Chapter 3
What Is Social Media?
Social media, simply, is text, words, pictures, video, and the like created with the intention of sharing. In the context of a marketplace, it is the thoughts and experiences of participants—for example, consumers—that relate to their experiences with brands, products, or services. The act of sharing is often for the purpose of making a better or more-informed choice. Beginning with this simple focused concept, this chapter will explore social media in more detail. First I’ll define it more precisely (and demonstrate something about social media in the process) and then I’ll move into how you can use social media to complement the marketing activities you are using in your current campaigns.
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