This week in my #digme406 class, we are exploring definitions of Social Media. According to Kaplan & Haenlein (2009) Social Media is
“… 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.”
In other words, it is a digital media form that simplifies online publishing for average users. Web 2.0 as opposed to the original World Wide Web (version 1.0) does not require particularly extensive technology skills. To publish commentary on a web page in Web 1.0, you needed to know HTML and you needed to obtain hosting, among other things. To publish commentary in a Web 2.0 environment, you need to be able to sign up for an account on a service that simplifies everything.
Myspace and Facebook were created around the same time in the early 2000’s. Facebook won out, largely due to its simplified and uniform interface. Both services were free, but Myspace was highly customizable and more akin to Web 1.0. Facebook was easy to use for everyone, so it won out and became the giant social media service it is today.
Other social media platforms have since come along , challenging Facebook directly, or carving out a special niche of their own. There has long been a trend in the technology world for big, successful organizations to gobble up and integrate smaller competitors. For example Facebook now owns Instagram and Microsoft owns Skype, along with a couple of hundred others.
For everything there is a season, and Social Media orgs are no different. Young people have moved away from Facebook and into greener pastures, although plenty still are using it. Time will tell which technologies will be around for the long haul and which will go the way of the dodo. But one thing is certain—it is hard to beat technologies that are simple and easy to use.
Kaplan, A.M. & Haenlein, M. (2009). Users of the world unite! The challenges and opportunities of social media. Business Horizons, 53(1). Retrieved from https://doi.org/10.1016/j.bushor.2009.09.003