{"id":801,"date":"2016-06-12T01:02:11","date_gmt":"2016-06-12T05:02:11","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/chapter\/definition-and-characteristics\/"},"modified":"2021-03-24T11:06:44","modified_gmt":"2021-03-24T15:06:44","slug":"definition-and-characteristics","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/chapter\/definition-and-characteristics\/","title":{"raw":"8.1 What are social media?","rendered":"8.1 What are social media?"},"content":{"raw":"<img class=\"wp-image-817 size-medium alignleft\" src=\"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-content\/uploads\/sites\/1233\/2016\/06\/phone-292994_640-300x200.jpg\" alt=\"A screenshot of a cell phone showing social media apps.\" width=\"300\" height=\"200\" \/>Social media are online communications platforms that allow people to share content. The phrase typically brings to mind sites such as Instagram, Facebook, and TikTok; however, there are many other forms of social media where people share photos, text, videos, podcasts, music, discussions, and ideas. Social media also include a range of professional communication forums, online review sites (for example, Google Reviews and Rotten Tomatoes), and microblogging (for example, Twitter).\r\n\r\nSocial media have become everyday communication tools for almost every demographic in modern society.\r\n\r\nMany brands use social media to leverage their marketing and public relations efforts. Specifically, organizations can use social media to enhance brand awareness, roll out promotions, and build online traffic (e.g. for websites and online stores). Social media also provide opportunities to develop relationships with audiences through engagement and key messaging. Valentini and Kruckeberg (2012) note that \u201csocial media provide a relatively inexpensive means to communicate with, and, more importantly, to enter into a dialogue with strategic publics\u201d (p. 11).","rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-817 size-medium alignleft\" src=\"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-content\/uploads\/sites\/1233\/2016\/06\/phone-292994_640-300x200.jpg\" alt=\"A screenshot of a cell phone showing social media apps.\" width=\"300\" height=\"200\" srcset=\"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-content\/uploads\/sites\/1233\/2016\/06\/phone-292994_640-300x200.jpg 300w, https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-content\/uploads\/sites\/1233\/2016\/06\/phone-292994_640-65x43.jpg 65w, https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-content\/uploads\/sites\/1233\/2016\/06\/phone-292994_640-225x150.jpg 225w, https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-content\/uploads\/sites\/1233\/2016\/06\/phone-292994_640-350x233.jpg 350w, https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-content\/uploads\/sites\/1233\/2016\/06\/phone-292994_640.jpg 640w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>Social media are online communications platforms that allow people to share content. The phrase typically brings to mind sites such as Instagram, Facebook, and TikTok; however, there are many other forms of social media where people share photos, text, videos, podcasts, music, discussions, and ideas. Social media also include a range of professional communication forums, online review sites (for example, Google Reviews and Rotten Tomatoes), and microblogging (for example, Twitter).<\/p>\n<p>Social media have become everyday communication tools for almost every demographic in modern society.<\/p>\n<p>Many brands use social media to leverage their marketing and public relations efforts. Specifically, organizations can use social media to enhance brand awareness, roll out promotions, and build online traffic (e.g. for websites and online stores). Social media also provide opportunities to develop relationships with audiences through engagement and key messaging. Valentini and Kruckeberg (2012) note that \u201csocial media provide a relatively inexpensive means to communicate with, and, more importantly, to enter into a dialogue with strategic publics\u201d (p. 11).<\/p>\n","protected":false},"author":515,"menu_order":1,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":["jasmine-roberts","andrew-frank"],"pb_section_license":"cc-by-nc"},"chapter-type":[],"contributor":[59,63],"license":[55],"class_list":["post-801","chapter","type-chapter","status-publish","hentry","contributor-andrew-frank","contributor-jasmine-roberts","license-cc-by-nc"],"part":799,"_links":{"self":[{"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/pressbooks\/v2\/chapters\/801","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/wp\/v2\/users\/515"}],"version-history":[{"count":5,"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/pressbooks\/v2\/chapters\/801\/revisions"}],"predecessor-version":[{"id":863,"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/pressbooks\/v2\/chapters\/801\/revisions\/863"}],"part":[{"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/pressbooks\/v2\/parts\/799"}],"metadata":[{"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/pressbooks\/v2\/chapters\/801\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/wp\/v2\/media?parent=801"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/pressbooks\/v2\/chapter-type?post=801"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/wp\/v2\/contributor?post=801"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/writingforpublicrelations\/wp-json\/wp\/v2\/license?post=801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}