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It's works like a normal social media. Except that sometimes, you get some rewards for your posts in the shape of Steem tokens.

How safe is it? There are concerns of security and hacking mishaps...

Steem (The Blockchain behind Steemit) is totally safe.

When you use a website to acces Steem, make sure that it's a well-known one. And don't just give your keys to any website.