Emerging and Social media in the dynamic marketplace

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Posted By:
Gee Ekachai
Marquette University

Social media is best understood as emerging online media that share most or all of the following characteristics: participation, openness, conversation, community, and connectedness. With these new media, the consumers are often also the producers who engaged in viral customized production and consumption. We have moved from one-to-many communication to many-to-many one. Social media can be powerful when people create content and share it as well as their opinions or experiences online. The most common forms of social media are: social networks (e.g., Facebook, LinkedIn), blogs, podcasts, wikis, content communities (flickr, YouTube, delicious, etc.) and microblogging (Twitter). Emerging media in mobile and location-based platforms such as foursquare, Yelp, or Gowalla will also be examined and discussed. In this course, we will explore the evolution and impact of social media and emerging technologies and study their applications in today’s advertising and public relations practice. We will also examine and apply social media concepts, strategies and tools and attempt to integrate them into an organization's overall communication strategy.