ABSTRACT
This chapter explores the basics of social media: the main platforms, the pitfalls to watch out for and ways to get the most out of people's social media strategy. While new social media platforms are continually being created, there are some main players that dominate the field. Social media has a series of individual and unique elements that separate it from traditional media. Among the best known is the hashtag, which works to develop findability and sharing. A hashtag is a form of metadata tagging— it creates a hyperlink to all other content that also features that tag. The concept of paying for social media advertising or boosting posts can also be confusing. Simply put, social media advertising is any kind of paid content on a social media network. Social media does not exist in a vacuum, but instead should work as part of a whole-of-media strategy.
