Chapter 1: The Social Media Environment

When you finish reading this chapter, you will be able to answer these questions:

  • What are social media? How are social media similar to, yet different from, traditional media?
  • How does the Social Media Value Chain explain the relationships among the Internet, social media channels, social software, and the Internet-enabled devices we use for access and participation?
  • What are the major zones of social media that make up the channels, modes, and vehicles for social media participation?
  • What is social media marketing? What marketing objectives can organizations meet when they incorporate social media in their marketing mix?