A_World_of_Connections

A world of connections *The Evolving Phenomenon of Social N*etworks*; How They are Gaining G*round “Ghettos for Geeks”. Until the mid 1990’s, this is how online communities were perceived. These sites were seen as ghettos for geeks because they were remote, cold, technological spaces where human interaction was done under aliases and other forms of pseudo identities. But these spaces have evolved with the addition of the more human elements of interactive socialization, easy to use interfaces and increased privacy settings to appeal to wider audiences. People are intrigued by the fact that they can find and interact with old, new and existing friends from around the world. They have also become less reserved about sharing personal information and identities so that the search for people becomes easier and more efficient.According to Charlene Li from the Altimeter consulting firm, “social networks greatest achievement has been to bring humanity into a place that was once cold and technical.” Through the use of these networks users can let their friends and the whole world know whats happening in their lives. This mass communication tool allows users to send messages, pictures, videos and other content with just a few clicks of a mouse. This represents a dramatic and permanent upgrade in people’s ability to communicate with one another. People all around the world are making use of this ability and its audience does not only consist of youngsters. People of all ages are joining the networks in even greater numbers. These networks have become so popular because there is so much to do on them. They have created programs which run on their networks to engage their many users. These programs are cleverly built for the networks to acquire more users, and causes the sites to become more addictive. These networks have also become important vehicles for news and channels of influence. Twitter for example, has real time updates on events such as the Mumbai terrorist attacks as well as activities of its high profile celebrity users. Twitter as well as Facebook has also played a huge role in the Obama online campaign. Social networking may be seen as the new era of interconnectedness that will spread ideas and innovations around the world faster than ever before. These technologies are creating considerable benefits for the businesses that embrace them. Small businesses are using networks to become bigger. Their advertising-driven model seeks to assist in the expansion of many businesses. GAINING GROUND The success of the network can be attributed to a number of factors: Maintenance of the network; upgrading technology to ensure that they are user-friendly. Regular addition of exciting features (APPs) for eg. To keep users hooked. Compelling advertising packages which strategically targets a certain type of audience Twitter, another very established network, is a major competitor for Facebook. Twitter’s ‘tweets’ system (which allows people to post 140 character statements on the site) and its blog feature has attracted numerous subscribers. Print and Online Journalism students of the Caribbean Institute of Media and Communication (CARIMAC) at the University of the West Indies, Mona, are required to have a twitter account as part of the online component of that specialization. Even business in Britain, are using Twitter; signs are placed on the door encouraging customers/clients and potential customers/clients to follow them on that network. Twitter might not be as ‘big’ as Facebook, however, with celebrity users such as Oprah Winfrey, who has $3 million followers cannot be overlooked. Facebook even made a failed attempt tried to buy the Twitter network. Facebook’s success can be attributed to it continuos effort to diversify the strategies implemented. Continuous upgrading of its technology: Facebook is concerned about ensuring that their technologies are of the very highest standards so that its users experience will be easy. The attention that is paid to the continuous upkeep of the network is not paid to various games and applications – although there have been numerous improvements in this area on the part of Facebook. MySpace, a music and entertainment kind of social site, made some strategic errors. “Faced with demanding revenue targets from New Corp (which bought it in 2005), MySpace neglected its technology and added new features such as job listings and horoscopes that drove web traffic. But had nothing to do with its user’s core interest in film and music. Examples of where social networking is gaining ground in the Caribbean are the following: Cell-phone giants Digicel have utilized Facebook as a means of marketing their products on a wider scale in terms of a Caribbean branding initiative. This has resulted in getting more customers on board to consume what they are offering and their revenues increasing on a rapid scale. Media in Jamaica also have utilized this medium as a way of informing the public with the latest news updates. By doing so, they have also tapped into new market for This is opened the media landscape from being a one-way process to an interactive one where the public can share views of various topical issues. E.g. Nationwide News Network, All Angles on TVJ, Ragashanti Live on Newstalk 93FM and other broadcast media programs and stations. Politicians also used social networking as a means of public relations and campaigning for their respective parties close to election time. E.g. Generation 2000, the youth arm of the Jamaica Labour Party, utilized Facebook to garner support for the JLP and to showcase the party’s aim and objectives for the country. Regional Tourism Boards and hotel chains have also utilizes social networks in particular Facebook as a means of highlighting what each country and hotel has to offer and getting people to visit that country. E.g. Barbados Tourism Authority that is set to position Barbados as the premier globally competitive year-round warm weather destination contributing to a sustainable quality of life for all Barbadians. It has a fan page with nearly 500 members and still counting. E.g. Sandals Resorts which offers a luxurious vacation experience for people in love, located on the beautiful islands of Jamaica, Antigua, St. Lucia and the Bahamas.