Social media and social innovation

Sabahudin Hadžialić



All parts of human communication existence has been improved through the use of new media technologies and especially through the use of social media which is reflected directly and indirectly on social innovations sui generis. Social innovation should be the game of ideas of equal interaction of different subject using the special life within the life that exists in the virtual world of new technologies. To able to use social media in proper way within social innovation process we have to take into the account that social media are: cheapest form of interaction; accessibility – everybody can be involved within social innovation through social media networks – previously it was reserved only for the organizations well equipped with equipment and personnel. Social media can be used for producing opportunities for creative construction of a new model of citizen participation through education within social innovation process while, in the same time, journalists becomes a mediators of democratic participations of citizens. Social networks have emerged as a critical factor in information dissemination, search, marketing and influence discovery. The capacity of any society to create of steady flow of social innovations depends on a huge amount of presumptions even to be able to link and interact, in proper way, of social media and social innovation, but it is very difficult to control social media, regardless how skilled individuals are involved as a starting point of social innovation dissemination. So, where is the solution? Within the society as the whole, having in mind that manipulation should be replaced with transparency and responsibility of each step of social innovation process through social media. Why? The one word is the answer – it creates TRUST. Creation of transparency and responsibility is both, direct and indirect creation of the most important issues for the proper existence of society – TRUST in the existence system. The most important for connecting people, ideas and resources, within the field of the use of digital technology, are the intermediaries. Namely, those are the social networks which will connect people, ideas and resources for the social innovations, through social media and interacting with them. Of course, within Social media and Social innovations the most important intermediaries are the people, depending on their wishes and capabilities to do the change and to be a change – for the benefit of the society as the whole.


social media; innovation; education; media literacy; democracy; interaction; new technologies

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