What distinguishes a social network?
Each social network consists of user profiles that users or companies can usually create for free. In the profile, individuals or companies can introduce themselves and send status messages to friends, customers, business partners or the entire network. Depending on the network, status messages consist of text, pictures, videos, links, locations or memes and can be viewed and commented on by other users. Some networks also offer mails or chat as communication channels.
The deliberate establishment of connections between the users within one or more social networks is also called social networking .
With over one billion users, Facebook is the largest social network in the world. (As of 2013) [2] In addition to private use, Facebook also plays a major role in corporate marketing. Even state institutions are represented on Facebook.
THE TYPICAL FACEBOOK USER
More than 5o percent of Facebook users in Germany are between 18 and 34 years old. [3] The social network is mostly used by individuals to stay in touch with friends and to interact with others.
USE BY COMPANIES
Facebook offers companies numerous opportunities to represent themselves and to get in direct contact with interested parties and the target group. The so-called fan pages can be managed by several people together. The posting of pictures, texts, links and videos is possible. Individual contributions can also be advertised in order to achieve even more coverage. With multiple targeting opportunities, many companies are using the social network to increase their advertising reach.
BUSINESS MODEL
Since its IPO, Facebook has been financing itself through its shareholders' deposits and through advertising, which the company has displayed in a variety of ways.
CRITICISM
After being founded more than 10 years ago, Facebook is often criticized for being no longer innovative and up-to-date. So it took a very long time until Facebook had provided a solid working app. Likewise, for a long time hardly anything has changed in the appearance of the profiles. One of the most important and recurrent points of criticism is data protection, which manifests itself in both novel techniques such as face recognition software or the problem of the "like-button" on websites.
DATA PROTECTION
The data protection on Facebook is always in the criticism. Thus, Facebook reserves the right to use content from profiles commercially. After several adjustments, users now have the option of specifying in the privacy settings exactly which data from their own profile may and may not be public.
Google Plus
Google Plus is the social network of the search engine company Google . With almost half a billion registered users, it is the second largest social network in the world. In addition to the classic way of communicating with other users via status updates with photos, texts, links and videos, the network offers yet another form of communication with the so-called "Hangouts", a form of video chat.
THE GOOGLE PLUS USER
The typical user of Google Plus has his own Google account, with which he automatically creates a profile in this social network. According to statistics, Google Plus is used by older users. [4] . The main focus of Google Plus's use is more on business than on maintaining business contacts. Google Plus is also very popular in certain industries such as online marketing and here the SEO scene.
USE BY COMPANIES
Companies can create their own profile on Google Plus. The myBusiness account is used for this. Here it is possible to align the profile with the business type. As an integral part of Google's product portfolio, Google Plus profile maintenance gives companies the ability to add them directly to search results when entering their business name. At the same time, the business profile can also be used for advertising with Google AdWords .
BUSINESS MODEL
The social network is financed through the advertising revenue of the Google Group.
CRITICISM
Google Plus was often criticized for being a so-called "ghost network" because it had a lot of profiles but its owners did not actively use their account. This is due to the fact that a Google Plus account is automatically created when a user opens a Google Account. A Google Account is also a prerequisite for using a smartphone with an Android operating system. The rapidly increasing number of Android devices has therefore led analogously to increasing profile numbers. However, as Google is increasingly integrating its social network into its overall concept, so does the user activity on Google Plus.
DATA PROTECTION
The Google Group is generally repeatedly in the crossfire of privacy advocates. For example, Google Plus has complained that a public profile will automatically be created when a user opens a Google Account and that images published on Google Plus are automatically indexed as well.
Twitter is a so-called microblogging service that allows users to share content with each other. With over 230 million active users worldwide, the service is one of the largest social networks in the world. The special thing is that for a contribution called "Tweet" only 140 characters are available. Users can comment on posts or "follow" other users. Hashtag lets you search all tweets for topics. Another special feature of Twitter is that all postings are immediately displayed in real time in the followers timeline.
THE TWITTER USER
The short message service is used in Germany for the most part by users between 14 and 29 years. [5] Through the social network, they can exchange views on current trends or parallel events. Older users mainly use Twitter to get informed in real time about political, cultural news.
USE BY COMPANIES
Companies often use Twitter to set trends or inform real-time followers about events at events. So Twitter is a popular medium for the rapid dissemination of news at events and press conferences.
BUSINESS MODEL
Twitter has long been financed by investors who were interested in user data. Meanwhile, Twitter also offers paid advertising to companies in the form of Promoted Tweets or Promoted Accounts.
CRITICISM
For a long time, Twitter was branded as an unnecessary addition to Facebook, as many people saw no sense in the short 140-character messages. In addition, Twitter was often unattractive to investors because the platform's advertising capabilities are limited.
DATA PROTECTION
Twitter has like all social networks from the United States again and again problems with the local data protection law. Among other things, the automatic creation of placemarks of mobile Twitter users has been deactivated.
XING is a German social network that exists since 2003 and is used in Germany by more than 5 million members. It mainly serves to expand professional networks.
THE XING USER
XING is primarily used by members between 35 and 54 for business contacts. At the same time, users are interested in maintaining their own profile in order to use it as a reference for job applications or new customer contacts.
USE BY COMPANIES
Companies can create their own profiles on XING, which can be used to target or recruit new employees. In addition, the company profile provides the opportunity to provide proprietary information to the public.
In the so-called XING groups, companies as well as individuals can discuss topics together with other XING members.
BUSINESS MODEL
XING AG is part of the Burda Group and is listed on the stock exchange. At the same time, the network is financed by the subscription fees of its premium members.
CRITICISM
Criticizing XING is more of a general nature. Because there are no studies that measurably prove the benefits of a social network used for business purposes.
DATA PROTECTION
Anyone using the XING network must be aware that all data published by him is also visible. Nevertheless, it can be set in the profile whether the data can only be read by registered users and whether search engines are allowed to index the profile.
LinkedIn claims to be the largest online professional network, operating in over 200 countries, with 200 million members. LinkedIn provides users with access to people, jobs, news, updates, and insider info. This is to ensure that users operate successfully in professional life. Compared to XING, LinkedIN is even more international.
THE LINKEDIN USER
Over 70 percent of LinkedIN users in Germany are between 35 and over 50 years old. [6] The users are primarily interested in developing business contacts and presenting themselves.
USE BY COMPANIES
Companies can use LinkedIN primarily to recruit new employees. Headhunters also use LinkedIN profiles to fill jobs with suitable candidates. Companies can also advertise on the social network with so-called LinkedIN Ads.
With its own company page, LinkedIN also offers companies the opportunity to present themselves to a broad target group.
No comments:
Post a Comment