Marketing analysis of social media – definition considerations

Social media are playing an increasingly important role in the life of every internet user and the companies. They are one of the main source of information, provide interaction and / or integration. The authors present the history and evolution of social media which are the basis for further considerations. The objective of the paper is analysis of the definitions in the context of new communication channels or the functionality of already existing social media. The result of the analysis is the author's definition, includes the most important aspects of the currently existing social media.