Social media is considered a distinct form of mass media with several advantages over other forms.

It is a multifaceted term used in relation to new forms of communication between content producers and consumers, where the end product, in our case content, holds significant value. In social media, any reader/blog subscriber can utilize the features of the service and become a reporter, commentator, photojournalist, and even editor. Additionally, this set of online technologies using various forms allows users to communicate with each other, establish contacts, interact, express opinions, share experiences, knowledge, news, information, photos, videos, music, and links. Social media has recently been widely used in search engine optimization.

The toolkit of social media is intuitive and easily understood even by inexperienced internet users, making initial registration effortless. As social networks develop, the need for additional tools arises, such as protection against automated registrations. An effective way is to use various Captcha mechanisms. Bypassing them is challenging for robots, but for humans, filling out a Captcha form is effortless. Perhaps, this is the only obstacle for beginners when registering on a social network.

Owning an account in a social network can be likened to having your own website.

This is not surprising since pages with web addresses in the network can resemble full-fledged domain data. The significant difference may lie in the hierarchy. For example, the domain location of the "LiveJournal" social network is the first level of domain names - livejournal.com. Therefore, the account location of a "LiveJournal" participant will be at tolya.livejournal.com, which refers to the second level of nesting. However, to someone inexperienced in technical intricacies, both addresses may appear identical.

The actions performed by members of social media in their accounts are similar to those of professional webmasters.

Typically, this relates to the placement of textual, graphical, audiovisual, and other content, with the only difference being that no in-depth IT knowledge is required to perform these actions. Social media provides convenient tools with intuitive interfaces, facilitating the user in posting any content.

Communities within social networks began to emerge after some time when social media creators provided participants with the ability to create groups, sometimes closed to other network users. The emergence of this capability became relevant with the astronomical increase in network participants, gradually transforming social media into an industry.

Typically, people unite in communities based on specific criteria, which means that almost all social networks today consist of dozens, if not thousands, of interest-based communities and clubs.

Immediately after the appearance of communities in social media, optimizers realized that they had a very effective website promotion tool in their hands. Moreover, specific types of optimization began to emerge, focusing on promotion in social networks or utilizing their capabilities, such as SMO and SMM.

Social promotion has its own specificity.

An account in any social network not only has an external resemblance to a website but is often perceived by search engines as a full-fledged platform. Therefore, external links from an account are ranked similarly to those from a regular domain, and recently, search engines have placed even higher value on such links. The emergence of social media communities played a significant role in this.

It is no secret how attentively search engines perceive the quality of external links, especially their placement on thematically relevant platforms. While a simple backlink on a user's page may not be appreciated by search engines, in the case of promoting an internet resource that is of interest to members of a particular community, the evaluation can be high.

It becomes easier for an optimizer to choose a suitable platform. There is no need to spend time analyzing SEO indicators since social networks do not have robots; instead, real people form the source of direct traffic.

A glance at the interests of a community is often enough to understand that promoting aquarium fish in a bikers' group is, at the very least, impractical. On the other hand, a group predominantly composed of retirees is worth trying. Moreover, links placed here are considered more "weighty" by Google and Bing compared to placing them on any, even a popular, portal page. Today, even major SEO companies recognize social promotion as promising. Therefore, it is possible and necessary to actively utilize its capabilities.