Decentralised Social Networks (Fediverse)
Decentralised social networks are platforms run not by a single provider but by many independent servers that communicate through an open protocol. The best-known standard for this is ActivityPub, a recommendation issued by the World Wide Web Consortium.
In practice
For most Austrian SMEs the Fediverse is currently not a sales channel but an option for particular audiences, for example in technical, academic or public-sector contexts. The advantage is independence: you can run your own server or move to another one without losing your contacts. The drawback is a much smaller user base and the fact that advertising and analytics functions are usually absent. Assess a presence there soberly as an addition rather than a replacement for an established channel, and expect higher technical maintenance if you run your own server.