Social Media. It is probably one of the biggest topics that businesses concern themselves with nowadays. Every company needs to be present on ‘social media’. Most start-ups do all their marketing through ‘social media’. Newspapers, television and radio stations, all have converted to the use of ‘social media’. Even my parents have accounts on different social media networks.
But what exactly is social media? According to Kaplan & Haenlein(2010), it consists of “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Indeed, this implies some sort of social activity, but does it not sound more like people contributing to the addition of information shared on the Internet? Can this really be seen as something social?
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