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عنوان فارسی مقاله:
رسانه های اجتماعی و یا زمینه یابی اجتماعی؟ زنده ماندن در عصر فضای مجازی جدید
عنوان انگلیسی مقاله:
Social media or social minefield? Surviving in the new cyberspace era
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مقدمه انگلیسی مقاله:
1. Introduction
We start with some examples of successful social media strategies. Anand Mahindra, the chairman and managing director of the multinational automobile manufacturer Mahindra Group, was recently listed by Evan LePage as one of five non-tech chief executive officers (CEOs) using social media to drive business results. Mahindra has over 844,000 Twitter followers. His posts are both professional and personal: he posts about his company, but also about cinema and American politics. Recent posts include ‘‘There are times you meet someone & your only emotion is one of gratitude for being blessed. Archbishop Tutu, thank you for being in our midst,’’ ‘‘1.5 hrs in Mumbai traffic to a wedding; 1 min to wave to the couple; 1 hr drive home. Incontrovertible evidence that Homo Sapiens isirrational,’’ ‘‘Sunset at a vineyard near Capetown. Colours that would have stretched the imagination of a renaissance painter. . .’’ and ‘‘The ultimate irony? Anti nuclear activists building explosive devices to express their protest. This is a strange world.’’ As Mr LePage puts it, ‘‘Mahindra is a great example for executives to follow as he is one of the rare CEOs who publicly shows his true colors. Followers love him for it.’’ Doug Conant, former CEO of Campbell Soup, is also cited by Evan LePage. Unlike Mahindra, whose comments range from the professional to the personal, Conant’s social media presence is focused on business and leadership. Conant tweets up to ten times a day and is said to tweet in person and to thank followers who retweet him. He has a well furbished Facebook profile featuring leadership articles, blog entries, and a photo with Warren Bennis
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