ASSESSING THE EFFECTIVENESS OF SOCIAL MEDIA ENTREPRENEURSHIP IN OUR CONTEMPORARY BUSINESS SOCIETY
CHAPTER ONE:
1.1 Background To The Study
The concept “social media” is used to define group interactive communication”. The “group” in this definition represents “social” content of the definition. According Suomen Toivo–Think Tank (2012), social media constitute a kind of current information network and information technology in which interactive communication emanates in which the user produces the content of information and proceeded by the establishment and maintenance of interpersonal relationships. A social media services include content sharing, web communities, or an Internet forum (Sanastokeskus, 2010). According to Kaplan and Heinlein (2010), social media facilitates the generation and exchange of information of its content. Therefore the users are active in the formation and exchange of information rather than being passive (Sweeter and Laricsy, 2008). The various types of social media include Facebook, Twitter, YouTube, Google+, MySpace, Skype, Instagram, Flipagram, what Sapp, 2go, and BBM.
According to Suomen Toivo- Think Tank (2012), the advantages of social media consist of openness, collaboration, social networking and social interaction, participation. The research therefore seek to conduct an appraisal of “Assessing the effectiveness of social media entrepreneurship in our contemporary business society”
1.2 Statement of the Problem
The social provides a social platform for interactive communication and information exchanges and has exacted great influences among social groups and the society at large. Considering the huge traffic of people on the platform it has become an easy means to disseminate information to the public. However it is pertinent to note that the adverse effect of the social media is greatly destructive especially on the image and brand of product or service or on a firm, individual or group of individual. This because information on the social media is unregulated and could sometime be biased and presumptuous. Also the number of bloggers is uncontrolled and unregulated thereby posing great danger for the dissemination of wrong informations.The problem confronting the research is to proffer an appraisal of “Assessing the effectiveness of social media entrepreneurship in our contemporary business society”
