The advent of social media has changed the media landscape dramatically. Where media access has long been reserved for important social actors, nowadays everyone has the opportunity to potentially reach a large audience through social media. As a result, the way we communicate has changed, not only for individuals but also for governments, NGOs and businesses.
Communication via social media is the main research topic of the research group Social Media, headed by Peter Kerkhof. Major research themes include corporate communication in social media, the use of social media by individuals as a way to influence organisations, the use of social media in the context of health and health care, and self-regulation and excessive use of social media by individuals.