Social Media

Social media refers to communication channels on the Internet that enable users to network with one another. The focus of social media is on the interaction between users. Another feature of social media is that the networks are based on user-generated content, i.e. content that is created and distributed by the users themselves.

Known examples

The best-known representatives of social media channels include Facebook, Twitter, Instagram and LinkedIn. These networks differ mainly in the form of the content and the target group. For example, while Facebook is aimed at everyone, the target group of LinkedIn and Xing consists of professionals and recruiters.

Wikipedia can also be counted among social media since the focus here is entirely on user-generated content. However, Wikipedia does not offer any sophisticated means of communication. Between users.

Social Media

History of Social Media

The origin of social media goes back to the mid-1990s, when the term primarily referred to chats and conversation options. Later platforms always tried to give users the opportunity to exchange ideas. With Web 1.0, the Internet was only used for the purpose of one-way communication, which has changed significantly with Web 2.0. With the introduction of Web 2.0, another important aspect of the Internet has been added. As a result, the importance of the Internet as a mere information medium was expanded and the user was given the opportunity to exchange ideas and thus communicate. Likewise, knowledge was no longer required to find one’s way around the Internet. It peaked in 2003 with the site which is increasing to this day and more and more users are becoming part of this community. In the meantime even social Hubs used to show the user the latest news from all of their social media networks.

manifestations of social media

Social media includes the areas of identity, communication, and the sharing of information. It is far-reaching and can appear in various forms such as microblogs, content communities or even social networks. Social media services can range from e-mails to websites, such as the photo service or the music service

To determine and compare the web activities of social media users, there are services like Klout. For example, this service indicates the online reputation of a user in the form of the Klout score. The Fresh Web Explorer software can also be used to track down all online entries. With this, opinions can be determined and negative comments can be reacted to quickly.

Furthermore, the social inbox of the HubSpot software can be used, for example, to measure the ROI of a social media marketing campaign. The web-based web analytics tool Fanpage Karma can also be used to plan and control social media marketing campaigns.

Social Media Services

The possible uses have changed significantly in recent years. From an almost exclusive use on computers, today using the apps is very common. This also makes it possible to share special data such as location. Since a user of a mobile device usually has several apps, the search for a specific one can take time. A Flipboard can be used, for example, to organize all the important social network apps.

This offers the user a wide range of possible uses. He can exchange ideas and carry on conversations without making large financial contributions.

Furthermore, social media can be used for other purposes. Applications for possible jobs can be submitted, but lectures in the form of podcasts can also be listened to.

importance for companies

Businesses are also making more and more use of social media. This is beneficial as social media is often used for advertising purposes. This is possible without great expense, as well as quickly and easily. Sites such as are used to draw attention to one’s own website or brand awareness to increase and inspire many users for the products. This must be weighed up as to whether it is suitable for the relevant products. Companies also use social media for marketing purposes and public relations. Websites that sell goods also use social media as an opportunity to get customer reviews through comments and blogs. The main benefit here is that they appear more credible to customers.

The possibility for employees to communicate via the Internet and to align work-related activities is summarized under the term Enterprise 2.0.

field of search engine optimization

The most important aspect in the field of social media is the social signals, such as likes and shares on Facebook or the +1 on Google+. The effect on the user is similar to the backlink. The likes on various social media websites draw the customer’s attention to various products.

It is sometimes assumed that social signals have a direct influence on the ranking of a website in Google. However, no precise statement can be made about the significance of social signals. A study by Search metrics came to the conclusion that there is a correlation between good rankings and social signals, but no causality can be identified.

Opinions about the importance of social signals, therefore, differ widely, but they are often attributed an indirect meaning. Because even if they don’t count as a direct ranking factor, they still have an informative value about the awareness and popularity of the site.


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