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Social Media Essay

1829 words - 8 pages

Introduction:
Social Media is a collective term outlining the communication channels on the Internet that are dedicated to community-based input, interaction, sharing and collaboration (Rouse, 2014, para 1). There are many forms of social media and are not necessarily all the same. These forms include blogs, wikis, podcasts and social-networks just to name a few. Social media depends on internet-based technologies to create interactive platforms through which individuals and communities can share, create, discuss and modify user-generated content.
Some of the most popular social media sites include Facebook, Twitter, Instagram, LinkedIn, Whatsapp, YouTube, and Wikipedia. Social media is ...view middle of the document...

Companies that have a social media presence almost gives a face to the organisation, allows the customer to easily contact them and gives the company a chance to show they really care about the customer by listening to what the customer wants (Collins, N.d, para 11).
Businesses can network. Expansion is often a common goal amongst companies and social media allows this by connecting the right people. Sites like LinkedIn do this perfectly by not only connecting people that know each other but also recommend individuals who would fit in well with the company based on their skills and qualifications (Collins, N.d, para 16).
Marketing. This is defined as the activities that a company participates in that are associated with buying and selling a product or service. “It includes advertising, selling and delivering products to people” (Investopedia, N.d, para 1). Using social media, companies are able to effectively market to individuals based on their browsing data and web history. For example, the advertisements that appear on YouTube are not random; they are strategically chosen to fit into the viewer’s market segment based on their interests (Collins, N.d, para 20).
Entertainment. Very similar to the ‘social’ aspect, people sometimes go on social media sites purely for entertainment purposes. Prime examples of this include watching videos on YouTube or playing games on Facebook. In fact, some musicians or artists have been discovered on these types of social media sites and have gone on to great heights (Collins, N.d, para 25).
Critical Analysis of the Report:
The Yellow Pages Social Media Report does a great job at analysing the perspectives, trends and roles of social media amongst society. The report clearly outlines the results in a structured and formal format that is not only visually attractive but also very informative.
The report breaks down the use of social media into two main categories; consumer and business. There were 800 consumers in total who took part in their survey as well as 1950 people from small, medium and large businesses. These sample sizes are quite large and cover a large proportion of demographics across the Australian population. However, amongst the consumer group sample there is not an even distribution when it comes to age and gender. The difference in gender is not drastically overwhelming but can still skew the results. The disparity in age on the other hand is quite significant. The age brackets of 60-64 and 65+ far outweigh the others, especially those between the ages of 14-19 and 20-29. This bias could have definitely skewed the results and this is quite apparent when comparing the different social media sites that people use. In the report, there is a far greater representation of younger people (14-39) using platforms such as Snapchat and Instagram compared to those aged over 60. If the sample had taken a more even cross-section then these results may have been different and not of been...

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