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Users usually access social media services via web-based apps on desktops and laptopsor download services that offer social media functionality to their mobile devices e. As users engage with these electronic services, they create highly interactive platforms through which individuals, communities, and organizations can share, co-create, discuss, participate, and modify user-generated content or self-curated content posted online.

Wikis are examples of collaborative content creation. Social media outlets differ from traditional media e. For example, a Influentiial is delivered to many subscribers and a radio station broadcasts the same programs to an entire city.

Observers have noted a wide range of positive and negative impacts of social Influential Factors Of The Audience s Understanding use. Social media can help to improve an individual's sense of connectedness with real or online communities and can be an effective communication or marketing tool for corporations, entrepreneurs, non-profit organizations, advocacy groups, political parties, and governments.

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Social media may have roots in the s introduction of the telegraphwhich connected the United States. It offered early forms of social media features with era innovations such as Notes, PLATO's message-forum application; TERM-talk, its instant-messaging feature; Talkomaticperhaps the first online chat room ; News Report, a crowdsourced online newspaper, and blog; and Access Lists, enabling the owner of a note file Understanxing other application to limit access to Influential Factors Of The Audience s Understanding certain set of users, for example, only friends, classmates, or co-workers. A precursor of the electronic bulletin board system BBSknown as Community Memoryhad already appeared by Multiple modemsfollowed by specialized telecommunication hardware, allowed many users to be online simultaneously. Between the mids and the mids, BBSes numbered in the tens of thousands in North America alone.

When the World Wide Web WWW, or 'the web' was added to the Internet in the mids, message forums migrated to the web, becoming Internet forumsprimarily due to cheaper per-person access as well as the ability to handle far more Influenntial simultaneously than telco modem banks.

Digital imaging and semiconductor image sensor technology facilitated the development and rise of social media. An important feature of social media is digital media data compression[17] [18] due to the impractically high memory and bandwidth requirements of uncompressed media. The development of social media started off with simple platforms.

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It is speculated that the increase in social media's popularity is due to the widespread daily use of smartphones. The idea that social media are Influential Factors Of The Audience s Understanding simply by their ability to bring people together has Ov seen as too broad, as this would suggest that fundamentally different technologies like the telegraph and telephone are also social media.

InMerriam-Webster defined social media as "forms of electronic communication such as websites for social networking and microblogging through which users create online communities to share information, ideas, personal messages, and other content such as videos. While the variety of evolving stand-alone and built-in social media services makes it challenging to define them, [2] marketing and social media experts broadly agree that social media include the following 13 types of social media: [34].

Mobile social media refer to the use of social media on mobile devices such as smartphones and tablet computers. Mobile social media are a useful application of mobile marketing because the creation, exchange, and circulation of user-generated content can assist companies with marketing research, communication, and relationship development.

The most important social media metrics for marketers

According to Andreas Kaplanmobile social media applications can be differentiated among four types: [35]. Some social media sites have the potential for content posted there to spread virally over social networks. The term is an analogy to the concept of viral infectionswhich can spread rapidly from person to person. In a social media context, content or websites that are 'viral' or which 'go viral' are those with Understandiny greater likelihood that users will reshare content posted by another user to their social network, leading to further sharing.]