Physical products, on the other hand, require larger capital in the development stage and one should go for them only once you have validated the product idea and have sufficient capital to invest in its development. That said, physical products like designer jewelry, crafts, and other home/living products are relatively easier to develop and sell online (for such product categories you can visit Etsy.com).

Another thing to consider is that the most commonly-shared content on social media is an image. So, always include an image with your posts. This will dramatically increase your chances that one of your followers will share the post with their network. While building up a large network of followers is great, ultimately what you want is to have your followers—no matter how many you have—share what you're posting with their network, and those people will share your post with their followers, and so on.

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Efforts to combat selective exposure in social media may also cause an increase in political polarization. [125] A study examining Twitter activity conducted by Bail et. al paid Democrat and Republican participants to follow Twitter handles whose content was different from their political beliefs (Republicans received liberal content and Democrats received conservative content) over a six week period. [125] At the end of the study, both Democrat and Republican participants were found to have increased political polarization in favor of their own parties, though only Republican participants had an increase that was statistically significant. [125]

There has been rapid growth in the number of US patent applications that cover new technologies related to social media, and the number of them that are published has been growing rapidly over the past five years. There are now over 2000 published patent applications.[39] As many as 7000 applications may be currently on file including those that haven't been published yet. Only slightly over 100 of these applications have issued as patents, however, largely due to the multi-year backlog in examination of business method patents, patents which outline and claim new methods of doing business.[40]

Identifying potential advocates is a good first step. You can use social tools (many of which are outlined in the rest of this guide), site data, customer data, and even your own observations to help you pick out which customers are likely to go to bat for your brand. You'll want to figure out what is most important to those potential advocates. What are they looking for? Are they fishing for recognition? Are they excited by exclusive access to news and/or content? Figure out what type of advocates your brand attracts and find ways to recognize them for their advocacy. It is important to note, though, that most of your greatest community relationships will be built organically. While your research and brand knowledge encourages people and helps you put the right foot forward, relationships take time.


Social media has offered a new platform for peer pressure with both positive and negative communication. From Facebook comments to likes on Instagram, how the youth communicate and what is socially acceptable is now heavily based on social media.[citation needed] Social media does make children and young adults more susceptible to peer pressure. The American Academy of Pediatrics has also shown that bullying, the making of non-inclusive friend groups, and sexual experimentation have increased situations related to cyberbullying, issues with privacy, and the act of sending sexual images or messages to someone's mobile device. On the other hand, social media also benefits the youth and how they communicate.[citation needed] Through the use of social media, children and young adults are able to keep in touch with friends and family, make more friends, participate in community engagement activities and services, expand on certain ideas with like-minded individuals, and many other countless tasks.[157]

Social media is used to fulfill perceived social needs, but not all needs can be fulfilled by social media.[95] For example, lonely individuals are more likely to use the Internet for emotional support than those who are not lonely.[96] Sherry Turkle explores these issues in her book Alone Together as she discusses how people confuse social media usage with authentic communication. She posits that people tend to act differently online and are less afraid to hurt each other's feelings. Additionally, studies on who interacts on the internent have shown that extraversion and openness have a positive relationship with social media, while emotional stability has a negative sloping relationship with social media. [97]


Social media has allowed for mass cultural exchange and intercultural communication. As different cultures have different value systems,[vague] cultural themes, grammar, and world views, they also communicate differently.[citation needed] The emergence of social media platforms fused together different cultures and their communication methods, blending together various cultural thinking patterns and expression styles.[citation needed]
Observers have noted a range of positive and negative impacts of social media use. Social media can help to improve an individual's sense of connectedness with real or online communities, and can be an effective communication (or marketing) tool for corporations, entrepreneurs, nonprofit organizations, advocacy groups, political parties, and governments. At the same time, concerns have been raised about possible links between heavy social media use and depression, and even the issues of cyberbullying, online harassment and "trolling". Currently, about half of young adults have been cyberbullied, and of those, 20% said that they have been cyberbullied regularly.[7] Another survey in the U.S. applied the Precaution Process Adoption Model to cyberbullying on Facebook among 7th grade students. According to this study, 69% of 7th grade students claim to have experienced cyberbullying, and they also said that it was worse than face-to-face bullying.[8] Both the bully and the victim are negatively affected, and the intensity, duration, and frequency of bullying are the three aspects that increase the negative effects on both of them.[9]
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