Abstract The challenges suggest that significant further research is

Abstract

The
Online Social Networks have become a very popular Web 2.0 application. The
powerful combination of methods and techniques makes social networks analysis
special. This paper discusses the challenges and opportunities that emerge from
this evolution of social networks, and provides structure to better understand
the rapidly evolving field of social networks. The paper reviews the current
state-of-the-art in the selected aspects of social networks and presents a set
of open research challenges related to online social networks. Researcher
analyzes some paper of Indian author for the study. The challenges suggest that
significant further research is required in social networks.

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Introduction

Social refers to
interacting with other people by sharing information with them and receiving
information from them and media refers to an instrument of communication,
like the internet (while TV, radio, and newspapers are examples of more traditional
forms of media). So if we talk about social media so we can say that social
media is web communication tool that enable users to interact, comment, like or
share information.

Social media is emerging as a most vital
tool of different kinds of communication which is equipped with the ability to
share information, mould opinion, connecting individuals and communities and
tool of active participation. Social media refers to the means of interactions
among people in which they create, share, and exchange information and ideas in
virtual communities and networks (Ahlqvist, & Halonen, 2008).

Due to the popularity increased
of mobile devices. People carry their smartphones and tablets everywhere, and
can easily access their social media accounts this way. In other words, more
and more people are logging into social media sites constantly during waking
hours.

Jide Rotilu
Cyber security Specialist study that, the social media experience has been that
of creating new relationships, adding new friends, getting new likes and so
forth but the main question for tomorrow is what we should do with all these
relationships we have amassed. How can we analyze these relationships to
increase our revenue, to predict the next election, to predict how the stock
market is going to fare
Social media is going to have different advantages for all industries. As a
case study, from the perspective of filmed entertainment, we could have a
simple social media ecosystem as illustrated in the diagram below.

The downside to this future
is the fact that you would be leveraging more of your privacy to be more
social, there would be more vulnerability in the security and protection of
data from social networks. The world has shrunk further to the size of a room
but my privacy is the legal tender for its shrinkage. It would get to a point
where we would suddenly become “claustrophobic” and get tired of staying in the
“room,” we would yearn for the distance we so wanted to get rid of.

 

Objectives

To know
how frequently users use social media platform.

To study
for what purpose peoples active on social media.

To study
future perspectives of social media.

 Review of literature

Mathews Suja and George Sunnu in 2013
find that, SNS has great impact on the society, in both benefits and
challenges. The advantages are massive, especially for marketers for their next
generation campaigns, and general public for a level medium for airing their
views. It benefits for education field as well, though not all possibilities
are researched and studied to a great depth. Coming to the challenges and
issues, there are several questions when we think about the negative impact of
SNS. What does it take to manage online privacy in an ethical manner? How do
online social media facilitate ethical thinking about privacy? Youngsters who
share personal experiences online taking steps to protect their own and others’
identities, but are these steps sufficient? Who is responsible, when an
unintended audience can read a person’s revealing blog or post? It is essential
that we should focus on the ethical use of these SNS so that it serves our
society in a right way and the youth can play an important role in this. From
the perspective of general public, SNS, on one hand, it provides a way to
communicate with the world, and connect our dear ones; while on the other side
it gives a platform that can be dangerous for Indian heritage and culture.

Khurana N., study says that level of
awareness among the youth exposed
to such social networking sites and findings will not only bear results as to
how adversely and positively is the youth affected by the usage of these sites
but also will help the youth to understand the usage of these networking sites efficiently.
It has now become an evident and usual sight to face individuals being
insensitive to chat in worshipping places, homes when relatives and guests are
around, highways, schools, colleges and social gatherings wherein they are so
preoccupied and engrossed into their phones that they do not even bother to
look up as to where they are which results in their inability to prioritize as
to what is important and what isn’t. Attention has thus been shifted from real
to virtual world and visible to invisible friends.

DollyJha, executive Director of Nielsen India
says that “Numbers shows that the base of online shoppers is expanding, and
with this rapid increase. The biggest gainers of online shopping have been
grocery and personal care segment. According to Nielsen’s category penetration
report 2015-2016, online grocery shopping rose sharply from 33 percent to 45
percent in 2016”.

According to KPMG 2017 report the number
of enabled mobile phones crossed 300 million in 2016 and is expected to touch
700 million in2021.  Mobile remains the
primary device for Indians for connecting digitally. With increasingly
accessibility and affordability of smartphones, users are increasingly
consuming content through their devices.

As interesting shift in the mobile
application space can also be observed users are shifting towards many
applications and they are spending more than 80percent of their time on
applications. The government of India through its Umbrella “Digital Initiative”
drives several digital initiatives to improve the digital infrastructure of
India. The Government of India has promoted payment banks and financial mobile
solutions to bring the unbanked population into the banking fold through a
digital medium. Technology has made it possible to merge the real and digital
world, which is creating new immersive experiences for the users. With
advancement in VR headsets, real time 360 degree viewing could be possible.

Research methodology:
A study has been done on secondary data to find out
how people use social media for various dimensions and what will be the future
perspective of social media. Information from journal, articles and websites
was taken to provide this information. A literature review of the work done by
eminent writers was done to get a clear understanding of the topic.

 Findings and conclusion

Social Media is playing an important
role in every individual’s life at every possible aspect.  In today’s, Scenario every individual and organization
needs to go through their own journey of digital transformation. In every
sector we see Social media is playing key role because of its more dimensions
and technology friendly, People use it for shopping, news, entertainment,
playing games, billing, education, chatting, dating, etc.  The smartphones growth in India has ensured
that internet consumption via mobile data constitutes 15 percent of all
internet consumption in 2016, projected to rise to 30 percent by 2021. Further,
Smart phone prices decline and increasing the screen sizes of smart phones and
more function will available in short period of time through that consumers,
buyers can feel, touch the things  by
their smart phones before buying it. In future people convert their TV into a
smart TV. Social media platform preparing for the world where every screen will
be connected.

OTT (Over the Top) video now has a huge
coverage across all of urban India. Kids, youth and affluent viewers have a
strong affinity towards digital medium. Shows on VoD (Video on Demand) have a significantly
longer shelf life than TV.  Video streaming
apps saw a 336 percent increase in usage post Reliance Jio launch. The mobile
video traffic is expected to grow 1105 times during 2016-2021.

    

 

 

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The Future Of Social Media Is Looking Bright


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