Exhibit 18.1 Social media has rapidly grown to become the most
pervasive activity on the net.
Ordinary people empowered with
social media (Exhibit 18.1) are interacting and collaborating with
increased speed, reach and effectiveness. This has had a profound impact on
society, changing the political, economic and cultural landscapes across the
globe.
This chapter explores a host of new
concepts and developments such as social listening, formation of “social cloisters”, spread of
misinformation and fake news, co-creation, permission marketing, the long tail, and inbound and outbound
marketing. It examines trends in media consumption, interactive television, and outlines some basic
issues about the world wide web.
Social media is not exactly new anymore, but this chapter takes a trip down memory lane to examine its groundbreaking influence. We will uncover how it reshaped the way we connect, consume information, and engage with the world, as well as examine its impact on social, political, and marketing landscapes. The chapter highlights key lessons for marketers and outlines the new rules and perspectives, offering insights into how the marketer’s mindset must evolve to thrive in the social era.
