What Is the Definition of a Social Media Platform

The four main categories of social platforms are: Businesses are increasingly using social media monitoring tools to monitor, track, and analyze online conversations on the web about their brand or products or related topics of interest. This can prove useful in managing PR and tracking ad campaigns, allowing analysts to measure the ROI of their social media ad spend, competitive scrutiny, and audience engagement. The tools range from free and simple apps to more detailed subscription-based tools. Many social media sites offer specific features that allow users to re-share content (also known as re-blogging), such as Twitter`s “Retweet” button.B, Pinterest`s “Pin” feature, Facebook`s “Share” option, or Tumblr`s “Re-Blog” feature. Resharing (or in this case, retweeting) is a particularly popular component and feature of Twitter that allows its users to follow important events and stay in touch with their peers, as well as contribute in various ways on social media. [41] When certain posts become popular, they become retweeted and viral over and over again. Hashtags can be used in tweets and can also be used to count the number of people who have used that hashtag. Social media is a collective term for websites and apps that focus on communication, community contribution, interaction, content sharing, and collaboration. Some employers review candidates` social media profiles as part of the hiring assessment. This issue raises many ethical questions that some see as an employer`s right and others as discrimination. Many Western European countries have already introduced laws restricting the regulation of social media in the workplace. States such as Arkansas, California, Colorado, Illinois, Maryland, Michigan, Nevada, New Jersey, New Mexico, Utah, Washington, and Wisconsin have passed laws that protect prospective and current employees from employers that require them to provide their usernames and/or passwords for social media accounts.

[137] The use of social media by youth has caused significant problems for some candidates active on social media when trying to enter the labour market. Market players can use social media tools for marketing research, communication, sales promotion/discounts, informal employee learning/organizational development, relationship development/loyalty programs[39], and e-commerce. Often, social media can become a good source of information and/or explanation of industry trends for a company to embrace change. Trends in technology and social media use are changing rapidly, so it`s crucial for businesses to have a set of policies that can be applied to many social media platforms. [95] Social media can also be used to advertise directly; For example, placing an ad in Facebook`s News Feed can allow a large number of people to see the brand. Social media platforms also make it possible to target specific audiences with advertising. Social media users can then like, share and comment on the ad; This turns passive ad consumers into active ad producers because they can convey the ad message to their friends. [105] Businesses that use social media marketing need to keep abreast of different social media platforms and keep abreast of the latest trends. As different platforms and trends attract different audiences, businesses need to be strategic when using social media to attract the right audience.

[5] In addition, the tone of the content can affect the effectiveness of social media marketing. Companies like the Wendy`s fast food franchise have used humor (like shitposting) to promote their products by mocking competitors like McDonald`s and Burger King. [106] This particular example produced a lot of fanart from Wendy`s mascot, which was widely used online (especially on sites like DeviantArt)[107] and increased the impact of the marketing campaign. Other companies like Juul have used hashtags (such as #ejuice and #eliquid) to promote themselves and their products. [108] Chatbots and social bots are programmed to mimic natural human interactions such as liking, commenting, following, and no longer following on social media platforms. [44] As companies seek a larger market share and a wider audience, internet bots have also been developed to facilitate social media marketing. [45] However, with the existence of social bots and chatbots, the marketing industry has also encountered an analytics crisis, as these bots make it difficult to distinguish between human interactions and automated bot interactions. [46] For example, marketing data has been negatively impacted by some bots, leading to “digital cannibalism” in social media marketing. In addition, some bots on many social media platforms such as Instagram violate the terms of service, which can lead to the deletion and blocking of profiles. [47] As of March 2010, 81% of users in the U.S. search for weather news online, while the proportion of users search for news nationally, 73%, 52% sports news, and 41% entertainment or celebrity news. According to CNN, in 2010, 75% of people received their messages via email or social media, while 37% of people shared a message via Facebook or Twitter.

[153] Facebook and Twitter make the news a more participatory experience than before, as people share news articles and comment on other people`s posts. .

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