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Social networks: the enemies-friends of the Web

In recent years, the rampant spread of social networks is no longer a startling event but a reality we passively embrace, as our lives are often, even unintentionally, affected by them.

This – what we can call – “social epidemic,” in addition to having advantages, has led to real diatribes even among the platforms themselves, which have had to adapt to try not to be supplanted by others. Among the great social pillars we find, in order of appearance: Facebook, Twitter and Instagram.

But what are these socials? What are they for? Why are they so different from each other?

To begin with, a clarification is due: in general, there is a kind of tacit agreement between the various social platforms that imposes a specific social media policy and certain stylistic norms that each social must respect and make known to users. From this it follows that a “model user,” interested in making the most profit from each platform, must study each individual strategy to the best of his or her ability to post the most appropriate content if he or she has the desire to depopulate the world of the web.

Specifically, the formats of Facebook and Instagram turn out to be similar as are their goals: sharing life updates and posting photos and videos. Instagram, which is more youthful in nature, is a “visual inspiration platform,” focused on photography, used to post highlight reels and follow not only friends and acquaintances, as with Facebook, but also influencers, national and international notables, and many others. Aware of this fame, Instagram has tried to leverage the user’s emotional suggestion, so as to keep them hypnotized to the screen and climb the top of the global social ranking, in which it currently holds the first position.

To this strategic attack by Instagram, however, Twitter, a news and microblogging platform, is reacting by changing its algorithm, which was at first very rigid, and instead now opens up to the possibility of posting text, photos and videos with much more flexible limits. This is to attract an even wider target audience to its side.

It is important to note Twitter’s effort in adapting to progress. Unlike its competitors, it encompasses a diverse audience, involves much more connection to the world, and is a very valuable source of information and participatory journalism. All this makes it more complex to be able to convey such a radical change in format to all users accustomed to the old mode.

In addition, Twitter is considered the most widely used platform in terms of influencer marketing, as it enables many B2B communications through which to interact with other industry names. Many companies, such as Apple, are using the new techniques of social to spread the word about new and emerging products.

Although the modes of these social networks are so far apart, paradoxically it is precisely these diversities that make them one big network and allow them to be so successful. To understand the principle of close cooperation and unity of the social network one can refer to recent events. A tragic example of this is the ongoing war in Ukraine: while it forcefully re-proposes the centrality of Twitter, which performs a function of instant global press review, transmitting news in real time, it also highlights the human sphere, that of feelings, highlighted by those who experience the war situation firsthand and who share their stories on social networks more congenial to this nuance of storytelling, such as Instagram and Facebook.

Ultimately, despite the fact that they may be considered sworn enemies, competitors to be defended against, social media – and especially the triad Facebook, Instagram, Twitter – are highly sought after and cared for, both by individual users and companies, whose primary goal is to make a name for themselves and expand globally, taking advantage of the most congenial ways offered by each. Contact us to discover the services offered by Mediability in this area.


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