Social Media Management

Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Businesses also refer to social media as user generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving force in defining the current period as the Attention Age. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.

Concept (art, information, or meme).

Media (physical, electronic, or verbal).

Social interface (intimate direct, community engagement, social viral, electronic broadcast or
syndication, or other physical media such as print).

Common Forms of Social Media

Concepts, slogans, and statements with a high memory retention quotient, that excite others to repeat.

Grass-Roots direct action information dissemination such as public speaking, installations, performance, and demonstrations.

Electronic media with 'sharing', syndication, or search algorithm technologies (includes internet and mobile devices).

Print media, designed to be re-distributed.


Social media can take many different forms, including Internet forums, weblogs, social blogs, micro blogging, wikis, podcast, pictures, video, rating and social bookmarking. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme for different social media types in their Business Horizons article published in 2010. According to Kaplan and Haenlein there are six different types of social media: Collaborative projects, blogs and micro blogs, content communities, social networking sites, virtual game worlds, and virtual communities. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowd sourcing, and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms.

Social Media as Service Channel

Twitter, Facebook, MySpace and Netlog, are just a few of the many popular social networks which millions of users log into every day to update one another; in search for answers or to communicate what they think is important. Whatever the reason, behind every avatar and pseudonym is a customer. It is a fact that social networks provide companies with a potential centralized market place full of free customer feedback. Are you managing your social networks and amassing the benefits? Or are you just present because everyone else is? Many companies have understood that these websites offer a wealth of valuable information as well as an extraordinary opportunity to get closer with their customers. But here’s the snag, if you adopt this channel, you must do it right otherwise it will just backfire. This guide covers the Do's and Don't using examples of top brands. Find out which social network to use for which purpose, which etiquette to adopt and what customers want to see or not.