Social media platforms have become significant marketing channels combining high reach with the ability to target based on consumer interests and profile. As paid media channels, their impact can be maximised by using shareable content that is creatively original, taps into social motivations to share and evokes positive emotional responses. Understanding how people use and are influenced by the diversity of platforms is important and can help marketers identify the best channels to meet the brand's objectives.
Social media are online communication channels through which users create communities to share information, ideas, personal messages, and other content (such as videos). They include social networking sites, video sharing platforms, blogs and micro-blogging platforms, forums and messaging platforms, e.g. Facebook, Twitter, Instagram, Snapchat, YouTube, Pinterest and LinkedIn.