The social networking service, Facebook, was created by Mark Zuckerberg with his college roommate, who both attended Harvard University, and launched Facebook in February 2004 (Phillips, 2007). Once the social networking sight went viral, the website's membership was no longer limited to Harvard students- college students from the rest of the United States and Canada soon started to use the social media service (History of Facebook, 2014). Facebook has become so popular and globally spread, that it is now being used by individuals and businesses worldwide.
Mark Zuckerberg stated that the core idea of Facebook was to create a platform for people to share and connect with others who are ...view middle of the document...
However, more recently users could post videos and music clips to create a more interactive medium of communication. Due to way Facebook has evolved and spurred individuals to communicate with other people, users are now willing to share more than they did in the past (Our Community to the Facebook Community, 2011).
To date, Facebook has over 1.2 billion active members (Social Networking Statistics, 2014). 48% of the 1.2 billion users log on daily (Facebook Statistics, 2014). This social media site has given businesses the ability to create business profiles, and communicate directly with its customers. Facebook has created a platform used by many on a daily basis, to convey personal feelings towards businesses, service delivery, customer relations and any dimension of delivering a service. By voicing opinions publically and communicating these facts to users, friends could cause a positive or negative effect on the brand.
LinkedIn is a business-oriented Social networking service which is mainly used for office use, such as professional networking and recruiting, that was founded in December of 2002 and launched in 2003 (A brief history of LinkedIn, 2013). Currently 227 million people are making us of the LinkedIn service (Smith, 2014).
LinkedIn possess capabilities of personal brand building through communicating with other employees in a given industry (Pearce, 2013). Users of LinkedIn construct an online resume, which gives recruiters, potential employers and clients the ability to view an employee’s profile. It acts as an interactive medium and an ongoing reflection of the workers professional interests, achievements and proactivity. Proactivity and the users engagement can be measured by analysing how frequently users update their LinkedIn profile and get involved in LinkedIn groups, which could provide meaningful and valuable information based on their contribution to online discussions.
One focal point of the site is that it allows registered users to maintain a list of contact details of people with whom they have some relationship; this feature is called Connections (Your Network and Degrees of Connection, 2012). Users can invite anyone to become a connection and increase their connections list. The individual who has received an invite can either accept or reject the request, where subsequently accepting a connection creates a new communication channel.
This list of connections can then be used in a number of advantageous ways, such as building up a direct and indirect network. Uploading of the users resume could strengthen their likeability and make them seem superior over other competitors in the field. New jobs can be found by the business opportunities recommended by someone in the users contact network. LinkedIn can be used for professional and strategic organisational communication. This communication mode can also be used in various ways to help build reputation and increase sales, by hiring the right person for...