ABSTRACT
This chapter examines social media from a communication perspective that focuses on important concepts and practices. Social media are distinguished from other online uses by a high level of interactivity, the importance of user identity formation and an openness to share content across developing communities. Social media, through early popular sites such as Facebook, Twitter and YouTube, empowered individuals to interact as their own media brands, promote content and engage new people across social networks. The most important role that social media play in business is audience engagement during life-threatening weather events. A large number of social media tools are now in use within journalism and public relations. In order to better understand the challenges of social networking and social media communication, it is important to develop concepts built upon social research. Participants in social media are networked individuals engaging in interpersonal, yet mediated, communication. Communication behavior may involve politics, power and culture—even when it originates as consumer behavior.
