Group 3 discusses key terms related to social media and its impact. Social media exists within a "media cloverleaf" that also includes traditional media, owned media, and hybrid media. The rapid spread of social media over recent years has changed job roles through diffusion. Real-time social engagement allows companies to respond immediately to customer issues. Crowd-sourcing involves audiences piecing together information into a narrative. Different social media platforms tell stories in various ways. Uses and gratifications research looks at how active audiences participate. Sentiment analysis and gatekeepers help determine what stories get selected and spread. Earned media through engagement is less expensive than paid advertising.
2. Key terms
pg 9.5-16
•
Media cloverleaf- created by Historical Edelman PR, social media are among four overlapping
environments, which also include traditional media, owned media and hybrid media.
•
Diffusion- the rapid spread of social media over a few short years that can change job roles for
news reporters, PR people, marketers, and others in a wide variety of positions.
•
Real-time Social Engagement- about being able to engage and reply in real-time to your
customers' issues and complaints.
3. PG 11-12
• Crowd-sourcing- when audience piece together bits of information into a
larger narrative for storytelling.
• Platforms- Facebook walls, Twitter feeds, Snapchat, Instagram. Each
platform tells different stories.
4. PG 13&14
• Uses & Gratifications: a research perspective emphasizing active audience
participation
• Sentiment Analysis: computer and human coding for positive, neutral, and
negative techniques to drive high placement during keyword searches
• Gatekeepers: those who perform a traditional news editorial function of
story selection
5. Page 15-16.01
• Earned Media- is a cost only time to engage, in contrast to the more
expensive cost of advertising within a show.
