What is social media?

Social media refers to digital platforms that enable users to network on the internet, create media content and share it. Often profile-based, users can exchange information on a variety of topics for both business and private purposes and enter into collaborations with companies.

Both companies and private individuals can create and publish different content in the form of images, (short) videos and texts and also share them with other users. Social networks, wikis, web and microblogs as well as photo and video platforms are seen as classic representatives of social media. The best-known networks in Germany include

• Facebook
• Instagram
• YouTube
• TikTok
• and many more.

As part of online marketing, social media is used in a targeted and market-oriented manner within social media marketing. Examples of this include the direct search for applicants for HR departments, campaign placement as part of SEA measures or the acquisition of followers by means of editorial posts in the feed or in stories of the company account.

Here, it is important to pay attention to the current social media guidelines and the jurisdiction applicable in the respective country.