Social networking research Paper Example | Topics and Well Written Essays - 2500 words

Social networking - Research Paper Example One such obstacle is culture. Most of the popular sites are run on the basis of mass connectivity. However, many people have their own ways of interaction that cannot be completely replaced by this mass interaction approach. People buy many personal things based on advice from relatives and friends (Curran & Blackburn, 1994). Role models also play a major role in influencing decisions. In fact word of mouth is still the most effective method of advertisement (Trusov et al, 1990). Many people only trust the message depending on the person delivering it (Nail, 2005). Another big weakness of mass marketing organs with a worldwide audience such as the Internet is that everything goes. Much as an individual may choose to whom and what they communicate, they cannot control the content directed at them. Though the cultural limitations are often ignored by social network program designers, in a relatively conservative environment such as the that found in the UAE, some items, suggestions or insinuations found in the sites range from being upsetting to outrightly offensive (Ali, 2009). Futhermore, interaction sites such as YouTube and Facebook will are relatively new phenomena. It is therefore foolhardy to imagine that the established cultural networks of communication will simply give way to impersonal interaction sites overnight (Wills & Wills, 1996). 2~ Social networking is an effective medium because it aids in developing a better CRM program, where it has became a tool for two way communication between companies and consumers, and so it is effective for small businesses because they can exchange and listen to their consumer’s views and ideas. The main advantage of social networking programs is that they are based on interaction. It is therefore possible to provide a centralized infrastructure to enable delivery of content, adequate and detailed information about the product, aftersales support, information on product