WE’VE COVERED A LOT OF GROUND IN THE PREVIOUS CHAPTERS. A LOT OF THE INFORMATION WE’VE INTRODUCED IS DESIGNED TO GIVE YOU A CLEAR SENSE OF THE SOCIAL MEDIA LANDSCAPE. AFTER ALL, THE BEST WAY TO DEVELOP A STRATEGIC SOCIAL MEDIA PROGRAM IS TO STEP BACK AND LOOK AT THE PLAYING FIELD BEFORE YOU DEVELOP YOUR PROGRAM.
Before we go on, it’s a good idea to recap a few of the concepts we’ve addressed so far.
For starters, recall that social media is divided into three different categories: the medium, the platform, and the channel.
The medium is the broad category of technologies that provide a way for consumers and companies to have a digital dialogue. An example of a medium ...