In the TED Talk video by Sherry Turkle, she explains how the digital age has taken away from the importance of personal relationships. Nowadays, people are beginning to develop relationships more online than in an individual setting. Where texting and digital media can be advantageous in some ways, it can also be a negative aspect as well. During everyday routine, a simple text to a group of people can be a lot faster and easier than calling everyone. This allows for a more time efficient way to communicate an idea or message. In addition, e - mail serves a more efficient way to communicate too. Sending a single e - mail to a group is a lot quicker than trying to reach everyone by phone or other means. However, relationships should not develop and continue via online and in a social media state. This can have a negative impact on society and in individual relationships.
However, this practice is becoming more and more common. Social media is taking away from the effectiveness, importance, and significance of a one on one relationship. There are so many more benefits from developing face to face relationships than via digital means. Individuals cannot sense the feelings and learn the personal characteristics of others using digital means. Digital technology does not allow people to laugh, cry, or celebrate together as well. Enjoying a party together is a lot more personally advantageous than celebrating through text, Skype, or other social media ways. The personal connection shared in a celebration, party, significant emotional event, or other life altering moment cannot be replaced by a text, Skype, or e - mail. A baby's birth should be celebrated together with family, and it should not be played on social media for everyone to enjoy. If a soldier is deployed to a far away country and social media is the only means available for a family member to celebrate the birth of a child, then social media can be a productive means to use. However, this practice should not become a habit. Society today should use social media in ways where it can be advantageous, but it should not replace the traditional customs of important personal moments.
Even though social media has it's negative impacts, it is still used in various positive and advantageous manners. One example is the Fiesta movement launched by Ford. For a six month duration, 100 specifically chosen individuals with an age range spanning 20 - 30 years from the United States got a chance to drive a brand new Ford Fiesta for free. This "movement" was geared to gain awareness for the newly launched Fiesta. At the beginning of following year, the new Fiesta planned to make it's debut. According to certain social media factors, these lucky 100 hundred winners were selected. These selections were chosen based on their activity on social sites and social media practices.
This was a very innovative and strategic move by Ford. Where this practice could have some negative impacts such as safety concerns and consumer risks, it could have many advantageous manners as well. Ford does need to take in consideration the risks associated with allowing drivers to test the product. This does not directly correspond with the message being given, however, it is something that needs to be considered in this idea and other innovative and new marketing practices. Many companies could put themselves behind by trying to get ahead. Safety concerns and legal risks are factors that should always be considered. One accident or complaint from by an individual could further complicate company efforts. In some instances, companies will go under from a single accident. In addition to monetary costs, the company could receive more negative exposure than positive.
Moving on to the positive aspects, the social media activity practice of individuals is a very beneficial marketing tool. Using others social media practices to further exploit a product or an idea is a very innovative idea. This could serve as a "tipping point" to develop or convey a product, message, or an idea. If one person commonly corresponds with a particular demographic, then that individual will serve as a beneficial tool to market to other areas. This could help reduce marketing efforts by Ford and possibly reach a market share where it does not normally appeal. Also, Ford would gain a more educated analysis of the impact of social media. Ford would know the primary users of social media and other important characteristics and demographics. By allowing individuals to test the Fiesta, Ford will gain more exposure of other people as well. With the new Fiesta out on the open road, other people will be able to see the product and gain awareness themselves.
Another advantageous aspect of this move, is the ability to further test the new product. Companies do have their own ways of testing a product for safety, durability, etc., however, normal everyday exposure can gain awareness of certain product needs or specifications. Due to product faults, many companies take a tremendous loss from recalls. To go ahead and test the product more effectively and efficiently, Ford would gain from marketing and product quality efforts. This would further reduce the risk of a product recall. And, it would further help prevent any accidents occurring from product deficiencies or weaknesses.
With the analysis and critique of Sherry Turkle's video and the Ford Fiesta Movement, I hoped I was able to gain awareness of others. Social media is very important tool that can be very advantageous. However, society needs to learn to use it responsibly. Use social media for the ways in can benefit, and stay away from the areas where it can cause a decline in the important things in life and society. Remember there are risks associated with all social media, and maintain focus on the areas of life where personal interaction is important, crucial, and significant.