social media & todays society

Lets take it back to 1960, when the internet was developed in the United States by the Defense Department. Fifty-six years later, we have seen drastic changes within society – all of which stem back to the internet. Throughout this blog post, I will be discussing the relevance social media plays on PR, Advertising and Marketing. I will also focus on Geotagging and how it can be used as a form of surveillance.


Back to the internet. It wasn’t until 1990’s, when the internet began to impact on our everyday lives (Bhargava, D 2010). Due to its characteristics, speed and efficiency the internet began to increase across business industries ranging from retail, banking to media (Bhargava, D 2010). In 1998, British futurist Peter Cochrane predicted what the world was heading towards. He envisaged that each and every individual must have an online presence. Cochrane stated, “if you are not online, you do not exist.” Personally, I find this to be an extremely powerful quote.

Screen Shot 2016-08-25 at 11.03.19 AM.png


(Growing Social Media BY Mkhmarketing – CC BY 2.0)


Every individual has the ability to develop their own online identity and can control how they want to be perceived online. When using the internet, your online identify is your character, it shows who you are and what you stand for as well as your interests. Each individual may interact differently with each website they visit. On each website, individuals can choose to portray themselves differently. In today’s world, when looking for a job, many interviewers conduct a social media search and therefore it is extremely important as to how one portrays themselves online.


Screen Shot 2016-08-25 at 11.42.04 AM.png

(Digital Identity By Pat ParslowCC BY-SA 2.0)

This ties in social media surveillance and how one must present a positive online reputation. A survey conducted by CareerBuilderUK shows that 53% of employers use social networking sites to research potential job applicants (Mandle, C 2012). However, the survey continues to state that 43% of employers have found content on social media which has lead them to reject candidates (Mandle, C 2012). Moreover, we can look deeper into social media surveillance and question, who is watching us? Who is monitoring the websites that we use, who makes those littles ads of your most recent viewed ASOS items pop up on your Facebook? – let me tell you, it’s all about marketing and making money – girls let’s face it, how long can you stare at that cute dress or those new sneakers!


Screen Shot 2016-08-25 at 11.44.48 AM.png

(Big Brother is watching you By SilvisonCC BY 2.0)


A writer for Forbes magazine, Jessica Bosari,  states that although social media is a relatively recent phenomenon, it has become an increasingly important part of any business marketing and client based development platform. (Bosari, J 2014). A survey ran by HubSpot, show that “92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their blog” (DeMers, J 2014)


This brings me to the topic of Geotagging. – In a nutshell, geotagging is the process of adding one’s geographical information to various media in the form of metadata. This data mostly consists of coordinates such as latitude and longitude. More often than not, geotagging is used on photographs in order to help the viewer get more specific information about the exact location.


Moreover, Geotagging allows for Real-time Surveillance. This is evident in a short clip posted by NBC Chicago reporters Katy Smyser and Stefan Holt enabling us to measure the direct effect of social media surveillance (this clip is encapsulating yet frightening). It reveals just how easy it is to conduct a form of virtual surveillance as well as pinpoint peoples exact locations (Smyser, K & Holt, S 2012). In real time, individuals can troll through Instagram profiles and find out anything from the individual’s name and address. This is all conducted through any social media platform that allows for geotags (Smyser, K & Holt, S 2012). Scary, i know!


Below I will be conducting a short interview about social media surveillance and getting some insight into my friend Marnie’s social media world as well as her views and opinions about surveillance.



Overall, social media surveillance can seem scary, frightening and disconcerting to say the least. Research has come to show that social media in terms of geotagging can be used for good. This was displayed through the above podcast using the example of geotagging during Hurricane Sandy.



Reference List:

Bhargava, D. (2010). The use of Internet in public relations and its impact on the practice: A New Zealand perspective. 1st ed. [ebook]

Bosari, J. (2014). Forbes Welcome.

DeMers, J. (2014). Forbes Welcome

Mandle, C. (2012). Managing your online reputation. The Guardian. [online] Available at:

Music –  GoingHigher,

Smyser, K. and Holt, S. (2012). Geotagging allows for real time surveillance. NBC Chicago. [online]






21 thoughts on “social media & todays society

  1. Hi Chloe,

    Firstly, this is a great blog post! You have looked into an interesting area of surveillance and raised some very significant points on how we present our identities online. You have incorporated scholarly material quite well and this reflects that you have put a lot of thought and research into your piece.
    Just some tips that may improve your blog post and enhance your readership even more-
    I noticed that your Creative Commons referencing could use some tweaking, as you have not included a hyperlink to the respective images. There are also a few spelling and grammar mistakes that can easily be edited (in case you wish to submit this blog for assessment) such as the use of capitals in some of the sentences and double full stops that aren’t needed.

    Overall, you have written a very good entry and I look forward to reading some more of your work! 🙂


  2. Hi Chloe!
    I enjoyed reading your blog post and learning about how surveillance exists in the world of social media. Your blog post is extremely well researched and you have included a number of scholarly sources and referenced them correctly at the end of your post. I liked how you included statistics and related things back to people your own age. This made your post quite personal and easy to relate to for a lot of people.
    However, when reading I noticed a few small spelling and grammar mistakes that can be easily fixed to make it easier for the reader.
    Overall it was a really great post and I look forward to reading more of your work!


  3. Really interesting blog Chloe! Your blog was really visually appealing and your use of images really supported the content. Have another look over how you are referencing your creative commons images as you need to add in an active hyperlink. You cover quite a broad topic and its good how you give background information so that it is easier to understand. You use quite a few references and I think if you used them in a more creative way it would have made your blog more engaging. Overall you did a great job.


  4. Hi Chloe,
    An interesting and well-structured blog on social media surveillance! I really like how you provided a brief background on the internet in the introduction and clearly stated what you will be discussing in the following blog, so readers know what to expect.
    It is interesting that you have point out how the employers are undertaking social media surveillance when making hiring decisions, something that many people might not be aware of!

    It is great that you have used statistics and scholarly sources when discussing marketing surveillance and geotagging, well done!

    However, it would be better if you made each paragraphs shorter so that the overall blog is more readable. In terms of in-text citations, you should only include the surname of the author, year and page number without the initials. For reference list, you should add the retrieved date if it is an online source, and no brackets for the publish year.

    A great post overall 


  5. Hi Chloe
    Thanks for a good read! The importance of social media in the modern marketing industry cannot be understated, and will no doubt lead to more ‘creative’ uses of the data it provides (as the link to the ‘Geofeedia’ video creepily attests!). I would have loved to read more of your discussion on the constructed nature of online identity, a factor that social media is seemingly built around. Maybe it’s just me, but I am fascinated by the notion that targeted marketing based on social media data is built using our constructed, ‘idealized selves’. As the others have already mentioned, there were a few punctuation errors, but they did not detract from your well thought out, and readable post.
    Thanks again, Brendan.


  6. Hi Chloe,
    You have written a great blog, it is well structured and extremely well researched. You have used a variety of visuals to keep the reader stimulated, which added an engaging element. I was very surprised by the use of statistics, it really made your blog interesting – especially learning that 43% of employers reject candidates based on their online identities! Wow!
    Just a few things to improve on – I always find that shorter paragraphs make for an easier read, and that often within longer paragraphs it’s easier to miss spelling and grammar mistakes, so look out for those!
    Also instead of ‘discussing’ the relevance of social media, it would have been great to see you arguing its relevance throughout the blog post, instead of a general discussion.
    Looking forward to your next blog!


  7. Hi Chloe,

    I think you have a nice topic for the post. It’s great to see the tweets-text-pictures mix throughout the writing as well. Another plus is how well researched your blog post is and that you have an ambundance of academic resources to support your point. However, I think you could have improved the overall structure of the blog as for me it looks a lot like an academic essay that just got posted on WordPress. It has too much of a ‘scholarly’ vibe over it and not enough of the informal elements, the ‘human’ vibe that makes a writing piece into a blog post. Also, you could probably move the Geotagging topic elsewhere within the blog so that it doesn’t sit on the last paragraph like a half-forgotten additional point. For me, it felt like this blog post ended very abruptly. I was waiting for a closing sentence, a conclusion, that never came.
    So overall, the post was quite engaging, but I think it could use some improvements to make it even better. 🙂



  8. Hey Chloe,
    A really interesting and great blog! I like all the other media you have used, and the text-links to more information on matters was a good touch. It seems really well researched, and you’ve used a few different articles and references, making all your points stronger. Your introduction seemed a little bit like an academic paper/essay, and perhaps a bit of a more colloquial beginning could draw in the attention of everyday bloggers & internet users. I had thought that employers might look at social media when hiring now days; but hadn’t expected that such a high percentage of people had been rejected because of it. Good work on your post.


  9. This was an interesting post and I will be looking forward to reading more of your post and you are right about Each individual interacting differently with each website they visit, on each website and how each individual can choose to portray themselves differently.


  10. This was a very well researched blog post! I’m so impressed by the use of statistics and scholarly research which were well referenced throughout your piece. My only suggestion would be a quick read through a couple of spots where you have used the same word a lot. In particular, I found I needed to read through paragraph three a couple of times. The words ‘individual’ and ‘online’ kept popping up and throwing me off where I was up to. This made it a little difficult to focus on what I was reading and absorb the content properly. Other than that though, this was a really great blog with lots of appealing visual aspects to the content. Great work!

    Liked by 1 person

  11. Hi Chloe,
    Really interesting topic and contents! Firstly, your introduction is very clearly that show what you will talk in you post. I think you had good used the quotations in your post, the quotations are really support your argument. Also, you had good embedded tweets and pictures. The statistics that you use in this post are very related to this topic.

    For the in-text citation, you just need write the author’s name and the year of published and the page. You could see this web: hope this will be helpful.

    Overall, great work!!

    Liked by 1 person

  12. Hi Chloe, Thank you very much for your post about the presence of surveillance in the world of social media. Your use of research for your post was very clear and strongly supported the argument you were trying to present to your readers. I absolutely loved your podcast in which you interviewed your friend Marnie, it was executed very well and was presented very professionally. Don’t forget to reference your images in your reference list at the end of your blog post. Well Done, I really enjoyed reading this piece.

    Liked by 1 person

  13. Great post, Chloe. Incorporating an interview with your journalist friend was a great way to engage your audience. In future when recording audio, I recommend you use a less reverberant environment in order to improve sound quality. Your discussion on how your digital identity is projected online depending on which platform used was a fantastic introduction the topic and instantly built a connection with me. The discussion linking social media and geo-tagging with surveillance during Hurricane Sandy was a fantastic example of how surveillance can be used to help locate people who are victims of natural disasters. In a world where being connected is part of everyday life, your question, “if you don’t exist on social media… Do you even exist?” is extremely relevant.


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