Chapter 2
- 2. In the 1990s, Companies developed websites Owned media, with application software, turned those identities into media companies Hybrid Media emerged from blogging The Huffington Post was one of the earliest forms of Hybrid Media Social media empowered individuals to interact as media, promote content and engage new people The rapid diffusion of social media changed job roles for people of a wide variety of positions (Ex. News reporters, and Marketers Introduction to Social Media Concepts
- 3. Introduction to Social Media Concepts Cont.Social Media can be focused on from a communication perspective Kratz and Lazarsfeld’s filter hypothesis showed that people who form social groups seek out influencers and gauge social trends Influence can extend beyond Politics and Elections Kratz (1994) observed that we can observe influence, but activating the knowledge isn’t easy Social Media ushered in the era where influence can be tracked within large amounts of data The nature of influence, however, can raise legal and ethical issues
- 4. Legal and Ethical Issues EXAMPLE: A review on the application Yelp can prove to be inaccurate or accurate, but can potentially cause economic harm to small business Despite this Social Media is becoming the most important communication source in the 21st century Despite awareness of this influence, individual users, or those working for media platforms, tend to make huge mistakes. Breaking news events and real time social engagement, which are split second decisions, tend to miss the mark.
- 5. Social Media and Theories Engaging in computer communication Everything can be/is discussed online Crowdsourcing- pieces are put together Human storytelling on Social Network sites Social media is a platform Society comes together
- 6. Social Media Concepts and Theories Uses and Gratification: Users select content with expectations in mind. Sentiment Analysis: Helps identify user feelings by coding media content along a positive and negative continuum. Gatekeepers: Mass media filters and selects stories.
- 7. Social Media Theories Advertisers and marketers realized the usefulness of social media early on Benefits Inexpensive Reach massive amounts of consumers Generate consumer interest in brand Cons Opens company to public criticism Increases consumer power Increases possibility of releasing confidential or misleading information
- 8. Social Media Theories Solutions Content managers must engage in customer relations Strategizing and implementing social media tactics Tactics - Used to effectively achieve communication goals Provide real-time opportunities to engage the public during major broadcasting events (ie: The Super Bowl)
- 10. Social Media Theories Companies collaborate with firms who specialize in real-time engagement services GolinHarris - Communications firm that provides: Insights Relationship building Hyper-relevant media relations Customer engagement Content creation Actively developing media literacy skills can help us understand how brands make
Editor's Notes
- #10: http://info.localytics.com/blog/social-apps-show-most-engagement-during-super-bowl-50