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Social media

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Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. 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."[1] Businesses also refer to social media as consumer-generated media (CGM). Social media utilization is believed[who?] to be a driving force in defining the current time period as the Attention Age[citation needed]. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.

Distinction from industrial media

People gain information, education, news, etc., by electronic media and print media. Social media are distinct from industrial or traditional media, such as newspapers, television, and film. They are relatively inexpensive and accessible to enable anyone (even private individuals) to publish or access information, compared to industrial media, which generally require significant resources to publish information.

One characteristic shared by both social media and industrial media is the capability to reach small or large audiences; for example, either a blog post or a television show may reach zero people or millions of people. The properties that help describe the differences between social media and industrial media depend on the study. Some of these properties are:

  1. Reach - both industrial and social media technologies provide scale and enable anyone to reach a global audience.
  2. Accessibility - the means of production for industrial media are typically owned privately or by government; social media tools are generally available to anyone at little or no cost.
  3. Usability - industrial media production typically requires specialized skills and training. Most social media does not, or in some cases reinvent skills, so anyone can operate the means of production.
  4. Recency - 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; only the participants determine any delay in response). As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time.
  5. Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.

Community media constitute an interesting hybrid of industrial and social media. Though community-owned, some community radios, TV and newspapers are run by professionals and some by amateurs. They use both social and industrial media frameworks.

In his 2006 book, The Wealth of Networks: How Social Production Transforms Markets and Freedom, Yochai Benkler analyzed many of these distinctions and their implications in terms of both economics and political liberty. However, Benkler, like many academics, uses the neologism network economy or "network information economy" to describe the underlying economic, social, and technological characteristics of what has come to be known as "social media".

Andrew Keen criticizes social media in his book The Cult of the Amateur, writing, "Out of this anarchy, it suddenly became clear that what was governing the infinite monkeys now inputting away on the Internet was the law of digital Darwinism, the survival of the loudest and most opinionated. Under these rules, the only way to intellectually prevail is by infinite filibustering."[2]

There are various statistics that account for social media usage and effectiveness for individuals worldwide. Some of the most recent statistics are as follows:

  • Social networking now accounts for 11 percent of all time spent online in the US.[3]
  • A total of 234 million people age 13 and older in the U.S. used mobile devices in December 2009.[4]
  • Twitter processed more than one billion tweets in December 2009 and averages almost 40 million tweets per day.[5]
  • Over 25% of U.S. internet page views occurred at one of the top social networking sites in December 2009, up from 13.8% a year before.[6]

Social media and "social authority"

One of the key components in successful social media marketing implementation is building "social authority". Social authority is developed when an individual or organization establishes themselves as an "expert" in their given field or area, thereby becoming an "influencer" in that field or area. [7]

It is through this process of "building social authority" that social media becomes effective. That is why one of the foundational concepts in social media has become that you cannot completely control your message through social media but rather you can simply begin to participate in the "conversation" in the hopes that you can become a relevant influence in that conversation. [8]

However, this conversation participation must be cleverly executed because while people are resistant to marketing in general, they are even more resistant to direct or overt marketing through social media platforms. This may seem counter-intuitive but is the main reason building social authority with credibility is so important. A marketer can generally not expect people to be receptive to a marketing message in and of itself. In the Edleman Trust Barometer report in 2008, the majority (58%) of the respondents reported they most trusted company or product information coming from "people like me" inferred to be information from someone they trusted. In the 2010 Trust Report, the majority switched to 64% preferring their information from industry experts and academics. According to Inc. Technology's Brent Leary, "This loss of trust, and the accompanying turn towards experts and authorities, seems to be coinciding with the rise of social media and networks."[9][10]

Thus, using social media as a form of marketing has taken on whole new challenges. As the 2010 Trust Study indicates, it is most effective if marketing efforts through social media revolve around the genuine building of authority. Someone performing a "marketing" role within a company must honestly convince people of their genuine intentions, knowledge, and expertise in a specific area or industry through providing valuable and accurate information on an ongoing basis without a marketing angle overtly associated. If this can be done, trust with, and of, the recipient of that information – and that message itself – begins to develop naturally. This person or organization becomes a thought leader and value provider - setting themselves up as a trusted "advisor" instead of marketer. "Top of mind awareness" develops and the consumer naturally begins to gravitate to the products and/or offerings of the authority/influencer. [11][12]

Of course, there are many ways authority can be created – and influence can be accomplished – including: participation in Wikipedia which actually verifies user-generated content and information more than most people may realize; providing valuable content through social networks on platforms such as Facebook and Twitter; article writing and distribution through sites such as Ezine Articles and Scribd; and providing fact-based answers on "social question and answer sites" such as EHow and Yahoo! Answers.

As a result of social media – and the direct or indirect influence of social media marketers – today, consumers are as likely – or more likely – to make buying decisions based on what they read and see in platforms we call "social" but only if presented by someone they have come to trust. That is why a purposeful and carefully designed social media strategy has become an integral part of any complete and directed marketing plan but must also be designed using newer "authority building" techniques.[13]

Examples

Social media can take many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking. 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 for different social media types in their Business Horizons article published in 2010. According to Kaplan and Haenlein there are six different types of social media: Collaborative projects, blogs and microblogs, content communities, social networking sites, virtual game worlds, and virtual communities. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms.

Examples of social media software applications include:

Communication

Collaboration/authority building

Multimedia

Reviews and opinions

Entertainment

Brand monitoring

See also

References

  1. ^ Kaplan Andreas M., Haenlein Michael, (2010)., Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1, p. 59-68.
  2. ^ Keen, Andrew. The Cult of the Amateur. Random House. p. 15. ISBN 9780385520812. {{cite book}}: |access-date= requires |url= (help)
  3. ^ http://digital.venturebeat.com/2010/02/10/54-of-us-internet-users-on-facebook-27-on-myspace/trackback/
  4. ^ http://digital.venturebeat.com/2010/02/10/54-of-us-internet-users-on-facebook-27-on-myspace/trackback/
  5. ^ http://digital.venturebeat.com/2010/02/10/54-of-us-internet-users-on-facebook-27-on-myspace/trackback/
  6. ^ http://digital.venturebeat.com/2010/02/10/54-of-us-internet-users-on-facebook-27-on-myspace/trackback/
  7. ^ European Journal of Social Psychology
  8. ^ Research Survey
  9. ^ Inc. Technology Brent Leary Article
  10. ^ Edelman 2010 Trust Barometer Study
  11. ^ Search Engine Watch
  12. ^ Inc. Technology Brent Leary Article
  13. ^ Business Expert Brent Leary on Inc Technology Website
  14. ^ Golder, Scott; Huberman, Bernardo A. (2006). "Usage Patterns of Collaborative Tagging Systems" (PDF). Journal of Information Science. 32 (2): 198–208. doi:10.1177/0165551506062337.
  15. ^ 10 Ways Geolocation is Changing the World

Further reading

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