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Managing Social Media Value Networks: From Publisher (Broadcast) to User-Centric (Broadband-Narrowcast) Business Models

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Handbook of Social Media Management

Part of the book series: Media Business and Innovation ((MEDIA))

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Abstract

The author argues that the media value networks in the twenty-first century have shifted from a traditional publisher (broadcast) to more innovative and digitally based user-centric (broadband-narrowcast) business models. Accordingly, in order to attain the sustainable competitive advantage of the user-centric business models media executives and companies are required to strategically adopt, implement and utilize increasingly interactive, mobile, wireless, pervasive, augmented, immersive, ubiquitous and digital business models of production, distribution as well as consumption. Furthermore the future of the media appears to be specifically oriented towards the establishment of networked, 3D, on-demand, broadband and unicast as well as multimedia and hypermedia models of distribution, communication and content creation. Thus, specific financial, technological, advertising, consumer and economic applications that need further implementations include: Micropayments; VoD, PPV—Pay-Per-View model, B2C and B2B marketing; 3D TV; sharing and usability of media content; mass personalization (customization) including more interactive and accessible as well as wireless and mobile user interfaces; long-tail economics; experience economy; market nicheization; tipping point; crowd sourcing; mesh company strategy; media content repurposing and UGC—User Generated Content (question–answer databases, digital video, blogging, podcasting, mobile phone photography and wikis).

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Author information

Authors and Affiliations

  1. University of Donja Gorica, Podgorica, Montenegro

    Zvezdan Vukanovic

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  1. Zvezdan Vukanovic
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Correspondence to Zvezdan Vukanovic .

Editor information

Editors and Affiliations

  1. Institute for Media Business, Media Business Transfer Center, Berlin, Germany

    Mike Friedrichsen

  2. Humboldt Media Business School, Berlin, Germany

    Wolfgang Mühl-Benninghaus

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Vukanovic, Z. (2013). Managing Social Media Value Networks: From Publisher (Broadcast) to User-Centric (Broadband-Narrowcast) Business Models. In: Friedrichsen, M., Mühl-Benninghaus, W. (eds) Handbook of Social Media Management. Media Business and Innovation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28897-5_16

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