My online media use involves many different activities and documenting every one of these became very difficult. Therefore throughout this essay I will be focusing solely on social media and the way I have used it in previous years to create my online brand. This brand was initially established through the creation of a fashion and lifestyle related Youtube channel but has since expanded to various other platforms. When I first created this channel I had very little experience in media and had to teach myself all the skills needed to run it. In this essay I will explore how I did this, as well as share the ways I use online media to create content and promote it to an audience.
Kaplan and Haenlein (2010) discuss Web 2.0 as being a participatory development in the nature of the Web whereby content is no longer “created and published by individuals” but is now being “continuously modified by all users.” This describes the way in which we use social media as a way to collaborate and interact with one another. An element of Web 2.0 is User Generated Content (UGC), which refers to the “various forms of media content that are publicly available and created by end-users” (Kaplan & Haenlein, 2010). If this is published publicly, shows creative intent and isn’t produced for professional means then it is UGC. Social media allows for the creation and exchange of this content, allowing us to share our beliefs and establish ourselves online.