What is social media?

Social media is a collective term for websites and applications that focus on communication,
community-based input, interaction, content-sharing and collaboration.

People use social media to stay in touch and interact with friends, family and various communities.
Businesses use social applications to market and promote their products and track customer concerns.

Business-to-consumer websites include social components, such as comment fields for users. Various
tools help businesses track, measure and analyze the attention the company gets from social media,
including brand perception and customer insight.

Social media has enormous traction globally. Mobile applications make these platforms easily accessible.
Some popular examples of general social media platforms include Twitter, Facebook and LinkedIn.

What are the business applications of social media?

In business, social media is used to market products, promote brands, connect to customers and foster
new business. As a communication platform, social media promotes customer feedback and makes it
easy for customers to share their experiences with a company. Businesses can respond quickly to
positive and negative feedback, address customer problems and maintain or rebuild customer
confidence.

Social media is also used for crowdsourcing. That's the practice of using social networking to gather
knowledge, goods or services. Companies use crowdsourcing to get ideas from employees, customers
and the general public for improving products or developing future products or services.

Different Types of Social Media Networks

1. Social Networks: Facebook, Twitter, LinkedIn

Such types of Social Media are used to associate with individuals (and brands) on the web. They help
your business via branding, social awareness, relationship building, customer service, lead generation,
and conversion.

You can channelize different types of Social Media campaigns on these networks that will help you
widen your reach. Some of the benefits of these Social Marketing Networks are-

(i) They encourage individuals and businesses to interact online and share data and thoughts for
ensuring mutually productive relationships

ii) In case you are searching for the best ways to optimize current marketing campaigns then you will
discover a variety of organic and paid ways to do this on Facebook, Twitter, and LinkedIn sorts of social
networks.

2. Media Sharing Networks: Instagram, Snapchat, YouTube

Media sharing types of Social Media are used to find and share photographs, live video, video and other
kinds of media on the web.

They are also going to help you in brand building, lead generation, targeting and so on. They give
individuals and brands a place to discover and share media so the target audiences can be targeted and
converted into a convincing and result-driven way possible.

Social networks nowadays also offer these features, however, for Media Sharing Networks, sharing of
media is their basic role.

(i) Starting with image or video on Instagram, YouTube and Snapchat types of media sharing networks
would be more beneficial for you.

(ii) To decide whether you should use these networks for your business or not, you should consider your
resources and target audiences. These channels will help you run well-planned campaigns to generate
leads and widen your audience base.
3. Discussion Forums: Reddit, Quora, Digg

Such types of Social Media channels are used for finding, sharing, and discussing different kinds of
information, opinions, and news.

They help businesses by being top-notch resources for doing immaculate market research. These forums
are the oldest ways of running Social Media Marketing campaigns.

Before the entry of popular Social Media players like Facebook, these forums were the places where
professionals, experts, and enthusiasts used to do different kinds of discussions concerning a variety of
fields.

(i) These discussion forums have a massive number of users and it ensures unprecedented reach for
your business. These are the places that provide the answers to different queries of any domain.

(ii) In case your business needs deep customer research then these places would the most befitting ones
for your business.

(iii) Along with sharing information and knowing answers, these places are very impactful in advertising
as well.

4. Bookmarking & Content Curation Networks: Pinterest, Flipboard

Opting for such types of Social Media will help you find out, share, discuss, and save a variety of the
latest content and media that are trending as well.

They are very helpful in channelizing brand awareness for your business, plus, choosing this one to run
different types of Social Media Marketing campaigns will help you generate website traffic and customer
engagement.

In case you want to run some out-of-the-box highly creative campaigns that can not only inform your
audience but also attract them then this one is the best fit.
(i) To run a Social Media campaign on Pinterest, you need to have a site that is bookmark-friendly. You
should optimize headlines and images for the feeds that Bookmarking and Content Curation Networks
use for accessing and sharing your content.

(ii) Flipboard lets you create your own Flipboard magazine by using the most engaging content and then
you can showcase that to your audiences.

5. Consumer Review Networks: Yelp, Zomato, TripAdvisor

Using Customer Review networks will help you find out, share and review different information about a
variety of products, services or brands.

When a business has positive reviews on these networks, their claims turn more credible because
reviews on these networks act as Social Proof.

For running a successful Social Media Marketing Campaigns, it is very important for today’s businesses
to have positive reviews on these sites.

In addition, resolving all the issues that your customers are posting on these Review platforms is another
thing that is going to be very important for the positive and productive outcomes for your business.

(i) These networks offer a place to users for reviewing different kinds of products and services that they
have used.

(ii) Review content adds great value to any brand because it will influence more and the number of new
buyers to attempt your services.

(iii) Yelp and Zomato are the types of social media platforms that offer location-based review services
that will help you run location-based social campaigns.
elements.

(i) To use these networks effectively you should create a site that integrates shopping experience with
social experience.

(ii) These networks are very result-driven for small businesses and startups as they can sell their
products without any land-based office or store.

8. Interest-Based Networks: Goodreads, Houzz, Last.fm

You can use such types of Social Media networks for connecting with other people who have the same
sorts of hobbies or interests.

You can easily find the audiences who are interested in knowing more and more about the kinds of
products and services that you offer.

This makes it one of the best networks for engaging with your audience and creating exclusive brand
awareness online. Compared to big social networks, using Interest-based networks would help you run a
more targeted campaign.

(i) Choosing these networks will help you focus solely on a single product or service related to any
particular subject, for instance, home décor, Digital Marketing Training, Music, Books, etc.

(ii) These networks are the best places to engage with the audiences of a particular niche.

Summing Up!

While summing up this post, let us talk about some other social networks that are not as prominent as
the aforestated ones but they can also create an impact if your business suits their working.
In the list, first one is Sharing Economy Networks such as Airbnb, Uber, TaskRabbit that let you
advertise, buy, find, sell, share and do a trade of a variety of products and services amongst the peers.

Then comes some anonymous social networks such as Whisper, After School and Ask.fm that are
generally used for venting, gossiping, snooping sorts of activity.

They are not going to be very beneficial for your business but in case you want to post something
anonymously, you can choose these types of social media platforms.

Blog

Top 20 Advantages and Disadvantages of Social Media

INSIGHTS

BLOG

Top 20 Advantages and Disadvantages of Social Media

By Rakesh Raghavan, social media marketing head @WAC, shaping brand stories and creating engaging
strategies. With a strategic touch, he makes online experiences interesting, connecting well with our
audience.

Last Updated on April 03, 2024

10 min read

Photo by Webandcrafts
Table of contents

Social media has become an integral part of our daily lives. From connecting with friends and family to
promoting businesses, social media platforms like Facebook, Instagram, Twitter, and LinkedIn offer
immense value.

However, excessive use of social media can also have negative effects. In this blog, we will look at the
uses of social media in businesses, its impacts on industries, and the major advantages and
disadvantages of social media in detail.

Overview of Social Media

Social media refers to online platforms and apps that allow users to create and share content, interact
with others, and build communities.

Some key advantages of social media include:

Connecting and communicating with other users through messages, posts, tweets etc.

Sharing multimedia content like photos, videos, GIFs, memes etc.

Expressing opinions, ideas, and thoughts through posts and comments.

Creating groups, pages, and online communities based on interests and topics.

Promoting businesses, brands, products, services, and personal profiles.

Accessing news and current affairs, and staying updated.

With billions of users across platforms like YouTube, Facebook, Instagram, and Snapchat, social media
has become a dominant channel for communication, expression, marketing and entertainment.

Photo by Adem AY, Unsplash

Uses of Social Media for Business, Branding and Personal Branding

Social media offers many use cases spanning business, branding, personal branding and other spheres:
Business Promotion: Entrepreneurs, influencers, and professionals leverage social media to promote
their products, services, and personal brand. It helps display their portfolio, skills, and expertise to
attract clients.

Brand Building: Companies use social platforms for digital marketing like paid ad campaigns to increase
brand awareness, engage customers, handle customer service queries, and boost sales. From startups to
big brands across industries and niches, social channels are indispensable for brand building.

Personal Branding: Professionals across fields use social networking to showcase their work,
achievements, and skills to industry connections. Personal branding on social media helps them
network, and find jobs and freelance projects.

Massive Impact Across Sectors: Social media affects diverse sectors like media, entertainment, tourism,
retail, education, and policymaking enabling discussions and change. Social media’s immense business
potential and personal branding prospects impact industries extensively.

Impact of Social Media Across Industries

Social media impact extends across various fields, showcasing the broad-reaching implications of digital
connectivity:

Media & Entertainment: Platforms like Facebook, YouTube, Instagram, and TikTok disrupt traditional
media allowing creativity and engagement. However, issues like piracy and copyright violations can
arise.

Retail: Social media enables personalised marketing. However, customers may get swayed by
influencers giving negative reviews.

Tourism: Image-sharing and reviews help attract tourists globally to locations. However, excessive social
media usage during vacations has downsides.

Education: Students and teachers leverage social media for collaboration and knowledge sharing. But it
can also cause distractions and questionable content.

Policymaking: Twitter and Facebook facilitate discussions driving policy changes. But the spread of fake
news leading to tensions is a rising concern.

Pros and Cons of Social Media

In the fast-paced digital era, social media has become an integral part of our daily lives, shaping the way
we connect, communicate, and consume information. From fostering global connectivity to presenting
challenges in privacy, the landscape of social media is nuanced.
Let's delve into the merits and demerits of social media:

Top 10 Advantages of Social Media

In the digital era, the advantages of social media are indisputable, wielding influence across diverse
aspects of our lives. From fostering global connectivity to serving as a powerful marketing tool, social
media transcends geographical boundaries, bringing people together and reshaping the way we
communicate. Exploring these advantages underscores the transformative role social media plays in
shaping our interconnected world:

1. Staying Connected

Social media platforms like Facebook, Instagram and Snapchat facilitate easy communication across
geographical barriers and time zones. They allow people to stay connected with friends, family
members, acquaintances, colleagues and even celebrities seamlessly. Features like messaging,
photo/video sharing and groups help nurture relationships.

2. Access to News and Current Events

Twitter, Facebook, YouTube, and other platforms have emerged as real-time news sources providing
instant updates on happenings from around the world. This facilitates access to breaking news and helps
people stay informed on current events as they unfold. These platforms also enable people to easily
share news and views.

3. Platform for Personal Branding

Social networks like LinkedIn, Twitter and Instagram allow professionals to promote their skills, services,
accomplishments and products to a wider audience and build their brand. Influencers leverage these
channels to foster thoughts, establish leadership and monetise their following.

4. Business and Marketing Opportunity

Companies utilise social media for market research on consumer preferences and feedback. It provides a
venue for increasing brand awareness through promotions and engagement with customers. Many
brands also leverage social media platforms for lead generation, sales and customer retention through
dedicated business pages and community building.
5. Convenience and Ease of Access

Messaging apps like WhatsApp offer a convenient way for people to communicate with each other via
chats, and video/voice calls. Social media apps provide information accessibility, news and
entertainment at users' fingertips anytime and anywhere through their smart devices. This makes
staying socially connected on-the-go easier than ever before.

6. Fosters Innovation and Learning

The diversity of views, ideas and latest innovations shared by experts and thought-leaders on social
media channels sparks creativity among users. The discovery of share-worthy content and global
perspectives facilitated by social media also nurtures lifelong learning for people who leverage these
tools mindfully.

7. Provides Entertainment

From accessing the latest music videos on YouTube, watching mini-movies on Instagram reels, and
Facebook videos to sharing viral jokes & memes – social media facilitates entertainment consumption.
Channels like TikTok have gained popularity solely for entertainment via short videos & clips.

8. Platform for Societal Change

By enabling discussions and coordination on a mass scale, social media has driven positive movements
for societal change like the Arab Spring revolution, anti-corruption protests in India and the #MeToo
campaign. Global connectivity and information-sharing abilities make social media potentially useful.

9. Promotes Skill Development

YouTube, Instagram, Facebook groups and other video/image-sharing platforms enable users to learn
new skills by accessing instructional videos, posts, and live streams on cooking, arts, design, academics
and more niche interests. The availability of specialised skill-building content empowers self-learning.

10. Supplement to Education

Students and academics actively use social networking platforms for collaboration, knowledge sharing,
accessing the latest research and study resources as well as promoting scientific initiatives. Educators
supplement classroom teaching with social media tools for increased student engagement.
Top 10 Disadvantages of Social Media

While social media has brought about numerous benefits and opportunities for connectivity, it also
comes with its share of disadvantages. Here are the top 10 disadvantages of social media:

1. Distraction and Loss of Productivity

Obsessive social platform usage during work or study hours leads to reduced productivity.

2. Spread of Misinformation

Circulation of fake news, propaganda and unverified data through viral posts and messages can
misguide users.

3. Compromise Privacy and Data Vulnerabilities

Oversharing personal information and data thefts compromises user privacy and exposes them to fraud.

4. Promotes Superficial Connections

The use of social networks to make fake connections rather than meaningful relationships can be
detrimental.

5. Social Media Addiction

Excessive checking of notifications and mindless scrolling creates addictive behaviour impeding real-life
relationships and well-being.

6. Enables Bullying and Harassment

Trolling, public humiliation and harassment of individuals including celebrities is made easy by
anonymous accounts.
7. Promotes Social Isolation

Spending excessive time on social networking can reduce in-person interactions, communication and
sociability leading to isolation.

8. Causes Depression and Anxiety

Studies have revealed that social media usage is associated with low self-esteem, anxiety, and
depression, especially among teenagers.

9. Promotes Obsessive Self-Presentation

Focusing excessively on presenting perfect selfies, and posts for likes and comments triggers unrealistic
comparisons with others propagating anxiety.

10. Helps Spread Scams and Frauds

Fake news, phishing attacks and Ponzi schemes can easily spread through social channels causing
financial fraud.

The Bottom Line

Social networking has become deeply embedded into the fabric of modern digital society. It offers
connectivity, information access, personal branding prospects and entertainment alongside business
opportunities.

However, excessive social media use without reasonable controls can propagate misinformation,
compromise privacy, reduce productivity and negatively impact mental health. Hence, it is vital to use
social media platforms in moderation by following time limits, disabling notifications, assessing the
credibility of information and focusing more on real-life relationships.

Ultimately, the advantages of social media outweigh the disadvantages when used responsibly. Users
must establish self-discipline by being mindful of time spent, safeguarding personal data and verifying
information sourced from social platforms.
Expert Social Media Management and Digital Marketing Strategies

In today's digital age, establishing a strong online presence is paramount for business success. If
navigating the complexities of social media and digital marketing seems daunting, look no further than
Webandcrafts, the leading digital transformation services company. Our team of seasoned experts is
dedicated to helping businesses thrive in the ever-evolving online landscape.

7 types of social media platforms

1. Traditional social networking sites

Examples: Facebook, LinkedIn, X (formerly Twitter), Threads

Used for: Connecting directly with customers in specific areas, communities, or interest groups.

How your business can use them: Traditional social networking sites are a great way to amplify your
voice and connect with your audience. These flexible platforms are designed to help you share both text
and visual content with whomever you like. They share features like networking, event organizing, and
advertising.

Traditional social platforms also gather lots of information about their users. This allows you to run
specific targeted ads and connect with the right audience to share useful information, promote
upcoming local events or appearances, or run contests.

You can also use these platforms to connect directly with customers using direct messaging tools. These
can be valuable for customers who are looking for quick answers to simple questions. Here’s an example
of a Facebook Messenger business chat:

2. Image-based social media

Examples: Instagram, Pinterest, Snapchat, TikTok (photo mode)

Used for: Visual storytelling, brand-building, and social commerce.

How your business can use them: Almost all image-based social media platforms are great for social
commerce. They offer various ways to shop in-app and eliminate the need to drive traffic to an external
site. You can sell directly to your customers by building a robust in-app shopping presence.

Instagram Shopping allows businesses to create a storefront. You can tag specific products in your
images and videos and mention products in your profile bio.

3. Short-form video social media

Examples: Instagram Reels, TikTok, YouTube Shorts

Used for: Sharing short-form video content (usually between five seconds and ninety seconds long)

How your business can use them: Short-form videos are great for driving brand awareness and bringing
products to life.

This type of content is quick to film and edit, making it perfect for businesses with a lean social media
team. Short on inspiration? The constant stream of trends on each platform means that inspiration for
your next short-form video is at your fingertips.

Just note that any video content you publish should entertain, educate, and/or inspire your audience.
Videos that feel sales-y aren’t going to engage viewers.

4. Livestream social media

Examples: Facebook Live, Instagram Live, TikTok Live, Twitch, YouTube

Used for: Broadcasting live video to many viewers at once

How your business can use them: Livestreaming’s popularity exploded during the pandemic. By late
2022, nearly 30% of internet users aged 16-64 were watching livestreams every week.
5. Discussion forums

Examples: Reddit, Quora

Used for: Asking and answering questions, networking, and forming communities around niche- and
interest-based topics

How your business can use them: It can be challenging for brands to crack discussion forums. Users can
be naturally wary of businesses inserting PR-speak into a community-oriented space.

The key to mastering discussion forums is to add value for your customers. Lend your subject matter
expertise and answer questions related to your industry. Listen to their issues and offer useful solutions.

You get bonus points if you can share information about your brand and products in your answers. But
that shouldn’t be your primary goal of participating in discussion forums.

One thing to note: Redditors (as Reddit users are called) dislike answers that include self-promotion.
They’re likely to downvote this type of post to bury it deep in the feed.

log

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Strategy

7 Types of Social Media and How Each Can Benefit Your Business

Find out how you can use different types of social media platforms and formats to support your business
(and social) goals.

Sarah Israel

November 8, 2023
cover image

Table of Contents

7 types of social media platforms

How to choose the best types of social media for your business

With so many types of social media platforms out there, it can be tempting to join them all—or bury
your head in the sand. But not all social media platforms are created equal, and if you want to be
successful on social, you need to prioritize.

Which platforms are worth your time and energy, and which ones will yield diminishing returns?

To help you make sense of the social landscape, we’ve grouped a wide variety of platforms into seven
general categories. We break down specific use cases and what businesses can accomplish by using
them. If you’re ready to find the right fit for your business, read on!

Bonus: Find out what people really want from brands on social—including why they follow, engage, buy,
and even unfollow them—in The Social Media Consumer Report.

7 types of social media platforms

1. Traditional social networking sites

Examples: Facebook, LinkedIn, X (formerly Twitter), Threads

Used for: Connecting directly with customers in specific areas, communities, or interest groups.

How your business can use them: Traditional social networking sites are a great way to amplify your
voice and connect with your audience. These flexible platforms are designed to help you share both text
and visual content with whomever you like. They share features like networking, event organizing, and
advertising.
Traditional social platforms also gather lots of information about their users. This allows you to run
specific targeted ads and connect with the right audience to share useful information, promote
upcoming local events or appearances, or run contests.

You can also use these platforms to connect directly with customers using direct messaging tools. These
can be valuable for customers who are looking for quick answers to simple questions. Here’s an example
of a Facebook Messenger business chat:

Rogers Facebook Messenger Business Chat

At the top of the chat box, Facebook highlights other friends who have liked the page. This community-
focused feature adds social proof and helps build trust for potential customers.

2. Image-based social media

Examples: Instagram, Pinterest, Snapchat, TikTok (photo mode)

Used for: Visual storytelling, brand-building, and social commerce.

How your business can use them: Almost all image-based social media platforms are great for social
commerce. They offer various ways to shop in-app and eliminate the need to drive traffic to an external
site. You can sell directly to your customers by building a robust in-app shopping presence.

Instagram Shopping allows businesses to create a storefront. You can tag specific products in your
images and videos and mention products in your profile bio.

Jungalow Home Decor View Shop

Malik Sunrise Rug by Jungalow

Pinterest Shopping allows you to connect your store catalog and add shoppable links to search results.
You’ll also get a Verified Merchant badge on your profile, which creates a sense of security for
customers.

Blackbird Fabrics

With the Snapchat Store feature (currently in beta), brands with verified Snapchat Business profiles can
upload a catalog and include a Shop tab on their profile.

If your business caters to a younger demographic, Snapchat is a must. The platform reaches 90% of the
13-24-year-old population and 75% of the 13-34-year-old population in 20+ countries.

Buzzfeed Snapchat Store

TikTok Photo Mode is an image-based format similar to Instagram’s carousels. Users can add music to
soundtrack their images, and viewers can either swipe through each photo or let them scroll
automatically.

Your business can use this format to showcase product collections, announce a sale or giveaway, or tell
longer stories.

TikTok Photo Mode beach days with dog in sunglasses

Image via TikTok

3. Short-form video social media

Examples: Instagram Reels, TikTok, YouTube Shorts

Used for: Sharing short-form video content (usually between five seconds and ninety seconds long)

How your business can use them: Short-form videos are great for driving brand awareness and bringing
products to life.

This type of content is quick to film and edit, making it perfect for businesses with a lean social media
team. Short on inspiration? The constant stream of trends on each platform means that inspiration for
your next short-form video is at your fingertips.

Just note that any video content you publish should entertain, educate, and/or inspire your audience.
Videos that feel sales-y aren’t going to engage viewers.

4. Livestream social media

Examples: Facebook Live, Instagram Live, TikTok Live, Twitch, YouTube

Used for: Broadcasting live video to many viewers at once

How your business can use them: Livestreaming’s popularity exploded during the pandemic. By late
2022, nearly 30% of internet users aged 16-64 were watching livestreams every week.

October Global Statshot Report Watching Online Video Content

Source: Digital 2022 October Global Statshot Report

You can use livestreams to launch new products, interview well-known guests, or hosting AMA sessions.
Livestreams often include features like live chats and polls. They also allow users to interact live with the
hosts, so it’s vital to monitor and engage with comments during the stream. Read more tips in our guide
to social media live streaming.

5. Discussion forums

Examples: Reddit, Quora

Used for: Asking and answering questions, networking, and forming communities around niche- and
interest-based topics

How your business can use them: It can be challenging for brands to crack discussion forums. Users can
be naturally wary of businesses inserting PR-speak into a community-oriented space.

The key to mastering discussion forums is to add value for your customers. Lend your subject matter
expertise and answer questions related to your industry. Listen to their issues and offer useful solutions.

You get bonus points if you can share information about your brand and products in your answers. But
that shouldn’t be your primary goal of participating in discussion forums.

One thing to note: Redditors (as Reddit users are called) dislike answers that include self-promotion.
They’re likely to downvote this type of post to bury it deep in the feed.

If you’re posting as a business, make sure to answer the original question. Only add links to your
products if they’re genuinely helpful. Before posting in a subreddit, check the rules to verify if including
links to your own business is allowed.

While Microsoft didn’t create the /r/XboxOne subreddit, once they saw how popular it was, they started
engaging with Redditors by hosting AMA sessions with game developers to offer tech support.
Reddit XboxOne subreddit

Source: Reddit

6. Private community platforms

Examples: Discord, Facebook Groups, Patreon, Slack

Used for: Creating communities, with the possibility of requiring registration or other screening
measures for new members.

How your business can use them: Private groups bring your community members together. They can
bond over shared challenges and help answer each other’s questions without the distraction of
unrelated conversations.

You can use your private community to engage with customers, solicit user-generated content, and run
contests and promotions that add value for members. You can also use the group welcome screen to ask
members questions and learn more about your audience.

The Sorry Girls recently launched a paid online course that includes access to a private Discord server.
This type of private community allows you to connect directly with your biggest fans.