Some impacts of social media include

- cheapness (once a campaign is launched, its distribution is "free"; dealing with a tweet is cheaper than a call to a customer centre)

- viral nature (uncontrollable; once information is out there, it is common knowledge; no privacy or confidentiality)

- speed (real time, eg Qantas Flight QF32, Michael Jackson's death; put a question out there and get feedback within minutes;

- data, etc (taps into a great wealth of data, information and knowledge)

- convenience (90% of consumer believe it saves them time shopping; 40% use the web for competitive shopping; home-bound people use the Internet for communications, including contact with friends & relatives, shopping, health care, etc)

- social media can hold you accountable (for example, if you are sharing articles, posts, photos, blogs, etc that show you are morally inconsistent on issues like the environment, your followers will hold you accountable!!)

- can change behaviours (despite the constant interruptions, obsession with style over substance, repetitive and shallow posts that are more mimicry than meaning, etc, there is some evidence that social media can change behaviours. While sharing comments, photos and messages, etc it is like people socialising in the town square, talking about the newest and latest trends. These comments and images can be meaningful, ie

"...the act of being creative, sharing information, reinforcing affiliations and identities, projecting our moral values......A brief statement or picture can arouse similar sentiments in others and encourage new behaviours..."
Derek Brown 2019


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