Digital Media Marketing

Unit 1: Social Media

Topic 1: Social media & social networks: History, meaning and definitions

Historical Timeline and Evolution

1. Early Beginnings:

• Pre-20th Century: Communication began with primitive systems like horse riders and
evolved with inventions such as the telegraph in 1792 and pneumatic post in 1865, paving
the way for rapid message delivery without physical object exchange.

2. Advent of Electronic Communication:

• 1940s: Introduction of supercomputers followed by the development of the internet.

• 1970s-1980s: Birth of Bulletin Board Systems (BBS) in the late 1970s, allowing users to
interact over computer systems. UseNet emerged in 1979 as a decentralized discussion
system forming the basis of modern forums.

3. The Rise of Online Services:

• Late 20th Century: Platforms like CompuServe and Prodigy in the 1960s and 1980s offered
early forms of social networking by connecting users with common interests over simple
interfaces.

4. Internet Relay Chats and Social Networks:

• 1988: Internet Relay Chat (IRC) introduced, facilitating real-time text-based communication
and file sharing among users, marking the foundation of instant messaging.

5. Birth of Modern Social Networks:

• 1995-1999: Websites like Classmates.com and SixDegrees.com launched, allowing users to

create personal profiles and connect with friends and acquaintances online, setting the stage
for future social networking sites.

6. Expansion and Diversification:

• Early 2000s: LinkedIn (2002), MySpace (2003), and Facebook (2004) launched, each serving
different niches from professional networking to personal and social communication.
Facebook eventually opened to the general public, revolutionizing social connectivity.

7. Growth of Content Sharing Platforms:

• Mid-2000s: Platforms like YouTube (2005), Twitter (2006), and later Instagram (2010) and
Pinterest (2010) expanded the scope of social media by focusing on multimedia content
sharing, from videos to images and real-time updates.

8. Mobile and Instant Messaging Revolution:

• 2009-Onwards: The launch of WhatsApp in 2009 signified a shift towards mobile and instant
messaging, emphasizing on-the-go connectivity.

9. The Current Era:

 • 2010s to Present: Social media platforms have continued to diversify with services like
Snapchat and TikTok, focusing on ephemeral and entertainment-based content, engaging
younger demographics and integrating advanced technologies like augmented reality.

Key Takeaways:

• Social media's evolution from basic communication tools to complex platforms illustrates
rapid technological advancement and changing human communication needs.

• Today, social media influences not just personal connections but also global business,
politics, and culture, making it an integral part of everyday life.

Conclusion:

• The future of social media lies in more sophisticated technologies and possibly deeper
integration into daily life, driven by the demands for more personalized and immediate forms
of communication.

Definition

1. Jimmie Manning (2014) defines social media as new forms of media that involve interactive
participation.

His definition emphasizes the transition from traditional centralized broadcast media, where content
is distributed by a single entity to many, to an interactive age where digital and mobile technologies
allow individuals to engage directly and feedback instantly.

Manning further elaborates that social media is distinguished by two primary characteristics:

1. Participation: Social media platforms are not completely passive; they require user
interaction at least to the extent of profile creation, which facilitates potential future
interactions.

2. Interaction: Allows users to interact with both known contacts (friends, family,
acquaintances) and new individuals who share common interests.

This definition places social media within the broader context of evolving communication
technologies, highlighting its role in enabling widespread personal and public interaction through
digital platforms.

2. The online means of communication, conveyance, collaboration, and cultivation among

interconnected and interdependent networks of people, communities and organizations enhanced
by technological capabilities and mobility.

Social media encompasses a variety of online platforms that fundamentally allow users to interact,
create, and share content with a community. These platforms support a broad range of activities
including messaging, sharing news, photos, and videos, creating event pages, and forming
community groups. This diversity makes social media an integral part of daily life for many.

Example: Platforms like Facebook not only allow for personal profile management and updates but
also offer features like marketplace functionalities for buying and selling goods, event planning tools,
and special interest groups that users can join and interact within.
Meaning of Social Media

Broad Communication Tool:

• Social media represents a revolutionary shift in how information is communicated and

consumed. It transcends traditional media by enabling not just one-way communication,
where media organizations broadcast to viewers, but also allowing an interactive dialogue
where the audience can respond, engage, and contribute content themselves.

Cultural Convergence:

• Social media has blurred the lines between different forms of media and has integrated itself
into nearly every aspect of daily life. It serves as a platform for entertainment, a source for
news, a space for political discourse, and a means of maintaining personal relationships.

Technology Integration:

• Social media is deeply integrated with advancements in technology, particularly mobile

technology. It enhances the user's ability to access information and connect with others in
real-time, from anywhere, making it a ubiquitous presence in modern society.

Empowerment and Community Building:

• Social media empowers individuals by giving them a platform to express themselves, share
their talents, or advocate for causes they believe in. It also plays a critical role in building
communities around shared interests, regardless of geographical boundaries.

Meaning of Social Networks

Relationship Management:

• Social networks specifically refer to the use of social media platforms to build, maintain, and
manage personal or professional relationships. They serve as virtual spaces where users can
sustain relationships over time despite physical distances.

Identity and Representation:

• Social networks allow users to craft and present an identity to the world. This can be a
personal identity, as seen on Facebook or Instagram, or a professional one, as on LinkedIn.
Users curate the content they share to represent themselves in a certain light.

Resource Sharing and Support:

• Beyond individual representation, social networks are pivotal in sharing resources and
providing support. This can manifest through professional networks sharing job
opportunities, support groups offering advice and comfort, or widespread mobilization for
humanitarian aid.

Enhancing Connectivity:

• At its core, the meaning of social networking is connectivity. These platforms facilitate
connections that might not have been possible before due to physical distance or social
constraints, thereby expanding an individual’s network far beyond their immediate
environment.

Combined Perspective
Both social media and social networks fundamentally reshape how we interact, learn, and process
information. They represent a shift towards more decentralized, user-generated, and interactive
forms of media and communication. These platforms are not just tools but have become integral
components of the social fabric, influencing everything from individual identity to global movements.

Understanding the meaning of social media and social networks involves recognizing their roles as
modern communication tools that redefine interpersonal interactions, community building, and
information exchange in the digital age.

Topic 2: Features of social media and social network

Features of Social Media

1. Profile Making:

o Social media platforms allow users to create detailed profiles that showcase their
personal information, interests, and background. For example, on Facebook, users fill
out various sections like work, education, and relationship status, which helps in
building a digital identity that can be viewed by others.

2. Group Making:

o Users can create or join groups around shared interests, professions, or activities.
LinkedIn, for instance, has numerous professional groups where members share
industry-related content and network with peers.

3. Posting/Updating:

o Platforms like Instagram and Facebook allow users to post updates and media to
share moments of their life, opinions, and news with their network. This continuous
flow of content helps keep users engaged and informed.

4. Disseminating:

o Social media is a powerful tool for the rapid dissemination of information. Twitter is
renowned for its role in the quick spread of breaking news and information, often
reaching a global audience faster than traditional media.

5. Friendships:

o Platforms facilitate building and maintaining connections. For instance, Facebook

allows users to connect with friends, family, and colleagues, and even find and
reconnect with old school friends.

6. Authorized:

o Features robust privacy settings that let users control who sees their information and
posts. Snapchat, for example, allows users to send content that disappears after it's
viewed, emphasizing privacy and temporary sharing.

7. Identity Building:
 o Users often use their profiles and content to build a personal or professional identity.
Instagram users, for example, curate feeds that reflect their personal style, hobbies,
and interests, contributing to personal branding.

8. Community Presence:

o Enables individuals and brands to establish a presence within digital communities.

Brands like Nike and Red Bull have leveraged platforms like YouTube to build
communities around sports and adventure lifestyles.

9. Sharing/Exchanging:

o Social media platforms facilitate the exchange of ideas, content, and feedback.
Pinterest allows users to share and discover new interests by posting (pinning)
images or videos to their own or others' boards.

10. Extensions:

o Many platforms integrate with third-party services to enhance functionality. For

example, Instagram allows integration with apps like Boomerang to create mini
videos that loop back and forth.

11. Reputation:

o Online interactions and content sharing help users and businesses build and manage
their reputations. TripAdvisor, for example, builds its business model around user
reviews and ratings that impact the reputation of hotels and restaurants.

12. Promotion Strategies:

o Businesses use social media for marketing and promotions. Platforms like Facebook
and Instagram offer targeted advertising options based on user demographics,
interests, and behavior.

13. Customized Interactions:

o Algorithms tailor the user experience by showing content that is most relevant to an
individual's interests. Facebook’s news feed personalizes what content is displayed
based on user interactions.

14. Targets: Customers and Markets:

o Social media platforms are used by businesses to target specific markets. LinkedIn
ads can be targeted to professionals in specific industries or even specific job roles,
making it an invaluable tool for B2B marketing.

15. Assistance and Services:

o Platforms like Twitter and Facebook are used by businesses for customer service and
support, providing a quick and effective means to resolve issues and engage
customers directly.

Features of Social Networks

1. Social Interactions:
 o Primarily about building and maintaining relationships. Facebook, for instance,
allows users to interact through posts, comments, and likes, facilitating a sense of
community and ongoing social interaction.

2. Messaging Systems:

o Include tools like direct messages (DMs) on Instagram or private messages on

Facebook, allowing users to communicate privately beyond public posts and
comments.

3. Content Engagement:

o Social networks are designed to foster engagement with content through tools like
likes, shares, and comments. This not only increases visibility but also promotes
interaction among users.

4. Networking:

o LinkedIn is a prime example of a social network designed for professional

networking, helping users connect with colleagues, industry peers, and potential
employers.

5. Real-time Communication:

o Platforms like WhatsApp and Facebook Messenger support real-time

communication, allowing users to have instant conversations with friends and family
regardless of their location.

6. Forums:

o Some social networks include forum features where users can discuss specific topics,
ask questions, and share knowledge, such as the discussion boards on Goodreads for
book recommendations.

7. Status and Reactions:

o Features like Facebook’s reactions allow users to respond to posts with emotions
beyond just 'like,' providing more nuanced feedback on content.

8. Filtering and Sorting Connections:

o Social networks like Twitter allow users to create lists to filter the type of content
seen from connections, helping manage large amounts of information and focus on
what's most relevant.

9. Community Building:

o Platforms facilitate community building around shared interests or activities, such as

Facebook groups for community activities or hobbies, providing a space for
interaction and engagement.

The features of both social media and social networks show a broad range of functionalities that
cater to personal, professional, and business needs, emphasizing interaction, community, and
content sharing.
Topic 3: Understanding Different Types of Social Networking Sites

1. Profile-Based Social Networks

Profile-based social networks are centered on individual profiles where users share personal
information, updates, and photos. These platforms facilitate interaction and relationship
management with friends, family, and professional connections.

• Examples: Facebook allows interaction through posts, comments, and shares; LinkedIn
focuses on professional networking and career development.

• Business Uses: These sites are ideal for targeted advertising, customer relationship
management, and direct consumer engagement.

2. Content/Media-Based Social Networks

Content-based social networks prioritize the sharing of specific types of media such as videos,
photos, and articles, helping users discover and consume content. They encourage community
building around shared interests like photography or video gaming.

• Examples: YouTube for video sharing and tutorials; Instagram for photo and short video
sharing centered on lifestyle and products.

• Business Uses: Great for viral marketing, brand awareness campaigns, and engaging users
with interactive content.

3. Discussion Forums

Discussion forums are designed for in-depth conversations and threaded discussions on varied topics
ranging from technology to personal advice. These platforms are structured to facilitate information
exchange and community support.

• Examples: Reddit offers user-driven forums on nearly any subject; Quora allows users to ask
questions and receive expert answers.

• Business Uses: Useful for market research, customer feedback, and establishing expertise in
specific industry areas.

4. Blogging and Publishing Networks

Blogging networks provide a space for users to publish long-form content, such as articles and blogs,
that delve into more detailed discussion on topics ranging from personal experiences to professional
insights.

• Examples: WordPress is used for personal and corporate blogs; Medium serves as a platform
for more professional essay-style content.

• Business Uses: Effective for content marketing, building thought leadership, and improving
SEO through detailed articles and backlinks.

5. Bookmarking and Content Curation Networks

These networks allow users to save and share content from around the web, facilitating content
discovery and organization. They are particularly useful for collecting resources and insights on
specific topics or interests.
 • Examples: Pinterest for saving lifestyle, fashion, and home decor ideas; Flipboard for curating
news articles and stories.

• Business Uses: Drive website traffic, enhance user engagement, and boost content visibility
through curated collections.

6. Interest-Based Networks

Interest-based networks connect users around niche hobbies or interests, offering a platform to
share insights, advice, and product recommendations within focused communities.

• Examples: Goodreads for book enthusiasts to review and discuss literature; Houzz for home
design and improvement professionals.

• Business Uses: Targeted marketing, community engagement, and product placement within
niche markets.

7. Consumer Review Networks

Consumer review networks focus on hosting user-generated reviews for a wide range of businesses
and products, providing a trustworthy resource for potential customers looking to make informed
purchasing decisions.

• Examples: Yelp for local business reviews; TripAdvisor for travel services and attractions.

• Business Uses: Reputation management, customer service improvement, and promotional

offers based on user feedback.

8. ‘Sharing Economy’ Networks

Sharing economy networks facilitate the borrowing, renting, or sharing of goods and services
between individuals, often disrupting traditional industry models by offering more direct peer-to-
peer interactions.

• Examples: Airbnb allows homeowners to rent out their properties; Uber connects drivers
with passengers for ridesharing.

• Business Uses: Expand service offerings, utilize peer-to-peer marketing strategies, and
understand consumer behavior through direct interaction.

These detailed explorations help elucidate the variety and utility of different types of social
networking sites, each catering to specific needs and offering unique opportunities for users and
businesses alike.

Topic 4: Social media & Issues

1. Depression and Anxiety: Extensive use of social media has been linked to heightened levels
of depression and anxiety. This often stems from the constant comparisons users make
between their own real lives and the polished, idealized lives they see displayed by others
online. The pressure to curate a perfect online persona and the continuous cycle of
comparison can lead to feelings of inadequacy, loneliness, and significant mental distress,
affecting overall well-being.
2. Cyberbullying: Cyberbullying is harassment that occurs over digital devices like computers
and smartphones. Social media platforms, where users can remain anonymous or use
pseudonyms, can become hotbeds for bullying behavior, allowing individuals to target others
without immediate consequences. The rise in reported cyberbullying cases highlights its
prevalence and the ease with which bullies can operate, impacting victims across the globe
and contributing to severe emotional distress.
3. FOMO (Fear of Missing Out): FOMO is a particularly pervasive effect of social media that
arises from seeing others’ posts about their activities and experiences, which often appear
more exciting or fulfilling. This can provoke intense anxiety and a sense that one is missing
out on high-quality experiences, leading to over-scheduling, compulsive social media use,
and general dissatisfaction with one's own life.
4. Unrealistic Expectations: Platforms like Instagram and Snapchat exacerbate unrealistic
expectations by constantly exposing users to highly curated images that often portray
unrealistic standards of beauty, lifestyle, and success. This can lead to self-esteem issues and
dissatisfaction, as users feel their lives or appearances do not match up to what they see
online, despite the often deceptive nature of such portrayals.
5. Negative Body Image: Exposure to idealized body types and beauty standards on social
media can lead to poor body image, particularly among young people who internalize these
ideals. This exposure is linked to the development of body dysmorphic disorders and eating
disorders, as individuals strive to achieve unrealistic and unhealthy body types promoted on
these platforms.
6. Unhealthy Sleep Patterns: The use of social media can disrupt sleep due to the stimulating
nature of digital interactions and the blue light emitted by screens, which can inhibit the
natural production of melatonin, the hormone responsible for regulating sleep. Poor sleep
habits are associated with a range of negative health outcomes, including impaired cognitive
function, mood disorders, and decreased physical health.
7. Privacy Issues: Social media companies collect extensive data on their users, which can be
used for targeted advertising or other more nefarious purposes, as demonstrated by
incidents like the Facebook-Cambridge Analytica scandal. These breaches illustrate the
potential for misuse of personal data and highlight the lack of control users often have over
their own information.
8. Addiction: Social media platforms are designed to be addictive, utilizing algorithms that
captivate users' attention to maximize time spent on the site. This can lead to addiction,
characterized by the compulsive use of social media at the expense of real-life relationships
and responsibilities, leading to isolation, decreased productivity, and other negative life
outcomes.
9. Exposure to Illicit Content: Users, particularly young or vulnerable ones, can be exposed to
harmful content on social media, including violent images, hate speech, and explicit material.
This exposure can have traumatic psychological effects and contribute to the development of
harmful attitudes and behaviors.
10. Plagiarism and Intellectual Property Issues: The ease of sharing information on social media
can lead to widespread plagiarism and intellectual property violations. Content creators
often find their work copied and shared without proper attribution, affecting their ability to
benefit from their own creations and undermining the integrity of content distribution.
11. Cyber Frauds and Scams: The anonymity afforded by social media can facilitate a range of
fraudulent activities and scams, such as phishing attacks and the spread of fake news. These
activities can lead to significant financial losses and the propagation of misinformation,
which can have serious societal effects.
 12. Social Isolation: Paradoxically, while social media is designed to connect people, excessive
use can lead to real-world social isolation. Users may find themselves spending more time
interacting online than in person, which can weaken personal relationships and lead to
feelings of loneliness and disconnection from community and society.

These issues illustrate the complex impact of social media on society and individual mental health,
highlighting the need for careful and mindful use of these powerful digital tools.

Topic 5: Social Consumers and Social Influencers

Social Consumers

Who is a Social Consumer?

• A social consumer is someone who integrates social media deeply into their daily habits,
often utilizing platforms like Twitter and Facebook to consume news and learn about new
products.

• This type of consumer is savvy to the often intrusive nature of traditional advertising and
prefers to engage with brands on a conversational basis rather than being bombarded with
one-way marketing messages.

• They trust information that is relevant and personally applicable, filtering out content that
feels impersonal or sales-heavy.

• Social consumers expect brands to be present and active on the same social media platforms
they frequent, demonstrating a willingness to engage, listen, and respond quickly to their
needs and queries.

Examples and Context:

• Engagement Expectations: Social consumers might engage with a brand on Twitter regarding
a recent product launch, expecting a swift and personalized response.

• Influence of Peers: They often trust reviews and recommendations from their social media
connections more than traditional advertising. For example, a Facebook post by a friend
praising a new eco-friendly product might inspire them to purchase or endorse the product.

Social Influencers

Who is a Social Influencer?

• Social influencers are individuals who have amassed a significant following on social media
platforms due to their expertise, popularity, or reputation in a specific niche.

• They wield the power to affect the purchasing decisions of others thanks to their authority
and the trust they have built with their audience.

• Influencers engage with their followers through content that is often informative,
entertaining, and aligned with the interests of their community, making them effective
partners for brands looking to reach specific demographics.
Types of Influencers:

• Celebrities: High-profile influencers who can reach millions with a single post. For instance, a
Bollywood star tweeting about a luxury watch can drive instant brand recognition and sales.

• Micro-Influencers: Typically have smaller audience bases but boast higher engagement
rates. They are seen as more relatable and trustworthy. An example is a food blogger with
20,000 followers recommending a new restaurant or kitchen gadget.

• Thought Leaders: Experts in their fields, whether in fashion, business, or technology, who
share insights and commentary that position them as go-to resources.

Examples and Context:

• Campaigns with Influencers: A beauty brand might partner with a well-known makeup artist
on Instagram to create tutorial videos using their products. This collaboration can help the
brand tap into the influencer’s follower base and generate credibility.

• Impact of Influencers: An influencer’s negative review of a product can lead to a significant

backlash against the brand, as seen with the viral video “United Breaks Guitars,” which
affected United Airlines' reputation and stock price.

Engagement Strategies:

• Companies must strategize their interactions with social consumers and influencers
thoughtfully. Engaging with influencers requires identifying individuals whose followers align
with the company’s target market.

• The process involves not just promotional activities but also managing and responding to the
content that influencers and consumers generate, which can significantly impact brand
perception.

Overall Impact:

• Both social consumers and influencers reshape how brands approach marketing and
customer service. They shift the power dynamics, putting more control in the hands of
consumers and those who influence them, compelling brands to adopt more genuine,
engaging, and responsive marketing strategies.