Since social media transformed the way how people communicate and consume content, companies explore how to effectively build relationships with users. Anecdotal reports of practical case experiences indicate that a key managerial challenge for companies lies in effectively coping with the individual requirements and the full range of options of the various different social media platforms as well as adapting to the target groups’ platform-specific use cultures. Current theoretical conceptualizations of generalized social media ‘per se’ appear too broad for addressing and differentiating the detailed affordances and their appropriation by networked users in the leading platforms Facebook, Instagram and Twitter. Based on a comprehensive organizing literature review that seeks to link the affordance and the use culture perspective in information systems research, we contribute to a better understanding of differences between social media platforms.