Chapter 1
Introduction to Social
Media: An Art and Science
Learning Objectives
• Define social media.
• Differentiate between social media platforms.
• Explain the evolution of social media over
time.
• Identify the main considerations for using
social media strategically.
• Identify the key characteristics of the science
and art of social media.
Freberg, Social Media and Strategic Communications, 1e. © SAGE Publications, 2019 2
Chapter Overview
• The overall fundamental motive behind social media
has been to establish personal connections and tell
our stories with others virtually.
– Why do we share what we share online for the world to
see?
– Think about the last time you used social media.
– It’s not only important to explore where you shared it,
but how.
– Each action taken on social media has a specific
purpose.
Freberg, Social Media and Strategic Communications, 1e. © SAGE Publications, 2019 3
Purpose of this Chapter
This chapter will provide you with the background
of social media as a concept and as the basis for a
profession in the 21st century.
While specific social media tools change rapidly,
the behaviors and strategies behind the effective
use of these tools will be the focus of this textbook.
Freberg, Social Media and Strategic Communications, 1e. © SAGE Publications, 2019 4
How Do We Define Social Media?
• Social media combines “a wide range of
online, word-of-mouth forums…” (Mangold
& Faulds, 2009) .
• Examples of some of the content that
individuals share.
Freberg, Social Media and Strategic Communications, 1e. © SAGE Publications, 2019 5
Definition of Social Media
• Social media provides a personalized, online
networked hub of information, dialogue, and
relationship management.
• These new communication technology tools
allow individual users and organizations to
engage with, reach, persuade, and target key
audiences across multiple platforms.
• Some emphasize the role of social media as a
toolkit that allows users to create and share
content.
Freberg, Social Media and Strategic Communications, 1e. © SAGE Publications, 2019 6
Why Social Media?
• With these new shifts in power and breakdown in
barriers, brands are expected to listen and
respond to stakeholder concerns in new ways.
• Recognizing the influence of social media
