Social media use by businesses hobby, rather than social media containers such as Google+, Facebook, and Twitter. PR departments face significant challenges in dealing with viral negative sentiment directed at organizations or individuals on social media platforms (dubbed "sentimentitis"), which may be a reaction to an announcement or event. In a 2011 article, Jan H. Kietzmann, Kristopher Hermkens, Ian P. McCarthy and Bruno S. Silvestre describe the honeycomb relationship as "present[ing] a framework that defines social media by using "seven functional building blocks": identity, conversations, sharing, presence, relationships, reputation, and groups". Social media marketing becomes effective through a process called "building social authority". One of
Social Media Examiner Build a Large, Loyal Profitable Network using the Social Web" by Mari Smith, and "The Entrepreneur’s Information Source Book: Charting the Path to Small Business Success, 2nd ed." by Susan C. Awe. Social Media Examiner Social Media Examiner is a U.S.-based media company, founded by Michael Stelzner. It publishes online magazines, blogs and podcasts about how business people can use social networks, on two websites: SocialMediaExaminer.com and MyKidsAdventures.com. The online magazine publishes original research, has a weekly podcast show and oversees multiple communities for social media marketers. MyKidsAdventures.com publishes information on creative activities, and is aimed at parents and grandparents.