Users of the World, Unite! Review (Zoe Manalo Post #3)

 

Users of the World, Unite! What Kaplan & Haenlein Teach Us About Social Media

Zoe Manalo (Post #3)

For this week I wanted to focus on one of the readings. When we think of social media today, it may feel like it's been around for awhile. Facebook, YouTube, Instagram, and the list goes on. But back in 2010, Andreas Kaplan and Michael Haenlein published an articled titled Users of the World, Unite! that helped define what social media is and why it matters. Now it's 2025 and their article still shapes how we think about online platforms. 

Kaplan and Haenlein described social media as a group of Interned based applications built on the Web 2.0., where users create and share information. They don't just consume what they come across. This shift from doom scrolling, or passive to active participation is what makes social media a tool. Kaplan and Haenlein broke social media into six categories: collaborative projects, blogs and microblog, content communities, social networking sites, virtual games, and virtual worlds. Social media brings opportunities for individuals, businesses, and organizations. It allows information and content to be shared globally. It can allow for genuine connections and the chance to build communities around shared interest. For example, artists can share their work without needed a gallery. However, what I enjoyed about this week's reading is that Kaplan and Haenlein also remind us that social media isn't always positive, liking posts, or reposting. One challenge that can arise is losing control. Brands won't always be in control, meaning the users have a heavy influence on a brand's image. A bad review, bad repost, bad timing can spread instantly. Businesses, brands, organizations, and individuals would have to respond quickly and honestly to the community. There's this pressure to not get cancelled, hopping onto trends to stay relevant which takes effort, time, and one needs to be mindful about what content they're creating. 

In the article they go on to give advice to companies and noting they should be active and interesting. Social media is about community. Honesty and transparency go a long way because people connect with authenticity. Kaplan and Haenlein's was written over a decade and was written during the earlier days of social media. Yet it still applies to this day. Platforms are always changing and evolving but the foundation remains the same. Platforms should be engaging, social media allows for information sharing and connections, but it's important to remember the power the users also have.