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What Is Social Media?

Social media is computer-mediated tools that allow people or companies to create, share, or exchange information, career interests, ideas, and pictures/videos in virtual communities and networks. Social media is defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Furthermore, social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between businesses, organizations, communities, and individuals. These changes are the focus of the emerging field of technoself studies. Social media differ from traditional or industrial media in many ways, including quality, reach, frequency, usability, immediacy, and permanence. Social media operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media that operates under a monologic transmission model (one source to many receivers).

“Social media has been broadly defined to refer to ‘the many relatively inexpensive and widely accessible electronic tools that enable anyone to publish and access information, collaborate on a common effort, or build relationships.”

Usage of Social Media

Social media touches on many diverse areas, from blogs and crowdfunding sites, to collaboration, brand monitoring and media sharing sites. As new tools continue to be developed across an increasing number of sectors, we can expect to see more use of social media features and capabilities.

‘Social media is primarily internet-based tools for sharing and discussing information…’

However Social Media develops, it’s important to stay informed, up to date and active within the areas relevant to you – to be able to take advantage of the potential benefits to your business or organisation.


Social media is a mysterious and multifaceted beast. Much like the Internet, the social media landscape evolves at a dizzying pace, making it very difficult indeed to keep up with the numerous changes and new platforms that crop up left, right and center. Especially if you aren’t a social media strategist by trade, and you’re simply trying to navigate the murky waters of digital marketing to, say, promote your personal blog posts or make sure your Facebook status gets seen by as many eyeballs as possible.

It isn’t easy, of course. By its very nature, social media is governed by the people who consume it. Your success within the realm of social media, then, is directly tied to your content being exposed to the right people, in the right format, at the right time.


Social media networks are fantastic resources for businesses of all sizes looking to promote their brands online. The platforms themselves are free to use, and they also have paid advertising options specifically for brands that want to reach even more new audiences. But just because your business should be on social media, that doesn’t mean your business should be on every network. It’s important that you choose and nurture the social platforms that work best for your business so that you don’t spread yourself too thin.

If you want to create a successful social strategy, you need to familiarize yourself with how each network runs, the kinds of audiences you can reach and how your business can best use each platform. We profiled the top social media platforms so you can learn more about them and market your business better.


“I recently hired Social Media Agency Sydney to help us flesh out our post-catalog strategy and their insights into digital marketing have really helped us focus on what will provide the best bang for our buck. Social Media Agency was able to develop a high level strategy while constantly offering the most up to date tactics. They interacted very well with our web team and was seen as a very reliable partner by all involved. I highly recommend Social Media Agency who brings intense knowledge of the digital marketing world at a reasonable price.”

Martin Buggy / Bondi Chai CEO