The impact of social media in social changes
Answers
Many studies suggest implementing social networks within the workplace can strengthen knowledge sharing. The result is to improve project management activities and enable the spread of specialized knowledge. Fully implementing social technologies in the workplace removes boundaries, eliminates silos, and can raise interaction and help create more highly skilled and knowledgeable workers.
The flip side: Low number of social ‘shares’ can lead to negative social proof and destroy business credibility
Interestingly, although the use of social sharing has become the norm rather than the exception in business, some companies, after experiencing first-hand some negative effects of social media, have decided to go against the grain and remove the social sharing buttons from their websites.
A case study of Taloon.com, an e-commerce retailer from Finland, found that conversions rose by 11.9% when they removed share buttons from their product pages.
These results highlight the double-edged nature of the impact of social media. When products attract a lot of shares, it can reinforce sales. But when the reverse is true, customers begin to distrust the product and the company. This is what Dr. Paul Marsden, psychologist and author of ‘The Social Commerce Handbook’, referred to as ‘social proof’.
Information and communication technology has changed rapidly over the past 20 years with a key development being the emergence of social media.
The pace of change is accelerating. For example, the development of mobile technology has played an important role in shaping the impact of social media. Across the globe, mobile devices dominate in terms of total minutes spent online. This puts the means to connect anywhere, at any time on any device in everyone’s hand
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