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In the Wild West of the Internet, social media is often credited with giving a voice to the average citizen and helping to introduce democracy and activism to turbulent parts of the world. Yet on the flip side, online grievance campaigns have become an increasingly frequent phenomenonwith even big companies now tasting the wrath of angry swarms of web activists.
Cyberbullying isn't something normally associated with large corporations. However, in the last week alone social networking played a big role in humbling two culturally influential institutions: Starbucks (SBUX) and DC Comics (TWX). Both companies beat a hasty retreat from planned campaigns, and in the process learned a painful lesson in frontier Internet justice.
They join a gallery of big companies that have learned the hard way that hell hath no fury like a Twitter user scorned. So has social media ushered in the age of cyberbullying of big companies?
According to experts, the answer is yes and no. By and large, the Internet is seen by many as a way to hold companies accountable for their business practices, and give consumers a measure of leverage. Yet it also means big firms no longer totally control their own narratives, and companies can quickly become helpless bystanders in their own story.
"Back in the day of the 'Mad Men' era, companies had complete control over messages and what consumers were able to see," said marketing expert Rene Richardson Gosline, a professor at M.I.T's Sloan School of Management, in an interview. "That control has not gone away, but the pendulum is swinging toward co-creation and co-control."
That means online activists have at their disposal the means to make questionable corporate behavior go viral. Just ask Sallie Mae, who in 2013 was accused of harassing the family of a dead college student for the balance of a student loan. A relative took to Twitter to denounce the company, unleashing a torrent of social media haranguing that forced the company to back off its aggressive collection efforts.
As institutions like Starbucks, DC and JPMorgan Chase (JPM) have learned, "the consumer has a voice, too," Gosline told CNBC. As far as companies are concerned, "it's no longer a soliloquy, nor are they completely in the audience."
Using social networks to blast big companies isn't exactly bullying, she explained, but something that gives users credibility with their followers, and is part of the whirlwind of free speech.
"The cyberbullying you see is one-half of a coin that puts it into a narrative," she said. "We obviously construct a hero or the villain, and if you're the company you want to fall on the former. If you're on Facebook (FB) or Twitter (TWTR) people may not actually be that outraged, but you gain social capital by calling out a company as being incorrect."
Provided by CNBC
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Cyberbullying's new target: Big companies
By Javier E. David
In the Wild West of the Internet, social media is often credited with giving a voice to the average citizen and helping to introduce democracy and activism to turbulent parts of the world. Yet on the flip side, online grievance campaigns have become an increasingly frequent phenomenonwith even big companies now tasting the wrath of angry swarms of web activists.
Cyberbullying isn't something normally associated with large corporations. However, in the last week alone social networking played a big role in humbling two culturally influential institutions: Starbucks and DC Comics. Both companies beat a hasty retreat from planned campaigns, and in the process learned a painful lesson in frontier Internet justice.
They join a gallery of big companies that have learned the hard way that hell hath no fury like a Twitter user scorned. So has social media ushered in the age of cyber-bullying of big companies?
According to experts, the answer is yes and no. By and large, the Internet is seen by many as a way to hold companies accountable for their business practices, and give consumers a measure of leverage. Yet it also means big firms no longer totally control their own narratives, and companies can quickly become helpless bystanders in their own story.
"Back in the day of the 'Mad Men' era, companies had complete control over messages and what consumers were able to see," said marketing expert Rene Richardson Gosline, a professor at M.I.T's Sloan School of Management, in an interview. "That control has not gone away, but the pendulum is swinging toward co-creation and co-control."
That means online activists have at their disposal the means to make questionable corporate behavior go viral. Just ask Sallie Mae, who in 2013 was accused of harassing the family of a dead college student for the balance of a student loan. A relative took to Twitter to denounce the company, unleashing a torrent of social media haranguing that forced the company to back off its aggressive collection efforts.
As institutions like Starbucks, DC and JPMorgan Chase have learned, "the consumer has a voice, too," Gosline told CNBC. As far as companies are concerned, "it's no longer a soliloquy, nor are they completely in the audience."
Using social networks to blast big companies isn't exactly bullying, she explained, but something that gives users credibility with their followers, and is part of the whirlwind of free speech.
"The cyberbullying you see is one-half of a coin that puts it into a narrative," she said. "We obviously construct a hero or the villain, and if you're the company you want to fall on the former. If you're on Facebook or Twitter people may not actually be that outraged, but you gain social capital by calling out a company as being incorrect."
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Cyberbullying's Got a New Target: Big Companies
The social networking app you spend most time in can give away your age, according to a new survey carried out by analytics firm ComScore. Snapchat is the biggest hit with younger people, the figures say, with 71 percent of its users in the U.S. aged between 18 and 34 years old.
Facebook, meanwhile, has the lowest user percentage in the 18-34 age range at 38 percent, narrowly behind Twitter at 41 percent. Facebook also registered the highest portion of users aged 65 and over a tenth of the networks users in the U.S. have reached retirement age, compared with just 1 percent of Snapchatters. The survey doesnt cover users aged under 18, though again you would expect Snapchat to be very popular with the youngercrowd.
Related:Snapchat Discover curates the news you want to read into one handy post
The whitepaper released by ComScore, 2015 U.S. Digital Future in Focus, covers the rise of online video viewing, advertising and e-commerce on the Web, and user searches as well as social media use. Across all ages, Facebook remains the dominant social network, reaching 81 percent of the digital population in the United States.
Other networks popular with millenials in the 18-34 age groupinclude Vine, Tumblr, and Instagram. Older people tend to gravitate more towards more established and sophisticated platforms, such as Google+, Twitter, and Pinterest. Another metric measured by ComScore was time spent within an app, and here Instagram beats out all of the competition.
There are plenty of interesting nuggets of data in the report. National Geographic was ranked the number one social brand of 2014, for example, thanks largely to photos of baby animals in the wild. MySpace, meanwhile, is enjoying something of a renaissance the site pulled in 40 million visits last year after deciding to focus on music and video, nearly five times as much traffic as it registered during 2013. Other platforms enjoying speedy growth through the year were LinkedIn, Snapchat, and Vine.
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New study shows how age affects your social network of choice
GetGuide: Document management permissions in eXo | enterprise social networking
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GetGuide: Document management & permissions in eXo | enterprise social networking - Video