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
Jack Dorsey reinvention through design and simple interfaces of what it means to be mayor. Dorsey thinks becoming mayor of New York City is an aspiration that would raise the bar for him. He served as a judge for New York City Mayor Michael Bloomberg's NYC BigApps competition in 2011. Dorsey is an on-record donor to Democratic Party candidates. Dorsey was announced as a new member of the board of directors of The Walt Disney Company on December 24, 2013. The press release referred to Dorsey as a "talented entrepreneur" and explained that his experience is aligned with the corporation's "strategic priorities."