Social media platforms create a lot of value Essay

Social media platforms create a lot of value - Essay Example The value sharing differs with traditional media in that social media platforms provide a two way communication channel where the marketer and the receiver of the message can interact directly. In case of traditional media such as newspapers, it can be seen that communication is mainly one way which entails that it moves is from the sender to the receiver. There is little opportunity for the receiver of the message to get in touch with the marketer and this is where value can be lost. In traditional media, the marketer is usually in full control of the marketing process where the targeted receiver of the message has little input or cannot influence the information that is disseminated by the marketer. The marketer tailors the message in such a way that the intended meaning is conveyed to the targeted consumer. However, it can be seen that in terms of new social media platforms, value is created through interaction of the marketers and the targeted customers. The marketers are in a position to interact directly with the targeted customers such that they can get feedback and they can freely exchange views about a particular market offering. In other words, the consumers who use social media are not passive consumers of the messages that are disseminated t them by the marketers since they can also respond to them. In as far as social media is concerned, it can also be observed that communication is referred to as â€Å"free† since all the people involved can freely interact and the message can be accessed for free (Brown, 2009). Any person who needs information related to a particular product of market offering is free to access it and is also free to respond the way they like. In case of free marketing caused by the use of new social media mentioned above, different people involved i n the communication process can freely express their ideas and these also help the marketers to design effective programs that can help to influence