What is Social Media?

Social media are interactive platforms where content is created, distributed and shared by individuals on the web. Professors Andreas Kaplan and Michael Haenlein of the ESCP European Business School 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." Social media websites and applications allow users to create and exchange user-generated content where people talk, share information, participate and network through technologies such as blogs and social networking sites. Within the last decade, social media has become one of the most powerful sources for news updates, online collaboration, networking, viral marketing and entertainment.

 

Conversations In Social Media

 

Source: Boundless (2016). Boundless Marketing. Retrieved from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital-marketing-98/defining-social-media-480-10597/

 

Why is Social Media Marketing Important?

The following video showcases Why is Social Media Marketing Important. Watch the video and be prepared to respond to some questions.

"Social Media Marketing|"Quick Tips"| Why is Social Media Marketing Important?" YouTube Video, 2:49, posted by "quicksocialtips," October 12, 2012, http://www.youtube.com/watch?v=2xEHx5xtsgI

Activity

Please complete the following activity.

 

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Value: 5

How has social media changed the way companies do their marketing?