Corporate participation within social media hasn't been limited to Facebook pages or Twitter feeds, but now the up and coming photo blogging site, Instagram, which most of its users post photos of their personal lives. During the most recent season of American Idol, the entertainment show utilized this platform by regularly uploading photos of contestants behind the scenes and off the studio stage to give the world a personal view. By extending their media interaction beyond the one-way broadcasts on its regular television program, American Idol's social media presence allows audiences to feel more connected to the reality of the show. In a very limited sense, the updates can be seen as both news and entertainment.
Companies are realizing the necessity for participatory media and their branding strategies. Along with Starbucks, GE, Levis, the list goes on with those using Instagram aside from Facebook and Twitter. With Facebook's recent $1 billion acquisition of Instagram, the corporate presence within social media will become more apparent.