The Creation Of A Global Community: The Current Online Trends In Social Organization

Posted: July 21, 2012 in Uncategorized

download (1)

The evolution of broader societal and cultural changes that the technology landscape makes possible has altered current trends in social organizations. Online community resources have proven to be exceedingly efficient at connecting people to one another and to socially influential leaders who hold common ideologies (Godin, 2008, p. 1). As a result of this, leading authorities are creating online demographic changes and are producing dynamic, personalized computer-mediated communities. Baym (1993, p.148) concludes that individuals who generate high-volume online activity are shaping and influencing the way organizations are dealing with the social world.  And as these communities continue to grow and the need for specific information dissemination intensifies, so do the innovations to handle increasing online traffic. For example, with the development of a markup language like XML, information can now be transported and stored. Unlike HTML, XML was designed to be self-descriptive and thus enable the user to locate data more efficiently (Bosak & Bray, 1999, p. 89). As a result, individuals who are using current social bookmarking sites, such as, are creating a power law distribution of tags within a crowd- sourced community of users to locate top performing websites and predict the current trends in social organizations (Halpin, Robu, & Shepard, 2007, p. 220).

Tags may cause ambiguity of meaning. Various words can have more than one meaning and thus be too vague for the intended purpose of the user.

This report provides a partial solution in the form of an exposition of the current trends in social organizations online among those committed to reporting about it.

This report was conducted by using, a social bookmaking web service.  Top ranked online social organization blogs were, reviewed, and placed into specific categories. Google Trends, a service that analyzes traffic for search terms, was used to identify the top performing categories. The following categories registered the highest signal.

•           Blogging, 1.00

•           Online Marketing, 0.82

•           Online PR, 0.16

•           Online Brands, 0.1

•           Social Media use, 0.02

These five categories were entered in Google Trends to perform a rule of 5s analysis. Upon the completion of this examination, the following top three categories were chosen for this report: Blogging, Online Marketing, and Online PR.

A well-established blog may help influence an audience

Blogs may help create mass interest and disseminate information. In order to generate a persuasive social media campaign, users may need to present their blogs as social-marketplace products – delivering relevant and entertaining information to the online community (Stanford, 2012). However, for many online users, starting a blog may seem overwhelming. When starting out, individuals tend to absorb an unnecessary amount of irrelevant information which may distract from them from their social media objectives. In addition, individuals may hold the misconception that a self-hosted blog is necessary for online community growth (Thampy, 2012). To ensure progress, users may require a clear, measurable, and specific purpose for a blog. Understanding of the how, what, who, and why of their online goals may help to grow readership and conversation rates (Terry, 2012). Using blogs to create content that attracts like-minded people may be an effective initial step way to becoming a leading authority on an idea or niche.

Social networking has revolutionized the way online businesses market themselves

The methodologies of traditional marketing are in decline. The antiquated practices of pitching products or services are being replaced by the concept of delivering informative and valuable information to potential online prospects. Content marketing, through blogs, social media, online press releases and viral videos, may provide a strategic pattern of providing this relevant data on a consistent basis (Acevero, 2012).  It may be the responsibility of brand managers, communications professionals, and marketers to utilize influential social media resources to understand the social demographic and how the markets are affected. In addition to helping the online community connect and communicate, new social media services such as Klout and PeerIndex can rank online users’ influential potential to the community they are connected to. Additionally, brands are realizing the marketing values of these current services which may help organizations identify connected and pertinent social network users (Solis, 2012). ). In order to generate online consumer interest, businesses are using various persuasive techniques. First, individuals may have to establish credibility in their niche to their subscribers.  Once credibility has been formed and a favourable response is obtained, businesses may react with addition valuable information (John, 2012). The strong sense of obliged integrity that stems from reciprocity may be a powerful dynamic to increase online sales.

Public relations may have no choice but to comprehend the changing online communication landscape

Throughout history, the public relations industry excelled at building demand by using scarcity tactics. However, with the growth of social media, the idea of limited information channels has become obsolete. According to Defren (2012), there are currently thousands of legitimate sources online and PR industries may have to change their strategies to cope with an overabundance of content. In addition, increasing online discourse for businesses may prove challenging. With the constant influx of information that the social web provides, individuals’ attention to any one story may be limited. Furthermore, businesses that wish to provoke adverse publicity for the purpose of increasing online traffic, may not be worth the investment and may ultimately damage the organization’s’ reputation (Lightell, 2012). Even when the intentions of an organization are to incite positive publicity, there may still be a negative backlash. There is abundance of clinical research that states individuals have a predisposition to focus on the negative. When McDonald’s created a social media campaign welcoming customers to share their favorite experiences at their restaurants online, patrons as well as animal rights activists were quick to disclose their negative stories (Byrne, 2012). Organizations may consider reserving time in PR to evaluate and test the advantages and disadvantages of new technologies.

This sample suggests that social bookmarking may be an effective strategy to organize life and work in online environments. Tags can be indexed by Web-based bookmarking services and are able to help online users discover and organize new content. In addition tagging can create communities of users and locate leading authorities with similar interests.


Defren, T. (2012, March). The pr industry’s death-defying pivot [Web blog post]. Retrieved from

Byrne, C. (2012, March). We are all standing on digital quicksand [Web blog post]. Retrieved from

Lightell, T. (2012, February). The myth of bad publicity [Web blog post]. Retrieved from

Godin, S. (2008). Tribes: we need you to lead us. New York: Portfolio

Baym, N. K. (1997). Interpreting Soap Operas and Creating Community: Inside an Electronic Fan Culture. In S. Kiesler (Ed.), Culture of the Internet (pp. 179-208). Mahwah: Lawrence Erlbaum Associates, Inc. Retrieved from

Halpin, H., Robu, V., & Shepherd, H. A. (2007). The complex dynamics of collaborative tagging. Paper presented at the Proceedings of the 16th international conference on World Wide Web, Banff, Alberta, Canada, pp.211-220. Retrieved from

Bosak, J., & Bray, T. (1999, May). XML and the Second-Generation Web. Scientific American, 280 (5), 89-93. Burton, G. (1996-2003). Silva. Retrieved from

Stanford. (2012, March). The dangerous but popular mindset that could cripple your blog [Web log post]. Retrieved from

Thampy, A. (2012, March). How to overcome the “i wish” mentality and start a blog [Web log post]. Retrieved from

Terry, L. (2012, March). You published a blog post. now what? [Web log post]. Retrieved from

Acevero, S. (2012, March). Is content marketing overrated? [Web log post]. Retrieved from

Solis, B. (2012, March). Report: the rise of digital influence and how to measure it [Web log post]. Retrieved from

John, J. J. (2012, March). 5 Psychological techniques to get readers to subscribe & buy your product [Web log post]. Retrieved from


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s