Up until just a few years ago, it used to be that only people of a certain stature, economic class, and even age had the ability to leave an impression on society with their voice. However, since the rise of Web 2.0 and Social Media this has completely flipped.
For the first time in history, a younger generation is able to use modes of mass communication more efficiently and progressively than the elders above us. This not only gives an empowerment and voice to younger individuals but it also sparks the possibility for more collaborative ideas and communication worldwide.
Generation Like , a short film on Frontline PBS, does an excellent job showing how individuals can harness readily available social media outlets such as Youtube, Facebook, and Twitter to connect with other like-minded people with similar interests and create genuine, lasting impressions. The film also does a great job to show the contrary of individuals harnessing social media in a powerful way. Huge conglomerates can use these means of communication in ways stronger than before. Everything we do online is tracked, turned into analytics and monetized by these media outlets. We are being advertised to, and advertising for companies without even realizing it.
Although it may be very invasive and predatory the way some of these brands and corporations are able to reach their market with advertisements through social media, there is also many ways we as individuals can leverage these techniques in authentic ways to capitalize on our own ideas and businesses. Read a bit more about how successful brands are monetizing Social Media here.