This chapter discusses the characteristics of social media, including unique algorithmic filtering, viral sharing of social media posts, and why short videos are key to social media engagement. These extend beyond the best practices that content producers are already familiar with. What may not be as familiar is the concept of attention momentum, as defined by the digital engagement model. Understanding why users focus on social media content and how it can build attention momentum increases the likelihood that your content will be liked and shared, as this interactivity is not a standard feature on other platforms. This explains why a chapter on social media is presented before discussing how the digital engagement model applies to all content, not just social media.