A definition of social media and summary of its evolution

Chapter 1 of the Social Media Strategy Best Practice Guide

Before deciding on the right social media strategy for an organisation, it is important to understand the different platform types and the user behaviour that governs these spaces. This chapter considers the primary functions the different platforms serve, as well as the trends shaping the social landscape.

4 minute read

The remit of a social media strategy can be very broad – for many businesses, social media channels are a means of reaching sales and marketing objectives, while for others, a focus on social enables an elevated customer experience. This chapter defines the key characteristics and functions of different social media platforms. It covers:

Categories: From crowdfunding apps to discussion forums and video channels, what are the various different types of platforms, and key examples of each?
Key trends: Social media is a rapidly changing space, constantly responding to shifts in behaviour and new tech innovations. What are the main social, technological and platform trends shaping social media today?
Content shock: The phenomenon of digital content supply outstripping our ability and time to consume it has been termed ‘content shock’. What ramifications does this have for marketers and creators?