Social Media has been the talk of the time since almost every person likes to share and update regarding what he has done something extraordinary, Content or blog post with massive world .Social Media is great medium to connect the people with people doing wonders in their field around the globe . Social Media is free but very effective medium to Market your your products and services to the massive audience.
Social Media Networks such as Twitter , Facebook , LinkedIn ,Yammer , StumbleUpon , Reddit , Scoop.it and Digg are the some frequently used Social Networking sites where people share their updates , latest development , blog posts , latest articles ,content , Videos , News and Press Releases immediately as they happens or created . Social Media Gurus knows the various Dynamics of using Social Media for Startups to maximize their Profits to manifolds . Here the Five Hidden Benefits you enjoy by using Social Media Networks for Marketing of Startup Products or Services .
1.Social Media is Free: Yes , this is biggest benefit social Media that it is free and has massive outreach globally .Though some Social Networks such as Scoop.it ,Buffer etc to use Premium Services even some social Sharing Plugins have pro Versions too . This is not big problem since you can still use 100s of Plugins offered free by the social Media Developers and IT Companies for startups to take benefit from powerful Medium of social Media.
2.Outreach and Networking: Startups need outreach to their products or services and at the same time Networking with Entrepreneurs and Customers to maintain good relationship and update the Social Media Users with improved services ,products or improvements in existing products or services being offered by the startup company for the massive prospective customers.
3.Product or Service Feedback: Social Marketing will also enable you to research the customer feedback and opinions regarding your products or services. You can engage Social Media People with product surveys , opinion polls etc . This also save your massive investment on Survey Research Companies . The feedback will enable you to either change or improve the product or service .
4.Temporary Website Needs: Social Media also helps the Startups to create a page and showcase all of their products and services as offered by LinkedIn and Facebook while your startup website is under construction in the Developers Lab . You can update the enthusiastic visitors regarding the possible Official launching date of your Startup website . This will serve as Landing Page . You can also redirect your domain to Social Media Page so that visitors may be updated with Products and services are offered or would be offered after launching of your website or web store .
5.Track Social Media Trends & Analytics: You can deploy certain plugins or tools on your website to create insights regarding any service or Product which is most demanded and the products or Service less demanded. The benefit of Social Analysis is that you can easily research the trends, tools and services most demanded globally and the company can create or develop such products on the basis of the interest of the people using or making purchases online or offline. The startup can also distinguish between well performing and less performing products or services. Even the services which are not getting impressive feedback from the Social Media users. This will benefit the Startup Company in improving Development of products after having a meeting with the Production, Sales and Marketing team.
Internet: A luxury or necessity
The internet is the world’s largest computer network, linking millions of computers. It has become an integral part of our daily lives. The effective use of the internet makes our lives easier, faster, and simpler. It is critical to understand that the Internet is a global network of physical cabling, which can include copper telephone wires, television cables, and fiber optic cables. Even wireless connections, such as Wi-Fi and 3G/4G, rely on physical cords to connect to the Internet.
The internet provides us with facts and data, as well as information and knowledge, to aid in our personal, social, and economic development. All of this is possible by connecting a computer to the Internet, generally known as going online. When someone says a computer is online, it simply means it is linked to the Internet. The internet can be used for a variety of purposes; however, how we utilize the internet in our daily lives is determined by our particular needs and goals. It’s no secret that the internet is becoming an increasingly important part of our daily lives.
The Internet not only became one of the most widely utilized commodities, but it also improved dramatically, becoming the most marketable entity since then. We used to live without the internet, just as we used to live without electricity but in the contemporary it is unimaginable. A huge number of researches have been done on the importance of internet, it’s role in our lives but my research is specifically focused on how has the pandemic highlighted that the internet is no longer a luxury but a necessity in today’s world.
Theoretically, the purpose of this study is to determine the following research objectives:
- To assess the importance of Internet
- To analyse that the internet is no longer a luxury but a necessity in today’s world
How has the pandemic highlighted that the internet is no longer a luxury but a necessity?
The literature is based on detailed analysis of internet and the use of internet in our lives. The importance of internet has been discussed in various research papers. Based on available literature, it is critical to expand knowledge in this area. As a result, this study is proposed to be a comprehensive study based on detailed analysis of how the internet is not a luxury anymore and how it has become a necessity, as the pandemic has proved.
To achieve this research’s major objectives, I have used an interpretive approach that focused on the importance of internet in our lives that has been highlighted during the pandemic and has changed the perception of humans about the access to the internet. The research is deductive in nature as it examines the data which is qualitative and narrative in nature and it is obtained from the credible secondary sources consisted of official documents, academic studies, articles and reports.
There are some things in life that we perceive to be a necessary part of our daily lives. However, a few years ago, the same things were either non-existent or viewed as luxury rather than a necessity – the internet being one of them. Internet access is a basic requirement of modern life for me and most individuals I know. When the internet first arrived in Pakistan in the 1990s, it was not only pricey, but many people predicted that it would not remain long owing to its complexities.
Fortunately, they were all incorrect. The Internet not only became one of the most widely utilized commodities, but it also improved dramatically, becoming the most marketable entity since then. We used to live without the internet, just as we used to live without electricity or indoor plumbing back in the days, but life with each of these things is so much better than life without them that we all agree that everyone should have them. But from 2000’s the internet has become critical for day-to-day tasks.
It is the only way we can communicate with and care for close friends and family living far away, most of the institutions have started providing services online, For example, if we want to take admission in a university, we will have to fill an online application form, but it is only possible if we have internet access. So now, we have compelling reasons to recognize a right to Internet access. If there was any doubt about how important internet access is, the current coronavirus outbreak might has eliminated it.
When the COVID-19 pandemic broke out earlier this year, much of the world went online, hastening a decades-long digital change. Children with at-home Internet access began attending class remotely; many employees began working from home. Universities also moved teaching and tutoring online, which has produced issues for students who do not have or do not have enough Internet connectivity. During the pandemic, most people could only work if they can do so online. Those who do not have access to the Internet are unable to apply for jobs that need them to work online. Working and learning from home, have all been made possible by the internet. Seeing friends and going to the doctor without exposing yourself or others became possible during the lockdown because of the access to the internet. The world recognized that the unavailability of internet is a dilemma for people and states.
Furthermore, practicing political rights like as free speech and free assembly are only feasible virtually under quarantine. Access to politically relevant information, such as scientific research and other information that helps citizens to form their own opinions about how the government is handling the pandemic, is also important. These examples demonstrate that the Internet provides critical infrastructure for many essential activities in the current pandemic. In such a context, a lack of effective internet access jeopardizes individual liberties and is thus particularly a serious social concern. Our dependence on internet during the coronavirus crisis has reshaped how we will act once the pandemic has passed. The real lesson is that we have made the internet an essential element of our personal and professional life. This isn’t about to change. The pandemic has introduced a new narrative or worldview in which we rely on the internet to bring economic and social activities to us rather than us going to them.
So access to Internet is not only one of the most visible, but also one of the most shocking inequities shown by COVID-19.This might surprise you but even in developed countries, internet availability is frequently less than you might expect. Take, for example, the United States. More than 6% of the population (21 million people) do not have access to the Internet. In Australia, this figure is 13%. Even in the richest countries, the internet cannot keep everyone connected. In addition, 3.7 billion individuals do not have access to the internet. The vast majority live in underdeveloped countries. More than one billion children worldwide are currently barred from attending school due to quarantine procedures. Even though teachers hold daily online lessons, many of these children are unable to participate due to the unavailability of Internet.
When we say internet access is a necessity not a luxury, this narrative is also supported by the increase in number of internet users over time. Since 2005 to 2019 there has been a sharp increase in the penetration of internet.
According to Statista’s report, the statistics of internet penetration globally are as follows:
Number of internet users worldwide from 2005 to 2019 (fig 1)
There were 4.66 billion active internet users globally in January 2021, accounting for 59.5 percent of the global population. 92.6 percent (4.32 billion) of this total accessed the internet. A world without the internet is now unthinkable. Now the internet, which connects billions of people globally, is a key pillar of the modern world.
The focus on the pandemic should not cause us to lose sight of how important the Internet has become during normal days as well. Online access has become part of the routine to the majority of us. Every day, we utilize the Internet for a variety of purposes, both significant and insignificant. Most of us couldn’t fathom working or communicating with loved ones without it. This is not the case for a large percentage of people. A reclaimable right to basic internet access would significantly improve their lives. Along with the daily use, Covid-19 pandemic has demonstrated unequivocally that the Internet is no longer a luxury, a convenient addition to those who can afford it. Internet access, on the other hand, has become a basic requirement. All we need to do is shift our perception of internet access from a luxury to a necessity.
Recommendations and Conclusion
To sum up everything that has been discussed so far it is past time for us to acknowledge the fundamental relevance of internet access. It is the right time to value internet access in the same way that we value electricity, drinking water, and paved roads. Each is necessary for a healthy and prosperous society, which is why we spend so much money to make these requirements available across the country. To be sure, the problem of providing and regulating inexpensive internet access for everyone is complex and costly, but it is not impossible. Governments should work on making the availability and affordability of internet a possibility for the people- because there is no denying to this; that in the contemporary world the access to internet has become a necessity.
TIKTOK’s global growth and expansion : a bubble or reality ?
Social media has offered amazing tools and apps that have revolutionized the lifestyle of people. Social networks always keep you connected with your friends, colleagues and family. Some creative apps have become very popular in recent times especially among the enthusiastic youth who create funny clips with the help of TikTok.
Tiktok is the greatest platform for creating short mobile videos. These videos contribute to inspire creativity and bring smiles on the faces of people even amid pandemic and lockdowns. The app has become very popular even in Pandemic and as some of the best informative and educational content went Viral.
Tiktok is the subsidiary of Grand Tech Startup Byetdance -a leading Chinese Startup with mushrooming growth. TikTok has always been expanding its reach worldwide due to its aggressive expansion programs. At present, Tiktok has offices in Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.
Tiktok was founded in 2012 by Zhang Yiming. Video sharing is the most popular segment among youth and the company has tapped tremendous growth. The Company is also called douyin in China but its global version is called Tiktok. The continual growth empowered it to acquire its American rival app musical.ly. The Company has expanded its outreach globally.
New Dimensions i.e. Online Education
The covid-19 has affected the Education badly throughout the world and the online digital education has been getting ground. Most of the Schools, Colleges, Universities, Coaching centres and Academies have anchored to Online Education such as live lectures, quizzes, Presentations and Webinars. Tiktok has announced to enter the online Education in India as some of the content uploaded on Tiktok related to Education and learning has become viral earning millions of views and generating great revenue prompting Tiktok to enter the world of Education.
Tiktok has already interacted with content creators and firms in India to Provide innovative Learning material as all the educational institutions are closed for an indefinite period and Tiktok finds it the perfect time to enter the world of Education.
According to statistics that social Media app used by more than 200 million users every month in India and Tiktok will cover the range of Science and Math related topics to help students learn from this service.
It has partnered with tech startups Vedanta, Toppr, Made Easy and Gradeup that will produce educational content for TikTok. It is also collaborating with social enterprises Josh Talks and the Nudge Foundation to mentor 5,000 people across India.
Continuing Growth amid Pandemic
According to reports of Forbes and Bloomberg, Byetdance surpasses Uber growth as it has become the top Startup with value at $78 Billion. Byetdance is the parent company of Tiktok that runs various services. Byetdance has made London as its strong base owing to trade war of the US with China in the aftermath of the Wuhan covid-19 outbreak. Trump Administration has imposed limitations on Chinese companies to pressurize China to accept US’ demands. Byetdance has attracted many professionals from Google, Yahoo, Microsoft and Apple to establish a strong hub at London to expand its outreach in Europe.
Hiring than Firing amid Pandemic: A big surprise
It is really surprising that when the biggest companies and Franchises are constantly laying off their employees owing to prolonged lockdowns due to Covid-19, The Parent company of Tiktok, the Byetdance has gone on a hiring spree and plans to recruit 10000 professionals in engineering, software and marketing fields that has stunned the world as even tech giants Google, Yahoo, Microsoft have laid off their staff and closed their offices over the covid-19 outbreak advising their employees to work from home.
Increasing Visibility of Byetdance Globally
With the ambitious journey of growth and reaping the enormous benefits, the company has no more remained a secret for the world as its subsidiary Tiktok has broken all the records of usability and popularity exploring new frontiers with successful footprint. The recent leap of Tiktok to launch its Education initiative in India will further its grip in the Asian markets.
Will the bubble burst or Sustain Market Shocks?
The Byetdance has established footprints in Asia and Europe building strong basis and marketing its services, it is estimated that it can sustain the jolts of pandemic and will retain its position as some reports regarding bubble reputation will fade away forever as the popularity graph of the company maintains upward trend and keeps going.
The majority of the world population is youth so if Tiktok focuses on youth-related interests by adopting AI practices, it has already achieved the milestone.
The Tech experts argue that TikTok has foreseen opportunity amid pandemic when the entire markets have crashed, Offices, Business, schools, colleges have been closed and stock markets crashed, even in such circumstances, if a company keeps hiring that means it established its strong bases so the bubble is not going to burst likely in post-Covid-19 World provided that it adheres to its policies of customer retention, market intelligence and the most important Artificial intelligence to explore the interests of users and offering more relevant content.
Besides profits, Tiktok pledged a huge amount for Vaccine development for Africa under its Tiktok for Good endeavours.
Social Media and polarization of society
Social Media has witnessed a mushroom growth that has impacted the discourse of political, cultural and religious systems by providing the equal opportunity of freedom of expression and of sharing an opinion or viewpoint on any issue.
Social Media has played a greater role in rightwing politics that paved the way for populist politicians to reach out to their voters.
Though Social Media has connected the people around the world, at the same time, it is causing division or disintegration and facilitating the social media lobbyists to polarize the communication so much the people support the arguments or opinions or political tirades against leaders without fact checking.
The world has been rocked by social networks such as Twitter, Facebook, LinkedIn and YouTube because the users of these social networks have already surpassed millions and are growing, but due to the limited regulatory framework, fake news, cyberbullying, extremism and terrorism has reached new heights.
The influencers’ interactions with social media users have polarized the political and social circles that led to the formation of online echo chambers, a tactic of social media recommendations by politicians to influence the users to strengthen their narrative regardless of facts that whether it is right or wrong, but it is knit in a manner that echo chambers appear to be normal for the people thus changing the way of thinking and increasing the supporters base.
The echo chambers post such content that we enjoy a lot while reading, while keeping us away from the content that may stir a debate or arguments or expression of our disagreement over certain social, economic, religious, cultural or policy matters.
The echo chambers keep ideas flowing on a regular basis to the one side –the positive side of the argument, while its negative side is deliberately concealed to hide the facts.
This is the big issue that might be discussed with students, who should be informed and taught at school, college or degree level so that positive and constructive use of this digital medium could be ensured.
Social media connectivity around the world is undoubtedly amazing but the problems it created for both people and students are very dangerous, and need to be addressed and regulated.
Digital media, especially social media, for a long time remained unbridled to post any content that may fall in the purview of hatred, racism, bullying, derogatory remarks, character assault, rebellion, or anti-state elements instigating people to create chaos using the olive branch of social media. Since it was not monitored given the type of content being circulated and the information of people posting such content, including their motives behind such content as may have a constant flow of information that is recommended by the users pretending to be professionals, experts and mentors.
Alarmingly, people without fact-checking go on sharing the content and thus creating hype for such an issue as does not have a basis and was the result of a conspiracy to exert pressure on some person or leaders to get some favours.
“The schools and colleges should chalk out the initiative to create awareness and practice of fair use so that social platforms should not post single or one-sided opinions or arguments but should welcome both so that positive use could be ensured. This will further the importance of social media.“
Sometimes, the active echo chambers or volcanoes erupt over such issues as may be beneficial for the wider circle of society, but this finds serious criticism masterminded by people with an individual approach. They term it detrimental for them since it did not serve their interests, though it might have been beneficial for general people.
Humans have an intuitional inclination to communicate with like-minded people or the people with the same choices on social media, thus the echo chambers get even stronger. The discourse that discourages dissenting voices always comes under fire from the thinkers and intellectuals of the nation since it is tantamount to concealing the facts from the people.
The world is coming closer after the covid-19 pandemic that engulfed the entire world, bringing misery and economic crisis. The social media debates go with biased and unbiased approaches regarding getting the vaccine. Some optimists termed it great, while some pessimists or biased approaches raised questions.
The echo chambers try to influence their opinions and win support.Similarly, echo chambers of both Democrats and Republicans only canvassed for their candidates but the leaders instigated the masses to attack Capitol Hill through social media and emotional speeches using their influence on social media, especially Twitter .
Some researchers have found that echo chambers influence people to win support but social media influencers have a follower-base of millions, and may polarize the public and politics, since influencers share success stories like internet marketers compelling you to buy their products.
The opinion leaders and experts reveal that for the last two decades, the percentage of American people having consistently holding liberal or conservative beliefs— rather than a blend of the two, which is the case for most people— has increased from 10 percent to over 20. Beliefs about the other side are becoming more negative creating an alarming situation.
Since 1994, the number of people who see the opposing political party as a threat to “the nation’s well-being or security” has doubled, which heralds how deepening polarization has predictable results raising eyebrows.
The government shutdowns, violent protests, scathing attacks on elected officials, the capitol Hill incident –all indicate that social media have been polarizing the political system and divided the nation each passing day due to echo chambers of both mainstream parties regarding the issues of health, security, human rights, employment and environment.
According to evidence from empirical research conducted on US politicians, politicians following extreme ideologies attracted a larger public audience than those who were moderate, which is the real example of echo chambers.
Usually, messages containing extreme thoughts, emotional instigation, patriotism, or criticizing the opposition received a warm welcome on social media platforms than those messages reflecting merely information.
The polarization of issues and political ideology will have serious repercussions in future that should be addressed on a timely basis so that societies could be saved from further isolation and disintegration.
The issues could be resolved through educating the people and creating awareness about the fair and professional use of social media channels for advocacy for winning support for legislation, an issue, a policy or employment.
Instead of showing the dark side of the issue, we have to educate people regarding both pros and cons of matters of importance for the general public rather than misleading the people with biased approaches to oppose the initiative of the government, community or civil society for the general benefit.
Social Media network operators are the bigwigs and the most influential in this.They cannot be controlled but only be regulated by framing such laws that may ensure fair use of this digital platform and are careful so that users may not face any legal issue by discussing sensitive issues such as desecration of holy places, religions, personalities, anti-state tirades, rebellion, terrorism, extremism and so on. The sensitive issue may stir protests and cause legal proceedings, if the cyber-regulatory laws are implemented to discourage the influence of one-sided opinions or campaigns.
We cannot deny the importance of social media platforms as they provide equal opportunity to people to express and share their thoughts or opinions, but safe and thoughtful use of these platforms will encourage healthy discourse and prove pivotal in promoting dialogue to discuss social, economical and cultural issues peacefully without hitting the sentiments of other communities.
Thus, echo chambers will be less powerful to build a narrative that is appealing but the readers will be engaging themselves in the debates that need interaction.
Undoubtedly, social media platforms have changed the political and social approach of the people and enabled face-to-face digital interaction through video and audio conference calls, so their fair use will mitigate their cons manifold.
The social media networks apply algorithms to connect you with like-minded people but it is up to you whether your engagement in communication is either unbiased or biased.
Social media should be promoting positive discourse to explore the political and economic solutions to the problems of people by reflecting the two sides of the coin so that the discourse be constructive and problem-solving. Social media has given a voice to marginalized people and governments are compelled to resolve the issues of people on a priority basis due to trending topics of social media.
Even the populist leaders may face resistance from social media as the public makes the most of the freedom of expression and criticizes the role of politicians for their failure to address the issues of the public.
In recent times, Facebook, YouTube and Twitter have been creating history in highlighting issues of both public and national interest but at the same time such platforms have been taken by storm by those influencers who continue to feed the news about their vested interests and create psychosocial hype for any issue that may jolt the power corridors of Government.
The politicians always take to Twitter for their precise viewpoint and policy debate and are usually followed by millions of followers. Even the print and electronic media take the tweets as policy statements or the narrative of some party or group.
The schools and colleges should chalk out the initiative to create awareness and practice of fair use so that social platforms should not post single or one-sided opinions or arguments but should welcome both so that positive use could be ensured. This will further the importance of social media.
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