Social Media

Brief Article Summary: Article 1 Summary: Get Serious, Understanding the functional building blocks of social media (Ref 1) The seven functional blocks of social media, namely identity, groups, reputation, relation, presence, sharing and conversation, give’s a good framework in breaking down and analyzing the key aspects of social media. The beginning of the article gives the evolution of social media based on the various parameters of human social requirements. Towards the end, the article gives an overview on how companies, using these seven functional blocks can go about using social media as a platform in communicating their message to the desired target customers. Article 2 Summary: We are all connected: The power of social media ecosystem (Ref 2). Social media has evolved internet from being a source of information to a source of influence. According to the article, social media is based on the consumer’s experience. The article talks about the change in the way marketing is perceived and preferred by consumers and how companies and top managers need to address and incorporate these changes. Social media as a platform has given power in the hands of the customer in effectively communicating to the companies on the kind of product or expectations they have from that particular company. The positive impact that social media can have on a brand was given with the example of how the prestigious Grammy awards was successful in increasing its declining viewership. The traditional form of media has its space and co-exists with the digital media. Article 3 Summary: Distributed Influence Quantifying the Impact of Social-Media (Ref 3) The article talks about how social media is become a hot topic of discussion amongst managers and are looking at quantifiable ways of measuring the impact. With increasing budgets towards

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social media, measuring the return on investment or the impact remains crucial. The use of social media as a influencer is also...