Theoretical Framework
The balancing of social media data for optimizing the customer experience online vs. its use for advertising and selling, including the reselling of the data to other companies anchor the two continuums of the ethical spectrum. For the continuum to stay in balance there must be collaboration and disclosure of just what the data is being used for and how its success is being measured over time. An equilibrium model or framework emerges from this analysis that defines how the use of social media data needs to be managed not just from an execution standpoint but also from a governance perspective as well. For any social network to retain and grow trust the equilibrium of the model must be preserved or their credibility will be lost. Figure 1 shows the proposed Social Media Data Equilibrium Model.
Figure 1: Social Media Data Equilibrium Model
Research Methodology
A multi-phased methodology will be used for creating the model and also for providing insights into how trust in social networks is driven as a direct result of how well the model stays balanced. If there is a perception that the model is shifting in any way, then social network users begin to doubt the transparency and authenticity of a given network and unsubscribe from it, deleting their accounts. Too much...
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