SOCIAL MEDIA

Social Media



Social Media

Introduction

Because of the shifted balance of power in the social media world, businesses are forced to rethink their communication policy. It is important to develop a new understanding of a new generation of consumers in new ways of communicating. To convince consumers by unilateral, imposed communication can no longer be the goal of companies.

Instead, companies have to conform to the social media world according to the users, because they are largely responsible for the content available. Social Media Marketing means that not only a new communication channel used to reach consumers (Haldeman & Turner, 2009). There ...