Report+Draft


 * Introduction:**

With Social Media being a major player in the world economically, politically and socially, we from the Digitech Extreme Consulting group want to help your company find the edge for the future. We will advise you how you can use Social Networking Services (SNS) to your benefit so you can take advantage of all the changes that will happen in the future. Though we can’t claim to see into the future, or have a special magic charm, we have been able to analyze what is happening today and can extrapolate from that what might happen in the future with regards to this topic. In order for your company to prepare for the future, we will give you a strong understanding of how you should be incorporating Social Networking Services into all areas of your multinational company’s business. If you heed our predictions and suggestions, we think you will be able to succeed in the Brave New World of the Future.

According to demographic research, Generation X and Y workers “expect diversity, learn from video games, and communicate with peers via text messaging and instant messaging” (Annibell, 2010, p. 13) but also quickly adapt to latest technological advancements and demand those on the horizon to be quickly integrated into daily use. If current generations are steeped in technological approaches, then the Generation M, having grown up with video games, cell phones, computers, and every technology known to man, must be even more technologically demanding and will use technology to connect their world in ways not even yet predicted.

We have several futurists prepared to offer you specific information regarding the future in the areas of personal/family life, education, commerce and politics and how it relates to your company’s needs.

Commerce

All around the world people are using social networking services for a variety of reasons. Whether it’s getting in touch with their family members far away, taking part in an online education course, or creating a business online, individuals have harnessed and will continue to develop social networking services for their own profit. Commercially, social media is an exploding market that has yet to be fully tapped. According to Daniasa et. al., “new marketing creates a platform of true interactivity” (2010, p. 279). Gen X and Y computer users are demanding much more collaborative programs and services online. Wikis, social networking sites, and other collaborative tools are positive options for the new generation to embrace and use in their own way (Annibell, 2010, p. 12) According to social media researchers Hoffman and Fodor, today’s society is one where “customers are fully in control of their online experiences and where their motivations lead them to connect online with other consumers while they create and consume online content, much of it user—rather than marketer generated” (Hoffman and Fodor, 2010, p. 42). Consumers and creators have become one and the same. Traditional marketing where the company is in charge of promoting a product is part of the past. Now, when a consumer likes a product, he can present this information on his Facebook page, thus sharing a positive experience and providing positive marketing for the company. Conversely, when a customer dislikes a product, he can negatively influence friends and others with critical comments or reviews of the product or customer service, both of which can impact a company’s earnings (Hoffman and Fodor, 2010, p. 45-47). In order to balance the customer’s wishes with the company’s needs, the best websites for commercial purposes will have to incorporate both professional and user-generated content to give the consumers a voice and the company control (Daniasa et.al., 2010, p. 279).
 * Current Trends for Social Networking Services and Commercial Applications**

According to John Squire, IBM’s Chief Strategy Officer, IBM’s Coremetric Social Program which was just unveiled in April 2011, will track and suggest improvements for social media marketing campaigns (IBM, 2011). Clients will be able to track just who is responsible for passing on a coupon or presenting a positive image of the company. The Social Media Return on Investment (ROI) will allow companies to track how much money is being made from their social media marketing investments (Hoffman and Fodor, 2010, p. 45-47).

However, the data tracking is part of the future problem. The security implications of the commercial world are many. With more than 11 million U.S. Consumers suffering as victims of identity theft, social networking sources can be an origin of concern for the future because more than 40 percent of individuals currently using social media networks tend to have their privacy settings disabled, allowing full access to strangers (Rose, 2011, p. 39). Mark Andrejevic demonstrates that commercial surveillance has the potential to exploit, manipulate, and control users in a variety of ways by mining user data, sharing customer information with third party businesses, and targeting users with specific ads (2011, p. 285). It’s possible that companies could use this information for predictive analysis, “ Every message we write, every video we post, every item we buy or view, our time-space paths and patterns of social interaction all become data points in algorithms for sorting, predicting, and managing our behaviour” (Andrejevic, 2011, p. 287). Andrejevic warns that the future might be a place where society loses the human connection, because they are only connected in cyberspace (2011, p. 287). If we are reduced to a set of numbers and predictions, we as a society may lose our connection to humanity.
 * Problems of Social Media**

While social networking systems are not problem free, they are still in their infancy and have vast possibilities for commercial benefits. While some might argue that the data mining, marketing demographics information, and user interaction are just a few of the possibilities that could exploit or alienate the users, the reality is that they hold great potential for positive growth and development. Author Maria Azua warns that as the digital network nears 3 trillion gigabytes, “social networking certainly contributes to the mind-numbing growth of information, but ironically, social tools are also the best way to deal with this explosion” (Anonymous, 2011, 66). As the future looms, perhaps the best advice for a company is to avoid going it alone. Annibell explains that the concept of crowd sourcing will allow users and content creators to have a voice in decisions by participating in votes that push the best ideas to the top (Annibell, 2010, p. 12). The game show, “Who Wants to Be A Millionaire” used the concept of crowdsourcing when the contestant was allowed to use the crowd as a resource. As companies look to the future, it will be important that they involve their users and consumers in the journey. Perhaps the question is not, where do you want to go, but “Where do WE want to go?”
 * The Future of Social Media**

With the recent proliferation of revolution fueled by short message systems and micro-blogging messages in the middle east, the focus on the political power of social media has become more that just the talk of the high tech-minded and the geeks and programmers locked away in the basement of garage surrounded by empty cans of Red Bull and half-eaten boxes of Little Debbie Snack Cakes. Social Media or the use of social networking site (SNS) tools is now the open domain of grandparents, elementary students the world around. It is not a question of whether people now use a SNS, but whether they do not. Politicians are no different. One would be hard pressed to find an elected official that does not use SNS as a tool for communications and electoral fundraising, especially in the United States. Blogger Matt Silverman notes that, “ oliticians are brands. Like their counterparts in the private sector, we’ve seen some pretty interesting things when it comes to [|using social media on the campaign trail]. Representative democracy seems the perfect place for social media — a direct communications channel between the governed and the government.”
 * Social Networking Sites (SNS) and the Political Landscape**

**Elections and SNS** Barak Obama was the first American president to leverage the use of SNS as a tool for fundraising and the mobilization of his constituency base. Now the capabilities of SNS and microblogging platforms like Twitter are not only being considered, but fully integrated into election campaigns. Most recently President Obama held the first presidential town hall meeting on a SNS. Barak Obama and SNS Facebook founder Mark Zuckerberg teamed up to hold the town hall meeting which will included about 1000 Facebook employees and an audience of potentially millions on the web. The event preceded a thirty-eight thousand dollar a plate fundraiser in the bay area. Swift noted that, "Obama has been a pioneer in the political use of technology; Facebook co-founder Chris Hughes played a key role in his campaign's use of the Internet and social media in 2008 for fundraising and to rally volunteers. Obama launched his re-election campaign Monday in part with a YouTube video, and he has 7.2 million followers on [|Twitter] “(para. 5). Politicians have quickly realized that SNS is part of a greater communications plan that needs to be developed and managed throughout a campaign (Silverman, para. 25).

In examining the future of SNS in politics, one must consider the connections that are available the world around and the tendency of the individual to make connections beyond their personal belief systems and partisan philosophy. The internet as a tool for communications is a relatively new tool for communications and social discourse. Facebook began operation in 2004, and only became a common internet social site open to anyone with an email address on September 26, 2006 (Abram, 2006). What cannot be ignored is that as a tool for reaching millions, the SNS networks can grab attention and unify masses. Also noteworthy is the fact that the use of a SNS also encourages the expansion of and consideration of alternative points of view. Kim notes that “growing social network media can be helpful both for partisans and nonpartisans to expand their social boundaries by providing opportunities for information exchange, social interactions, and inadvertent exposure to dissimilar political views" (p.976). Even more interesting is that the use of SNS has encouraged more openness to the political system and has been noted as showing openness to political discourse and discourages political cynicism (Hanson, et al, p. 606) This phenomenon certainly needs to be considered knowing that the media and the messages contained in the SNS system seem to have a profound impact on the personal opinions of the participants. SNS also seems to have the unique characteristic of being somewhat apolitical. Consider the following example.  In 2008, a large protest occurred in South Korea’s capital Seoul. The protest focused on banning imports of beef from the United States due to suspected concerns for safety of the food supply. In this particular protest thousands of young girls turned out to join the march, spurred on by an online conversation and information exchange in a website discussion area. The website was one dedicated to the Korean boy band Dong Bang Shin Ki (DBSK). DBSK is hardly the political action group that one would imagine engaging thousands of teenagers in political debate. This example clearly denotes SNS unique ability to mobilize in an apolitical way. Further examples include protests about education reform in Chile, the red shirt protests in Bangkok, protest against religious vigilantes in India, and even the mothers, fathers and grandparents who protested government corruption in Sichuan following the earthquake in 2008. The message seems to be clear that SNS provides what appears to be ad hoc convergence of individuals with similar political interests.(Shirkey, p. 38).
 * Social Media in Politics as a Trend**

Looking long term, politicians globally need to consider the galvanizing power of SNS, the opportunities that it provides and the challenges of that SNS systems bring to a political system and a country. Shirkey notes that “ To the degree that the United States pursues Internet freedom as a tool of statecraft, it should de-emphasize anti-censorship tools, particularly those aimed at specific regimes, and increase its support for local public speech and assembly more generally. Access to information is not unimportant, of course, but it is not the primary way social media constrain autocratic rulers or benefit citizens of a democracy (p. 41). Open and free speech, as well as free assembly is not allowed in all countries of the world, and ultimately, restrictive government regimes will view SNS as part of that restriction. In the free world, the same considerations need to be openly addressed. Careful consideration of public opinion will be quickly complicated by the sheer number of participants in an online environment and with public access more fully realized in developed nations, it will not be surprising to see more public participation in their governmental operations. Silverman notes that “ It’s about how the social web is rapidly becoming the default place where people spend their time and discuss issues that matter to them” (para. 6). Connectivity is also a challenge for the new online -- SNS based -- political discourse. When SNS input is considered the social norm for giving input to the politicians who govern and lead, connections and technology systems will mean more and do more than ever before. This starts at the top and has to work to the bottom of the social, financial and political spectrum. Most recently the President of the United States expressed concern for the technology resources at the White House, stating that ," When it comes to technology, we are like 30 years behind” (White, para. 3). If SNS and government, politics and democracy are going to interact and intercede, it is only common sense that the government consider connectivity part of the basic set of tools that should be available to all members of the community.
 * US Government Support for SNS Globally Means Expansion of Services and Internet Freedom**