Research Guides: Social Media Marketing: Home

Social Media

What Is Social Media?

Social media is a computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of virtual networks and communities. By design, social media is Internet-based and gives users quick electronic communication of content. Content includes personal information, documents, videos, and photos. Users engage with social media via a computer, tablet, or smartphone via web-based software or applications.

While social media is ubiquitous in America and Europe, Asian countries like Indonesia lead the list of social media usage.1 More than 3.8 billion people use social media.

KEY TAKEAWAYS

Social media is a computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of virtual networks and communities.
The largest social media networks include Facebook, Instagram, Twitter, YouTube, and TikTok.
Social media typically features user-generated content and personalized profiles.
By 2023, the number of social media users in the United States is forecast to increase to approximately 257 million.

Quoted from:
Dollarhide, M. (2021, August 31). Social media. Investopedia.
https://www.investopedia.com/terms/a/artificial-intelligence-ai.asp

Social Media

The idea of social media began in the mid-to-late 1990s, when internet users were first given the ability to make their own websites through servers such as Geocities. Blogging and social networks also began around that time. Sixdegrees.com, launched in 1997, was one of the first websites that allowed users to create a profile and add lists of friends. It was not until 2002 and the launch of Friendster that the concept of a social network become highly popular. Within three months of its launch, Friendster had gained three million users. Other popular social media applications launched around this time include the social networking platforms MySpace and LinkedIn, the music service iTunes, and the image-hosting website Flickr.

Social media is classified in several ways. Any application that allows users to create a profile and build a friend list is considered a social network. The most popular example of this is Facebook, which was launched in 2004 and had grown to more than 1 billion daily active users by mid-2020. Blogs allow users to generate a variety of content for publication on the internet. Several websites are devoted to hosting users’ blogs; one of the most popular of these servers is WordPress. Forums are another classification that allows users to voice their opinion on a range of topics. Video and audio podcasts allow users to record themselves discussing different topics. Internet users can then download or stream these recordings. Collaborative websites known as "wikis," which allow users to generate informational content on a variety of topics, also became very popular; the most famous of these is Wikipedia, a crowdsourced encyclopedia.

Quoted from:
Cooper, P. G. (2021). Social Media. Salem Press Encyclopedia.
https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=ers&AN=89139034&site=eds-live&scope=site&custid=s8425478

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O'Reilly (Safari) E-Books & Videos

Influencer by T. Bettina Cornwell; Helen Katz
ISBN: 9781003037767
Publication Date: 2020-12-29
The influential are no longer only those with celebrity status - but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves.　 Diving deeper than the many "how-to" books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies to redefine the influencer as a persona (related to a person, group of people, or organization) that possesses greater than average sway over others. Cornwell and Katz go on to:　 introduce the influencers, macro and nano, authentic and inauthentic, ascending and fading;　 consider their relationship to brands in the marketing ecosystem, along with regulations that set limits on influencer marketing;　 describe how influence is measured and evaluated and look into the future; and　 bring together the latest research on influencer marketing and organize it for the reader.　 The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world.
The SAGE Handbook of Social Media Marketing by Annmarie Hanlon (Editor); Tracy L. Tuten (Editor)
ISBN: 9781529743784
Publication Date: 2022-09-01
Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth.
Social Media in Social Work Practice by Joanne Westwood
ISBN: 9781526420763
Publication Date: 2019-05-30
Should you respond to friend requests from service users? How can you be sure that your own online profile is secure? Do service users understand the global and permanent nature of social media posts? Mapped against UK regulatory bodies' standards this book responds to new complex issues raised by social media. Joanne Westwood draws on evidence and contemporary examples from practice to context ualise developments in social media and outline how this has shaped social work practice in recent years.
Are You Managing Your Risks From Social Media? by David Houghton, Emily S. Keenan, Mark Edmonds, Leslie H. Blix
ISBN: 53863MIT61412
Publication Date: April 2020
If you're an executive, manager, or anyone interested in leveraging AI within your organization, this is your guide. You'll understand exactly what AI is, learn how to identify AI opportunities, and develop and execute a successful AI vision and strategy. Alex Castrounis, business consultant and former IndyCar engineer and race strategist, examines the value of AI and shows you how to develop an AI vision and strategy that benefits both people and business. AI is exciting, powerful, and game changing--but too many AI initiatives end in failure. With this book, you'll explore the risks, considerations, trade-offs, and constraints for pursuing an AI initiative. You'll learn how to create better human experiences and greater business success through winning AI solutions and human-centered products.