Social networks produce a specific market segmentation that needs to be respected in order to work. But “social networks” as such do not exist as a universal commercial category, because each social network has a differentiated specific positioning.
Networks, as “commercial vehicles”, are an object that has a concept that characterizes them, add a specific value because of their structure and design and have a particular consistency and reliability that gives them a quality assurance.
As a business object, Twitter is a social network that works as a “gravitational object” influencing the communications that are being developed.
The paradox is that, besides this fact, tweets need to produce an authority, give a freedom framework in their communication so the individual can participate and provide them security that needs to be perceived.
In this case, it is said to be a paradox because for the tweets to work they need to have an identifiable authority in a specific segment that overcomes the context in which it acts.
Therefore, it is necessary to have authority in a segment in order for twitter to work as a commercial vehicle. This works differently in Facebook, Linkedin or Xing.
Learn more about the trend of ontology based solutions for businesses:
VP Global Markets & Market Labs
NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,500 researches in complexity science, until September 2010, applied to individual, institutional and social evolution. The applicative researches are based on the discovery of the Ontogenetic Intelligence of Nature and the consequent Unicist Ontology of Evolution.