Functionality

In social media, 'functionality' means the specific features, tools, and capabilities that a platform offers to allow its users to do things like interact and share content among themselves and achieve specific goals. At the simplest level, that's about using what the platform makes available to post, share, and communicate in different forms and with different audiences, in ways that reach all the basic milestones of a conversation. 'Hey, did you see that?

' 'Wow, no. But let me share that with you. ' 'I like it.

' 'Oh, no. I don't like that. ' I mean, all of that is essentially social.

At the next level up, we get into features that allow for slightly more sophisticated forms of communication and sharing and that introduce some form of metrics into the equation.