Social Media: Managerial and Economic Opportunities and Challenges

  • Francisco J. Pérez-Latrel
  • George Tsourvakas
Part of the Media Business and Innovation book series (MEDIA)


Social media allow media companies to nurture and develop conversations, improving trust; understand demands; sense environmental and societal concerns, assess risks, and, in general, be part of the public debate. Thus provide an opportunity to accomplish media’s broad social responsibility and increase value creation. This chapter tries to understand the profile or people using social networks and how social media help to communicate and accomplish social and individual needs. It investigates both attitudes and the cultural and market implications of social media. It uses two quantitative telephone surveys with a structured questionnaire and a literature review of the field as research tools.

Our research suggests that higher usage and gratifications are associated with sharing music and video content. Social media and the rest of “online media” are different: markets have become conversations, with far-reaching consequences. The emphasis is again in person-to-person communication. An individual that reads something and shares it with others is both a communicator and a contact point in the media network


Social Network Social Medium Active User Social Networking Site Internet User 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Acquisti, A., & Gross, R. (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. In P. Golle & G. Danezis (Eds.), Proceedings of 6th Workshop on Privacy Enhancing Technologies (pp. 36–58). Cambridge, UK: Robinson College.CrossRefGoogle Scholar
  2. Baker, S. (2009, June 1). What’s a friend worth? BusinessWeek, 32–36.Google Scholar
  3. Barnes, S. (2006). A privacy paradox: Social networking in the United States. First Monday, 11(9). Retrieved from
  4. BIGresearch. (2009, August 13). BIGresearch profiles social media users. Retrieved from
  5. Boyd, D. (2006). Friendster lost steam. Is MySpace just a fad? Apophenia Blog. Retrieved from
  6. Boyd, D.M., & Ellison, N. (2008). Social network sites: Definition, history and scholarship. Journal of Computer-Mediated Communication, 13, 210–230.Google Scholar
  7. Caravella, M., Ekachai, D., Jaeger, G., & Zahay, D. (2009). Web 2.0 opportunities and challenges for advertising educators. Journal of Advertising Education, 13(1), 58–63.Google Scholar
  8. Collins, T. (2009). The little book of twitter: Get tweetwise. London: Michael O’Mara Books.Google Scholar
  9. Dwyer, C., Hiltz, S.R., & Passerini, K. (2007), Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. Paper presented at the Proceedings of AMCIS 2007, Keystone, CO. Retrieved from
  10. Ellison, N., Steinfield, C., & Lampe, C. (2007a). The benefits of Facebook friends: Exploring the relationship between college students’ use of online social networks and social capital. Journal of Computer-Mediated Communication, 12(3).Google Scholar
  11. Ellison, N., Steinfield, C., & Lampe, C. (2007b). The benefits of Facebook “friends:” Social Capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168.CrossRefGoogle Scholar
  12. Gajjala, R. (2007). Shifting frame: Race, ethnicity, and intercultural communications in online social networking and virtual work. In M. B. Hinner (Ed.), The role of communication in business transactions and relationships (pp. 257–276). New York: Peter Lang.Google Scholar
  13. Geidner, N.W., Flook, C. A., & Bell, M.W. (2007). Masculinity and online social networks: Male self-identification on Eastern Communication Association 98th Annual Meeting, Providence, RI.Google Scholar
  14. George, A. (2006, September). Living online: The end of privacy? New Scientist, 2569. Retrieved from
  15. Goldberg, S. (2007, May 13). Analysis: Friendster is doing just fine. Digital Media Wire. Retrieved from
  16. Herring, S.C., Paolilllo, J.C., Ramos Vielba, I., Kouper, I., Wright E., Stoerger, S., Scheidt, L. A., & Clark. B. (2007). Language Networks on LiveJournal. Proceedings of Fortieth HawaiI International Conference on System Science. Los Alamitos, AC: IEEE Press.Google Scholar
  17. Hewitt, A., & Forte, A. (2006).Crossing boundaries: Identity management and student/faculty relationships on the Facebook. Banff, AB: CSCW.Google Scholar
  18. Kalamas, M., Mitchell, T., & Lester, D. (2009). Modeling social media use: Bridging the gap in higher education. Journal of Advertising Education, 13(1), 44–57.Google Scholar
  19. Kheriaty, A. (2010, February). The era of the Narcissist. First Things. Retrieved May 2010 from
  20. Kornblum, J., & Marklein M. B. (2006, March 8).What you say online could haunt you. USA Today. Retrieved from
  21. Kumar. R., Novak, J., & Tomkins, A. (2006). Structure and evolution of online social networks. In Proceedings of 12th International Conference of Knowledge Discovery in Data Mining (pp. 611–617). New York: ACM Press.Google Scholar
  22. Lampe, C., Ellison, N. B., & Steinfield, C. (2006). A Face(book) in the crowd: Social searching vs. social browsing. In Proceedings of the 2006 20th Anniversary Conference on Computer Supported Cooperative Work (pp. 167–170). New York: ACM Press.Google Scholar
  23. Lazarsfeld, P. (1955). Personal influence: The part played by people in the flow of mass communications. New York: Free Press.Google Scholar
  24. Marwick, A. (2005, October). I am a lot more interesting than a Friendster profile. Identity presentation, authenticity and power in social networking services. Internet Research 6.0, Chicago, IL.Google Scholar
  25. Mazer, J. P., Murphy, R. E., & Simonds, C. J. (2007). I’ll see you on Facebook: The effects of computer-mediated teacher self-disclosure on student motivation, affective learning, and classroom climate. Communication Education, 56 (1), 1–17Google Scholar
  26. Nyland, R., & Near, C. (2007, Febraury). Jesus is my friend: Religiosity as a mediating factor in Internet social networking use. AEJMC Midwinter Conference, Reno, NV.Google Scholar
  27. Potts, J., Cunningham, S., Hartley, J., & Ormerod, J. (2008). Social network markets: A new definition of the creative industries. Journal of Cultural Economics, 32, 167–185.CrossRefGoogle Scholar
  28. Qualman, E. (2009). Socialnomics: How social media transforms the way we live and do business. New York: Wiley.Google Scholar
  29. Steinfield, C., Ellison, N. B., & Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: A longitudinal analysis. Journal of Applied Developmental Psychology, 29(6), 434–445.CrossRefGoogle Scholar
  30. Stutzman, F. (2006). An evaluation of identity-sharing behavior in social network communities. Journal of the International Digital Media and Arts Association, 3(1), 10–18.Google Scholar
  31. Taylor, D., Lewin, J., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on Social Networks? How gender and age shape receptivity. Journal of Advertising Research, 51(1), 258–275.CrossRefGoogle Scholar
  32. Twenge, J. M., & Campbell, W. K. (2009). The Narcissism epidemic: Living in the age of entitlement. New York: Free Press.Google Scholar
  33. Valenzuela, S., Park, N., & Kee, K. F. (2009). Is there social capital in a social network?: Facebook use and college students’ life satisfaction, trust, and participation. Journal of Computer-Mediated Communication, 14, 875–901.CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Francisco J. Pérez-Latrel
    • 1
  • George Tsourvakas
    • 2
  1. 1.University of NavarraNavarraSpain
  2. 2.University of ThessalonikiThessalonikiGreece

Personalised recommendations