Social Media Changes the Rules Fernando Angelo Social

“Social Media Changes the Rules” Fernando, Angelo. “Social Media Changes the Rules”. Communication World; Jan/Feb 2007, Vol. 24 Issue 1, p. 9 -10, 2 p.

Social Media • “a catchall phrase for everything that the old media is not. ” • Consumer-generated content rules. • “The audience, whether or not it is made up of ‘consumers’, takes charge of the content and defines the rules of engagement. ” • This offers a great advantage for marketers…

You. Tube • A website where amateur and professional video clips can be displayed. • 70 million videos are watched every day.

Al Gore’s “An Inconvenient Truth. ” • For example: • In 2006, a spoof of Al Gore’s, “An Inconvenient Truth” showed up on You. Tube. • It was discovered that a 29 year PR agent who’s client was Exxon. Mobile, a company targeted during the Al Gore movie. • This shows that You. Tube can be used for many different purposes…

Pod Casting • Pod casting has connected the world as never before. • It is no possible for the consumer to lead the conversation. Anyone can Pod cast. • Shel Holtz and Neville Hobson from ABC started their own PR pod cast called “For immediate Release: the Hobson and Holtz Report” • They reach several different continents. They have a voice line in Europe and the US for people to leave messages regarding the pod cast. • This engages listeners more so then any other blog or pod cast sight. • The Audience has the largest influence then any other factor.

Social Networks and Advertisers • Social networks are the new target of advertisement companies. • In 2006, the Interpublic Group (a holding company with advertising and communication companies), struck a deal with Facebook. com who has over 7. 5 million members. • Facebook. com is the second largest social network next to You. Tube. com • “All communities form a culture, even if left to themselves. The best of them develop cultures proactively guided to engage [their]members. ” -Live. World

Conclusion • Today, Facebook. com, You. Tube. com, and My. Space. com are the main leaders in the social networks. • Prior to their existence, linkedin. com and plaxo. com connected people without any help from an enterprise. • But today, social networks have become an intersection of software, marketing, media, information, and entertainment