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Erschienen in:
The Social Media Management Chain, How Social Media Influences Traditional Media Kapitel lesen Erstes Kapitel lesen

2013 | OriginalPaper | Buchkapitel

Social Media: Managerial and Economic Opportunities and Challenges

verfasst von : Francisco J. Pérez-Latrel, George Tsourvakas

Erschienen in: Handbook of Social Media Management

Verlag: Springer Berlin Heidelberg

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Abstract

Social media allow media companies to nurture and develop conversations, improving trust; understand demands; sense environmental and societal concerns, assess risks, and, in general, be part of the public debate. Thus provide an opportunity to accomplish media’s broad social responsibility and increase value creation. This chapter tries to understand the profile or people using social networks and how social media help to communicate and accomplish social and individual needs. It investigates both attitudes and the cultural and market implications of social media. It uses two quantitative telephone surveys with a structured questionnaire and a literature review of the field as research tools.
Our research suggests that higher usage and gratifications are associated with sharing music and video content. Social media and the rest of “online media” are different: markets have become conversations, with far-reaching consequences. The emphasis is again in person-to-person communication. An individual that reads something and shares it with others is both a communicator and a contact point in the media network

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Vorheriges Kapitel Managing New(s) Conversations: The Role of Social Media in News Provision and Participation
Nächstes Kapitel Social Media, Aggregation and the Refashioning of Media Business Models
Fußnoten
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Metadaten
Titel
Social Media: Managerial and Economic Opportunities and Challenges
verfasst von
Francisco J. Pérez-Latrel
George Tsourvakas
Copyright-Jahr
2013
Verlag
Springer Berlin Heidelberg
Buch
Handbook of Social Media Management

Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright-Jahr: 2013

DOI
https://doi.org/10.1007/978-3-642-28897-5_12