The discussion of transparency in a social media environment is a debate that is often never concluded - there are two sides to this complicated coin - business vs. customers. From a customer perspective transparency is a valued asset and a company that is transparent with their customers is often considered an ethically moral company in which their customers can trust. However, is it really beneficial to be transparent with your customers from a company perspective? What essentially plays out is a tug-of-war scenario between consumers and companies. You have consumers who want companies to be transparent with them but don't want to give any information back to companies for fear of breach of privacy, whilst you have companies doing the same, not wanting to give but expecting to get information from their consumers. True transparency from a corporation is rare and almost non-existent, which from a money making point of view is the best way a company can be viewed by its cons...
Did you know, that 75% of young Australians aged 15 - 29 who had sex in the last year, did so without a condom at least once. That is approximately 3,492,010 people having unprotected sex in a modern world, where sex education has been taught more than any year proceeding it. So why are young people still not using protection? The answer is often related to the fact that young people find sexual health campaigns that are targeted at them to be irrelevant and are often disinterested. So with diseases going viral, physically, from a marketing perspective, the solution may be to create an informative campaign to go viral, digitally, as a solution. However, as young people grow up in a world where advertising and digital media surround them every second of everyday, being able to control a campaign to the state of going viral is often difficult and hard to achieve. Enter the weak tie. Mark Granovetter describes ties in general...