Objectives of knowledge management

Social media marketing
The growth in popularity of 
social media
is a major trend in digital business. In particu-
lar 
social network sites (SNS)
such as Facebook, Google+, Twitter and for business-to- 
business users LinkedIn and 
RSS feeds
. Some niche social media sites are independent 
from the social networks, including 
virtual worlds
such as Habbo Hotel, and 
blogs
created 
by many individuals and businesses. Social media marketing also includes 
rich media
such 
as online video and interactive applications featured on specialist social networks such as 
YouTube or embedded into websites.
It’s important for all businesses to understand the business and revenue models of the 
major social networks and platforms which are today so influential in shaping people’s opin-
ions about brands. Figure 1.3 summarises the main types of social sites that companies need 
to consider.
Since there are so many types of social presence, it is helpful to simplify the options to 
manage them. For this we recommend these six categories based on chapters in Weinberg 
(2010). You can see there’s more to social media than social networks: