Be nice or leave: a guide to being social when all media is social

The article discusses the development of `social media, which are based on creating and sharing conversations and relationships, and considers how brands can behave effectively in this context.

Be nice or leave: a guide to being social when all media is social

Faris Yakob

Let's start with the problem of naming. Last year, it was web 2.0. Before that, consumer-generated content. Now it is social media. This is problematic.

Media is inherently social – not just in the obvious sense that it is a conduit for ideas between people, but also because media products have a tendency to function as solidarity goods. This is a class of economic goods that become more valuable the more they are consumed.

When we hear the word 'media', it has a diminished...

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