Lecture 1 Flashcards
What is Social Media?
-Website and applications that enable users to create and share
content or to participate in social networking
-Computer-mediated technologies that facilitate the creation and
sharing of information, ideas, and other forms of expressions
via virtual communities and networks
-And the content created by users through such technology/applications
What established defining characteristics of social media?
Web 2.0
When and why did social media first appear
in 2004 to describe a new way to utilize the WWW,
not refer to any technical update, but refers to functionalities that
make possible today’s high degree of interactivity among users
User Generated Content (UGC):
various forms of online media
content that are publicly available and created by users
FGC vs. UGC
Firm-generated Content vs. User-generated Content
Why does the distinction b/w narrowcasting and broadcasting matter?
Information spreads much faster when
transmitted via one-to-many information flows (broadcasting).
Platforms face a never-ending
challenge to
keep their services fresh
so that users don’t abandon them for
competitors.
Social Media Marketing (SMM)
=
Social Media + Marketing
What is Marketing?
The activity, set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have
value for customers, clients, partners, and society at large.
Social media marketing is a process that involves
identifying opportunities for
leveraging social interactivity among
consumers in open and flexible social
media environments with fast-paced flows of information.
Today __% of US adults use some type of social media
72%
Digital Around the World in July 2020
Total Population: 7.79B
Unique Mobile Phone Users: 5.15B
Internet Users: 4.57B
Active Social Media Users: 3.96B
Digital Around the World in July 2021
Total Population: 7.87B
Unique Mobile Phone Users: 5.27B
Internet Users: 4.80B
Active Social Media Users: 4.48B
Global Digital Growth July 2021
Total Population: +1%
Unique Mobile Phone Users: +2.3%
Internet Users: +5.7%
Active Social Media Users: +13.1%
