Facebook Critical Analysis
Author
Institution
Introduction
Social networks have become a fundamental aspect of the lives of many people in the contemporary human society. It has gained wide and expansive use in almost every aspect of the contemporary society penetrating even fundamental sectors such as security and defense of countries. Of course, there are variations in the popularity of different social sites. Nevertheless, there is no doubt that Facebook comes as the most or among the most popular social site. It has more than half a billion people all over the world, a higher number than the entire United States population. Its growth rise and controversies are explored in the CNBC documentary “The Facebook Obsession”.
“The Facebook Obsession” outlines the rise of the social-media site as told by the company’s founders, their friends, as well as their foes. The correspondent delivers an all-inclusive look at the impact that the internet phenomenon has on the people, an impact of which many people are unaware. The documentary outlined the positive impact that the site brings, as well as some classic negatives such as privacy concerns, instant web personalization and protests. It starts with the story of a woman from Ohio who had used the internet phenomenon to track her biological mother. It also incorporates interviews of aggrieved early cofounders of the social-media site, as well the man who launched Facebook campaign for President Obama. However, one of the most fundamental highlights of the documentary is outlined in the story of a teacher who had made certain complaints pertaining to her students, her job, as well as parents in the school district. Given that she did this on her Facebook profile, she thought that only her family and close friends would see her status updates. She learnt that this was not the case in a hard way as she was eventually fired. This drove the point home; that nothing is private in Facebook.
As much as this may be a single, isolated case of a teacher or individual, it outlines the effects that Facebook has changed the workplace. In fact, it is a testament of the effects of information technology on organizational culture, as well as the entire society.
Facebook has changed organizations in various ways. One of the highly affected aspects of organizations is communications. In fact, this is the fundamental pillar of all social-media sites. Facebook offers a distinctive avenue for broadly passing real-time messages to the audiences that an organization wants to reach (Klososky, 2010). Individuals have the capacity to write messages from any place in the world at any time and pass it to interested parties. On the same note, Facebook has flattened organizations through the distribution of access to information (Klososky, 2010). It is worth noting that all parties are equal in Facebook, in which case any party can access information on the social network. The elimination of hierarchies comes as the biggest challenge to middle managers in organizations by social networks (Notter & Grant, 2011). They may be rendered obsolete as they may no longer be needed to pass messages in and out of the organization. In any case, organizations can use social media networks to reach broader audiences at lower costs.
In addition, Facebook has changed certain aspects pertaining to the recruitment process of organizations. It has always been recognized that the recruitment of the appropriate candidates is fundamental to the growth and sustainability of organizations. In the past, however, many organizations used to use referees to dig for background information pertaining to the candidates. This, however, has been changed entirely as employers have been provided with an opportunity to gain knowledge about the prospective candidates, including the background and ideals that the person holds (Notter & Grant, 2011). As much as Facebook has not been incorporated as a formal component of the process of recruitment, it has been naturally integrated thanks to the amount of data that it reveals pertaining to an individual. On the same note, consumer marketing companies have been lining up to utilize the networks to get their customized demographics with personalized messages. Facebook has revolutionized marketing by changing the focus from purchased media advertisement to a system where organizations create their own content and outlet. Social marketing, from a leadership perspective, allows for authentic leadership, which is a necessity for leaders in the 21st century. It is impossible for leaders to hide information on the social network especially considering that they reveal their personalities and beliefs, in which case they would be forced to be transparent and accountable. This explains the saga outlined in “The Facebook Obsession”.
The society has not been spared as far as the effects of Facebook, as well as other social-media sites are concerned. Facebook has been credited with merging societies and breaking or eliminating the boundaries separating societies. It has eliminated physical obstructions that hinder communication making it difficult for societies to remain as isolated units that stand alone (Kilduff & Tsai, 2003). On the same note, Facebook has enhanced the momentum for globalization as societies are merged while divisions that separate societies and people are eliminated.
However, there are instances where Facebook increases isolation within societies. This is especially considering that many people rely excessively on it for communication. In essence, they have difficulty socializing in the real world, in which case they become introverts and are thus isolated from the society (Bradley & McDonald, 2011). On the same note, Facebook has altered the communication patterns and allowed individuals to ‘talk’ directly to those that they like. This is because it eliminated the anxiety and embarrassment that characterizes real life communication. These communication patterns do not depend on socially established norms or etiquette, in which case communication is relatively more straightforward.
Nevertheless, Facebook has reduced the role played by social statues, wealth and class. It goes without saying that every person is approachable in this social site, with people becoming “friends’ with celebrities and people way beyond their league (Notter & Grant, 2011). Communication through Facebook has shaken the most fundamental structures that held hierarchy in the society.
Challenges to organizations
The benefits with which Facebook and other social-media sites come have long been acknowledged. They include expansion of market reach for organizations, enhancing the personal touch, as well as improving a company’s reputation. In addition, Facebook is known to be an economical or low-cost method of marketing in which case it lowers the cost of marketing for many organizations (Bradley & McDonald, 2011).
However, it comes with a number of challenges that threaten the same organization. First, it is worth noting that Facebook increases the difficulty of tracking misleading or negative statements pertaining to the organization (Klososky, 2010). This is especially considering that the social-media phenomenon is an enormous conversation in which everyone can participate, in which case businesses have difficulty tracking defamatory or negative statements pertaining to their brand. Even in instances where the organizations are rightly accused, their response may have limited effects especially where the defamatory statements have made it to the social-media website.
On the same note, Facebook comes with the challenge of accidental release of private and confidential information. In most cases, people who have inside information may inadvertently spill it, thereby eliminating the competitive advantage of the company (Klososky, 2010). Prior to the entry of social media, if letters ended up in the wrong address, they would be retrieved or re-obtained thereby protecting the information. This has become difficult with the entry of Facebook as it is likely to have reached millions of people by the time it is retrieved (Klososky, 2010).
In addition, there is the danger of unauthorized persons speaking or making statements on behalf of the company. Companies face the difficulty of monitoring the social activity of their employees or preventing them from making statements on matters pertaining to the company without proper authorization. In fact, companies or organizations may strive to allow employees to assert their beliefs and personalities online (Kilduff & Tsai, 2003). This freedom, however, presents the challenge or risk of a social medial post pertaining to the company’s perceived objectives and directions may damage its reputation. Unfortunately, it is extremely difficult to monitor the activities of the workers in the social media (Notter & Grant, 2011). On the same note, scholars have outlined that social media reduces the productivity of workers especially considering that some workers have no control over the amount of time that the employees spend on the social-media site. Data or identity theft is also a real threat in the world of social media, especially considering the malware and scams that are rife in the internet (Notter & Grant, 2011).
Recommendations for adaptation to the challenges
Needless to say, the challenges that Facebook brings to organizations can have adverse effects on the sustainability of the organization both in the long and the short terms. However, this would not necessitate the banning of Facebook in organizations, especially considering that it comes with some benefits that have the capacity to propel the organization to higher heights of excellence (Kilduff & Tsai, 2003). Companies need to take certain measures to ensure that they enjoy the benefits that come with social media while eliminating the challenges.
The larger part of the challenges rests in the protection of data and information. In essence, organizations must ensure that they determine and carefully examine the amount of information that they can release to the public. This examination should also encompass the individuals who have or are privy to that information (Bradley & McDonald, 2011). In addition, they should release an official Facebook page from which customers can get authentic information on the organization. This should also be updated by responsible individuals, with the information being carefully selected before being released into the Facebook change (Kilduff & Tsai, 2003).
On the same note, the organization should make policies on how their workers should behave on the internet and the social-media network. These policies should encompass the acceptable behavior on social media, as well as the information that they can give on the same. The employees should be prohibited from making any reference to the organization unless otherwise authorized by company personnel. This does not mean limiting the interaction of the employees rather it underlines the importance of safeguarding all information. In addition, companies should desist from sharing information that touches on their fundamental pillars over the social-media website. Such information should only be shared in websites that allow for the encryption of the information to eliminate the possibility of information theft.
References
Kilduff, M., & Tsai, W. (2003). Social networks and organizations. London [u.a.: SAGE
Notter, J., & Grant, M. (2011). Humanize: How people-centric organizations succeed in a social world. Indianapolis, Ind: Que.
Klososky, S. (2010). Enterprise social technology: Helping organizations harness the power of social media, social networking, social relevance. Austin, Tex: Greenleaf Book Group Press.
Bradley, A. J., & McDonald, M. P. (2011). The social organization: How to use social media to tap the collective genius of your customers and employees. Boston, Mass: Harvard Business Review Press.
