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As social media draws attention as a business tool, organizations, large or small,are trying to exploit social media in their business. However, lack of understanding thecharacteristics of each social media led them to develop a naive strategy for dealingwith social media. Thus, this study aims to deepen the understanding by comparativelyanalyzing how social media users perceive (the image of) each social media. Facebook,Twitter, YouTube, Blogs, Communities and Cyworld were chosen for our study anddata from 132 respondents were analyzed using multidimensional scaling technique. Theresults show that there are meaningful di erences in users’ perception of social mediaattributes, which are grouped into four; information feature, motivation, promotiontool, usability. It is also analyzed whether such di erences can be found between maleand female users. (Such di erences are also analyzed in both male and female users’perceptions.) Further, we discuss some implications of the research results for bothpractitioners and researchers.Keywords: Image, multidimensional scaling, positioning map, social media.

Social media comparative analysis based on multidimensional scaling