Written by Pranath Fernando on 17th August 2012

(Last updated 11th March 2016)


'Social Media' – a buzz word that is all the rage at the moment. But what is it exactly ? is it mostly about Facebook and Twitter ? or is there more going on ? how does it effect me or my organisation ? In this article we will have a look at the many diverse and sometimes surprising areas that social media could be said to touch upon.

So what is Social Media ?

Ironically, you could probably find a thousand definitions of social media within the many forms of social media that exist ! In part, this is because there is not an agreed definition of exactly what it is, but it is also due to the fact that technologies are continuing to evolve at a fast pace so what might be classed as social media will inevitably continue to develop. Perhaps a good general definition might be:

'Social media are primarily Internet-based tools for sharing and discussing information...'

This broad definition covers a wide range of tools available today, and perhaps captures the essence of what social media is about. The key thing here is the 'interacting' - a normal website that simply allows comments as an 'add on' to site content would probably not count as social media – yet a site where the commenting and interaction was key to the purpose and design of the website would probably be more so (e.g. a blog).

Looking at it this way, we can highlight different ‘areas’ of Social Media. These rich, diverse, and often overlapping areas are described below with some notable examples to give a flavour of each.


Communication tools are some of the most well known social media tools. They include Blogs such as WordPress and Blogger, websites where you can create articles (typically of news article style length) which visitors can comment on. They also include Social Networks such as Facebook, Twitter, or LinkedIn where people can share comments, personal details, media such as photos and video, or establish relationships with other users (e.g. 'Friends' on Facebook, or 'Followers' on Twitter). We can also include crowdfunding sites such as Kickstarter or Zopa which facilitate funding for a business or individual. These sites list the details of various projects/investment options and facilitate typically small payments from many individuals which collectively aim to fulfill the total amount required.


There are tools that many of us use on a daily basis that have a 'social' aspect to them. For example Wikipedia is a collaborative tool which enables many people to simultaneously update and view an online encyclopedia. Google docs allows people to share and edit documents online such as text documents or spreadsheets, and Dropbox allows people to upload or download files (often of large sizes) from a central 'folder' which multiple people can access from a range of devices (from your desktop pc, phone, tablet, etc).

Reviews & Opinions

While review & opinion sites may seem similar to communication and blog sites, there is perhaps a subtle but key difference between the two. Whereas Blog sites may be written by individuals or organisations and may or may not well be well regarded – there are some sites that specialise in being authoritative and well regarded 'good sources' for information and knowledge. Quora and Yahoo Answers are examples of sites that specialise in allowing open-ended questions to be posed and responded to by other users in the community. CNET and Amazon are more focussed on consumer products, whereas CNET has more of a blog format with articles and expert reviews that can be commented on, Amazon allows reviews and comments by consumers on the products it sells itself – including a rating system.

Brand Monitoring

These are tools that are perhaps less well known publicly, but are are increasingly known about in particular by public facing companies and consumer brands. Brand monitoring tools enable you to read and summarize what is being said on the web and social media about particular brands, people, and products against defined keywords. Brands can respond to, but also analyse trends, campaigns and competitors. Notable companies offering these kinds of tools include Brandwatch and Radian 6.


Gaming is certainly not something that started off social, with its origins in self-contained console games and handheld devices. Yet with the advent of the internet, and other social media - the entertainment and gaming industry has now enthusiastically adopted the 'social' aspect to the extent that some games now heavily rely on this in order to retain and monetise players. Zynga for example is famous for its hugely successful games Farmville and Mafia Wars which utilised Facebook for exposure, as well as being designed having player interaction as integral to the game. For Virtual worlds such as World of Warcraft and Second Life, again player interaction is again essential to its purpose.

Media Sharing

Some of the most well known video sharing sites include Youtube and Vimeo, where users can upload and view videos, while being able to add comments, create channels, and connect with different users. Examples of music sharing tools include Spotify, and LastFm which are adding increasing features to allow people to share playlists and musical tastes. As well as Youtube, Soundcloud is particularly popular among music professionals, allowing them to listen to, upload and download music tracks for free. Well known sites that offer photo sharing services with social features include Flickr and Picasa. Pinterest is an example of a 'social bookmarking' site that allows you to share interesting photos, events, and sites that you have found on the web with other people.

And so to wrap up...

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.

However Social Media develops, its important to stay informed, upto date and active within the areas relevant to you - to be able to take advantage of the potential benefits to you're business or organisation.

This article was posted in Client Guides, SEO by Pranath Fernando

  • Pranath Fernando

    Pranath Fernando

    Pranath is our back-end developer who knows the deepest, darkest secrets of our CMS of choice - Typo3. In his free time he likes to balance the mind and body doing plenty of hot yoga, freediving, SUP, or balancing on his new slackline in front of the old west pier.


Fantastic blog! Do you have any hints for aspiring writers? I'm planning to start my own site soon but I'm a little lost on everything. Would you propose starting with a free platform like Wordpress or go for a paid option? There are so many options out there that I'm totally overwhelmed .. Any suggestions? Bless you!

Piedad Deloera15/05/2013 18:14

I love this post on social media...it helped me with my term paper topic

oluchi ezenwa04/06/2016 15:17

Fantastic...most helpful for me

padmaraj rana27/07/2016 16:57

very nice, can you help us out in our thesis about social media

pielago lemuel31/07/2016 07:19

Post a comment


Sign up to the Liquid Light newsletter

Subscribe to our Newsletter and stay up to date with all things web related. It's crammed full of useful articles, tips and knowledge, invaluable if you have a website or are starting a new web project.