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
Hurrdat Social Media by Omaha, Nebraska based digital marketing company, B2 Interactive, which was co-founded by Bill Hipsher and Brandon Taylor. In 2015, Kunalic’s role in the day-to-day operations of Hurrdat Social Media ended as he joined Opendorse full time. Kunalic and Lawrence continued as Hurrdat Social Media Board Members. In 2017, Hurrdat Social Media announced a new strategic partnership with Hail Varsity, a leading media company based in Lincoln that’s devoted to creating and sharing Husker focused content. In 2016, Hurrdat Social Media launched a Digital Film and Video brand, Hurrdat Films, after parent-company B2 Interactive’s acquisition of Dan Napoli’s film and