| Abstract [eng] |
The purpose of the master work “The Role of the Social Media in Real Estate Communication” is to analyze the features of the social media and define its role in real estate communication. The goals of the master work is to define the conception of real estate communication, social media, analyze the features of the social media, analyze the means of the social media and define which of them are the most popular in Lithuania. Also, analyze what is the role of the social media means in real estate communication. This theme for the master work was chosen because social media is one of the new and developing phenomenons in the world and Lithuania. Social media is an alternative to traditional mass media. The main feature of the social media is that its content is created not by professional journalists, but by ordinary people. There are no information gatekeepers anymore. Social media has a lot of types and means, including weblogs, internet forums, internet encyclopedia „Wikipedia“, podcasts, YouTube, Second Life, etc. Social media is based on the developing internet technologies and the Web 2.0. Social media, being an alternative to the traditional mass media, influences business communication and changes ordinary public relations. Due to it, it becomes easier to define target audiences. Social media also leads to more effective community relations. Social media is comparatively new phenomenon. The beginning of the social media is related to the first weblogs that appeared in the USA in 1994-1997. Weblogs and other means of the social media boomed after the terrorist attack in the 11th of September, 2001 in the USA, when the records of many non – professional journalists spread over the internet. In Lithuania social media is only developing and so far it is little analyzed. The first book, which describes social media means, was published in 2008 and is called „Interneto gidas“. The main theoreticians of social media abroad are Tim O‘Reilly, Trevor Cook and Lee Hopkins. Their insights are discussed in this master work. The object of this master work is both theoretical literature and publications and the content of the means of the most popular social media in Lithuania. The method is the analysis and classification of theoretical literature and publications and the content analysis of social media means. The analysis showed that social media has impact on real estate communication. Social media is an alternative to traditional mass media and evolves communication with communities. Despite this, social media is poorly used by real estate enterprises as a channel for communication. |
