Jonah Patel
While there is no universal definition of what it means to be active on social media, it is generally accepted that it requires more than just setting up an account and letting it sit idle with infrequent updates. Social media platforms have become integral to daily life, with users spending an average of 18 hours and 41 minutes on them each week. With over five billion social media users worldwide, these platforms have become search engines in their own right, influencing SEO and marketing strategies. Staying active on social media is crucial for individuals and businesses alike, as it helps maintain engagement and reach a wider audience. This involves consistently posting high-quality, relevant content and interacting with followers. Each platform has its own definition of an active user, with Facebook considering anyone who logs in and takes action within 30 days as active, while Twitter focuses on user interactions and the number of mutual followers.
| Characteristics | Values |
|---|---|
| Number of active users | As of April 2024, Facebook has 3 billion monthly active users, making it the most used social network worldwide. Other platforms with over 1 billion monthly active users include YouTube, WhatsApp, Instagram, and TikTok. |
| User engagement | Platforms like Facebook reward pages that generate responses from followers, including likes, shares, comments, and views. |
| User activity | Facebook defines an active user as someone who logs in and/or completes an action (liking, sharing, posting, etc.) within the previous 30 days. Twitter focuses on user interactions and following/follower ratios. Google+ considers any interaction with the site as a sign of an active user. |
| Content quality | High-quality, useful, and engaging content is essential to maintaining an active presence. |
| User behavior | The typical social media user actively uses or visits 6.86 different platforms each month and spends approximately 18 hours and 41 minutes on social media each week. |
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What You'll Learn
Platform definitions of an active user: e.g. Facebook, Twitter, Google+
While there is no universal definition of what it means to be active on social media, social media platforms themselves have their own definitions of what constitutes an active user.
Facebook defines an active user as a registered and logged-in user who has visited the site through a mobile device application or web browser in the last 30 days. As of 2025, Facebook has 2.11 billion daily active users (DAUs) and 3.98 billion monthly active users (MAUs). Facebook, as a standalone platform, gets 2.11 billion daily active users, while the remaining daily active users access Meta-owned products such as Instagram, WhatsApp, and Messenger.
Twitter defines an active user based on user interactions with others, focusing less on their actual activities on the site. According to Twitter's definition, an active user is someone who follows at least 30 accounts, and at least one-third of those accounts follow them back. Twitter has over 500 million monthly active users worldwide, with 245 million daily active users.
Google+
Google+ considers anyone who interacts with the site in any way to be an active user.
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Posting high-quality, relevant content that engages your audience
So, how do you create high-quality, relevant content that engages your audience? Firstly, it's important to study your audience and understand their needs and preferences. Different social media platforms cater to different audiences and content types. For example, LinkedIn is a platform for sharing industry insights and company achievements, while TikTok is focused on authenticity, trending challenges, and showcasing personality. Knowing your audience and the platform you're using will help you create content that resonates with them.
Visual content, including high-quality images, videos, and graphics, is often key to engaging your audience. On platforms like LinkedIn and Instagram, visual elements can increase engagement levels significantly. Videos, in particular, are highly effective on multiple platforms, including LinkedIn, Facebook, and Instagram. When creating visual content, ensure it's tailored to your brand and the tastes of your audience.
In addition to visual content, you can share exciting news, industry awards, milestones, and important updates. You can also showcase the human side of your company by highlighting employees through interviews or guest posts and giving a "behind-the-scenes" look at your workplace culture. Sharing original data, relevant news, articles, statistics, and research from industry leaders can also add value for your audience.
Another way to engage your audience is by making your posts interactive. This can include asking questions, sharing links, and using hashtags to increase reach and engagement. Keep your content concise and easy to consume, especially on platforms like Twitter, where users engage in timely discussions and respond to current events.
Finally, remember that your social media content plan should include a mix of promotional and educational or entertaining posts. Modern consumers are inundated with advertisements, so it's important to offer value through your content rather than solely focusing on sales. By providing a variety of content that informs, entertains, and engages your audience, you'll be able to build stronger connections and foster a more active social media presence.
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Responding to queries and comments in a timely manner
While there is no universal definition of what it means to be active on social media, it is generally understood that it requires more than just setting up an account and letting it be. Being active on social media means engaging with your audience and responding to their queries and comments in a timely manner. This not only helps to build a relationship with your followers but also improves your visibility and reach on the platform.
Taking the example of Facebook, the platform defines an active user as someone who has logged in and completed an action such as liking, sharing, or posting within the last 30 days. While this is a basic definition of an active user, it is important to note that Facebook also rewards pages that generate responses from their followers. This includes not just likes and shares but also comments. Therefore, responding to these comments and creating a dialogue can be considered a key aspect of being active on Facebook.
Similarly, on Twitter, an active user is determined by their interactions with others. This includes replying to comments and mentions, as well as retweeting and engaging in conversations with other users. Responding to queries and comments promptly shows that you are listening to your audience and value their input. This can help to foster a sense of community and encourage more people to engage with your content.
On platforms like Instagram, where the focus is on visual content, responding to comments and queries is equally important. Many brands and influencers use Instagram to connect with their followers and build a community. By responding to comments and direct messages, they create a more personal connection with their audience. Additionally, Instagram's algorithm favours accounts with higher engagement, so responding to comments can also help improve your account's visibility.
Across all social media platforms, the key to being considered active is engagement. This includes not just posting content but also responding to your audience's reactions to that content. By responding in a timely manner, you create a dialogue and build a relationship with your followers, which can lead to increased engagement and a more dedicated audience.
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Using social media for professional networking or job hunting
Social media platforms have become integral to networking and job hunting, with 85% of job seekers landing their jobs through networking. These platforms allow users to connect with others who share their interests, hobbies, or political views. Additionally, they can be used for promoting charitable causes, collecting donations, or communicating with the public during emergencies.
LinkedIn is the leading social network for job seekers, with 65 million users searching for jobs weekly. It acts as your online CV, professional network, and job board. To make the most of LinkedIn, fully optimise your profile by showcasing your professional experience, strengths, training, and skills. Include links to your other social media profiles, and request recommendations from your contacts and former supervisors. Connect with professionals in your field and engage with their posts to expand your visibility.
Facebook is the largest social network worldwide, with over 3 billion monthly active users. It is essential to create a professional Facebook profile, as employers will likely review it. Make your profile publicly available but limit access to personal photos and status updates. Utilise Facebook's privacy settings to manage the visibility of your posts and past activity. Facebook offers various ways to connect with employers and reach out to your network.
On Twitter, create a professional profile with a memorable bio summarising your skills and interests. Include a professional profile photo, your location, and a link to your website or portfolio. Consider creating a separate professional account to keep your personal and work life separate. Twitter allows you to interact directly with companies and organisations and follow potential employers.
TikTok
TikTok is evolving beyond a Gen Z platform and is increasingly used by companies to post job openings and showcase workplace culture. Users have successfully introduced themselves on camera and tagged companies in video CVs. TikTok can be a launchpad for becoming a user-generated content creator, where brands may use your authentic content in their marketing campaigns.
Pinterest is another platform that has evolved beyond sharing cute pictures and recipes. It can be used to connect with potential employers and share your personal portfolio and brand identity. You can create pinboards showcasing your projects or interests, allowing you to connect with like-minded professionals.
Reddit is an underrated tool for networking and gathering advice. It offers specialised communities for honest discussions, CV critiques, interview tips, and success stories from various industries. Subreddits like r/cscareerquestions, r/techjobs, and r/remotejobs provide valuable information on breaking into specific fields, negotiating salaries, and finding remote work opportunities.
General Tips
- Consistency and Privacy: Ensure that your job titles, dates of employment, and education across social media match your CV to avoid raising red flags for employers. Review and set privacy restrictions on content that could be seen as unprofessional.
- Engagement: Stay engaged with your audience by responding to queries and comments. Regularly post high-quality, relevant content that encourages interaction.
- Personal Branding: Craft unique and professional profiles on different platforms to stand out and effectively showcase your skills and experience.
While there is no universal definition of being "active" on social media, it generally involves consistent engagement, interaction, and the sharing of relevant content. By utilising these platforms effectively, you can boost your professional network and market yourself to potential employers.
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Using social media for news and current affairs
Social media has become a prominent feature of the news landscape, with an increasing number of individuals relying on social media for their news. This shift has had a significant impact on journalism and democracy. Social media platforms have become search engines in their own right, with many users now searching social media for information before turning to traditional news sources. This has led to the development of new types of social media platforms that cater to specific needs, such as professional network building or job hunting.
Facebook, YouTube, Instagram, and TikTok are the most popular social media platforms for news consumption, with Facebook and YouTube being the most widely used. A third of US adults regularly get news from these two sites, while smaller shares of Americans use Instagram (20%), TikTok (17%), and Twitter (12%). Other platforms such as Reddit, Nextdoor, Snapchat, WhatsApp, LinkedIn, Truth Social, and Rumble also play a role in news consumption, albeit with smaller audiences.
The rise of social media as a news source has had both positive and negative effects. On the one hand, social media provides users with more ways to access current and important information, allowing them to connect with others and find niche communities. It also offers a more affordable advertising option for small businesses and creators to reach potential customers. However, the ease of sharing information on social media has led to concerns about the spread of misinformation, biased news, and disturbing content. The lack of responsibility taken by social media companies for policing content on their platforms has contributed to an environment where false narratives and fake news can thrive.
Additionally, social media users may encounter a different set of news priorities compared to traditional media outlets. A 2019 study found that Facebook and Twitter users are more likely to share politics, public affairs, and visual media news, with a bias towards negative news. This bias is influenced by algorithms designed to promote "meaningful social interaction," which have inadvertently incentivized the promotion of negative and sensational news.
The impact of social media on news consumption varies across different demographics. In the United States, younger adults are more likely to rely on social media for news, with 54% of US adults saying they get their news from social media "sometimes" or "often." Women make up a larger portion of regular news consumers on platforms like Nextdoor, TikTok, Facebook, Snapchat, and Instagram, while men dominate on Reddit, Rumble, Truth Social, and YouTube. Additionally, 48% of news consumers on WhatsApp are Hispanic, and LinkedIn has the largest portion of news consumers with a college education.
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Frequently asked questions
Being active on social media means more than just setting up an account and logging in. It involves regular engagement and interaction with other users, such as liking, sharing, posting, and commenting.
Each social media platform has its own definition of an active user. For example, Facebook considers someone active if they log in and perform any action within 30 days. Twitter focuses on user interactions and following/follower ratios. Google+ has a broader definition, considering anyone who interacts with the site as active.
Staying active on social media helps to engage your followers and maintain their interest. It also improves your online presence and can boost your reach, especially when combined with relevant keywords. Social media activity is important for businesses and individuals alike, helping to build a brand, connect with an audience, and increase visibility.
There is no exact formula for posting frequency. The key is to post consistently and ensure that your content is relevant and engaging for your audience. Responding to comments and messages promptly is also essential.
Being active on social media can help you connect with friends, family, and like-minded individuals worldwide. It allows you to build a personal or professional brand, promote your work, and interact with your followers. Additionally, social media provides a platform for sharing information, accessing global news, and discovering niche communities and interests.
