Agency Glossary

Social Media

Social media, also commonly referred to as consumer generated media, is the term used to describe media developed mainly by consumers through online outlets including social networks, online communities, message boards, forums, Web sites, blogs, podcasts and more. The rise of social media continues to heighten as access to publishing outlets, especially free publishing outlets, is encouraging millions of consumers to publish their thoughts, opinions, journals and diaries online. Social media is having a profound affect on brand managers and marketers looking to keep a positive brand image throughout the Web, blogosphere and online communities and they are implementing extensive brand monitoring campaigns to control negative social media or negative consumer generated media (CGM). Unlike traditional mass media, often restricted to the general public and heavily reviewed and edited for content, social media has the potential to reach the same audience with limited to no restriction on content and validity.

 

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