Social media is a collective term for websites and applications that are designed to share information, ideas, and content quickly, efficiently, and in real-time by users.
The key feature of social media is that the user inside the platform is both an audience and a source of information. This means that communication with the audience is greatly simplified, and getting feedback from a reader or customer is just a matter of a few minutes.
There are several types of social media: social networks, media sharing networks, social blogging networks, discussion networks, review networks.
Nowadays, most people actively use social networks. The classmates.com website, created in 1995, is considered to be the first social network. It was created to search for school, college classmates, and colleagues. But the real boom came in 2003-2004 with Facebook, LinkedIn, MySpace projects.
The development, monetization and commercial use of social media have become the trends of global Internet marketing in the last couple of years.
Also, social media has played a significant role in almost all global events over the past 5-10 years, from international conflicts to civil revolutions and Brexit. As Rachel Metz writes in her article for the MIT Technology Review, “in the past, to change the world, you had to change the law or start a war, now it’s enough to create a hashtag.” The hashtag #IceBucketChallenge has funded several important research in the field of amyotrophic lateral sclerosis. The hashtag #BlackLivesMatter from Twitter has turned into a full-fledged social movement. The two turning points in expanding the role of social media as a source of influence on society are considered to be the victories in the election of the last two US presidents: Barack Obama and Donald Trump, which many believe owe much to their social media campaigns. According to Twitter, Facebook, YouTube, thousands of fake accounts were created on these sites, which generated a huge amount of untrue content, which could affect the outcome of the vote.
SMM (Social Media Marketing) is a type of marketing on large communication platforms. It works by selecting necessary content for promotion and direct communication with the current and potential consumers.
At the moment, all small or large companies have their own page, site, or community. SMM capabilities allow small businesses to grow with little or no investment, and large businesses to maintain relevance and activity around their product.
However, for promotion on social networks, you should not use the aggressive type of advertising. Statistics show that the more non-intrusive and neat an advertising banner or ad is, the more people will pay attention to it. A striking example of bad viral advertising is online casinos. Due to the “spam” ad format, you are unlikely to find someone who will take the product seriously.
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