Contact databases and sets of communication systems. Think of social media experiences as using online address books with different ways to send and receive rich media content to and from your contacts. Some rightly say that certain platforms highlight particular types of social behavior; some platforms, like LinkedIn, are explicitly used for specific purposes. Increasingly, however, the distinctions between different types of contacts — personal versus professional, for instance — are blurring (2), especially on Facebook. Networks or groups formed within broader platforms like Facebook tend to focus on niche interests.
The upside: We can interact with more people on a wider variety of topics in more ways than ever before.
The downside: Online relationships and, hence, movements can be extremely shallow, leading to lower responsiveness to calls to action.
As you can see, social media provide both tremendous opportunities and challenges for any business that hinges on relationships. Given their meteoric adoption rate (3), understanding and mastering participation on social platforms will be critical for success in 21st century relationship-centered businesses. Recruiting and hiring are no exception.