Is social media the proverbial soap opera of our time? Is it possible that the social media revolution is not really revolutionary? Can social media interactions be predicted and if they can – how do we know?
By looking to past examples and developing theories while examining present day conditions, scholars hold the key to both the professional progress and the credibility of the communications practice. This essay attempts to prove that it is imperative for communications practitioners to look to the critical and analytical research and synthesis of past and present data, of theorists or scholars, as both informative and necessary for professional success. By explaining the emergence and acceptance of its use, mapping out the psychological environment and conversations, while examining successful and unsuccessful campaigns (noting new tricks of the trade), scholars provide not only insights but evidential proof to their claims in the development of communications.
As the internet is now the number one source of media at work and at home, practitioners have to be educated, considerate and decisive when planning social media campaigns. Scholars provide the basis (what to do and what to avoid) from where practitioners can be creative.