Can Social Media Be Used In The Polish Language

Poland has a population of just over 38 million. Today, over 30 million people use the internet, or almost 79%. While this is a commendable score compared to the world actuality (57%), we still have a long way to go to reach data from Western Europe (94%) or Northern Europe (95%). However, this level will be hard to get, as the rate of growth is falling. Last year, there was only a 1.1% increase, compared to the 7% increase that happened last year.

According to the demographic statistics, women make up 51.7% of the population, and the average of Internet users is 41.8%. Nearly 6% more people are using social media than last year, with 18 million people actively using social media. According to the Hootsuite Report, a digital Pole/Polish citizen, on average, spent over 6 hours per day on the internet using various devices, and 1 hour and 45 minutes of that time was spent on social media.

Why do we need the internet?

According to the CSO’s annual report (nearly ⅔ Poles), the internet is most often used to research information about products and services using search engines. We also use email (60.7%) and social networking platforms (almost 50%) on a regular basis. Social media platforms are becoming more and more popular with people every year.

At the end of 2019, the Report “Internet Users’ Awareness of Internet Marketing Mechanisms” showed that 78% of the respondents use social networking sites and/or communicators. The internet is utilized for the following activities: Information reading (71.8%), e-mail (69.5%), electronic banking (66.2%), movies (37.3%), products and services (23.2%), online games (21.8%), and online training (20.7%).

According to studies, Poles aged 15-64 most often use social media as a source of information. They surpassed all conventional sources, including radio, press, and television. However, it is essential to note that they rely on radio (75%), Internet portals (68%), and news services (67%) as primary sources of information. More than 18 million Poles (47%) use social networking platforms. Although they are not at the same level as the USA or East Asia, which have reached a 70% success rate, they are not far from Western Europe (53%) or Southern Europe (58%). Users preferred YouTube and Facebook more than Instagram by more than twofold. The average Internet user in the country has 7.3 accounts on social networking sites. 17% of Internet users use social media for business purposes.

Each platform is different — each has its own set of fans, regulations, and demographics to target. To be able to communicate effectively on social media, you need to know who you are talking to and where you are posting.

What services are provided?

Polish adults use Facebook the most often (81%), followed by YouTube (69%), email (66%) and Text Messaging (60%). Less than 1% of Poles used Mastodon and Nextdoor. Only 2% of Poles use Facetime, which is logical, as Android phones are about five times more common in Poland than iPhones. As a result, the messaging service is not readily available on most devices. Additionally, we see that about half of Poles (47%) use WhatsApp, which is in line with other surveys, and thus increase our confidence in the representativeness of the sample.

How often are these services used?

The most used service is Facebook, which is used by 86% of users at least once a day. Second most used service is email, used by 78% of Polish adults at least once a day. In other words, people are more likely to monitor their Facebook pages than their email inboxes.

We also observe similar utilization patterns in WhatsApp and text messaging. This also shows that the international standard is to use the cheaper internet-based communication service (WhatsApp) rather than the cellular based service (Text Messaging) when communicating with people from other countries. Less is used on LinkedIn, Pinterest, and YouTube, but that may be because these platforms are used for different purposes. Specifically, individuals not looking for employment might not use LinkedIn as often — unless they are. Pinterest, YouTube both rely on interests, and skills. But that may not be enough to justify frequent visits, as is the case with some of the more traditional social media platforms. Our findings are consistent with other investigations of Polish social media usage, suggesting that our sample is a reasonable representation of Polish users.

The Use of Social Media in Polish Language Informational Content

Social networks definitely became essential tools and millions of people around the world use it every day. In Poland, social networks continue to develop and are represented by different sites that are interesting to specific groups of people. Although English is still the leading language in the world wide web, Polish continues to be an essential component of Polish tradition and a crucial medium of interchange for the Poles. Hence it is necessary to analyse the possibilities of utilising this tool for the communication of Polish language content along the informational function.

The implementation of the Polish language informational content using social media tools presents the opportunities and the threats, and provide valuable tips that may assist organizations to design effective strategy that meets the needs and interests of Polish-speaking audience.

The following are benefits when using social media in providing Polish language:

1. Wider Reach

Social networking sites are inherently built for coverage of a large population sample and variability. With the use of these tools for the dissemination of the Polish language informational content the scope of reaching out to the Poles is immensely boosted. Notably, posting news articles, videos or any other material on sites such as Facebook, Twitter or Instagram enables the users to get into already existing network of people with whom they can share information in Polish.

2. Accessibility

The use of social networking services is readily available these days as you use a smartphone and have a fast internet connection. Currently around 80% of the polish population own a mobile device and majority of these are already capable of accessing informational content through social media (European Comission, 2019). Besides, social media is relatively cheap to utilize, provided that most offer no charges for uploading content in Polish language to clients in the global market.

3. Interactivity

Integration into social media is also not an issue since such websites are highly interactive, usually, expect from the user to watch a video, they will have to interact with it in one way or another. Liking, commenting, sharing posts, being able to interact with the owners of the page or other users are all part of this. It may help using Polish language informational content to get people involved and encourage further conversation and developing further.

4. Cultural Exchange

Poland is a country that boasts of rich cultural diversity. Social networks are also effective as people can present their country’s historical background and modern progress to others. One of the artistic aspects of Poland would be saved as well as spread all around the internet with the Polish language content.

Limitations of using social media for Polish Language informational content

1. Language Barrier

Yet, there are millions of Poles using social media, but in the same time there can be many users who do not understand Polish language. This may well reduce the size of audiences to which content is transmitted since some people may only wish to read content in their own language. To remove this factor, the content producers need to approach it through translating the message to the other languages or even posting it in the other languages.

2. Fragmented Audience

Some of the potential niches of polish speaking users includes the use of different social networks and they include. Hence it is difficult at times to prepare content for circulation that is relevant to all demography. This can be overcome by creating content from specific audiences, and using the right medium of the targeted group.

3. Algorithmic Challenges

Some platforms are organized by feed which dictates what content will be displayed in a user’s feed. This can lurk a high risk to native content creators to be able to reach the targeted population with their Polish language informational posts. However, such options as tags, or sharing posts at certain time, or simply creating eye-popping content will help in increasing the likelihood of someone coming across the post.

4. Misinformation

As with any other online platform, its users may come across some incorrect information within social media. There is a great importance to guarantee credibility because it will help content creators to be trustful and the information provided is not fake.

Using Social Media to Maximize Polish Language

1. How to develop a Social Media Strategy

It can be useful to observe that through the effective formulation of a social medial strategy, it is possible to ensure that the right message with regards to Polish language informational content gets to the right audience. This includes which social networks are used most often by polish speakers, what they are interested in and when the content should be updated.

2. Use Visual Content

Infographics that are used by learners along with images and videos can assist with the enhancement of the interest in informational content. Thus, through the use of graphics or photographs in the posts, likelihood of users receiving the content, and passing it on to others is high.

3. Join the company with Other Poles Language Contents Creators

Informational content can be promoted by cooperating with other Polish language content creators. It seems that creating the cooperation with other influencers, organizations or educational facilities might open a broad audience for the Polish language content.

4. Engage with the audience

People need to get replies on the comments or messages they post hence replying back once in a while can boost engagement. Thus, if content creators are interested in the opinion of the targeted audience that created the content, the latter can enhance their bond with the former and the probability of forwarding the content.

5. Utilize Analytics

One of the features of social media that can be beneficial for companies is that it supplies data on the analytics of posts in order to determine areas where application might be needed. Using data about engagement rates and viewership of posts, content providers know what does well and what fails with social media promotion.

On the whole, what can be said is that social media is a way to promote a Polish language or information for an international community. If the challenges are to be met and social media utilised to the complete, content creators will be able to successfully target Polish-speaking users and market the language and culture. And finally, this can serve to renew traditions of Poland and encourage integration and the ‘Polishness’ of the Polish community across the world.