ABSTRACT
This introductory chapter presents an overview of the subsequent chapters of the book. This is a book about marketing that will help marketers be they students or practitioners to learn about the newest facet of the subject, the use of digital social media as part of a strategic marketing initiative. Research by Dr Aleks Krotoski, academic, journalist and presenter of the BBC series The Virtual Revolution, set out to examine what social network analysis offered to the study of social influence. The chapter examines that not all aspects of social media require active involvement by participants, in particular consumer generated content such as product reviews. Musician turned social media author, Dave Carroll adds to this notion, saying Social media doesnt really connect us, it only allows us to experience what is already there. A research project by First Direct investigating the rising influence of social media in peoples lives identified new breeds of social media personalities.
