Social Media vs Social Networking Platforms

• Social media platforms are often confused with social networking platforms (e.g., LinkedIn and Instagram).
• Understanding the differences between these platforms is essential.

What are Social Media Platforms?

• They are online platforms and tools for creating, sharing, and exchanging information.
• These are developed to build social relationships.
• Platforms engage people who share personal or career interests and activities.
• Social media platforms enable content sharing with friends and loved ones.
• Amy Jo Martin states, "Social media is the ultimate equalizer," providing a platform for anyone to engage.

What are Social Networking Platforms?

• These are online media platforms that help people build social networks with others who have similar interests.
• Primarily focuses on creating relationships through online mediums.
• Platforms communicate with people who seek similar points of interest in a specific area.

Difference Between Social Media and Social Networking Platforms

• Key points of difference can be found across several factors.

Current Market Dynamics

• Market dynamics include competitive forces, current status, and economic trends.
• Market research informs about social media vs. social networking platforms.

Social Media Platforms

• The reach of social media platforms is increasing globally.
• This is analyzed by monitoring the time spent on these platforms.
• The average daily social media platform usage worldwide was about 143 minutes in 2024.
• Social media platforms are used by marketers.
• 89% of marketers use social media platforms to promote their businesses.

Social Networking Platforms

• The total revenue for social networking is estimated to reach $129.60 billion in 2022.
• It is projected to reach $189.50 billion by 2027.
• Facebook has surpassed one billion registered accounts.
• Facebook currently has three million active monthly users.
• Northern and Western Europe had the highest social network penetration rates in 2024.

Purpose and Usage

• The purpose defines the goal of the platforms.
• Usage determines their use through the target audience.

Social Media Platforms

• They permit sharing ideas, information comprising text and visuals through virtual networks and communities.
• Broadcast information to others.
• Sharing assists users in disseminating information.

Social Networking Platforms

• Social networking platforms assist users and organizations.
• They communicate and connect to share information and form relationships.
• These allow communication with one another.
• They build and maintain relationships focused on personal/professional networking.

Target Users

• A specific audience wants to use the specific service.
• Distinguished by demographics like age, income, location, and gender.

Social Media Platforms

• They are for people who share similar interests on the platform.
• Engaging with these communities helps build trust and visibility.
• Strengthening one's Instagram presence through authentic engagement connects with an audience.
• Audience consists of diverse individuals, brands, and organizations aiming to reach many people.
• Target audience size is as large as possible without limitations based on the purpose.

Social Networking Platforms

• Target users seek to maintain and build professional/personal connections.
• They focus on specific user groups.
• User groups include professionals, hobbyists, students, or others who want to interact.
• These platforms are for people who belong to the same area, friends, and families with similar interests.

Features and Functions

• Features give value to users, are the functionality of the app.

Social Media Platforms

• Focus on different elements like articles, status updates, videos, and photos.
• Contains broadcasting tools like live streaming, feeds, and stories for broadcasting content.
• Features own algorithms and search functions for discovering trending and new content.
• Includes integrated tools for creating ads.

Social Networking Platforms

• Features connection-building tools to add, connect, and follow.
• Direct messaging, group chats, and forums are used for interactive communication.
• These comprise detailed user profiles with professional and interest-based information.
• They create groups and communities based on their fields.

User Interface

• User Interface are systems through which the system interacts with the user.

Social Media Platforms

• App design depends on user interests and market demand.
• The interface attracts users to share/broadcast.
• Focus is on content creation and layouts to grab attention.
• Features display popular content to encourage users.

Social Networking Platforms

• Features help users connect with others who share similar interests.
• Assist in group management for building discussion/collaboration.
• Interface has a professional look to attract job seekers, interns, and employers.

Monetization Strategies

• App monetization strategies determine making money from the platform.

Social Media Platforms

• Income source is sponsored content, partnerships, subscriptions, and data monetization.
• Money is earned from influencer marketing.
• Brands connect with influencers who have many followers.
• Advertising through affiliate products and links is important.

Social Networking Platforms

• Freemium model has basic free features, and premium features cost extra.
• Tools and features promote paid online and offline community events.
• Offer data analysis patterns and prioritize privacy.
• Connect e-commerce communities and stores that provide a source of income.

Regulations and Policies

• Policies and regulations are norms and rules.
• They are designed to achieve goals, provide data security, and protect sensitive information.

Social Media Platforms

• Follow internal guidelines for outlining user behavior, platform usage, and content limitations.
• Designed to maintain a safe environment that restricts hate speech and misleading content.
• Platforms define content that is wrong and inappropriate.

Social Networking Platforms

• Government can enforce regulations to address societal concerns.
• Policies address data privacy, misinformation, and hate speech.
• Government can impose fines and block platforms that spread misinformation.

Scope of Innovation

• Innovation is a major difference between platforms.

Social Media Platforms

• Contain frequent updates with new features and algorithms.
• Platform owners include features like live videos and stories to keep users engaged.
• These are trendy and focus on long-term value by fostering connections.

Social Networking Platforms

• Require less frequent updates, focus on stability for long-term connections.
• Introduce features carefully and are selective.
• Prioritize features for connection-building and community management protocols.
• Do not adapt to trends frequently.
• Focus on delivering long-term value for building a community management landscape.

Messaging and Communication

• Focuses on the purpose of starting a social media business.

Social Media Platforms

• Busy town squares where direct communication is not the main focus.
• Group chats exist but are smaller.
• Urgency is created through disappearing messages.
• Communication occurs in public forums where content is focused on reactions and exchanges.

Social Networking Platforms

• Private room meetings focusing on private communications and building connections.
• Communication happens in private chats with targeted groups who pursue similar interests.
• Chat groups are followed to enable media sharing and discussions.

Examples

• Clarify the comparison between social media and social networking platforms.

Social Media Platforms

• Facebook: News feed keeps users engaged over time.
• Instagram: Preferred by marketers to keep users engaged and to build a vast user base.
• TikTok: Short video formats attract users.

Social Networking Platforms

• ZipRecruiter: Facilitates job and internship searches.
• Glassdoor: Allows employees to review companies anonymously.

Comparison Table Summary

• Current Market Dynamics: Social media platforms have increasing global reach (143 minutes daily usage, 89% marketer usage); social networking revenue is expected to be $129.6B (2022) to $189.50B (2027), with Facebook having significant monthly users and high penetration in Europe.
• Purpose and Usage: Social media focuses on sharing ideas and broadcasting content. Social networking is for communication, connection, and relationship building.
• Target Users: Social media has a diverse audience (individuals, brands, organizations with broad reach). Social networking targets connections (professionals, students, hobbyists, and specific interest-based groups).
• Features and Functions: Social media involves content sharing, broadcasting tools, and ad creation tools. Social networking offers connection building, interactive communication, detailed profiles, and group creation.
• User Interface: Social media has user engagement and content sharing with content creation. Social networking emphasizes tools for connecting with similar interests and professional looks for job seekers.
• Monetization Strategies: Social media uses sponsored content, partnerships, subscriptions, and data monetization. Social networking uses a freemium model, promoting paid events and data analysis.
• Regulations and Policies: Social media has internal guidelines for user behavior and restrictions on hate speech. Social networking has government regulations for societal concerns.
• Scope of Innovation: Social media has frequent updates with new features. Social networking has stability-focused updates for connection and community management.

Conclusion

• Social media platforms share and exchange information with a larger audience.
• Social networking platforms are designed to build relations and networks.
• Social media broadcasts messages, while social networking focuses on private communications.
• Instagram showcases social media, while LinkedIn reflects social networking.