- Subject index
In terms of media and communication history, we are arguably in the midst of a social media paradigm. Well-known platforms like Twitter and Facebook have gone from being viewed as mere sites of teenage distraction to becoming embedded ICT infrastructure in mainstream organisations across the society, culture, and economy; such platforms, their uses, and their politics are increasingly entangled with everyday life, work, and relationships. For the past decade there has been a burgeoning interest in social media. This highly international Handbook addresses the most significant research themes, methodological approaches and debates in this field via substantial chapters specially commissioned from leading scholars coming from a range of disciplinary perspectives centered on but extending beyond the social sciences and humanities. Part One: Histories and Pre-Histories Part Two: Approaches and Methods Part Three: Technologies & Business Models Part Four: Practices & Problems Part Five: Social, Cultural & Economic Domains
Chapter 26: Social Media Marketing
Social Media Marketing
The story of advertising in the 21st century might be summarized in two words: lost control. This is, at least, the conventional, received wisdom among industry professionals who view the technological, economic, and cultural upheaval wrought by digitization through such a narrative prism. In their reckoning, the mass media of the analogue era offered a comparatively predictable model of audience habits, platform monitoring, and content output; accordingly, advertisers functioned as ‘top-down communicators, in control of what information is released, to whom and when, as well as the channels of communication themselves’ (Spurgeon, 2008: 1).
Marketers’ confidence and sense of authority within this traditional model might well ...