Social media - challenges and opportunities

In traditional media, users are typically just consumers. Information flows in one direction: from the publisher to the users. Social media breaks this model, allowing every user to be a consumer and publisher at the same time. Many academic publications have been written on this topic with the purpose of defining what the term social media really means (for example, Users of the world, unite! The challenges and opportunities of Social Media, Andreas M. Kaplan and Michael Haenlein, 2010). The aspects that are most commonly shared across different social media platforms are as follows:

  • Internet-based applications
  • User-generated content
  • Networking

Social media are Internet-based applications. It is clear that ...

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