What is social media?

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What really is social media? It is something the public is constantly using every day and yet we still don’t quite understand what social media is. In Chapter 1 of Social Media in Strategic Communication we dive into the basics of social media. Karen Fredberg shares that she believes social media is more than just communicating messages designed by professionals to audiences. Unlike traditional media, users get to be more active with their presence and give them increased empowerment. This evolution in media has caused businesses to break down the barriers and interact with the users in a way they hadn’t before social media.


Karen Fredberg loose definition of social media as, “provides a personalized, online networked hub of information, dialogue, and relationship management. These new communication technology tools allow individual users and organizations to engage with, reach, persuade, and target key audiences more effectively across multiple platforms…”

I think looking at social media on the side of businesses is important. Before Myspace, Twitter, Facebook, etc. professionals had to reach their audience through more difficult routes like word-of-mouth or radio. Those sources, while still helpful, don’t form the connection and bond the average consumer is looking for when buying products. Getting a reply from your favorite brand or even having them favorite something you post creates a buzz and excitement other platforms can’t. I grew up mainly with Facebook and when I saw sponsored posts of companies I follow respond to people, I’d do anything I could to get them to respond to me too. I see it slightly relating to Youtube stars who have “shout outs” if the viewers retweet their latest post or even have following sprees if users comment on their posts. These tactics engage their viewers and make them feel special all while creating interaction with personal accounts.

Watching social media evolve and form a community of give and take actions is important. Watching companies interact with direct customers has created a very important dynamic in the world community and has created a very personalized business space.

Comments

  1. Jordan ClaggFebruary 12, 2019 at 11:29 AM

    I think it will be interesting to see how social media will continue to evolve in the future. Brands will still try to build positive interactions with their customers but they will have to learn to navigate new social platforms. Even the platforms they are currently on change over time. I am curious to see what the social media landscape will look like in five short years.

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