What is Social Media
Web 1.0 – The Early Internet
• Static, read-only sites
• One-way communication (business ➝ customer)
• Limited feedback (surveys, focus groups)
• Digital brochures, not interactive
Traditional Media
• One-way: publisher ➝ audience
• Expensive to produce and distribute
• Examples: TV, radio, print
• High-quality, edited, slow to update
Fast, time-delayed; combine with social for better reach
Contributor
Creates & uploads original content
Social Publishing
• Blogs, microblogs, media sharing
• Requires interaction (comments, shares)
Web 2.0 – The Social Web
• Interactive, two-way communication
• Users can post, comment, and share
• Rise of blogs, wikis, YouTube, Facebook
• User-generated content (UGC)
Social Media
• Two/multi-way: users post & interact
• Low-cost or free
• Real-time updates, fast & flexible
• Quality varies: user-generated, often biased
Posting & Commenting
Interactive, threaded, and discussions
Influencer
Persuades others, builds awareness
Social Networks
• Build communities around shared interests
• Sites: Facebook, LinkedIn, Instagram
Web 3.0 – The Smart Web (do not include features)
• Uses AI for smarter, personal content
• Understands meaning (semantic web)
Reach, Cost & Going Viral
• Reach: unique people who see content
• Traditional: High cost, no guarantee of views
• Social: Low cost, can go viral for free
• Virality = wide sharing = millions of views
VoIP
Internet-based calling for support, interviews, team chats
Participant
Comments, rates, reviews, engages
Social Entertainment
• Fun & viral: memes, games, videos
• Drives brand awareness through interaction
Web 3.0 – The Smart Web Features
Features:
AI-driven marketing
User data control
Digital rewards (crypto)
Decentralized networks
Reach vs. Exposure
• Reach = different people who see your post
• Exposure = total views
Webinars & Streaming
Live content builds trust, boosts visibility
Sharer
Shares others’ content (boosts reach)
Social Collaboration
• Users work together online
• Tools: Wikis, Reddit, Pinterest
What is the Content Distribution for Traditional and Social Media?
• Traditional = Centralized (1 source
controls content)
• Social Media = Decentralized
(anyone can share/edit)
IM, Chat, SMS
IM = real-time apps (Messenger, WhatsApp)
Live chat = website support
SMS = alerts & promos (160 characters max)
Spectator
Watches but doesn’t interact (still influenced)
Social Commerce
• Mix of social and shopping
• On-site: Zappos | Off-site: Facebook Store