i n t rod uc t io n
Thanks to the prolieration o broadbandand new web technology, the Internet hastransormed to one that is orientated aroundcreating and sharing your own content,developing social groups online and consumingmulti-media content rom anywhere in theworld. This shit to a social Internet drivenby the consumer promises to undamentallychange the media, advertising andmarketing environment.The tracker ollows an initial in-depth study; Web2.0 the Global Impact, which explored this muchhyped evolution. The results were astounding.Consumers the world over were creatingand sharing content, connecting onlineand consuming web based multimedia inunprecedented numbers. Blogs, social networks,video sharing sites, photo sharing and the manyother applications and services associated withthe changing Internet were being adopted theworld over regardless o any local economic andcultural actors.The other striking act was the extent to whichAsia was driving adoption, with China andSouth Korea leading the way in terms o activelycreating content and socialising online. It wasclear that the changes had big consequences.Consumers were creating more content thanestablished media organisations, consumptionhad become more global and the relationship tobrands, advertising and marketing had shited.The global tracker aims to assess this ongoing,providing a perspective on the ever changingdigital landscape.Three core themes make up thisresearch programme:
1. c r ea t in g a n d s ha r in g c on t en t
2 . C o n s u m i n g s o c i a l m e d i a
3.socia lint era ct ion
WHAT IS SOCIAL MEDIA?
Online applications,platorms and media thatallow users to interact,connect and contribute to.Social media enables atwo-way dialogue andorientates the Internetaround users.
The social media platorms, applicationsand media the research tracks: