2. Definitions, Social Media Types, and Tools

Before discussing the multidisciplinary approach of social media in subsequent chapters, this chapter provides the reader with a common understanding. The most important concepts are defined, such as social media, social media management, user-generated content, and Web 2.0. The latter concept is also situated in a broader Internet evolution (until Web 4.0 and beyond), including emerging technologies. It is shown how and to which degree traditional communication models and theories apply to social media and how a social ripple effect can be created. Furthermore, social media tools are classified in social media types. This chapter also reflects on community management, blogging/vlogging, social bookmarking, and gamification. By discussing different characteristics of social media, the reader gets an idea about which social media types are more suited for which purposes or business goals.