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Social media refers to the internet and mobile technology based channels of communication in which people share content with each other. Examples are social networking sites such as Facebook and Twitter.
In contrast to “social” media, earlier media channels made a clear distinction between a producer and a consumer of content. Since social media easily allows for a viewer of a video to share the same content with others, the boundary between consumers and producers is blurred.
Businesses have realised both the potential and challenges associated with managing social media. While Dell delivered discount alerts on Twitter leading to sales, companies like Gap have encountered negative feedback when their attempt to change their logo backfired with people protesting against the new logo on Twitter and Facebook.