IS SOCIAL MEDIA REALLY SOCIAL?

          Social media has become so intertwined in today’s society that it has revolutionized the way we communicated. Today several social media platforms such as Facebook, twitter, orkut, MySpace, Skype etc., are being used extensively for the purpose of communication. One of the most important advantages of the use of social media is the online sharing of knowledge and information among the different groups of people. Sharing of information online also promotes an enhancement of communication skills among people, especially the students of educational institutions. Online tools and technology has not only mediated communication in countless ways, but that the very ways we communicate and even the ways we talk and think about communication are changing as a result. Social media have the potential to fundamentally change the character of our social lives, both on an interpersonal and a community level. This then brings about several outcomes and then the question arises, if social media is actually an effective tool for group communication.

Social media creates the platform for one to share information with the mass via online. The particular feature alone is extremely beneficial for group communication. It enables an individual’s opinion to be projected to the mass with ease and simultaneously receive feedback with regards to one’s opinion. Several companies and service providers have capitalized on this particular feature of social media to reach out to their customers and it has not only made the companies more attractive, but also successful. The customers are generally pleased with the attempts made by the company to reach out to them as they feel a sense of being valued and appreciated. Companies such as Dunkin’ Donuts have allowed for customers to provide feedback via their websites and this has helped their sales to flourish. Customers feel that their opinions are more valued and they feel a sense of belonging when the companies take action on their opinions.

However, social media can hamper group communication too. Some become too involved in social media that they are often hooked onto their devices and they tend to neglect the other party right in front of them. Hence, interpersonal communication can be impacted and the value of face to face interaction is lost. “Phubbing” then becomes a prevalent action, whereby groups of people meet and there is no form or minimal interaction going on between them as they all are engrossed in interaction via social media. 

Moreover, when it comes to group communication, it is very important to be able to handle any form of conflict that results in a professional level. However, most people choose to handle conflict via social media rather than via face to face interactions. Conflict is extremely important for building group dynamics and if handled properly, it can create wonders. When conflict is not handled properly, it alleviates the consequences of  the conflict and impacts the entire group’s dynamics.