Can social media platforms ever be impartial?

Social media in online marketing

In this post you will learn:

  1. What is the meaning and definition of social media platforms,
  2. What types of social media platforms exist in 2019
  3. Whether or not social networks should be included in your marketing strategy

In addition, you will get an insight into the different types of content and different forms of media content that you can use for your marketing campaigns today and in the future attention at your target group to evoke.

With this article and the following articles in this series of content, we would like to enable you to find the best platform for your website, your online shop or your company and select it for your online marketing strategy.

Is social media the best marketing channel?

It is not always the best option to commit to a marketing channel right from the start without doing extensive analysis beforehand.

In practice, it has been shown time and again that it is not always what you think and that the target group, where you were firmly convinced that they represent the perfect customer persona, is in reality the opposite sex and you are only around 20 Years has miscalculated ...

Well, that might be phrased a bit pointedly, but nothing changes at the core of the statement ..

A tip from me from practice: Always let the data do the talking.

Don't jump to conclusions or think you know something until you've analyzed it.

Make sure you approach your marketing campaigns with an open mind.

I guarantee you will be more successful and make fewer mistakes.

Which also means that you will burn less money because you follow the data and not any speculative opinions.

First and foremost, you should know which traffic sources there are and which media content is most consumed by the respective target group.

As soon as you cover these points, it is a matter of narrowing down your target group and defining on which platform you meet your target group most often, but also on which you can advertise most cost-effectively.

Online Marketing Agency | Strategy experts 2020

In the next section you will first find the definition and meaning of a social media platform and the origin of social networks.

If you are not interested in this part of the blog post, you can just skip it.

We have added a table of contents especially for you above the post and you can jump directly to the section that interests you personally and answers your question.

Below you will find other options that you should consider when it comes to marketing your product or service cost-effectively and profitably on the Internet.

Take the success of your company into your own hands now

Use the toolbox to see how your website is positioned or how many people search for your keyword per month!

You shouldn't just rely on social media and platform marketing, you have limited control over that.

It would be better if your own website is positioned in the organic search results. Believe us, we know what we're talking about.

Otherwise you would not have found this page.


What is a social media platform?

A social media platform is a social network on which people can interact, network and communicate with one another.

These 3 aspects are the foundation of every social media platform.

Social media platforms are based on interpersonal interaction and are filled with content and content through the activities of the users.

This property is called "User generated content".

Social media platforms serve the purpose of sharing information, interests, personal passion, feelings, images and other personal media content, events and locations with other people.

By sharing things from everyday life, communication between people should be promoted, who talk about the self-provided content from life, discuss and interact.

The interaction and networking of people on social networks take place on different levels.

The levels are communication while writing, but also through more passive communication methods such as “liking” pictures or contributions.

That generate a social proof for the users, but also for the platform.

Calling up profiles also gives the social networks information that we as users do not have directly in mind, but this point also gives the social media platform an impression of what we are currently thinking about or what emotional state we are in.

Each profile view is based either on interest in another user or on a different emotional perception, which social networks can interpret through the accumulation of data.

How do social networks work?

Social media platforms are emotion-based platforms that would not exist without their users, as the platforms themselves only provide the technological foundation and functionality to enable social interaction between users.

Social media platforms are often characterized by having “user generated content”.

These criteria are identified by the designation "Social”For social interaction and communication,“ Media ”for the different media content that the user can share and“ Platform ”for the technological foundation to make this functionality possible.

Social media platforms are in their origin, neither regulating nor did they provide content or media content and information themselves.

Social media platforms are the digital transformation of social coexistence on the Internet.

You could compare it to a self-regulating cosmos that is supposed to function like a digital society of coexistence.

Did Facebook invent social media networks?

Before the existence of social media platforms, there were only forums, online chats and guest books, which mostly represented topic-related online communities in which people with the same interests could interact and communicate through posts / comments.

Facebook was not the first social media platform, but before Facebook, there were a number of other social networks, some of which still exist today.

One example is, which was founded in 1997.

Sixdegrees contributed to the founding of on August 1, 2003 and, about 7 months later, in February 2004, Facebook.

What has Facebook done better than other social networks?

Through an extreme expansion of the scope of the functions and through the unification of the entire human race on one platform, something new has been created, which is now known as social media.

Facebook and other social networks not only give users the opportunity to create a profile and post, they also allow users to share everything that defines them as human beings with others.

Facebook in particular has placed social interaction and the user of the platform at the center of the functionalities and has revolutionized it.

Without Facebook, there would be no like button or also known as “I like” these days.

The Like button can be found on almost every platform today, whether on a social network or not.

It was precisely this invention that made Facebook the social media giant it represents today.

Which personal data are published on Facebook?

These personal data and information can be published on Facebook by the user and are stored by Facebook:

  • Personal and demographic characteristics such as name, place of residence, age, gender, place of birth and sexual orientation.
  • Current information such as exact location, reason for stay and current activity, current emotional mood (happy, sad, stunned, euphoric, etc.).
  • Education and work: School, level of education, degree, university, training, workplace and chronological order of the academic and professional stages completed.
  • Interests and hobbies such as read books, favorite films, sports teams, clubs, musical tastes, holiday destinations and personal milestones.
  • Political attitude, disposition and humor.
  • Interpersonal relationships such as friends, relationship status, and family members.
  • How we relate to people, companies, institutions, opinions and interests.
  • Social proof, current and recurring confirmation of a person's properties and attitudes through the Like button and by leaving comments.

What is the Facebook Like button for?

Do you really want to know the truth?

Until you're really surprised that it's not just about giving Tiffany a like on your new profile picture?

That would be too easy, there is much more to it than most of humanity would ever suspect.

My hypothesis:

People often change their minds, hobbies, interests and attitudes on certain issues in their lives.

In order to better assess interests and a character trait of a person and to be able to define them again and again as soon as they should change or not, the Like button serves as a confirmation that the stored information about the person is still valid or to validate new information.

Facebook constantly shows you content, whether this always happens randomly is an open question.

An impulse is given from the platform, possibly with a trait of yours where Facebook cannot be completely sure whether you share this attitude or whether you like something in particular.

Social Media Platforms Content Strategies RankRage SEO & Online Marketing

If you like it, then you have automatically given a confirmation that you like something.

The more often this happens, the higher the likelihood that you really like it or that you have this political attitude or other quality.

The Like button is a verification tool to confirm interests, relationships and opinions on topics over and over again.

So the change and the career of every person can be followed and is verified by liking posts by ourselves.

So we give more price than we think when we have something "I like it" to mark.

The recurring confirmation of a criterion is also called social proof.

What media platforms are there?

There are a number of different media platforms.

In this case, the word platform defines the technical provision of the infrastructure of a website on which media content can be provided, shared and uploaded.

The word “media”, on the other hand, stands for digital content such as text, image, video or PDF or PowerPoint files and defines the form of the medium that can be shared on the platform.

Another form that differs greatly from the other media platforms is social networks.

Social media is characterized by the word “social” and clearly separates social networks from other media platforms.

Media platforms with thematic and media focus

Other platforms that are designed to share media content on the Internet are:

  • Online Magazine (Information)
  • interest-based networks
  • Forums
  • Glossaries
  • Wikis
  • RSS feeds
  • Question and answer portals
  • Review sites
  • News
  • Business directories
  • Blogs
  • Microblogs
  • Web 2.0
  • Multimedia websites
  • Video platforms and video hosters such as YouTube, Vimeo, Dailymotion etc.
  • Online streaming services such as Netflix or Amazon Prime
  • Instructive websites or today also called education (online education and learning platforms)
  • Webinars (digital meeting rooms and presentations)
  • Bookmark websites (bookmarks)
  • Link lists
  • Online scheduler and organization pages
  • Cloud platforms for storing data such as Dropbox etc.

Which content is produced the most?

Video content platforms such as YouTube, Vimeo, Dailymotion, Flickr and many others are an increasingly up-and-coming and widespread form of media platform, which are making the medium of video the primary focus of attention.

Nowadays there is almost no platform that is limited to one form of content or media content, but mostly has a mixed form of written content, images, user-based content “user generated content” (content that is produced by the user himself) and Video.

In many cases, the platforms are nowadays already expanded to enable live streaming and start a live transmission via video.

Especially in the last few years one could observe that the time factor in which content is shared on social networks has become shorter and shorter.

A good example of this is Twitch.

The specialty of this platform is based on the live transmission of “user generated content”.

This means that the users of the platform broadcast themselves via video and other users can watch via live broadcast or stream.

As on all social media channels, the user is at the same time the producer and consumer of the content made available.

Media content and video in content marketing

If you look back a few years, the current content was still photos that were just shot, a funny meme or an event that you are currently participating in.

Video content has been on the rise in recent years.

This trend could also be observed in marketing activities on social networks, where more and more video content is used to captivate the user on a deeper emotional level.

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Some time ago it was only images and text that could be used to advertise and market your product or service on the Internet.

In 2019, the shared content will increasingly be transmitted live, as on Twitch or with a very short delay, as on Instagram or WhatsApp Stories from reality, into the digital world of the social network.

Facebook and YouTube also offer the option of streaming videos live and other users can watch passively.

However, Twitch is the platform that is most popular with gamers and the younger generation and has also generated an extreme number of new users due to the hype surrounding Fortnite.

Just like the digital economy, content marketing is constantly changing and the different marketing areas that exist within general online marketing are influenced.

The individual disciplines influence each other and social media marketing or conversion rate optimization, which should be an integral part of every strategy, change very quickly.

For this reason it is important to always stay up to date, otherwise the Internet will quickly leave you behind in the past.

Live transmission and streaming are increasing dramatically

Live streaming will be consumed more and more in the coming years and partly displace other content.

However, this does not mean that other supposedly simply designed content, such as text, images, infographics and the like, will completely disappear from the world.

After all, you are reading an article in plain text form and hopefully you are not bored.

A good example from today of this argument is Twitter.

The platform is simple and doesn't have a lot of features, but it's still very popular with users all over the world.

Especially in English-speaking countries, Twitter has a large number of users.

People and dealing with the Internet and social networks

The role of humans in dealing with social media

Our dealings with the platforms and social networks are simply becoming more diverse and the platforms all take up a part of our lives. None of the platforms has completely disappeared to date, with the exception of Google+.

Google has completely different areas in which you dominate and, as far as I know, Google+ was the only thing Google ever published and was a flop.

All of Google's other projects add enormous value to the billion-dollar company Alphabet.

Even if the platforms try again and again by publishing similar functions of their competitors to make users dispute with each other. The platforms remain because there is apparently enough need for various platforms for us humans.

The latest example of this are Instagram Stories and the same function on WhatsApp, where the Facebook group has initiated a strategic move against Snapchat.

The function on Instagram “Instagram Stories” is booming, whereas the stories on WhatsApp are poorly or not at all accepted.

The release of this feature has resulted in some users turning their backs on Snapchat, but Snapchat is still very popular, especially among the very young generation.

Many entrepreneurs, managing directors, bloggers, website operators, webmasters and you, who might want to become one, are inundated with tons of opportunities and information at the beginning of your marketing activities.

There are innumerable strategies and experts, all of which of course claim to be the only real ones and you don't really know what is the best option for you now.

In the next post, I explain to you what you should really pay attention to when it comes to defining your traffic channel and starting the marketing of your product or service.

Topics that I will cover in my next post include the differences, advantages and disadvantages of search engine marketing in direct comparison to social media marketing.

In addition, I will explain how to proceed with the development of an SEO strategy and define a Google Ads campaign that is aimed at directly addressing customers who have a clear purchase intention.

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