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This content is part of the Essential Guide: IT channel sales and marketing strategy for the digital era
Definition

social media

Contributor(s): Ivy Wigmore

Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, microblogging, social networking, social bookmarking, social curation, and wikis are among the different types of social media.

Here are some prominent examples of social media:

  • Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues.
  • Twitter is a free microblogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices.
  • Google+ (pronounced Google plus) was Google's social networking project, designed to replicate the way people interact offline more closely than is the case in other social networking services. This website is no longer offered to new users and plans to shut down remaining accounts in 2019.
  • Wikipedia is a free, open content online encyclopedia created through the collaborative effort of a community of users known as Wikipedians. Anyone registered on the site can create an article for publication; however, registration is not required to edit articles. Wikipedia was founded in January of 2001.
  • LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.
  • Reddit is a social news website and forum where stories are socially curated and promoted by site members. The site is composed of hundreds of sub-communities, known as "subreddits." Each subreddit has a specific topic such as technology, politics or music. Reddit site members, also known as, "redditors," submit content which is then voted upon by other members. The goal is to send well-regarded stories to the top of the site's main thread page.
  • Pinterest is a social curation website for sharing and categorizing images found online. Pinterest requires brief descriptions but the main focus of the site is visual. Clicking on an image will take you to the original source. For example, clicking on a picture of a pair of shoes might redirect users to a purchasing site and an image of blueberry pancakes might redirect to the recipe.

Brian Solis created the following social media chart, known as the conversation prism, to categorize social sites and services into various types of social media. (See a larger image)

conversation prism - small

Business applications of social media

Social media is becoming an integral part of life online as social websites and applications proliferate. Most traditional online media platforms include social components, such as comment fields for users. In business, social media is used to market products, promote brands, connect to current customers and foster new business.

  • Social media analytics is the practice of gathering data from blogs and social media websites and analyzing that data to make business decisions. The most common use of social media analytics is to mine customer sentiment to support marketing and customer service activities.
  • Social media marketing (SMM) takes advantage of social networking to help a company increase brand exposure and broaden customer reach. The goal is usually to create content compelling enough that users will share it with their social networks. One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website. SMO can be done two ways: by adding social media links to content such as RSS feeds and sharing buttons, or by promoting activity through social media via status updates,  tweets, or blog posts.
  • Social CRM (customer relationship marketing) can be a very powerful business tool. For example, establishing a Facebook page allows people who like your brand and the way you conduct business to like your page, which creates a venue for communication, marketing and networking. Through social media sites, you can follow conversations about your brand for real-time market data and feedback.
  • In terms of customer feedback, social media makes it easy to tell a company and everyone else about their experiences with that company, whether those experiences are good or bad. The business can also respond very quickly to both positive and negative feedback, attend to customer problems and maintain, regain or rebuild customer confidence.
  • Enterprise social networking allows a company to connect individuals who share similar business interests or activities. Internally, social tools can help employees access information and resources they need to work together effectively and solve business problems. Externally, public social media platforms help an organization stay close to their customers and make it easier to conduct research that they can use to improve business processes and operations.
  • Social media is also often used for crowdsourcing. Customers can use social networking sites to offer ideas for future products or tweaks to current ones. In IT projects, crowdsourcing usually involves engaging and blending business and IT services from a mix of internal and external providers, sometimes with input from customers and/or the general public.

On the other hand, the integration of social media in the business world can also pose challenges. Social media policies are designed to set expectations for appropriate behavior and ensure that an employee's posts will not expose the company to legal problems or public embarrassment. Such policies include directives for when an employee should identify himself as a representative of the company on a social networking website, as well as rules for what types of information can be shared.

 

This was last updated in February 2019

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awesome :D
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it really helped me i had a project on social media thanx sooooooo much!!!! :D ({})
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Social media is the convergence of publishing and communications. It's not enough to talk about communications alone.

Edited by: brubensteintt on Apr 18, 2016 9:54 AM
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Social media the best way to gain traffic is to run a series of promotion through social media. Best website to do this is on Facebook; make sure you will involve your website to your promotions, games, challenges and etc. to make sure that you can gain a lot of traffic.
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Are Whatsapp and Viber social media?
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social media is very importent to the people.
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It is pretty suprizing how many social networks there are now days.
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Hi, can you tell me how should I cite this page when quoting in an essay? Should I write WhatIS or the name of the author?
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Thanks for sharing these social media sites . Really interesting.
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Which social media channels does your organization find most successful in interacting with customers, generating leads and identifying overall brand sentiment?
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Social media marketing is only as good as the guy doing it and it only really works as hard as the guy doing it despite what some gurus will tell you 
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Some popular social media scheduling tools are:

  • Buffer.
  • IFTTT. 
  • SocialOomph. 
  • TweetDeck. 
  • Tweepi. 
  • SocialFlow.
  • SproutSocial.
  • Hootsuite
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Thanks
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Uhm.... I think you guys give exceptionally amazing answers, but I think you guys can give more information on "this"..... But uhm good job.... I really got everything I was looking for...

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Social media connects us together, like now, we're in a conversation, we can express out thoughts and share our feelings and tell the world what we want them to know, and social media is one of the best ways in doing that. I think social media is definitely changing our world every second, pictures are being posted all the time around the world. 
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"Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration." This is one of the best definitions so far that I have encountered!
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Social Media is taking over the world and although it is fun to be on SnapChat or Facebook it is taking over peoples everyday lives
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it really helped me i had a project on social media thanx sooooooo much!!!!
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Great write-up. Can you suggest any good social media aggregator app through which one can access different social networks via single account log in?
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i really agree.(*-*)
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Social medias are the key window to get the information from every corner of the globe. Social media facilitate the development of social networks by connecting a users profile with the other individuals or the groups. It is the great platform of communications. Different social medias such as: google, facebook, instagram, whatsapp, twitter and so on which are providing a range of a positive and negative impacts on our daily life.
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Who is This positive and negative ?
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wow nice article public to you very nice post Helly Hem 
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social media is very powerful for online marketing, and I've proven it
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