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The World Of Social Media In The Digital Age

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Social media have been defined as “a series of technological innovations in terms of both hardware and software that facilitate inexpensive content creation, interaction, and interoperability by online users” (Berthonet al., 2012). I found Berthonet to have a very technological definition of social media, we need this kind of accuracy to full understand the extent of what we are dealing with. Social media within a marketing environment is a direct way to advertise to customers. Advertising to customers can be done through mediums such as twitter, Facebook, YouTube, blogging etc. Understanding the effectiveness of every type of advertising on the internet is a huge area of study. According to Grill (2011), the world of social media is made …show more content…

They believe that traditional media, such as press and print are far from dead, “As the use of multiple media channels has become the dominant strategy for news consumers, credibility and public profile, established via the offline media, can provide tremendous leverage for an online presence. And a strong online audience can translate into better sales at the newsstand as brand preferences are carried offline.” They showed me that the two mediums can work together to integrate and benefit one another. Studies would suggest that consumers are not so effected by the economics of free media online as opposed to purchasing printed news. Old news habits are hard to break as they show that lack of newspaper purchases is down to a “generational gap rather than a switch in behaviour”. Statistics would suggest that the younger generation have a perfectly even consumption of online and offline media stating “23 percent reading papers and 22 percent going online for news”. For us to properly understand the dynamics of new and old media we must look at the advertisers and the consumers. According to this article “Despite increasing fragmentation of the market, advertisers have not found any suitable substitute for the exposure generated by traditional media.” They address the fact that the market is different and changing but like Taylor said “conventional media is far from dead”. Even during the recession in America traditional media did see a decline as did online media, but not to the same extent. It was due to overall advertisers watching their spending not necessarily customer disinterest. Overall Ahlers and Hessen would agree with Taylor and Adzharuddin. Agreeing with Taylor that traditional media is far from dead and with Adzaharuddin’s theory of integration finishing by saying companies that “Extend their brand presence online

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