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
Terrorism and social media to Prevent Terrorism and Preserve Innovation." At the hearing, members heard testimony from William McCants, an analyst for the Center for Naval Analyses, Aaron Weisburd, director of the Society for Internet Research, Brian Jenkins, senior advisor for the Rand Corporation and Evan Kohlmann, senior partner from Flashpoint Global Partners. McCants stated that while terror groups were actively using social media platforms to further their goals, research did not support the notion that the social media strategies they adopted were proving effective: We are talking about a relatively small number of people. Because the number of people is so small, it