Meyer_AppendixC_ Social Media

Meyer_AppendixC_ Social Media - APPENDIX C Social Media and...

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In this appendix you will learn to 1. Identify key social media tools, including blogs, social networks, micro-blogs, and video and photo sharing. 2. Identify benefi ts of social media for professional communication in business environments. 3. Communicate using social networking platforms and blogs and apply best practices and social media etiquette for business purposes. 4. Identify privacy issues related to social media use and management. Social media has fast become an important dimension of everyday life, connect- ing us in a variety of ways like never before and changing the way we learn and do business. Social media has everything to do with engagement—with the world around us, with each other, and with our own thoughts and opinions. Navigating the social media landscape successfully brings a multitude of benefi ts, but it is also fi lled with many pitfalls and hazards that individuals and organizations alike must keep in mind. Web 2.0 and the New Media Landscape Far from putting an end to web technologies, the dot-com collapse in 2001 ush- ered in the Web 2.0 era—a second generation of Internet technology. From this point, the web grew to be more than just a platform where content and applications could be published by individuals, as it had been with Web 1.0. It became a plat- form for two-way communication, where content could be modifi ed continuously by all users in collaboration. 1 Unlike Web 1.0, with its static websites, Web 2.0, with its blogs, wikis, and collaborative projects, was and continues to be about connection, engagement, and participation. The following table summarizes the evolution of web technologies.
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492 COMMUNICATING FOR RESULTS New functionalities in the Web 2.0 era, such as RSS (Really Simple Syndication) feeds for easy updating of content and Adobe Acrobat for adding animation and audio/ visual streams to web pages, allowed social media to evolve. 2 With these developments, Internet-based social technologies enabled the cost-free exchange of opinions, ideas, information, and user-generated content. People from around the world could connect online with others who shared similar goals and interests. In these new communities of interest, participants could interact not only with a site but also with each other and form broader social networks. With the opportunity to act as contributors and pro- ducers of published media rather than simply spectators or consumers of that content, people exploring the new social media landscape found rapidly evolving avenues and tools to communicate, collaborate, disseminate new ideas, and create Internet content. 3 In their roles as media makers and community participants, they became, and continue to be part of, what media scholar Henry Jenkins refers to as “participatory culture.” 4 What Is Participatory Culture?
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Meyer_AppendixC_ Social Media - APPENDIX C Social Media and...

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