The battle amongst social media platforms to stay relevant is an issue every platform faces. They must use rhetorical strategies such as ethos, logos, and pathos to give a convincing and interesting argument to the consumer.
Every day the market is changing according to the quote "However, social media is turning traditional marketing rhetoric on its head." Each company is different in how they build their credibility and relevance. Brand-consumer companies such as Facebook or Twitter are in a constant match of trying to one-up each other to stay relevant. It's very interesting to sit back and read some of the outlandish things each of their marketing teams feeds every day.
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