Marketing 2 Term

Social Media and its effect on Business

Matthew Leistner

Social Media is a relatively new concept in the academic world and multiple definitions can be found. For the common individual social media comprises the various internet applications, such as Facebook and Twitter, which allow users to connect with others. Solis provides a broader definition in that “social media is the democratization of content and the shift in the role people play in the process of reading and disseminating information” (2009). This understanding of social media is accurate as it allows us to broadcast our opinions and influence others through the click of a button. Social media has begun to not only change our business practices but also the way in which we connect and communicate with other human beings.

Social media allows us to connect with others on an unparalleled level. It allows us to connect with and form relationships with individuals old and new. It has played a key part in the Arab spring and brought about revolutions in the Middle East. Social media was also utilized by the campaign of President Barack Obama to organize from a grassroots level which enabled him to go on and win the presidency of the United States. Businesses have also begun to realize the way in which social media can be used for their benefit as individuals can influence each other through these websites.

Social media has become increasingly popular among businesses. As a new technology that reaches out to many young people, who are the main consumers of products, businesses are looking to use social media more often in their advertising and marketing practices. Businesses have also turned to social media as it is the new form of technology that will take precedence over other older forms of technology. Audiences fast forward through commercials on their DVR players, listen to satellite radios which do not have commercial breaks and no longer read newspapers in a paper format. Businesses can no longer...