DEFINITION OF SOCIAL MEDIA
Social media has rapidly integrated itself into our everyday lives, both personal and professional, and it’s perhaps had no greater impact than on the world of marketing, with consumers and brands seeing enormous benefits and changes.
Social media literally means interactive platforms through which individuals and communities create and share user-generated contents. Social media are social software which mediates human communication. When the technologies are in place, social media is ubiquitously accessible and enabled by scalable communication techniques. In the year 2012, social media became one of the most powerful sources for news updates through platforms such as Twitter and Facebook (Kietzmann et al. 2011).
Social media technologies take on different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking.
Social media can be classified into six different types: collaborative projects (for example, Wikipedia), blogs and microblogs (for example, Twitter), content communities (for example, YouTube), social networking sites (for example, Facebook), virtual game worlds (e.g., World of War craft), and virtual social worlds (e.g. Second Life). Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing and voice over IP, to name a few (Kaplan and Haenlein, 2010). Many of these social media services can be integrated via social network aggregation platforms. Social media network websites include sites like Flickr, Facebook, Twitter, LinkedIn, YouTube, Bebo and MySpace.
Social media applications used on mobile devices are called mobile social media. In comparison to traditional social media running on computers, mobile social media display a higher location- and
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