Social Media refers to social networks that allow users to connect with other people, normally via shared interest around a topic or due to real-life connections as family and friends.
Popular social media networks in the United States include:
Social media is unique in that the content is created by the user but owned by the social media network itself, often resulting in tremendous ad revenue for the network. As a result, it can be said that in social media the user is the product.
For digital marketers, social media is both a channel and content. Marketers can use Twitter, for example, to share and promote their content, but the Tweets are also content themselves.
Social media networks can be very useful at driving traffic to owned media, such as blogs and/or websites. Depending on the content and marketing campaign, Facebook and Twitter can be very important for delivering traffic to a website.