Social media is a broader category than many people realise. The big names such as Facebook, Twitter and Instagram are there, of course. But there are many more, often with little in common other than being used by a community of people. Wikipedia is social media: its content is created by lots of individual users. The Audi Owners’ Club Forum is social media. The controversial discussion site Reddit is social media, as is the Q&A site Quora. All kinds of businesses now have a social media element: for example, sporting brands’ sites enable customers to compare their personal bests with others; many businesses’ websites have blogs where senior figures let loose; and media sites enable readers to comment on articles.

Get Writing for Social Media now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.