Social innovations allow for the improvement of society’s quality of life or a selected social group by implementing novel solutions addressing the specific issues faced by that group. Despite originating in the 1990s, this is still a relatively new concept. Promoting social innovations can take various forms, such as through social media. Consequently, questions arise regarding how social media can support social mobilization and idea exchange, as well as how they contribute to solving social problems. The aim of this article is to identify the role of social media in the process of social innovation. In pursuit of answers to these questions and to achieve this goal, a literature analysis was conducted, followed by qualitative case studies of designing and testing a social innovation that incorporated social media as a tool to promote knowledge about assisting blind and visually impaired individuals in public communication. The article specifically focuses on TikTok, describing its characteristics, applications in education, and target audience. The conclusions presented indicate that social media play a significant role in the lives of Polish youth. TikTok, being one of the most popular platforms among a portion of Generation Z, has 10.6 million users in Poland, ranking third after Facebook and Instagram. Despite sparking numerous controversies, TikTok should be utilized to promote the correct attitude among youth. Thanks to its attractive content delivery format and ease of video editing, it is accessible to a wide range of creators and audiences.

In the current dynamic environment, museums, instead of deliberating whether they should be audience-oriented, have to consider how to implement this idea to shape positive experiences. Moreover, museums need to adapt their communication methods to suit the current audience, which is diverse in terms of age, to rethink how the value of museums should be communicated. As museums are places where visitors see artifacts but also experience something, the concept of inclusivity and accessibility has gradually garnered much more attention. As they are not the same concepts, it is crucial to analyze them separately. Therefore, the article explores to what extent museums include the issue of inclusivity in their virtual content and the possibility of virtual assistance. Content analysis from official social media profiles and websites was conducted to realize the assumed aim. The study involves museums from two Polish voivodships. Data was collected between August and December 2023. The study revealed differences in how museums address their content and activities to people from different language backgrounds. Some institutions are oriented towards online assistance and language inclusivity, yet in the other, many areas need improvement. In further research, it would be valuable to include the perspectives of museum employees.

Social media marketing (SMM) is a rapidly growing field of marketing, whose role and impact is continually gaining importance. The potential of social media (SM) can be used to build relations with customers and create a brand image. For Generation Z, who grew up in a time of widespread access to technology, activity in virtual spaces, especially SM, is an important part of their day-to-day lives. The aim of this article is to explore the influence of SMM on generation Z consumers. As representatives of this generation are the main target group of SM content, it is important to monitor what kind of reactions it elicits in these young consumers to increase its efficiency. This leads to the question: how does SMM influence consumers from generation Z? This question was the motivation for the study, which used a quantitative approach with a CAWI method using an electronic survey questionnaire. The results showed that content in SM is not a direct purchase motivator for Generation Z and that influencer marketing is not effective. SM is a place where brands can gain recognition and build relationships with customers, while it is important for companies’ communications to be open to customers’ opinions and needs – this approach evokes positive emotions in the audience and allows the brand to build a positive image.

Pet influencers have been an increasingly important element of the online landscape for some time now. Posts published in their name on social media generate huge attention and develop a high numer of followers. In this context, the question arises whether the current definitions of the terms “influencer”and “personal brand” include non-human entities such as animals or virtual influencers? On the one hand, actions taken, for example, by owners on behalf of their pets are aimed at “giving them a voice”. On the other hand, it is not entirely possible, and ultimately the brand created around pets is a kind of resultant of the beliefs and values of the animal’s guardians and what the animal itself seems to convey through its actions and reactions. Based on the analysis of the content of pet influencers on Instagram, this text attempts to determine the models of the brand appropriate for animal profiles in social media. Five of them are distinguished – animals that create “their own corner”on the Internet, animals as alternative voices of their owners, anthropomorphized animals, involved in the area of fashion and random stars. At the present stage, it seems that although such pets can be called influencers, in terms of personal brand, the current definitions should be extended to include non-human entities. Internet activities do not currently allow pets to emancipate and develop independence from human control combined with care.