Social media are Internet resources that allow the exchange of information of any format (text, pictures, music, video) and form a potential or current user's interest in a common platform with content. Most often, content within social media is grouped by topic or at least by the general specifics of the publication.

1. Social media are Internet resources that allow the exchange of information
of any format (text, pictures, music, video) and form a potential or current
user's interest in a common platform with content. Most often, content within
social media is grouped by topic or at least by the general specifics of the
publication.
Basic concepts
Social media is basically social networking . But a little in the broader sense of
the word, as they represent any platform on which people can exchange
information and communicate. A couple of years ago, it really was just
communication networks such as chats, forums, blogs, etc. But with the
assessment of social media from the marketing side, new forms of their
existence also came.
At the moment, most people actively use social networks to promote,
communicate, sell and broadcast information.
The key feature of social media is that the user within this space is both an
audience and a source of information. This means that communication with
the audience is greatly simplified, and getting feedback from a reader or buyer
is a matter of two minutes.

2. Tiktok Despite the fact that a large number of people have a negative attitude
towards social media, considering it a waste of time, social media has done the
most important thing since the invention of the Internet. They made
impossible the dystopian idea of taking over the world with technology. That
is, social media has directed and continues to direct the latest technologies to
adjust to human interests, psychology and view. At the moment of
communication or publication of information, it is not technology that
controls a person, but a person controls technology.
Social media can be classified according to the following features:
Independent correction of published information by the author
interactivity
Accessible application popularity statistics
Saving and quick access to the database of old materials
Incomplete control over content

3. Initially, the lack of confirmation for the publication of materials could
also be added to this entire list, but at the moment this is no longer the case.
The most popular social networks have a very strong and extensive system of
administration, due to their incredible popularity. Social media has long been
a form of control and communication with the population.
The ability to select by geolocation of the target audience, a wide selection of
thematic and personal characteristics of the user, gives you access to data that
you might not have accessed some 15 years ago.
At the moment, social networks differ among themselves in terms of types,
methods of communication and the main base of information, including its
focus and preferences in topics.

4. Types of social media
The options for social media are now countless, but all of them can be at least
roughly divided into groups and classified.
Communication-oriented
These are various social networks, blogs, review and dating sites, as well as
applications and sites related to geocommunications (Tinder, Couchsurfing,
etc.)
Media for collaborative editing of information
The most famous, perhaps, is Wikipedia. A number of developers are actively
introducing the possibility of co-editing in applications, with the aim of their
competent work. These are applications such as Yandex.Maps, for example
(inside this application, you can specify incidents and events in the city and
other users will see your edit on their maps)
Multimedia social media
These are portals where you can share and comment on multimedia files. Most
often, these are hostings that store information with the ability to comment
and edit.
It is no wonder that seeing such a variety and development of social media, the
idea arises to use them for sales or promotion purposes.
Social media marketing or SMM
SMM (Social Media Marketing) is a type of marketing on large communication
platforms. Produced by selecting the content necessary for promotion and
direct communication with existing and potential consumers.
At the time of the active development of social media, it became possible to
sell and promote the product through social networks. At the moment, any

5. small or large company has its own page, site or group. And if earlier SMM
was an auxiliary sales tool, now it is a completely independent type of sales.
SMM capabilities allow small businesses to develop with little or no
investment, and large businesses to maintain relevance and activity around
their product.
In the world of social media, there are two types of SMM strategies:
Hidden - when advertising is native in its advantage and the community of
your product is created as informational. This means that there will be no
open advertising within such communities - there will be a dense interweaving
of it into the content (in stories on behalf of users, in “memes” or pictures on
the topic of your information space.
Open - the strategy is associated with an open system for publishing
advertising posts. Also, the general information field of the community or page
will be directed only to advertising and sale, and in no way be of an
entertaining nature.
However, for promotion in social networks, you should not abuse the
aggressive type of advertising. Statistics show that the less intrusive and
accurate an advertising banner or ad is, the more people will pay attention to
it.
A vivid example of bad viral advertising is known to all online casinos. Due to
the "spam" format of the advertisements, it is unlikely that you will find a
person who will take the product seriously.
Social media monitoring

6. In order to track the promotion of your brand, evaluate the success of your page and
see the user activity associated with your product outside of your information
platforms, there is monitoring.
Monitoring is a selection of users and their texts found on the basis of thematic
selection criteria.
Monitoring is necessary to evaluate your site or page and determine its target
audience. It will help you understand how relevant the topic you have chosen is, the
percentage of people who are interested in your content, as well as determine how
many new users per day you can attract.
There are two types of monitoring:
Manual monitoring
Monitoring that is done by you personally or by your employees and gives a detailed
selection of users. This method is good when you have very specific criteria for
selecting users and their interests. The method is extremely costly and lengthy, but
its thoroughness is much more accurate than that of the automated method.
Automatic monitoring
More difficult than manual monitoring. Produced by a user who knows the languages
of search queries and has a clear idea of what kind of audience he is researching.
Automatic monitoring is performed using services. The most popular are:
Hootsuite

7. The most useful and multifunctional service for people with a large number of
accounts. Despite the fact that it was originally written for Twitter, it is quite suitable
for working with Facebook, Linkedin and others.
YouScan
The system aimed at working with Russian-language portals. Tracks the mention of
your product or the name of your site in all Russian-language social media (blogs,
forums, social networks). The service is convenient due to its wide coverage.
BuzzLook
The system allows you to track the reputation of your brand, its promotion in social
media and the general interest of users in it.