Abstract: The aim of this paper is to analyse the basic and hypotetically – increasing – importance of the role the text plays in social media and more specifically in the attempts to use the text as effective tool in digital marketing. Of course, in an analysis of this kind it’sunthinkable to oppose text against vision, for it’s an impossible opposition in the multi-media environment, created by the Internet-based media. Both elements have their role and place in the digital environment, while in the past few years we’ve witnessed serious attempts to substitute text entirely by vision, which would be hardly possible. For sure, we’d presume vice versa – the text can’t substitute the visual, nor it can dominate it. The suitable balance and the understanding of the audience is the key for the effective digital marketing. Still, the trend toward deeper segmentation among the online audiences hypothetically opens a playground for state-of-art text Renaissance in the marketing-oriented communications, which, by specific conditions, will be reviewed and analyzed. Three basic observations are reviewed and analyzed in this paper: 1. The text carries phisycal and informative credibility of the source despite the fact that the visual (picture, video) has a documentary character. The hyperlink to video/picture/other media online shapes further the persuasive context. 2. The text in social media is persuasive because a growing part of the audience considers it first and preferred source of information. 3. Social media are convenient means, though not excluding other forms of social dialogue, discussion and debate. The language and the text as forms of realization are absolutely impossible to replace in the net, TOO.
Keywords: Social media, digital marketing, content, profile, site, online communications.
Rhetoric and Communications E-journal, Issue 24, September 2016, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464