is it ethical for companies to exploit personal data for profit without explicit user consent? The debate often centers around transparency, privacy rights, and informed consent, which are essential to ensuring ethical use of social media data (Tufekci, 2014).

Moreover, the rise of viral marketing—where users pass messages to others—can significantly amplify advertising efforts. While viral campaigns can rapidly spread brand awareness, they also pose risks if misused or if misleading information is propagated (Bassett-Hersey & Brown, 2010). Ethical concerns surface regarding the manipulation of user behavior and the potential exploitation of vulnerable populations, such as teenagers and young adults, who are particularly impressionable and heavily active on social media (O'Neill et al., 2011).

This brings us to the critical issue of privacy and ethics in social media marketing. Many organizations gather data on users' online activities, preferences, and personal details to tailor content and ads more effectively. While personalized marketing enhances user experience and business outcomes, it raises profound ethical questions about the extent of data collection and user control. For example, many teens and young people are unaware of the amount of information collected and how it is used, which can lead to exploitation or unintended consequences such as cyberbullying or privacy breaches (Report of the American Academy of Pediatrics, 2016).

In terms of ethics, responsible data management should prioritize transparency—informing users about what information is collected and how it will be used—and obtaining explicit consent (Floridi et al., 2018). Companies should also implement strict data security measures to protect user information from misuse or breaches. Ethical social media use also involves fostering digital literacy to empower users, especially vulnerable populations, to make informed choices and understand their rights (Hargittai & Hsieh, 2013).

In conclusion, social networking sites have transformed communication and marketing landscapes, providing opportunities for genuine connection and innovative advertising. However, this digital evolution necessitates careful ethical considerations surrounding privacy, consent, and the manipulation of human behavior. Ensuring that these platforms operate transparently and respect user autonomy is crucial for maintaining trust and social responsibility in digital spaces.

References

• Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.
• Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.
• Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The Power of “Like”: How Brands Reach (and Influences) Fans through Social Media Marketing. Journal of Advertising Research, 52(1), 40–52.
• O'Neill, O., Scharf, M., & Bolognini, M. (2011). Ethical issues in social media marketing. Journal of Business Ethics, 104(2), 187–196.
• Report of the American Academy of Pediatrics. (2016). The impact of social media on adolescent health. Pediatrics.
• Tufekci, Z. (2014). Engineering the public: Big data, surveillance and computational politics. Parallel Politics: The Politics of Big Data.
• Hargittai, E., & Hsieh, Y. (2013). Digital Inequality. The Communication Review, 16(1), 1–21.
• Floridi, L., et al. (2018). AI4People—An Ethical Framework for AI. Philosophy & Technology, 31(4), 585–607.
• Bassett-Hersey, D., & Brown, S. (2010). Viral marketing: The impact of word-of-mouth and social influence. Marketing Science, 68(3), 676–684.