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Most of the social networking I have used to this day include Instagram, Facebook, LinkedIn, Yelp!, Snap Chat and Twitter. The majority of these have come from cross uses between my workplace and my personal social media use. Instagram and Snap Chat fall under the content communities group. Facebook, Twitter, and LinkedIn fall under the social networking group; although typically used to communicate with family and friends, LinkedIn actually provides a professional network for colleagues and similarly situated professionals. Yelp! is a geosocial networking that I use for locating event venues for my position.
As once a predominately personal usage, social media has broken many barriers to transition and blur the line between personal and professional use. Both working professionals and their respected organizations have migrated onto many of the available social media platforms as a marketing strategy in the 21st century, bringing the workplace into a more unified global population (Hutchinson, n.d.). As a millennial (in denial!) I have grown up with social media, which once began as purely personal use. I used most of my social media to communicate with my friends and family. However, this has migrated significantly, as I also use social media for my professional life. Today, my communications through my personal accounts remain the same, although I am careful to review my privacy settings often and monitor what I post.
I also have social media personas connected to colleagues and other Executive Assistants throughout the globe, through sites like LinkedIn. Additionally, as the head of our Marketing Department, I run all of the social media accounts for my organization; as well as our website and blog. One of the benefits to our organizations, as well as others, in using social networking is the analytics. Social networking analytics are tracked through business pages on Facebook, LinkedIn, websites, and blogs by tracing engagement, page visits and likes, followers, post reach, and click-through percentages (Driver, 2018). The major benefit I see here is the ability to measure and track conversion rates from visitor to customer which directly impacts the ROI for the Marketing Department. We use these analytics to determine the most engaged social network and adjust our strategy accordingly. This coincides with presence, reputation, and communication. Some of the challenges faced with social networking are security and privacy.
References:
Driver, S. (2018) Guide to social media analytics. Business News Daily. Retrieved from https://www.businessnewsdaily.com/10694-understanding-social-media-analytics.html (Links to an external site.)Links to an external site.
Hutchinson, A. (n.d.). The professional and personal benefits of social media connectivity. Firebrand Talent Ignition. Retrieved from https://firebrandtalent.com/blog/2015/05/the-professional-and-personal-benefits-of-social-media-connectivity/ (Links to an external site.)Links to an external site.

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