The Social Media Industries

This volume examines how social media is evolving as an industry—it is an extension of traditional media industries, yet it is distinctly different in its nature and ability to build relationships among users. Examining social media in both descriptive and analytical ways, the chapters included herein present an overview of the social media industries, considering the history, development, and theoretical orientations used to understand social media. Covered are: Business models found among the social media industries and social media as a form of marketing. Social media as a form of entertainment content, both in terms of digital content, and as a tool in the production of news. Discussions of ethics and privacy as applied to the area of social media. An examination of audience uses of social media considering differences among Latinos, African-Americans, and people over the age of 35. Overall, the volume provides a timely and innovative look at the business aspects of social media, and it has much to offer scholars, researchers, and students in media and communication, as well as media practitioners.

Foreword:Jacqueline Vickery Preface:Alan B. Albarran 1: The Social Media Industries: Introduction and Overview Alan B. Albarran 2: A History of the Social Media Industries David H. Goff 3: The Paradoxes of Social Media: A Review of Theoretical Issues Francisco J. Perez-Latre 4: Business Models of Most-Visited U.S. Social Networking Sites Jiyoung Cha Social Media Marketing Paige Miller Social Media Content Daniel Schackman 7: Social Media and the Value of Truth: Navigating the Web of Morality Berrin Beasley 8: Traditional News Media’s Use of Social Media Tracy Collins Standley 9: Privacy and Social Media Laurie Thomas Lee 10: Uses and Gratifications of Facebook Members 35 Years and Older Aimee Valentine 11: Social Media and Young Latinos Alan B. Albarran 12: Bridging the Great Divide: African American and Asian American Use of Social Media Maria Williams-Hawkins 13: The Social Media Industries: Summary and Future Directions Alan B. Albarran

Alan B. Albarran is Professor and Chair of the Department of Radio, Television and Film at the University of North Texas. His teaching and research interests revolve around the management and economics of the communication industries. The Social Media Industries is thefifteenth book he has written/edited during his career.