Traditional Social Media

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Katona and Sarvary (2014) define social media as “the way in which people interact to create, share, and/or exchange information and ideas in virtual communities and networks”. Asur and Huberman (2010) state that social media is shifting in a high-speed the conversations in the society about topics from the environment and politics to the technology and the entertainment industry due to the easy use, speed and capacity of social media platforms and networks. Well-known social media platforms include Facebook, MySpace, LinkedIn,Twitter, YouTube, Flickr, Tumblr, Reddit, Instagram, Pinterest, Google+ and more. Social media differ from related concepts such as Web 2.0, which is considered as the platform for the development of social media (Kaplan …show more content…

Traditional media operate under a model where one sender sends a message to many listeners; social media operate under a model, where there are many senders who send messages to many receivers. Traditional media have the goal to share information people are already aware of, interested in and talking about. Social media want to reflect collective public interest. The digital technology has changed passive bystanders to active hunters (Hanna, Rohm & Crittenden 2011). Consumers do not want to sustain this traditional media thought, where the firm is the controller of the publications; also not as a hunting sport, where the advertiser controls the interactivity. Consumers expect to be actively involved in the information that comes to them. Traditional media is not enough for consumers anymore. Moreover, if companies want to reach a lot of potential customers, they should communicate through social media. Customers born between 1990 and 2000, called the Generation Z or the Net Generation, are grown up with social media and not used to read newspapers (Kaplan,

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