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 company in Oakland to dispatch couriers, taxis, and emergency services from the Web. His other projects and ideas at this time included networks of medical devices and a "frictionless service market". In July 2000, building on dispatching and inspired in part by LiveJournal and by AOL Instant Messenger, he had the idea for a Web-based realtime status/short message communication service. When he first saw implementations of instant messaging, Dorsey wondered whether the software's user status output could be shared easily among friends. He approached Odeo, which at the time happened to be interested in text messaging. Dorsey and Biz Stone