Berg+C+Final+Report

Berg C


 * You still need an executive summary. And I would suggest when you write it note what you have in the recommendation section - the focus of the report appears to be about privacy issues on Facebook. Thus I would also change the title and subtitle. If I were a client reading the title page alone, I would have no clue what the report was actually about.**

proximity a next generation connection Proximity Research Report

The effect Facebook could have on a future job opportunity By: Courtney Berg
 * Privacy Issues on Facebook**

Spring 2010

 **Table of Contents ** **Executive Summary 1 ** **Introduction to Facebook 2 ** **How Gen-Y Uses Facebook 3 ** **How Business Use Facebook 4 ** **Facebook: The New Resume 5 ** **Facebook: Impact on Employment 6 ** **Recommendations 7 ** **Attachment 1 8 ** **Attachment 2 9 ** **References 10 **


 * Executive Summary**

The current generation of young people has a tool of communication at their disposal that no other generation has had: the Internet. Within the Internet, socializing online has become an even easier way to connect with friends, family and others across the globe. Online social networking sites provide Gen Y users with a convenient and inexpensive way to reach individuals on many different levels. Businesses are currently using Social Networking sites in many different ways; advertising, contacting current/potential clients, and most importantly screening potential employees. The fact that businesses are using this tool against offering Gen-Y users a job is taking Social Networking sites to a whole new level. Many Gen-Y users disclose way too much information over social networking sites, and this undoubtedly puts a damper on Gen-Y’s future job opportunities.


 * Introduction to Facebook**

With the emergence of the Internet over the past few decades came the development of social networking sites. As of September 2009 there are over 300 million users on Facebook, which makes Facebook the largest social networking sites. It is estimated that users (more specifically Gen-Y users) log into Facebook at least once a day, and unconsciously disclose information about themselves and others.

Facebook was created in February 2004 by Mark Zuckerberg, who at the time was a sophomore computer science student at Harvard University (Facebook, 2010). Soon Facebook expanded outside of Harvard, and in a matter of months many of the United States Gen-Y users were able to join a network on Facebook. When it first began students had to have a college e-mail address to join, and became members of their specific college network. Facebook went public in late 2006, and has continued to be ever-changing.

There have been countless changes from Facbook circa 2004 – to the present day Facebook. Some may view these changes as positive, but the majority views these changes as negative. Anyone can access Facebook today, which enables over 300 million users to see information about others. Although there are privacy settings, Facebook has taken over the World Wide Web, and personal information is disclosed places users have no idea about.

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 * How Gen-Y uses Facebook **

Gen-Y users are among the highest numbers of frequent Facebook users. The over use of this technology has led to some concerns of dependency, or even addiction. Facebook has recently become the number one form of communication for Gen-Y users.

Facebook allows users to disclose as much information about themselves on their own profile page, including pictures, wall posts, demographic information, etc. Gen-Y users currently use Facebook for online photo albums, games, communicating with others via instant messaging and e-mail like messages, and many other ways.

Mark Zuckerberg says Facebook is used amongst many "to stay updated on what's happening around them and share with the people in their lives." Below is a chart showing how Facebook is the #1 internet sharing website (Carlson & Angelova, 2009).



<span style="font-family: 'Times New Roman',serif;"> **<span style="font-family: arial,helvetica,sans-serif; font-weight: normal; line-height: 19px;">**<span style="font-family: 'Times New Roman',serif; font-size: 12pt; line-height: 14px;">How Businesses Use Facebook **

<span style="font-family: 'Times New Roman',serif; font-size: 12pt; line-height: 14px;">Contrary to popular belief, searching potential employees is not the only way businesses use Facebook. Although many employers do care about your online reputation, and use social networking sites as a way to find out more about employers, there are many other ways businesses use these websites.

Houghton (2009) said that more and more people prefer to communicate via social networking sites, and it actually does build relationships with people, which then turns into business. At an agency in Liverpool, they said they had an 'open door' policy when it came to social networking sites, because many people rely so heavily on communicating on these sites. Facebook can also be used as a means of advertising for businesses, as well as promoting coupons and ideas on the businesses personal Facebook page. **


 * <span style="font-family: 'Times New Roman',serif; font-size: 12pt; font-weight: normal; line-height: 115%;">**Facebook: The New Resume**

As a child, you learn “don’t judge a book by its cover” – that quote no longer holds true. Businesses are judging Gen-Y users by their cover/profile pictures on a daily basis. Gen-Y users are no longer judged off of their 8 ½ x 11 simple resumé. Tim DeMello, who owns the Internet company Ziggs, estimates that about 20 percent of companies are secretly scanning online profiles before they interview applicants. What they often find is shocking — including profiles that detail drug use, orgies and illegal behavior (Clark, 2006).

The problem is that Businesses are able to view Facebook – they have the same viewing privileges all users have. HR departments are now trained to search Facebook and potential/current employees. When they see scandalous pictures, pictures that might contain drugs or alcohol, it immediately shows the employee has negative qualities.

Facebook is the most powerful tool currently in the interview process. Joel (2009) says that no potential employee is going to offer up individuals to give personal references who won’t give a glowing review. This is where Facebook plays a role, employers can find out a person’s true personality only by viewing their Facebook profile. **

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">**Facebook: Impact on Employment**

With business relying so heavily on Facebook as a background check for future employees, it can severely impact employing many Gen-Y users. Fitzgibbon (2009) emphasizes how employers are using social media background checks. In this article is says that more and more employers are using Facebook to conduct background checks during the process of hiring, and it will only get worse. <span style="font-family: 'Times New Roman','serif';"> Kennedy & Macko conducted research regarding Social Networking and Its Effect on Employment Opportunities. Their research (showed below in a chart) find that employers do somewhat agree that pictures can impact their decision to hire an employee.

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">**Recommendations**

It is important for Gen-Y users, as well as clients of Proximity to be aware of both the pros and cons Facebook has to offer. There are many different ways both businesses and Gen-Y users can utilize Facebook. This report recommends Proximity clients to take precaution when using Facebook.

- Make sure you set your privacy settings

- Never click “like” on a website outside of Facebook because your name will be all over the web

- Make sure no photos are on Facebook that you do not mind the 300 million users to see

- When applying for jobs, make sure to delete your Facebook so it does not impact the employers decision

- Be smart when disclosing personal information, everyone can see it

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">**Attachment 1**

Below is a typical example of what an employer can see. Although this picture is not tagged to the person in the photograph, this photo can still be viewed by the entire Facebook population. The person in this photograph is solely enjoying her afternoon with a cold beer, the employer knows she is not of age, and may look down on this photograph.



<span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">This is a example of a Clothing Boutique located in Boca Raton, Florida. LF’s Facebook page constantly sends out messages to their fans regarding sales, new arrivals, etc… This is a free way of advertising, and shows how LF utilizes Facbook in a beneficial way.
 * <span style="font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Attachment 2 **




 * References**

<span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">Carlson & Angelova, 2009. Facebook Leads Sharing. Business Insider <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;"> <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">Clark, A (2006). <span style="color: #262626; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Palatino; mso-bidi-font-size: 24.0pt;">Employers Look At Facebook, Too. Boston: CNN.com. <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;"> <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">Facebook (2010). www.facebook.com. <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">Fitzgibbon, M. (2009). Social media background checks. Slaw. <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">Houghton, A. (2009). Facebook Breaks 'could benefit your business'; Firm say social networking helps win contracts and deals. Daily Post. <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">Joel, M. (2009). Employment 2.0: Forget the 8 1/2 by 11 single-sheet resume. The Gazette. <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 13.0pt;">Kennedy, N., Macko, M. (2007). <span style="color: black; font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Helvetica;">Social Networking Privacy and Its Effects on Employment Opportunities. <span style="font-family: "Times New Roman"; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: "Times New Roman";">