Online platforms and programs that let users connect and communicate with others as well as create, share, and interact with content are referred to as social media. These platforms use a variety of media, such as text, photos, videos, and live streams, to support networking, entertainment, business, and marketing activities. Facebook, Instagram, YouTube, TikTok, LinkedIn, and Twitter (X) are a few examples of social media platforms.

Social media, as seen through the lens of digital marketing, refers to online platforms that are used to strategically distribute content, advertise, and create communities in order to increase brand exposure, audience engagement, lead generation, and sales conversion. Through influencer partnerships, sponsored advertisements, social listening, and organic posts, it helps companies to engage with their target audiences, build connections, and produce quantifiable outcomes.

Organic Media (Unpaid)
Organic media refers to free marketing efforts that attract an audience naturally, without direct payment for placement.

Characteristics of Organic Media:
1. Content-driven – Relies on valuable, engaging posts.
2. Long-term growth – Builds brand trust and loyalty over time.
3. Algorithm-dependent – Platforms determine visibility based on engagement.
4. Community-focused – Encourages interaction and relationship-building.