The evolution of online personal media services is constantly developing into new and more efficient networking sites and applications. Looking at the history of the Internet we can see this development starting from early blogging and continuing into social networking sites, such as Twitter and mobile applications including Snapchat. The rise and fall of social media services is always in motion. For example, MySpace ran the social networking world until 2008 when Facebook took the lead (Curtis). This constant flux in social media services popularity is an inevitable reality for these platforms. A new study by John Cannarella and Joshua A. Spechler shows Facebook is beginning to demonstrate signs of a decline. According to their data, “Facebook will undergo a rapid decline in the coming years, losing 80% of its peak user base between 2015 and 2017 (Cannarella 7). However, throughout the changes in social media, these services have continued to provide the space for users to develop communities, which is one of the large reasons users interact with online services. With the constant development of new social media services organizations must learn to connect with their consumer over multiple platforms as they gain and ultimately drop in popularity. To do this, organizations must realize social media services create a sense of community for the individuals who uses them. Therefore, if organizations build a social media strategy based on developing a community they will maintain contact with their consumers. This will allow them to easily move from one platform to another as they constantly change and fluctuate in popularity.
Before we start looking into why and how an organization should develop a sense of community, a short hist...
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