Social media is such a broad, general world that sometimes it can be difficult to wrap our head around who drives the big digital machine.
There are many theories and animated discussions. Some say it’s the newsmakers since news is a huge conduit for social media. Others say it’s those who create the dynamic content that has transformed and defined the Web 2.0 world.
There are even schools of thought the culture of entrepreneurs is the biggest factor in social media’s rise. Maybe the answer lies with the influencer.
In many respects, influencers are key to making sense of the billions of pieces of content and words that are published throughout social media services. They are the ones we follow, trust and ultimately help decide what will succeed or fail.
The reason I lean towards influencers is because online behaviour mimics that of the offline, and most decisions are based on influence from many different avenues.
Influence is hard to ignore when psychology comes into play, but by no means is it a concrete answer. It is merely opinion. The above mentioned groups help shape social media but it is possible that influence might be the catalyst.
What do you think is the main engine that drives social media?