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Transmedia Marketing by Anne Zeiser

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CHAPTER 27 The Social Screen

Social media is the fastest growing and perhaps most influential media force today. It broke the story of the Navy SEAL’s raid on Osama bin Laden, advanced marriage equality, reenergized Star Trek-er George Takei’s career, and launched the selfie. It’s truly the global virtual water cooler.

But no new media channel is an end unto itself; it’s a means to an end. Social media is one of many valuable tools in the content and marketing arsenal to achieve your strategic plan’s fully-articulated goals. If your goal is to connect with and serve an active, participatory, organic, and sentient community, then social media is a mighty valuable tool.

Second screens and Facebook, Twitter, and YouTube have already made film, television, ...

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