Q The case study is related to Social Networking and Social Responsibility implementing social media tools and techniques Home, - Social Networking and Social Responsibility Social Networking and Social Responsibility Benefits and Risks of using Social Networking Today, with advent of new technologies, it is found that the organizations are implementing social media tools and techniques for the purpose of making customers aware of their products and also providing them with new benefits in a given environment (Ellahi, 2018). The other purposes or benefits of using social networking include - effective team communication and collaboration, successful planning by the marketing team, becomes easy to interact with the customers and thereby detect their needs, increase the brand value, provide more support to the customers based on their feedback, and also improve communication channels with the customers (Ellahi, 2018). However, some of the customers do not like to connect with the organization through such modes. There are also challenges of privacy, data breach, and cybersecurity associated with the IT system of the organization. In other cases, it becomes difficult to track the progress of any media campaign or any promotional offers. Hence, before implementing them, the marketing department of the organization needs to design the plan and accordingly follow the different steps to ensure desired success for the organization. Significant Differences between Company's use and an Individual use of Social Networking There are vast differences between company's use and an individual's use of social networking in a given environment. An individual will be using social networking for the purpose of connecting with the friends, to remain social on a given platform, to get the latest updates on any news, to secure more knowledge, to transfer knowledge, to chat and communicate with friends, and also for other personal reasons (Ellahi, 2018). On the other hand, the usage of social networking for the company is completely different; they will be using it for the purpose of advertising, promotions, and other such commercial use. They want their products to get more awareness in the market and hence to connect in a better way with the customs, they will be using these mediums in a given environment. Concerned about Information tracking for Advertisement Purpose On a personal note, I shall remain concern about information tracking by the different companies across multiple social networking platforms. The organizations are collecting personal data, photos, images shared, videos shared, pages liked by the user, total friends, choices, preferences, and other such details from these platforms. Hence, one will not desire to get shared this information for the purpose of obtaining information any new products or any new features of given products. The company is already marketing through other channels such as television ads, newspapers, emails, and other traditional forms of marketing (Curtis, 2014). Hence, the target audience will get to know about the products from such mediums as well; hence, I shall prefer to use those mediums more for the purpose of securing information about my relevant product in a given market scenario. Comparison between IBM's private social network and other public social networking sites On a comparison note between IBM's private social network and other public social networking sites, one can find that the technology adopted by IBM are completely different. They have used Web 2.0 technology to enhance the features and provide the best experience to the end users. They have focused on certain values such as - controlled environment, demand of the users, private infrastructure for these IT systems, easy to use, responsive User Interface, Feeds, and even Mashups that will allow the customers to use this platform in a better way. Key Responsibilities to handle in Companies while using Social Networking The companies are having a huge responsibility while using social networking for the purpose of marketing, advertising, promotions, and even to stay connected with the customers. They need to follow the ethical principles and make sure of overcoming the key challenges such as privacy and data leakage in a given environment (Escartin, 2015). Further, they need to protect their IT assets in a given working environment against the key challenges of cybersecurity. Finally, the organization needs to monitor their strategies in this direction and accordingly suggest recommendations wherever required.