 Getting SocialAntony Young Chapter Chapter 10 in Brand Media Strategy, 2014, pp 149-169 from Palgrave Macmillan Abstract: Abstract When Michael Mendenhall, the then-chief marketing officer of Hewlett Packard, at the ANA 2008 CMO conference1 proclaimed Twitter as one of the most influential media, I have to admit I almost fell off my chair. The social networking site back then was just starting to take off as one of the more promising players trying to emulate Facebook’s success. At that time, it had 3 million users, up from barely half a million just at the start of that year. While I’m not sure whether Twitter really lived up to Mendenhall’s billing, social media, or Web 2.0, as we were calling it back then, was starting to hit its stride. Twitter evolved from being a tool for real-time updates for celebrities and the everyman or everywoman, to broadcasting pointed comments during presidential debates and add-ons to the Super Bowl hype, to being a journalist’s best friend and a distributor of television content. Twitter, Facebook, YouTube, Blogger, Tumblr, Pinterest, Instagram, Four Square, Google+, and the many social media channels have evolved in remarkable ways and become an important ally for the communications planner. Keywords: Social Medium; Small Business; Media Strategy; Social Channel; Super Bowl (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_11 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.