Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

Abstract

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.