Social networking sites as promotion and public relations tools in the information society – development perspectives
The article aims to familiarize with the development of the Internet as a means of communication and promotion tool as well as public relations in contemporary global society and the society of electronic media. The share of electronic channels in interpersonal communication is constantly growing, becoming a dominant way of media communication in the world. This does not mean that it will be the only way of communication, but it should be noted that it will be the dominant one. The article attempts to approximate the issue of the development of new media in terms of statistics and quantity, but also because of the demographics and geographical location of users. It shows the structures and possibilities as well as potential ways of media development in the future. The statistics come from research centers mainly from the United States of America. The analysis covers general issues of social media, mainly social media portals and their scale of impact on the global society. It should be noted that the attitude of enterprises to society has changed. Thanks to better data, more detailed advertising parameters and a growing user base, social media is one of the ways to invest. Adaptation of social media by older people is constantly growing – which means that more companies can benefit from ads targeted directly to this group. When choosing a social network to advertise, make sure that the adoption of social media by the target age group is high.