The Social Media IndustriesAlan B. Albarran This volume examines how social media is evolving as an industry-it is an extension of traditional media industries, yet it is distinctly different in its nature and ability to build relationships among users. Examining social media in both descriptive and analytical ways, the chapters included herein present an overview of the social media industries, considering the history, development, and theoretical orientations used to understand social media. Covered are:
Overall, the volume provides a timely and innovative look at the business aspects of social media, and it has much to offer scholars, researchers, and students in media and communication, as well as media practitioners. |
Contents
1 INTRODUCTION | 1 |
2 A HISTORY OF THE SOCIAL MEDIA INDUSTRIES | 16 |
A Review of Theoretical Issues | 46 |
4 BUSINESS MODELS OF MOSTVISITED US SOCIAL NETWORKING SITES | 60 |
5 SOCIAL MEDIA MARKETING | 86 |
6 SOCIAL MEDIA CONTENT | 105 |
Navigating the Web of Morality | 117 |
8 TRADITIONAL NEWS MEDIAS USE OF SOCIAL MEDIA | 132 |
9 PRIVACY AND SOCIAL MEDIA | 146 |
10 USES AND GRATIFICATIONS OF FACEBOOK MEMBERS 35 YEARS AND OLDER | 166 |
11 SOCIAL MEDIA AND YOUNG LATINOS | 191 |
African American and Asian American Use of Social Media | 203 |
Summary and Future Directions | 232 |
AUTHOR INDEX | 236 |
| 243 | |
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activities advertising African Americans April 11 Asian Americans audience behaviors benefits blog bloggers Broadcatch business model Caucasians channels communication companies company’s connect consumers create customers Cyworld defined Ellison entertainment ethical Facebook Facebook users find findings first five friends Friendster Google gratifications groups Hispanic identified influence interact interest Internet Internet users Latinos LinkedIn marketing marketplace messages million mobile motives Myspace newspapers Nielsen offer ofthe online social networking organizations participants Pempek phones platforms popular profile Promoted prospects Quantcast radio relationships reported respondents Retrieved February Retrieved March Retrieved on April revenue sample share significant social media firms social media industries social media sites social networking service social networking sites specific Steinfield strategy target television traditional media Tumblr tweets Twitter Twitter users updates user’s viral video Wikipedia YouTube