Understanding Brands on Twitter

Chris Kerns

Chapter Chapter 2 in Trendology, 2014, pp 39-85 from Palgrave Macmillan

Abstract: Abstract IN THEIR INFANCY, SOCIAL NETWORKS WERE built around the value that exists in person-to-person communication. Depending on the channel, you saw content from friends, industry influencers, and celebrities that you chose to listen to and wanted to engage with. Social channels offered the opportunity to build new networks, stay informed, and discover new content like nothing before. Social networks changed the way you spoke to your friends and colleagues, and created an entirely new set of social rules for each new medium. The expectations for how your network was supposed to use Instagram were different from Pinterest and different from SnapChat. Users figured out the norms on each channel and expected others to do the same. People became acutely aware of what worked best, and learned the hard way (via unfriending and unfollowing) when they were stepping over the line.

Keywords: Application Program Interface; Twitter User; Social Strategy; Original Content; Twitter Account (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-47956-3_3

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137479563

DOI: 10.1057/9781137479563_3

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().