Social networks
Social networks are digital platforms where people create a profile, connect with others and publish, share and comment on content
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Some are general-purpose, such as Facebook, Instagram or X; others are professional, such as LinkedIn, video-led, such as TikTok or YouTube, or messaging apps with social features, such as WhatsApp. Each has its own content and distribution logic, shaped by algorithms that decide what each person sees.
For brands they are a communication channel, a customer service channel and an advertising medium with extensive targeting options. It is useful to distinguish “social networks”, the platforms, from “social media”, the broader set of social channels and practices, and from social media marketing, the discipline that uses them for marketing. Measuring results there is useful but has limits, such as cross-channel attribution and platform changes.
Also known as
Social media, Social platforms, Social networking sites
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