This Practice Note provides a high-level introduction to different types of social media services and websites and explains some of the key ways in which they might be used, with consideration of some of the risks associated with social media for businesses.
Key social media types
Social media sites such as Facebook, TikTok, Twitter (now known as X), YouTube, LinkedIn and Instagram are often the focus of businesses for marketing campaigns and to develop online communities. This is partly because social media allows a high level of control of audience targeting.
The approach to social media taken by a business is likely to be dictated by the type of industry, the demographic targeted (eg Instagram and TikTok are popular with 16–24-year-olds), the online spaces that its customers and target market frequent and the potential effectiveness of each social media site in supporting the organisation’s brand management and marketing strategies.
A brief explanation of how each of the sites tend to be utilised by businesses is detailed below.
On Facebook (which is also known as Meta, after a change in company
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Jurisdiction(s):
United Kingdom
Related legal acts:
Key definition:
Social media definition
What does Social media mean?
Internet-based platforms which allow for interactions between individuals or the broadcast of content to the wider world and which are far more interactive than traditional broadcast media.
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