Social media are defined as Internet‐based applications that allow users to create, exchange, or simply consume user‐generated content, that is, content created by individuals themselves. Examples include blogs, wikis, Rich Site Summary (RSS) feeds, and social networking sites, as well as user‐generated content aggregators, such as Yelp and TripAdvisor, and location‐based applications, such as Google Places or Foursquare. The growing diffusion and adoption of social media in many societies have made the social media environment an attractive marketplace for organizations wishing to gain visibility and reach out directly to large groups of publics and stakeholders. Social media bring communication and relational opportunities but also challenges to strategic communication professionals. This entry reviews and discusses central features of social media and their role in strategic communication.