Social Media -Marketing Essay

Submitted By nancy1022
Words: 2462
Pages: 10

What is Social Media http://en.wikipedia.org/wiki/Social_media#Impacts_on_history_and_memory Social media refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.[1] Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange ofuser-generated content."[2] Furthermore, social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities, and individuals
Social media differentiates from traditional/industrial media in many aspects such as quality,[4] reach, frequency, usability, immediacy, and permanence.[5] There are many effects that stem from internet usage. According to Nielsen, internet users continue to spend more time with social media sites than any other type of site. At the same time, the total time spent on social media in the U.S. across PC and mobile devices increased by 37 percent to 121 billion minutes in July 2012 compared to 88 billion minutes in July 2011
Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks,podcasts, photographs or pictures, video, rating and social bookmarking
Technologies include: blogs, picture-sharing, vlogs, wall-postings, music-sharing,crowdsourcing and voice over IP, to name a few. Many of these services can be integrated via social network aggregation platforms. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme in their Business Horizons (2010) article, with six different types of social media: collaborative projects (for example, Wikipedia), blogs and microblogs (for example, Twitter), content communities (for example, YouTube and DailyMotion), social networking sites (for example, Facebook), virtual game worlds (e.g., World of Warcraft), and virtual social worlds (e.g. Second Life)
Distinction from other media
Quality: In industrial(traditional) publishing—mediated by a publisher—the typical range of quality is substantially narrower than in niche, unmediated markets. The main challenge posed by content in social media sites is the fact that the distribution of quality has high variance: from very high-quality items to low-quality, sometimes abusive content.[4]
Reach: Both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility.[5]
Frequency: The number of times an advertisement is displayed on social media platforms.
Accessibility: The means of production for industrial media are typically government and/or corporate (privately owned); social media tools are generally available to the public at little or no cost.[5]
Usability: Industrial media production typically requires specialized skills and training. Conversely, most social media production requires only modest reinterpretation of existing skills; in theory, anyone with access can operate the means of social media production.[5]
Immediacy: The time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses).[5]
Permanence: Industrial media, once created, cannot be…