Facebook, a world’s one of the most popular and appreciated social networks, is a great possibility for people to communicate and be informed appropriately. There are too many communities divided according to some thematic background on Facebook. This makes people even closer in terms of current post-industrial society with information, as the main product to be highly valued. Social networks, as Facebook, have crowded the Internet information space. In fact, it has been done for a reason. The question is that this service can be treated and explained distinctly through a set of theoretical approaches, namely PR, marketing, semiology, sociology, etc.
The community chosen for analysis is the Fashion TV community of people. It is not for nothing that people are likely to refer themselves to a particular brand or brands as long as tastes differ. This idea is the pivotal concern among individuals leaving their comments on the wall of this group in Facebook. The main subheadings appropriate for people communicating in there are:
· Promoters (PR)
Needless to say, marketing theory is the most applicable way to discuss the way people communicate throughout FTV community. As a matter of fact, one should take notice of that each among plentiful events is posted on the wall. The next reaction is whether or not people like it. In most cases it is more about likes. The number of followers varies from 54 to 426 people who gave a nod for either visiting or appreciating a definite event in the world of fashion (Fashion TV on Facebook, 2010). Thus, it is a matter of self-promotion for FTV and self-esteem for people sticking around this group.
Marketing and public relations theories are apparently useful to be applied for this community of people. As Wakeman (2009, p. 1) defines it, “One of the key facets of social marketing theory is the application of social psychological theory and behavioural economics to delivering change in people’s behaviours.” Hence, it manifests the pivotal idea of why individuals are likely to post their opinions on-line while the moderators of the group are posting advertisements of recent events or ongoing activities at some definite places worldwide. This is the gist of the community: if one likes to keep in touch with cutting edge tendencies in fashion, one should be capable of watching the news updated on the wall. Thus, marketing theory stands as the main approach for promoters (moderators) and followers.
The interactions among the members of the group are different, but all of them are concerned with sharing particular interests. In this respect it is vital to pay attention to that most of visitors’ comments are of such character: “I like this” or “I wish I could be there.” This identifies followers. On the other side, some people unintentionally take care of reducing odd words by using specific network words instead. It corresponds to such words, as “dis” instead of “this” or leaving various smiles to show peoples’ mood about the upcoming show or event. The semiology fits in this kind of interactions greatly. Horton (2008, p. 2) indicates that the network starts from two or more people, and then he continues: “The importance of formal and informal relationships is not the number of participants but how they relate.” To make it plain, if individuals follow the terminology and system of signs and words appropriately to fashion industry and contemporary way people communicate, they show their ability to get into a mesh of relationships according to different factors (interests, hobbies, age, etc.).
Due to a relevantly long period of time FTV community has on Facebook it is obvious that there is a cohort of friends on-line. Sharing top interests falling into a full-fledged personality of an individual can give grounds for further friendships and loose ties as well. In fact, it is a new way of communication when people cannot even have exhaustive information about their peers and friends sharing the same likes. Fashion weeks or catwalks with special coverage from designers or top models cannot fail to make people happy and close to one another in their concerns. Certainly, it is a multinational terrain of communication. If taking a glance at peoples’ nationalities at this fashion community, one encounters the whole world of people living in world of fashion are in here.
As might be seen, the most attracting feature of this group is that on-line opinion seekers want to be in touch with opinion leaders (Acara & Polonsky, 2008). Once again, this idea spreads over the general discussion of marketing principles in communication. The idea is that that even people going on in FTV community because of down-time can be caught eventually on the “hook” of glamour and magnificence associated with FTV community of people. When people seek for a leader who can manage them into a whole community of followers, they become an influential power for those who have not found their position in this direction yet.
Theories of self-interest and collective action are appealing in identifying such a huge community of followers in the world of fashion (Monge & Contractor, 2003). The question is that Facebook is not unique throughout the Internet. Suchlike FTV communities can be reduplicated on Twitter, MySpace, or other social networks. Thus, people find a great opportunity for self-promotion and self-affirmation on different resources. However, Facebook is not just a blog where people leave their comments and share opinions. It is a holistic framework of marketing and corporate integration into the world of fashion. To be clear, one feels personal satisfaction and uniqueness when knowing the latest updates in the fashion world. It makes users happy, as they seem different among routinely busy mass of the rest of people.
Sociological opinion on FTV community via Facebook is that users in here cannot separate themselves from being a part of a global society. This assumption provides an idea of a good marketing trick involving people into communication as for what is going on in the world of haute couture. Thus, individuals feel it like very cool and trendy to be into it. Nevertheless, it is a desirable step among users commenting FTV and everything linked to it.
Based on FTV community on Facebook, it is clear that different theories (marketing, sociological, semiological, collective, etc.) drive users for ongoing stable communication. The discussion and proper insights showed that people are trying to be significant by applying for membership in this group. On the other side, it gives them a possibility to find out their niche in communicating with ethnically and racially different people on the other side of the on-line connection.
Acara, AS & Polonsky, M 2008, Online Social Networks and Insights into Marketing Communications, Journal of Internet Commerce , Vol. 6, No. 4, pp. 55 – 72.
Fashion TV on Facebook 2010, Fashion TV, Viewed July 8, 2010, on Facebook <http://www.facebook.com/FTV?ref=ts>
Horton, JL 2008, Net and Nodes, Social Network Analysis and PR , pp. 1-11.
Monge, PR & Contractor, NS 2003, Theories of communication networks,Oxford University Press US, Oxford.
Wakeman, S 2009, December 7, Communications, social marketing and behavioural change, Viewed July 8, 2010, on Simon Wakeman public sector communications and marketing <http://www.simonwakeman.com/2009/12/07/communications-social-marketing-and-behavioural-change/>