Is Advertising, especially when integral to a company’s strategy, considered social media?
Posted by David Wilhelms
As I have been constructing my case study, this question has reared its ugly but intriguing head. Nancy Flynn’s definition (p. 332) emphasizes “user participation and user-generated content” which is maddeningly vague. Certainly, successful advertising includes user participation (purchase of a product or service) but “user-generated content”? Outside of a favorable product review or Yelp review, holding advertising to that definition means it probably doesn’t qualify as social media.
Yet my Subject Matter Expert for my case study easily moves back and forth from discussing “mainline” social media features (response time to Facebook posts, regularly scheduled updates, etc.) to discussing how advertising is placed and sucess metrics.