Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. Businesses also refer to social media as user-generated content or consumer-generated media (Source: Wikipedia).

Some interesting statistics relating to Social Media are as follows.

1. There are an estimated 272 million social media users world-wide.
2. 57% of global internet users manage a profile on a social network site.
3. On average each adult with a social networking page profile has profiles on 1.6 sites, and 39% of adults have profiles on two or more sites.
4. Half of all adult social networkers access their profiles at least every other day. Social Networks have evolved into platforms to organise users internet experience.
5. Users are posting a massive variety of content: 55% uploaded photos, 21% installed applications, 23% uploaded videos. 74% of social network members use them to message friends (Source: Universal McCann 2008).

Forrester research has classified social media users into six categories, according to varying levels of participation.

Creators: these users create and share content online, including text, video, photos, music and applications. In the U.S. 21% of social media users are creators, in Europe 14%, and in the U.K. 15%.

Collectors: individuals who enjoy cataloguing and organising web content – for example, tagging articles or using RSS feeds. In the U.S. 19% of social media users are collectors, in Europe 14%, and in the U.K. 15%.

Joiners: social media users who take the first real leap into interaction with social technologies by joining and participating in the most talked about type of social technology. In the U.S. 35% of social media users are joiners, in Europe 16%, and in the U.K. 28%.

Spectators: social media users who consume media created and shared by others, but who do not participate. Some spectators will become creators and collectors later on. In the U.S., 69% are spectators, in Europe 49%, in the U.K. 49%.

Inactives: inactives do not use social media at all. In the U.S. 25% are inactive, in Europe 44%, and in the U.K. 42%. Globally, 53% are inactive, down from 82% in 2007.

( Source Forrester 2008)