Social media and social networking do have some overlap, but they really aren't the same thing. Knowing that they're two separate marketing concepts can make a difference in how you position your business going forward.

Social Media

Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. Social media has been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."

Businesses also refer to social media as consumer-generated media (CGM). Social media utilization is believed to be a driving force in defining the current time period as the Attention Age. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.

People gain information, education, news, etc., by electronic media and print media. Social media are distinct from industrial or traditional media, such as newspapers, television, and film. They are relatively inexpensive and accessible to enable anyone (even private individuals) to publish or access information, compared to industrial media, which generally require significant resources to publish information.


One characteristic shared by both social media and industrial media is the capability to reach small or large audiences; for example, either a blog post or a television show may reach zero people or millions of people. The properties that help describe the differences between social media and industrial media depend on the study.


Some of these properties are:


  • Reach - both industrial and social media technologies provide scale and enable anyone to reach a global audience.
  • Accessibility - the means of production for industrial media are typically owned privately or by government; social media tools are generally available to anyone at little or no cost.
  • Usability - industrial media production typically requires specialized skills and training. Most social media does not, or in some cases reinvent skills, so anyone can operate the means of production.
  • Recency - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time.
  • Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.


Social Media in Business, is for key stake holders, policy makers who understand a fundamental shift is taking place in how corporates communicate. We'll help you examine how social media culture and social networking platforms are having a major impact on business communication, practices and processes. How can these tools be utilised, how can you employ strategies within your company to increase profitability, sustain reputation and empower your employees to be brand ambassadors.


Mad Rush To Social Media


Companies large and small are rushing to understand and get involved in social media. But most of the agencies and consultants who are being paid to establish social media campaigns for corporations are afraid to afraid to think out of the box. Social media is hard work and it takes time. You can't automate individual conversations and unless you're a well-known and established brand, building a following doesn't happen overnight. Social media is definitely a marathon and not a sprint.


Creating a basic social media presence is easy enough, getting your community to actually do something is more difficult.


The thing about social media is that it’s always new, it will continue to evolve and expand with new technologies and experiences.


In the end, social media is a privilege and a tool — one more opportunity to run a more meaningful and relevant business.



Where should your company start?

Realizing that employing social media in the marketing mix is a long-term commitment to change, the best way to start is to pick manageable, measurable goals.


Pick a small number of social media goals for the coming year.


Some possibilities:


- Turn the company newsletter into an internal blog and give all employees the ability to contribute
- Establish a social media policy for employee participation in social media on company time and beyond
- Let employees vote on the best ideas suggested by other employees
- Resolve to respond to customer service issues within three hours, via social media


Don’t try to do all of these things at once. Pick the ones that are most likely to be possible for your company to start and sustain.


Barack Obama's Social Media Strategy For Business - Barack 2.0





Learn more about social media -

CSS was a contributor, editor, layout and graphic designer of



Barack 2.0


Zero Political Rhetoric, 100% Business Insight

Through the use of podcasts, blog posts, screen shots, powerpoint presentations, and links to over 100 documents, David Bullock and Brent Leary set all politics aside and pull apart Obama’s social media strategy, extracting the lessons, tools and insights your business needs to survive and thrive in “Web 2.0”.








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