Over the past decade, social media has become the most popular platform for promoting brands, clients, and products. Constant change in social media has resulted in the urgency for new Advertising, Marketing, and Public Relation strategies and tactics. The baby Boomer generation was known to pick up a newspaper or magazine to receive information on the latest news and trends. Today, Millennials gain most of their information from their fingertips.
Social media is a wide range of online applications and media platforms that allow the creation and exchange of user generated content (Kaplan, 2010). The advancement of cell phones to smartphones, desktops to laptops, laptops to tablets, and websites to mobile apps, has depreciated the value of hard news and replaced it with the want for immediate gratification (Mangold, 2009). The public expects to access information in seconds rather than daily. The rising demand for information in seconds has created a multitude of social media platforms, including: Facebook, YouTube, Twitter, Snapchat, Instagram, Flickr, blogs and many more increasing in popularity and competition constantly.