Mediaboss Marketing

Social media refers to interaction 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 of user-generated content."[2] Furthermore, social media depend 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. They introduce substantial and pervasive changes to communication between organizations, communities, and individuals.[3]

Social media differ from traditional/industrial media in many ways, including 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.[6] For content contributors, the benefits of participating in social media have gone beyond simply social sharing to building reputation and bringing in career opportunities and monetary income, as discussed in Tang, Gu, and Whinston (2012).[7]

Much of the criticism of social media is about its exclusiveness[citation needed] as most sites do not allow the transfer of information from one to another, disparity of information available, issues with trustworthiness and reliability of information presented, concentration, ownership of media content, and the meaning of interactions created by social media. However, it is also argued that social media have positive effects such as allowing the democratization of the internet[8] while also allowing individuals to advertise themselves and form friendships.[9]

Most people[who?] associate social media with positive outcomes,[citation needed] yet this is not always the case. Due to the increase in social media websites, there seems to be a positive correlation between the usage of such media with cyber-bullying, online sexual predators, and the decrease in face-to-face interactions.[citation needed] Social media may expose children to images of alcohol, tobacco, and sexual behaviors[relevant? discuss].[10]

Geocities, created in 1994, was one of the first social media sites. The concept was for users to create their own websites, characterized by one of six "cities" that were known for certain characteristics.[11]

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 blogging, picture-sharing, vlogs, wall-posting, music-sharing, crowdsourcing and voice over IP, to name a few. Social network aggregation can integrate many of the platforms in use.

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 seven different types of social media:

However, the boundaries between the different types have become increasingly blurred. For example, Shi, Rui and Whinston (2013) argue that Twitter, as a combination of broadcasting service and social network, classes as a "social broadcasting technology".[12]

Mobile social media refers to the combination of mobile devices and social media. This is a group of mobile marketing applications that allow the creation and exchange of user-generated content.[13] Due to the fact that mobile social media run on mobile devices, they differ from traditional social media by incorporating new factors such as the current location of the user (location-sensitivity) or the time delay between sending and receiving messages(time-sensitivity). According to Andreas Kaplan, mobile social media applications can be differentiated among four types:[13]

While traditional social media offer a variety of opportunities for companies in a wide range of business sectors, mobile social media makes use of the location- and time-sensitivity aspects of it in order to engage into marketing research, communication, sales promotions/discounts, and relationship development/loyalty programs.[13]

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Social media - Wikipedia, the free encyclopedia