Social media guide

Poland FlagSocial media guide for Poland

Social media usage in Poland has been on an upward trend in the last few years just like everywhere else. 54% of Polish adults (over 18 years old) use social media. The demographics show that social media is used by: 82% of respondents aged 18 to 24, 47% of respondents aged 35 to 64 and 30% among respondents aged over 65. Among respondents aged 18 to 24, social media usage is further broken down as follows: Facebook (74%), (40%) and Twitter (2%), whereas those in the age group 25 to 34 use Facebook (58%), (45%) and Twitter (4%). In fact, one in five Poles aged over 65 has a Facebook account.

The most popular social media sites are Facebook and ( Facebook had 10,123,840 registered users, as of December 2012. It had grown by 1,415,560 in the previous six months with a penetration of 26.30% of the country’s population and 42.44% in relation to the total number of Internet users.

  • is the most popular local social media site, but other local sites include:
  • (equivalent of
  • Goldenline (equivalent of LinkedIn)


Most companies in Poland now have some form of presence on the internet, predominantly a company website, while some have a Facebook pages, LinkedIn or Twitter accounts. Many of these social media networks are used for different things by different companies.

Businesses in the service sector, like hotels, bars and restaurants, are heavy users of social media; promoting their services and reacting to peoples’ comments about their establishments. They actively seek followers and likes on social media, in order to expand their audience and reach greater numbers of people. By controlling their presence and reacting to people’s comments on social media, these companies are able to shape their image and change people’s opinion of them. They can gain a good reputation for responding quickly to their customers’ concerns.

Some companies use LinkedIn to advertise vacancies or to find potential employees. These companies can also advice their employees to join different groups on LinkedIn that might or will be beneficial to the company.

Technology and manufacturing companies use YouTube because video is an excellent means of showcasing products and demonstrating process improvements. YouTube has the highest daily traffic of all social media network and many major companies use it to advertise current products and introduce new products for immediate customer comment.

The biggest users of social media sites for advertising are internet shops selling fashion, mobile technology, household goods and other products, auction sites and dating sites. Most of them use local search engines because they are more visible to local customers.

For further information, please see:

Search and Social Media Marketing for International Business

Learn how to use social media for business from one of Salford Business School’s latest business management courses. The course was jointly researched by the Passport to Trade 2.0 project team and prepared in collaboration with some of the leading digital marketing agencies in the UK.

This Massive Open Online Course (MOOC) can help businesses and individuals to make the best use of search and social media platforms. The course is called Search and Social Media Marketing for International Business and is applicable to students looking for placements abroad as well as businesses thinking about new trade links; it comprises the following twelve topics:

Before you start the course please complete this short MOOC entrance survey.

How to develop a personal brand online (1/12)

  • Whether you are a student beginning a job search or a business person planning a new business venture, personal branding can make a difference.
  • Learn about personal branding and why it is important for you.

How to use Twitter (2/12)

  • Learn the basics of using Twitter to develop an individual or business profile.
  • Remember to use hash tag #SSMMUoS to share your learning journey on this course so far!

How to use Search Engine Optimisation (SEO) (3/12)

  • Learn the principles of SEO to ensure that your website and any social media profiles are found by individuals searching for your name, products and services.
  • These basic principles of SEO include keyword research, on-page optimisation and off-page optimisation.

How to use social media for international business development (4/12)

  • Social media networks break down the traditional country barriers, but do you know which networks are relevant for the country you are interested in trading with?
  • Find out in this video how to identify the relevant networks and what social media strategies you might be able to use on these networks.

How to use Facebook (5/12)

  • Facebook is currently the largest social media network in the world and it can benefit you as a business as well as an individual.
  • Learn how to develop a Facebook business page and see how other businesses use it and what strategies work for them.

How to use YouTube (6/12)

  • YouTube was identified as the second largest social network amongst younger internet users as part of the Passport to Trade 2.0 project.
  • Learn how to optimise your video content in order to reach wider audiences for your profile.

How to use LinkedIn (7/12)

  • LinkedIn is one of the three main professional social networks – the others being Xing and Viadeo which are also popular in several European countries.
  • Learn how to make the most of LinkedIn for your profile.

How to use Google+ (8/12)

  • Google+ is the second largest social network as of January 2013.
  • It is one of the fastest growing social networks and one that has the biggest impact when it comes to search engine results integration for anyone who uses Google as their main search engine.
  • Learn how to make the most of Google+ for you and your digital profiles.

How to use copywriting online (9/12)

  • Copywriting is a process of translating technical specifications and product descriptions into engaging and understandable customer focused text.
  • Learn about the basic techniques in structuring your online content here.

How to stay legal on social media (10/12)

  • Everything and anything you do and say online can be potentially viewed by anyone who has internet access.
  • Always respect the law and familiarise yourself with new options offered to you through a creative commons licence which is popular online.

How to use monitoring and reporting (11/12)

  • Whether you are an individual or a business spending time on social media – there has to be a return on your engagement online.
  • How do you justify your engagement on social media to your boss? Listen to the industry experts in this area and see what you might be able to measure in respect of your on-line engagements.

How to blog (12/12)

  • Blogging is a process of writing text and sharing content with others. It can help your customers or friends to keep in-touch regardless of social media platforms.
  • Think about the voice you might want to adopt and who your audience might be. Share your thoughts with us by writing a blog post about this MOOC.
  • Tweet us the link to your post on the #SSMMUoS Twitter hash tag.

Please complete the MOOC exit survey.

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