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(the English terms social media and socials are also commonly used in Dutch) is a collective term for online platforms where users, with little or no editorial intervention from a professional editor, create the content. The main characteristics are interaction and dialogue between users.Marketing professors Kaplan and Haenlein define social media as “a group of internet applications that utilize the ideology and technology of Web 2.0 and the creative exchange of User Generated Content.” Some of the following are included in social media: blogs, microblogs (for example Mastodon, Tumblr, Bluesky, and 𝕏; formerly known as Twitter before July 2023), group chat apps (for example Snapchat), social bookmarking (for example Pinterest), video sites (for example YouTube, Vimeo, and TikTok), internet forums, collaborative projects like Wikipedia, and social networking sites like Facebook, Reddit, LinkedIn, and Instagram (as well as previously Google+, Orkut, and Hyves). Also chat.Apps on phones, such as WhatsApp, are considered social media. Through these media, people share stories, knowledge, and experiences. They do this by publishing messages or by using built-in response options. Examples of the latter include blogs, where readers leave comments on a response form or through trackbacks.
History
See also: regulation of online content (history).It is unclear who first used the English term ‘social media.’ Because there is still disagreement about the exact definition, it is difficult to provide a sharply defined overview of the development history of social media.The most well-known form of social media is social networking sites. The first example of this (1997) was Six Degrees.However, the possibilities of computer-mediated communication (CMC) were already being explored at the end of the 1970s. Early forerunners of social media included Usenet (1980) and the first bulletin board systems, such as FidoNet, followed by AOL (1989) and CompuServe. In 1994, GeoCities emerged, followed by Friendster, MySpace, and LinkedIn in 2003, and then Orkut and Facebook in 2004.
Revenue model
The profit of social networking sites was generally based on the sale of users’ personal data for advertising purposes, specifically to address potential customers as targeted as possible. This raises questions about privacy, although many young people did not see a problem with it. By the end of the 2010s, this revenue model came under pressure from both consumers and governments, leading to increasing consideration of paid subscriptions: since 2018 with YouTube Premium, in August 2022 with Snapchat, by the end of 2022 with Twitter, and possibly also with Facebook and Instagram starting in 2023.
Politics
Political organizations regularly use social media to achieve their goals. An uprising against the Moldovan government in 2009 is referred to as the “Twitter revolution” because that website was used to plan protest actions. More recently, the engine behind the political changes in the Middle East (such as in Tunisia, Egypt, and Syria) has been attributed to the freedom and communication possibilities that social media provide. However, there is criticism of attributing revolutions to social media, as there were very few active Twitter accounts in Moldova at the time of the uprising, and during the Arab Spring, strong social ties and strategy played a more important role than social media.
Employers
Employers use social media to learn more about applicants. The government uses social media to detect fraud and other crimes and to learn more about the perpetrators.
Thought experiments
It can also be used for thought experiments, especially because researchers can reach a large group of people at once this way. An example of such a thought experiment is Man of Beer from 2024.
