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Social media - What it is, its purpose and impact

Social media is more than just a platform in today's world; they are dynamic spaces that shape our communication patterns, the way we access information and our behavior in the digital environment. From small beginnings as a tool to connect with friends and family, social media have grown into powerful platforms that influence politics, economics, and culture on a global scale.

Most Important Information - Social Media

  • Social media as a tool for growth: Social media allows companies to build a brand, spread information and communicate directly with customers.

  • Interactivity drives engagement: Active engagement on social media can increase company visibility and drive customer engagement.

  • Facebook and Instagram as good (organic) marketing channels: Facebook and Instagram are key for B2C businesses looking to improve their visibility, visibility and sales.

  • X (formerly Twitter) for real-time communication: Platform X is ideal for companies that want to participate in current discussions and position themselves as experts in their industry.

  • TikTok for a "home run" with a younger audience: TikTok is key for businesses targeting younger generations and looking to capitalize on the creativity and virality of the platform.

  • LinkedIn for professional networking: LinkedIn is indispensable for building a professional network, finding talent and making business connections.

  • Active use for better results: Passive browsing is not enough; businesses need to actively create content, collaborate and network for maximum social media impact.

What is social media

Social media are interactive technologies that enable the creation, sharing and exchange of content through virtual communities and networks. They are spaces where individual users as well as companies and other entities (state, ministries, etc.) can express their opinion, share their life moments and connect with people who have similar interests. Social media have revolutionized the way people communicate and share information by enabling the rapid spread of ideas and information around the world.

Key features of social media

Social media is characterized by its ability to enable fast and efficient communication between a large number of users. Their key features include interactivity, which allows users to be not only recipients but also creators of content. They are also known for their accessibility, as they are available to anyone with an Internet connection, and for their flexibility, as they are constantly evolving and adapting to the needs of users. Social media also allows for personalization of the experience, as users can customize what they see on their news feeds and choose who they want to connect with.

Which more famous social media do we know?

It is important to emphasize that in the following we will highlight only the most important social media from a business point of view, because in addition to the ones listed below, we know others, such as Reddit, Whatsapp, Snapchat, Pinterest, Youtube and others.


Facebook, along with its Messenger app, is one of the most widely used social media platforms in the world, allowing users to create personal profiles, share photos, videos and posts, and communicate with friends and family. Facebook has become a key tool for connecting people, promoting events and businesses, and spreading news and information. With more than 2 billion active users, Facebook has become a central place for social interactions and an important channel for marketing and advertising.

What is Facebook good for?

We recommend companies to build a Facebook profile, where with the help of the company profile, they can obtain an additional communication channel both with partners, potential customers as well as with end customers. Brand building has been quite well characterized by a presence on social networks in the last few years, especially for those companies that deal with B2C type of business.

We recommend that individuals use the Facebook platform more for personal purposes and communication. However, the possibility of a shopping experience and information via this platform should not be neglected. Useful advice for all aspiring job seekers in the future is also that they should not publicly share potentially controversial things, such as photos where, for questionable reasons (alcohol, drugs and other substances, nudity, etc.) individuals do not look decent .



Instagram, a platform primarily focused on sharing photos and videos, is popular among younger generations and has become a key tool for influencers and brands. With the ability to use filters and editing tools, Instagram allows users to present their content in an aesthetically appealing way. Instagram is known for its ability to create communities around common interests and encourage users to interact through liking, commenting and sharing content.

Instagram is a great tool for businesses

For companies, building an Instagram profile is almost inevitable, as it can be a free tool for building a brand and spreading information in an organic way through classic posts, as well as posts in story format. If necessary, of course, companies can supplement and upgrade this with advertisements on the platform. If your company has a dilemma about how to approach the matter, we at Apollo Digital are experts in such ventures.


X (formerly Twitter)

X, formerly known as Twitter, is a platform that focuses on short messages or tweets. It is a popular tool for following and participating in current events, news and discussions. X is known for its speed and ability to disseminate information in real time, making it indispensable in the world of news and public debate. The platform allows users to follow influencers, organizations and brands and participate in global discussions.

How to approach X

Companies can use the X platform or the former twitter to communicate in a more focused way about specific matters regarding their industry, branch or a specific problem that occurs in real time. The specific experiences of the company, as well as other experts in the field, can also be addressed, resulting in content-rich and information-rich topics that can also help the company both at the level of production/processes or something else, as well as to spread the perception of the expertise of the company in question in some industry or industries. It is also extremely important to share news and follow the news via the X network!

For individual users, twitter can be very useful from exactly the same point of view - expertise and rich information of the respective industry or issue both in real time and before and after. Monitoring of global news is also well facilitated by the platform, which can make it easier for individual insurgents to gain a broader perspective.

X or twitter


TikTok, a fast-growing platform focused on short, fun videos, is popular especially among the younger generations. Known for its creativity and virality, TikTok has become a platform for discovering talent, trends and new ideas. Users can create and share videos, participate in challenges and connect with others through their creative expressions.

A platform that enables explosive growth

The latest sensation, which is mainly used by the slightly younger generation, is TikTok, which is dramatically changing the business environment with its visual format. At the moment, this may be more related to companies that target younger people than their audience, but when this audience starts to grow up, your company can be remembered from this channel for a certain advantage, which is why investing in a good TikTok profile is extremely important for all companies. The purpose of companies on this network can be marketing as well as the purpose of acquiring new colleagues (for which the Linkedin platform is currently much more suitable, but this may change quickly in the future). Being prepared and starting early by building a brand and spreading the company's visibility through the TikTok platform is an indispensable investment both in the present and in the future. There is also an increasing share of informative videos and news on the platform, which makes the importance of this platform all the more "cemented".

Individuals mostly use this platform for ephemeral, so most of the time they look for content that attracts their attention for ephemeral, but what is the purpose of the content (entertainment and ephemeral, sales, education, trend tracking, news tracking and others) depends on the profile. The right way to attract attention and satisfy the needs of viewers is important for viewership.



LinkedIn, a professional network, allows individuals and companies to connect, share experiences and find work opportunities. It is a key tool for networking, job hunting and building a professional identity. LinkedIn allows users to create detailed professional profiles, connect with others in their industry, share professional articles, and participate in groups related to their interests and areas of expertise.

What are our tips?

Using this social network mainly for building new connections and contacts, in other words - networking! Here, companies can easily access a large database and contacts of various persons and entities with whom they wish to establish contact.

Individuals are advised to build a LinkedIn profile in such a way as to show their specific knowledge and added value in the form of various professional publications and thus open their doors to the world more widely.


Presence on social media

A social media presence has become crucial for individuals and businesses looking to stay connected, competitive and visible in a rapidly changing digital world.

For companies, a presence on social media is no longer just an option, but practically an obligation, which more than obviously enables direct and effective communication with customers, improving and spreading the brand and increasing the visibility of both the brand and the company itself. In some cases, this also affects individual employees of the company, where Elon Musk can serve as a good example. Social media allows businesses to share their stories, advertise their products and services, and gather valuable feedback from users.

For individuals, social media provides a platform to express themselves, connect with friends and family, and access news and information from around the world. But we must not forget that, on the other hand, individuals in some way experience their shopping experience through social networks precisely because of the various activities and involvement of companies on social media.

Prevalence of social media use

Who's all on social media

The prevalence of social media use has grown exponentially in recent years, with billions of active users on various platforms. The fact that more than 92% of all Internet users are present on social networks serves as an interesting fact, which means that those Internet users who are not active on social media are missing out on a huge opportunity and thus voluntarily limiting themselves in the possibilities of communication, marketing and sales!

This prevalence of social media has revolutionized the way people communicate, share information and even do business. Social media has become a key part of our daily lives, influencing our decisions, forming our opinions and even influencing political and social events. However, with this prevalence come challenges such as misinformation, privacy and the impact on mental health that require careful and responsible use.

Social media are primarily intended for communication and networking

The main purpose of social media is to enable communication and networking between people. They are spaces where individuals and communities can share their thoughts, ideas and experiences. Social media has changed the way people create and maintain relationships, making it possible to connect with people from different parts of the world that would otherwise be impossible to reach.

In addition, they allow companies to build relationships with their customers, understand their needs and desires, and adapt their services to better meet their expectations. It is for this reason that we at our company recommend the use of social media to every company, even one that may not initially want to market through these communication channels. Of course, we can also help every company with this, as we are specialists in this field.

Screen time should be spent interestingly and interactively

The time we spend on social media should be productive, interesting and interactive. Passive browsing and excessive use can lead to negative consequences such as reduced productivity, social isolation and mental health effects.

Therefore, it is important that social media users actively participate, create their own content, connect with others and use it platforms in a way that enriches their lives. This can mean participating in constructive discussions (for which the X platform mentioned above is very suitable), learning new things, sharing important moments or simply keeping in touch with friends and family.

Thoughtful social media presence

Social and social networks in a nutshell

Social and social networks have become an inseparable part of our digital world, offering unlimited opportunities for communication, learning, sharing and, of course, business growth. Whether for personal use or for business purposes, understanding and adapting to these platforms is key to success in the modern (business) world.

Social media is not just a tool for sharing content, but a place for building community, spreading brand awareness, advertising, sharing ideas and forming opinions. With the right approach and strategy, social media can become a powerful tool for achieving goals, building sustainable relationships, and creating a positive impact in the world.

Enter the world of social media with Apollo Digital

When it comes to presence in the digital world social media, choosing the right partner is crucial. Apollo Digital is an agency specializing in social media presence and networking services that can help your business achieve better results. With an experienced team of professionals dedicated to the latest trends and techniques in the world of social networking, Apollo Digital provides a comprehensive approach for businesses on social media.

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