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 use by businesses where users and PR professionals can converse, and where PR professionals can promote their brand and improve their company's image by listening and responding to what the public is saying about their product. There are four channels by which social media resources can transform into business performance capabilities: There are four tools or approaches that engage experts, customers, suppliers, and employees in the development of products and services using social media. Companies and other organizations can use these tools and approaches to improve their business capacity and performance. Companies are increasingly using social media monitoring tools to monitor, track, and