Know-How Exchange : Social Media

You might want to break the question down into component parts. Both "social media" and "marketing communication" are very broad and inclusive topics, and "in the 21st century" doesn't really add much since there wasn't much social media before then.

For example, you might want to explore the degree to which marketing communication has become a two-way conversation, thanks to social media. Or perhaps the way social media has (or has not) impacted message length/complexity in traditional media.

I'd also narrow the topic geographically and by market, industry and brand. Otherwise the research will become too unwieldy.

Nathan,

I also think your approach is too broad: social media is a general, catch-all term. Likewise marketing communication. To whom are messages delivered, along which channels, with what immediate intention, to what long term end or gain?

It's crucial to understand the differences in attitude, in need, and in user experience and expectations of the varying social media outlets. I use Linkedin differently than I'll use the Twitter streams I managed, and the same goes for most people's use of platforms such as Facebook, Instagram, Quroa, YouTube, Vine, Pinterest, and so on.