Although social media is still a source of many threats, such as the FOMO effect, fake news and inappropriate posts etc., the majority of Polish internet users agree that social networks are an integral part of their social life. Invariably the most popular and most engaging social networking platform for Poles is Facebook. In February 2019, over 78 percent of Polish Internet users used Facebook. Polish Facebook is constantly expanding, although YouTube is becoming more and more popular. Aside from Facebook, Polish social media consists of Instagram, Snapchat, YouTube, Pinterest, Twitter, LinkedIn and many more. Every social networking site is used by internet users for various purposes and is perceived in a completely different way.
Traditional media still plays a major role in Poland in providing information and developing people’s perceptions and opinions. However, new media (internet, social media, etc.), despite their still secondary role, have become serious competition. As of 2018, over 83 percent of Poles are regular internet users. The importance of new media in Poland is constantly growing. By 2022, the number of monthly active social network users is expected to reach almost 24 million, and this number will grow as long as individuals, companies and organizations use these channels of communication to improve their social and customer relations or marketing strategies.
Due to the growing popularity of social media, companies started to use this tool as a new communication channel to promote their products and brands. Research indicates that 56 percent of internet users actively searched for information and opinions on social media about products they intended to buy in the future, and 20 percent of them looked for inspiration and expressed opinions about their purchase on social media. Consumers have also begun to expect brands to have a stronger presence across various social media platforms. In 2018, 55 percent of Polish internet users followed brand profiles on Facebook and 29 percent on Instagram. Social marketing also allows companies to create a group of loyal customers and quickly attract new ones. Through communication in social media, enterprises encourage consumers to share ideas that can later be used to create or develop products and services.
Increasingly, social networking sites (including LinkedIn, Twitter, etc.) are used during the recruitment process to advertise vacancies or find potential employees, as well as a tool to improve communication within the company, enabling the exchange of opinions and ideas among employees. Every third company in Poland in 2018 used at least one social network. Over two thirds of companies in the information and communication sector had their own social media profile in 2018.
Many production and tech companies use YouTube because of its capabilities. Video is a great way to present products and demonstrate process improvements. In Poland, YouTube has more than doubled the level of online user activity compared to Facebook, and many large companies are using it to promote existing products and launch new ones to get immediate feedback from customers.