Social media

Social media are new media technologies that make it easy for people to create, share, and collect content like ideas and interests with others online. These platforms work like virtual communities where users can post text, digital photos, videos, and more. They help people stay connected, make friends, and even promote businesses or ideas.

Popular social media platforms include Twitter, Facebook, Instagram, TikTok, and LinkedIn, among others. Unlike old media such as newspapers or TV, social media allow many people to talk and share with many others, creating a lively exchange of information and opinions.

However, social media can also have downsides, especially for younger users. It sometimes shows content that might not be suitable, and it can affect how people feel about themselves and others. It's important for everyone, especially kids and teens, to use social media thoughtfully and safely.

History

See also: Timeline of social media

Early computing

The PLATO system began in 1960 at the University of Illinois, offering early social features such as message forums, instant messaging, and online chat rooms. ARPANET, launched in 1969, allowed people to share ideas and communicate, evolving into the Internet in the 1990s. Usenet, created in 1979, was the first open social media app.

Social media platforms

Social media truly began in the mid-1990s with sites like Classmates.com and SixDegrees.com, which let people connect using real names. Later, platforms such as Friendster, Myspace, Facebook, YouTube, and Twitter became very popular. Today, billions of people around the world use social media, often through smartphones.

Definition

Social media are online tools that let people share ideas, photos, and messages with others. They include websites where users can make profiles and connect with friends or groups.

In simple terms, social media are places on the internet where people can talk, share, and interact with each other.

Services

Social media includes many different types of online services that people use to share and connect. Examples include blogs like HuffPost and Boing Boing, business networks such as LinkedIn, microblogs like Twitter and Tumblr, photo sharing sites such as Pinterest and Flickr, and social networks like Facebook and Instagram.

Other services include forums such as Gaia Online, video sharing platforms like YouTube, and social gaming including MMORPGs like Fortnite and World of Warcraft. Many of these services allow users to share different kinds of content and interact in various ways.

Mobile social media

Mobile social media refers to using social media on mobile devices like smartphones and tablets. This allows people to connect and share from anywhere, not just at a desk on a computer. Mobile services can use the user's location to provide information or connections that are relevant to where they are.

According to Andreas Kaplan, mobile social media activities can be grouped into four types: space-timers, which are messages about a specific place and time; space-locators, which are posts about a place for others to read later; quick-timers, which make social media updates more immediate; and slow-timers, which are traditional social media apps used on mobile devices.

Elements and function

Main article: Viral phenomenon

Social media allows users to share content that can spread very quickly, much like how a virus spreads from person to person. This is called going viral. For example, a funny video or a catchy message can reach millions of people in just a few hours. Businesses and nonprofits often try to make their messages go viral because it’s a cheap way to get lots of attention.

Social media platforms have many tools to help people share and interact. Some special computer programs, called bots, can automatically like, comment, or follow others. These bots can help with marketing but sometimes pretend to be real people, which can cause problems. Over time, many social media sites have added new features, like sharing videos or short clips, making them more like each other.

Usage statistics

Main article: List of social platforms with at least 100 million active users

In 2022, about 3.96 billion people around the world used social media. This number has grown from 3.6 billion in 2020.

Social media became very important during the COVID-19 pandemic. It helped people stay connected and share information. Many young people used platforms like YouTube to watch videos and stay in touch with friends. Adults also used social media more to keep up with news and connect with others while staying safe at home.

Use by organizations

Governments use social media to share information with the public, talk with citizens, and support involvement in government activities. They also use it to monitor public opinion and educate people about important topics like health risks.

Businesses use social media for many purposes, such as advertising products, building brand recognition, and connecting with customers. Companies also use social media to learn about what people are talking about and to understand trends. Social media helps businesses reach specific groups of people with ads and can even create new ideas through user comments and interactions.

Politicians use social media to share their messages and try to influence voters. Social media has also been important in political movements and activism, helping to spread ideas and organize people. Scientists and researchers use social media to share their work and connect with others in their field, which can help increase interest in science and education.

Use by individuals

Social media help people stay connected with friends and family. Many teens think it is very important to use social media to talk with friends and share their lives. During the COVID-19 pandemic, many adults also used social media to keep in touch with others.

Some people might feel stressed by social media, especially if they worry about what others are saying online. Others might prefer texting to talking face-to-face, which can sometimes make people feel lonely. Social media can also lead to things like stalking, where someone looks at another person's posts too closely. There are also cases of catfishing, where someone pretends to be another person online.

Issues

Main article: Problematic social media use

Social media can affect how people see themselves. Some users spend a lot of time making their profiles look good, which can make others feel bad if their own lives seem less exciting. This can lead to feelings of unhappiness or low self-esteem, especially for teens who care a lot about likes and comments.

Social media can also impact health, especially for younger users. While it can help people find support for health issues, it can also spread wrong information. Using social media too much can feel addictive and may stop people from spending time with others in real life. It can also affect sleep, as using devices late at night can make it harder to get good rest. Some people feel very worried that they are missing out on fun things others are doing, which can also affect their feelings.

Social impacts

Social media can have many different effects on people and society. Some people worry that it can make people feel lonely or more divided in their political views. This happens partly because social media often shows content that matches what a person already believes, making it harder to see different perspectives.

Social media can also spread stereotypes, or oversimplified ideas about groups of people. For example, during the COVID-19 pandemic, some people blamed young people for spreading the disease, while others made assumptions about older people’s ability to use social media. These stereotypes can create misunderstandings and make it harder for people to get along online.

Social media has also changed the way people communicate. Young people often use new words and symbols, like "LOL" for "laugh out loud," to talk more quickly. The hashtag helps people find and discuss topics they care about. However, some worry that too much time online can make it harder for young people to learn how to talk and interact in person. While social media can help friends stay in touch and find communities, it’s important to use it carefully to avoid problems like bullying or sharing private information.

Regulation by government authorities

Main article: Online service provider law

Governments around the world have made different rules to manage social media. In Australia, a law passed in 2024 aims to keep social media for people over 16, to protect younger users. Big platforms like TikTok, Instagram, and Snapchat must follow this rule, but some services like YouTube are allowed for younger users if they are educational.

In the United States, a law from 1996 lets websites not be responsible for what users post. But in 2024, Florida made a new rule to check the age of users and stop very young people from signing up without parents’ approval.

The European Union made strong rules in 2022. These rules say that illegal content online must be removed, and big websites must protect children’s privacy and safety. They also cannot use personal information like gender for ads. Companies that break these rules could be fined a lot of money or even stopped from working in Europe.

Business models

Most social media platforms make money by selling space to advertisers. They use information about each user to show ads that might interest that person. This encourages platforms to show users lots of content so they see more ads. Some platforms, like X, also offer paid subscriptions to users to help reduce their reliance on ad revenue.

Criticism, debate and controversy

The huge influence of social media has led to many discussions and criticisms. People worry about how social media affects our attention and mental health, and whether the information we see is true. Sometimes, fake news spreads faster than real news, especially right after big events.

Social media also raises questions about who owns the content we share. While we create posts and photos, platforms often control how that content is used. There are also concerns about privacy, as platforms collect a lot of personal data, which can sometimes be used for advertising or even by governments. Young people especially need to be careful about what they share online.

Finally, there is debate about how social media affects young users. Some studies show that too much social media use can lead to feelings of anxiety or depression, and there are worries about children seeing inappropriate content or being bullied online. Because of these concerns, some schools have restricted phone use, and countries like France and Norway have introduced rules to protect younger users.

Deceased users

Further information: Death and the Internet

When someone passes away, their social media content usually stays online unless a family member tells the platform. Most social media sites have special rules for this. They often ask a close family member to prove that the person has passed away. Then, the family can choose to close the account or keep it as a memory for others to see.