Social Media’s Role in the Virtual World, by Ronnette Hope

Social media in its most basic form is a blending of technology and social interaction. More technically, it is defined as a group of Internet-based applications that build on the ideological and technological foundations of more involved human collaboration on the internet, which allows the creation and exchange of user-generated content such as Wikipedia, YouTube, and Facebook.

Social media is not completely separate from what is considered traditional media such as newspaper, television, and film; both social and traditional media are used by the public to access information. Both mediums struggle with audience and reach; however, social media has qualities that make it far more accessible and instantaneous than its counterpart.

While Wikipedia, YouTube, Facebook and many more are defined as social media; these applications take different forms. They share similarities: They are relatively inexpensive to use, relatively easy to use and available to anyone with access. About 75% of Americans are connected to the internet through some form; therefore, social media is becoming just as universal as its traditional contemporary. Each social media site offers a different set of tools and online presence to its users. According to Kaplan and Haenlein, social media can be broken down into six different types: collaborative projects, blogs, content communities, social networking sites, virtual games and virtual social worlds. These separations reflect social presence and media richness. They range from blogs, which focuses on individuality while allowing text-based and relatively simple exchanges, to virtual game worlds, which have high levels of interaction and media, yet may restrict self-disclosure and identity through the use of avatars.

Collaborative projects, content communities and social networking sites should be looked at more closely as society redefines community and membership. A collaborative project is the joint effort of many users that leads to a better outcome than any user could achieve individually. A prime example is Wikipedia. While everything on Wikipedia may not be true, it is trusted by most users in more than 230 languages worldwide. Content communities, such as Flickr or YouTube, share media among users. The high frequency and attraction to these sites are hard to ignore; YouTube users watch more than 100 million videos per day.

Among all these applications, social networking is the most interactive user to user; these sites require personal information profiles, inviting friends and colleagues to have access to those profiles, and sending e-mails and instant messages between users. Facebook has cornered this market with more than 500 million active users, defined as those who have returned to the site in the last month.

Social networking is helping people cross the traditional and geographic borders that once defined community; 70% of Facebook users are outside the United States. Social networking sites ease the community building process; they allow users to keep up to date with acquaintances with less effort. These social networking sites facilitate an individual finding others with similar interests in a communal gathering place, breaking the boundaries of geographic immediacy in traditional communities. Virtual communities resemble real life communities in the sense that they both provide support, information, friendship and acceptance between strangers; however, virtual communities span a greater spectrum of individuals with varied genders, creeds and opinions.

There is unforeseen potential in these interpersonal relations as they continue to grow and change. These sites are not just passive means of social interaction;, according to the Pew Research Center’s “Internet & American Life” project, “75% of all American adults are active in some kind of voluntary group or organization, and internet users are more likely than others to be active: 80% of internet users participate in groups, compared with 56% of non-internet users.” These internet groups are fostering real relationships. Social dimensions of involvement can impact real change in a participant’s life. The embedding of virtual community in everyday life’s experiences will become a reflection and influence on the communication practices and identity formation for future generations.

For YouthMuse, the key is transforming youth’s social media usage into a productive, more engaging resource for them within their virtual communities and extend that effort into their real ones. The YouthMuse project harnesses the power of social media and the interest of teens by giving direction and structure to youth’s concepts and pursuits.

References
Kaplan, Andreas M., and Michael Haenlein. "Users of the World, Unite! The Challenges and Opportunities of Social Media." Business Horizons 53.1 (2009): 59-68. ScienceDirect. Web. 6 Mar. 2011.

Rainie, Lee, Kristen Purcell, and Aaron Smith. "The Social Side of the Internet." Pew Internet & American Life Project. Pew Research Center, 18 Jan. 2011. Web. 07 Mar. 2011.

"State of the Media 2010: US Audiences and Device." Worldwide | The Nielsen Company. Nielsen, Jan. 2011. Web. 06 Mar. 2011.

"Statistics | Facebook." Facebook. Web. 07 Mar. 2011.