Social Media
Social media refers to online communication channels that enable users to network with each other. The focus of social media is on the interaction between users. Another feature of social media is that networks are based on user-generated content, i.e. content created and distributed by users themselves.
Well-known examples
Among the best-known representatives of social media channels are Facebook, Twitter, Instagram and LinkedIn. These networks differ mainly in the form of content and target audience. While Facebook, for example, is aimed at everyone, LinkedIn and Xing's target audience consists of professionals and recruiters.
Wikipedia can also be counted as social media as the focus here is on user-generated content. However, Wikipedia does not offer opportunities for communication between users.
History of Social Media
The origins of Social media lie in the mid-1990s, when the term referred to chats and conversational possibilities. Later, platforms attempted to give users the opportunity to exchange views and information. With Web 1.0, the internet was utilized as a means of one-way communication, which changed significantly with Web 2.0. With the introduction of Web 2.0, another important aspect of the internet was added which broadened the importance of the internet as a mere information medium and gave users the opportunity to exchange views and therefore to communicate. Moreover, there was no longer a need to have specialized knowledge in order to be able to use the internet. In 2003, facebook reached a peak which is still increasing today. More and more users are joining the community. Meanwhile, even Social Hubs are now being used in order to show users current news from all social media networks.
Types of social media
Social Media encompasses the areas of identity, communication, and sharing information. It is far-reaching and can appear in many forms such as Microblogs, Content Communities or in social networks. Social media services can include emails or websites such as the photo provider Flickr.com.
The ROI of social media marketing campaigns can be measured by the HubSpot software social inbox.
The web-based Web analytics tool Fanpage Karma can also be used to plan and control social media marketing campaigns.
Social media services
Possibilities for using social media have changed considerably in recent years. Social media was previously exclusively used on desktop computers, but now apps are very common. This makes it possible to share specific data such as location. A flipboard can be used for example to organize all important social networking apps.
The user can use social media for many different purposes, for example exchanging ideas and conducting conversations with no cost. Social media can be used for other purposes such as submitting applications for job positions and listening to lectures in the form of podcasts.
Relevance for companies
Companies are also increasingly making more out of social media. Users can be drawn to the company through social media, as social media is often used for advertising. This is possible without great expense, and it is quick and easy. Social media can be used to increase brand awareness and create enthusiasm for the product. Social media can also be used to get customer reviews through comments and blogs for websites where goods are sold. This has the added benefit that this kind of review is more credible to customers.
The possibility for colleagues to communicate over the internet to discuss work-related activities are included in the notion of Enterprise 2.0.
Search Engine Optimization
The most important aspect in the field of social media are social signals, such as Likes and Shares on facebook or the +1 on Google+. The effect on the user is similar to a backlink. The likes on different social media websites draw the user's attention to different products.
It is partly assumed that social signals have a direct influence on the ranking of a website in Google. However, no exact statement can be made about the significance of social signals. A study by Searchmetrics came to the conclusion that there is a correlation between good rankings and social signals, but there is no causality.