14.4 Conclusion

Analog media – created by encoding information onto a physical object that must then be paired with another device capable of reading that specific code.

Co-creation – this is the highest level on the matrix, in which users are earning, sharing, advocating, socializing and co-developing.

Co-Destruction – users will create new negative content with the aim of diminishing the reputation, trust or value of a person/brand/platform.

Consumption – this is a passive form on engagement, where users are reading and watching, primarily using social media as a source of information.

Crowdsourcing – refers to the idea stage of development where people from various perspectives and positions offer proposals or information to solve a problem or create something new.

Detachment – detached users have actively disengaged with a social media platform, person or brand. They will “unlike” or adjust settings so they do not see information or content.

Digital media – composed of and/or are designed to read numerical codes (hence the root word digit).

Digital footprint – how you are represented on the internet. May include images and a variety of social media networks if you participate in them.

Dormancy – these users may have previously been engaged online, but may occasionally be described as ‘lurkers’. They make no contributions nor do they engage online.

Negative contribution – users will make negative active comments to try and influence others to change their feelings or opinions about a brand, subject, person or platform.

Positive contribution – users are engaging with content and others, but not necessarily adding content.

Social media – enables interactivity between individuals that share a social network and also allows people to broadcast or ‘narrowcast’ their activities and interests.

Social networking sites (SNSs) – allow users to build a public or semipublic profile, create a network of connections to other people, and view other people’s profiles and networks of connections.

Technological convergence – the digitalization of traditional media that allows them to circulate freely and be read/accessed/played by many digital media platforms without the need for conversion.