A New World of Business Marketing: Social Media
Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Furthermore, social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create , discuss, and modify user-generated content. It introduces a big number of changes to communication between organizations, communities and individuals
Social media differentiates from traditional to industrial media in many aspects such as quality, reach, frequency, usability, immediacy and permanence. There are many effects that stem from internet usage. On average, internet users continue to spend more time on social media sites than on any other type of site
Much of the criticisms of social media are about its exclusiveness as most sites do not allow the transfer of information from one to another, disparity of information available, issues with trustworthiness and reliability of information presented, concentration, ownership of media content, and the meaning of interactions created by social media. However, it is also argued that social media has positive effects such as allowing the democratization of the internet while also allowing individuals to advertise themselves and form friendships around the world.
While traditional social media offers a variety of opportunities for companies in a wide range of business sectors, mobile social media makes use of the location – and time-sensitivity aspects of it in order to engage into marketing research, communication, sales promotions/discounts, and relationship development/loyalty programs. Also helps in conveying messages in a format that suits the audience.
Classifications of social media: Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. 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 services can be integrated via social network aggregation platforms. when summed up the basic types, the following are six main types of social media:
• Collaborative projects (for example, Wikipedia),
• Blogs and microblogs (for example, Twitter),
• Content communities (for example,YouTube, DailyMotion),
• Social networking sites (for example Facebook),
• Virtual game worlds (e.g., World of Warcraft)
• Virtual social worlds (e.g. Second Life).
However, the boundaries between the different types have been increasingly blurred. Due to the fact that some of the websites are counted in two or even more than two categories.
The use of social media aims to improve public perception and helps in saving time and money. By using social media as a key part, it is easy to convey messages in a format that suits the audience. Thus today it plays an important role in our lives.