What Does It Mean When Someone Says “Its”?

In the tech world, the word platform has gained new meanings with the rise of social media and digital marketing. Its technical definition refers to the underlying technology that supports software applications, but it is increasingly being used in a more general sense to describe software environments and services that are open to third-party development and aggregation. These platforms are often described as “digital ecosystems” or “marketing technology ecosystems.” To the untrained eye, these might look similar to integrated suites of tools from a single vendor. But what sets these platforms apart is their flexibility to add in evolving third-party and custom enhancements.

In a more general sense, a platform refers to any combination of hardware and software that is the basis upon which applications are built, hosted or run. Computing platforms like Apple iOS and Microsoft Windows, social networking sites like Facebook and WeChat and marketplaces like eBay and AirBnB are all examples of platforms. Likewise, the term can also apply to a specific set of hardware features, as when game developers speak about the platforms their games require (e.g. ARM, x86 or Intel); to the rules and restrictions of an operating system, such as macOS or Windows; or even to the architectures of the hardware itself, such as a specific CPU.

A platform can also refer to a specific piece of software, such as SQL or the open source logging application ELK stack. These applications can be referred to as a platform because they are host environments for other software tools, such as CRM, analytics and log management. The underlying characteristics of the software that make up these platforms are often referred to as an API (application programming interface).

What Does It Mean When Someone Says “Its”?
The possessive form of it is its, but many people use the contraction its instead, especially in a casual setting. This is usually a mistake, as it’s not the correct form of the word in a formal context.

Who Should Use It:
As the most popular social network for business, LinkedIn should be a priority for both B2B and B2C companies looking to demonstrate their industry expertise, generate qualified leads and connect with employees and prospective candidates. It can be difficult to determine which of the many different social networks to use for any given business, but it’s important to focus on using those that your target audience uses most frequently. Researching which networks have the highest numbers of monthly active users can help with this. platform

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