The Prospects for Consumer-Oriented Social Media

Clarke Roger ()
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Clarke Roger: Xamax Consultancy Pty Ltd, Canberra, Australia, and Australian National University, Canberra, and

Organizacija, 2014, vol. 47, issue 4, 219-230

Abstract: Background and Purpose: The term ‘social media’ refers to a cluster of applications and online services that support human interaction and content broadcasting and sharing. Current services are isolated islands or ‘walled gardens’, and are based on a business model that is highly exploitative of individuals and their data. Design/Methodology/Approach: Surveys of the refereed literature have been undertaken on several occasions during the period 2012-13. Reviews were conducted of social media services that are reasonably described as ‘consumer-oriented’. Media reports on those services were uncovered. The available information was then subjected to analysis, including reflection based on prior research conducted by the author. Results: Required characteristics of consumer-oriented social media, and barriers to emergence and adoption of such services were identified. That provided a basis for proposing means to overcome those barriers. Key impediments to the emergence of such services were identified, and means of overcoming the impediments outlined. Conclusion: An alternative, consumer-oriented approach is feasible, involving open architecture, inter-operability and portability features, fair terms and privacy-sensitivity.

Keywords: Social media; social networking service; interoperability; terms of service; privacy (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:organi:v:47:y:2014:i:4:p:219-230:n:1006

DOI: 10.2478/orga-2014-0024

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