The document discusses the rise of social media and its impact. It began with the emergence of websites and blogging in the 1990s, which led to the development of hybrid media like The Huffington Post. Social media then empowered individuals to interact and share content online, changing jobs in fields like journalism and marketing. The document then covers several social media concepts and theories, such as how influence extends beyond politics into other areas, and how social media allows influence to be tracked through large amounts of data, though this raises legal and ethical issues.

1. Chapter 1
Presented by:
BTFM

2. In the 1990s, Companies developed websites
Owned media, with application software, turned those identities into media
companies
Hybrid Media emerged from blogging
The Huffington Post was one of the earliest forms of Hybrid Media
Social media empowered individuals to interact as media, promote content and
engage new people
The rapid diffusion of social media changed job roles for people of a wide variety
of positions (Ex. News reporters, and Marketers
Introduction to Social Media Concepts

3. Introduction to Social Media Concepts
Cont.Social Media can be focused on from a communication perspective
Kratz and Lazarsfeld’s filter hypothesis showed that people who form social
groups seek out influencers and gauge social trends
Influence can extend beyond Politics and Elections
Kratz (1994) observed that we can observe influence, but activating the
knowledge isn’t easy
Social Media ushered in the era where influence can be tracked within large
amounts of data
The nature of influence, however, can raise legal and ethical issues

4. Legal and Ethical Issues
EXAMPLE: A review on the application Yelp can prove to be inaccurate or
accurate, but can potentially cause economic harm to small business
Despite this Social Media is becoming the most important communication source
in the 21st century
Despite awareness of this influence, individual users, or those working for media
platforms, tend to make huge mistakes.
Breaking news events and real time social engagement, which are split second
decisions, tend to miss the mark.

5. Social Media and Theories
Engaging in computer communication
Everything can be/is discussed online
Crowdsourcing- pieces are put together
Human storytelling on Social Network sites
Social media is a platform
Society comes together

6. Social Media Concepts and Theories
Uses and Gratification: Users select content with expectations in mind.
Sentiment Analysis: Helps identify user feelings by coding media content along a
positive and negative continuum.
Gatekeepers: Mass media filters and selects stories.

7. Social Media Theories
Advertisers and marketers realized the usefulness of social media early on
Benefits
Inexpensive
Reach massive amounts of consumers
Generate consumer interest in brand
Cons
Opens company to public criticism
Increases consumer power
Increases possibility of releasing confidential or misleading information

8. Social Media Theories
Solutions
Content managers must engage in customer relations
Strategizing and implementing social media tactics
Tactics - Used to effectively achieve communication goals
Provide real-time opportunities to engage the public during major broadcasting events (ie:
The Super Bowl)

10. Social Media Theories
Companies collaborate with firms who specialize in real-time engagement
services
GolinHarris - Communications firm that provides:
Insights
Relationship building
Hyper-relevant media relations
Customer engagement
Content creation
Actively developing media literacy skills can help us understand how brands make