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Chapter 2

This document defines social media and discusses its evolution and key concepts. It outlines 4 social media zones: 1) social community focused on relationships, 2) social publishing focused on content dissemination, 3) social entertainment focused on play, and 4) social commerce focused on buying and selling. Each zone has different social media channels like Facebook, blogs, games, and deal sites. The document traces social media's development from static Web 1.0 to dynamic Web 2.0 that enables user-generated content and social interactions online.

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Nouf ra
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95 views27 pages

Chapter 2

This document defines social media and discusses its evolution and key concepts. It outlines 4 social media zones: 1) social community focused on relationships, 2) social publishing focused on content dissemination, 3) social entertainment focused on play, and 4) social commerce focused on buying and selling. Each zone has different social media channels like Facebook, blogs, games, and deal sites. The document traces social media's development from static Web 1.0 to dynamic Web 2.0 that enables user-generated content and social interactions online.

Uploaded by

Nouf ra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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CHAPTER 2

What is Social Media


Chapter Outline

2.1 What is Social Media

2.2 Social Media Zones


2.1 What is Social Media
What is Social Media
Evolution of Technology
2.1 What is Social Media
Generations :
Baby boomer (1946-1964)
Gen. X (1965-1979)
Gen. Y (Millennials) (1980-1994)
Gen. Z (1995-2015)
Gen. Alpha (2015-2025)

https://www.youtube.com/watch?v=TtIojDWOsgg

Digital Native: describes a person who has grown up in


the digital age (rather than having acquired familiarity
with digital systems as an adult, as a digital immigrant).
2.1 What is Social Media
Web 2.0
 was first popularized in 2005 by Tim O’Reilly

the current version of the web that allows users to


interact

the second stage of development of the Internet,


characterized especially by the change from static web
pages to dynamic or user-generated content and the
growth of social media.
Dynamic Web , Social Web
2.1 What is Social Media
Social Media
 There is NO universally accepted definition for
Social Media

“a collection of interactive web-based tools and applications


that enable users to establish online profile, create and share
content and participate and collaborate in social
networking”
2.1 What is Social Media
Social Media
“the online means of communication, conveyance and
collaboration among interconnected and interdependent
networks of people, communities and organizations
enhanced by technological capabilities and mobility ”

Media = means of communication

Social media is the way digital natives live a social life


What is Social Media
 Enrich the user’s experience by encouraging user
participation, social interaction, sharing and
collaboration

 User-generated content (UGC)

 Online communities
What is Social Media
Shifting Perspectives from Web 1.0 to Web 2.0

Web 2.0 applications shift a Web user’s role from a passive consumer
of content to its creator
What is Social Media
Shifting Perspectives from Web 1.0 to Web 2.0

Web 1.0 Web 2.0

Me Me and You

Read Read and Write

Connect ideas Connect ideas and People

Search Create, publish, edit and rate

Find Share
What is Social Media
Social Identity
the way you represent yourself online via text,
images, sounds and video to others who access
the Web.
** using profile picture or avatar

[You are What you Post ]


What is Social Media
Social Presence

indicating your availability, mood and status


online
What is Social Media
Social Connections
friends, followers, connections or fans who
communicate and share content with you both
synchronous and asynchronous
What is Social Media
Social Utility
is a service that benefits the majority of
population of any given society.

Facebook is considered as a social utility


2.2 Social Media Zones
Social Media Zones
Zone 1: Social Community

Focused on relationship building and


maintenance

 Sharing
et u ps
Me
 Socializing

 Conversing

 Collaborating
Social Media Zones
Zone 1: Social Community

Social Community Channels:

Social networking sites (e.g. Facebook)

Message boards

Discussion forums

Wikis
Social Media Zones
Zone 2: Social Publishing

Focused on the dissemination of content to an


online audience

Creating and distributing valuable, relevant and


consistent content to attract and acquire a clearly
defined audience.
Social Media Zones
Zone 2: Social Publishing

 Editorial

 Commercial

 User-Generated
Social Media Zones
Zone 2: Social Publishing
Social Publishing Channels:

 Blogs
Video sharing: Youtube, Vimeo, Vine and Vsnap
Photo Sharing: Flicker , Snapfish and Instagram
Audio Sharing: Soundcloud and Audiofarm
Presentations and Documents: Scribd, SlideShare, SplashCast,
BrightTalk and Slideboom
Social Bookmarking: Diigo, Digg
Social Media Zones
Zone 2: Social Publishing

Citizen Journalism

Example:

Citizen Journalist: amateur who post about newsworthy events


Social Media Zones
Zone 2: Social Publishing

Social Media Optimization (SMO)

a process that makes it more likely for content to be


more visible and linkable in online communities
Social Media Zones
Zone 3: Social Entertainment

Focused on play and enjoyment

 Games

Music

 Art
Social Media Zones
Zone 3: Social Entertainment

Social games - Second Life i o n


ifica t
- Come2Play Gam
- Candy Crush

Statuscast : post updates to one’s statues activities and


gaming accomplishments to online profiles.

 Entertainment communities – Myspace


Social Media Zones
Zone 4: Social Commerce

Focused on the use of social media to assist in


the online buying and selling of products and
services

CRM

Retailing / Sales

Human Resources
Social Media Zones
Zone 4: Social Commerce
Social Commerce Channels:

 Reviews and Ratings (Epinions – Yelp]


 Deals sites (Groupon)
 Deal aggregators (Yipit- DailyFlock-8coupons)
 Social shopping markets (Esty)
 Social storefront

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