1. WHAT IS SOCIAL MEDIA?

Social media refers to various technologies that facilitate the sharing of ideas and
information among users.

From Facebook and Instagram to X (formerly Twitter) and YouTube, more than 5 billion
people use social media, equal to roughly 62% of the world's population. In early 2024,
94.7% of users accessed chat and messaging apps and websites, followed closely by social
platforms, with 94.3% of users.

Social media is credited with helping people build community and is faulted for facilitating
disinformation and hate speech. Social media is also an increasingly important part of many
companies' marketing campaigns The largest social media platforms worldwide are
Facebook, YouTube, WhatsApp, Instagram, and WeChat.

Social media is understood as the different forms of online communication used by people
to create networks communities, and collectives to share information, ideas, messages, and
other content, such as videos.

Two things stand out from this definition:

i) Social media must include online communication, meaning the history of social media
cannot begin before the invention and widespread adoption of the internet; and

ii) Social media depends on user-generated content. This is why typical websites and blogs
do not get included in the world of social media. Only certain people can post to these sites,
and there are significant restrictions on the types of content that get uploaded.

Using this definition, we can understand social media platforms to be a wide range of things,
such as messaging apps like WhatsApp and Viber, profile-based platforms such as Facebook
and LinkedIn, video portals such as YouTube, and also email clients such as G-mail

.2 CONCEPT OF SOCIAL MEDIA

Social media refers to a broad range of online Ⅰ. platforms and tools that facilitate the
creation, sharing, and interaction of content among users. These platforms allow individuals
and groups to connect, communicate, and engage with each other, often in real-time.

Here are some key concepts related to social media :

1. Platforms and Networks: Social media includes various types of platforms such as
social networking sites (e.g., Facebook, LinkedIn), microblogging sites (e.g., Twitter),
media sharing sites (e.g., Instagram, YouTube), and messaging apps (e.g., WhatsApp,
Telegram).

2. User-Generated Content: Social media platforms thrive on content created and shared by
users. This includes text posts, photos, videos, and other multimedia content. User-
generated content is a key feature that distinguishes social media from traditional media.

3. Interactivity: Social media allows for two-way communication. Users can not only
consume content but also comment, share, like, or react to it. This interactivity fosters
engagement and community building.

4. Networking and Community Building: Social media enables users to build and maintain
relationships, connect with like-minded individuals, and participate in commu- nities or
groups centred around shared interests or goals.

5. Personal Branding and Influence : Individuals and organizations use social media to build
their personal or corporate brand, promote products or services, and influence public
opinion. Influencers and thought leaders often leverage social media to reach large
audiences.

6. Algorithms and Personalization: Many social media platforms use algorithms to

personalize the content users see based on their preferences, behaviours, and interactions.
This can influence what content becomes popular and how information spreads.

7. Privacy and Security: Social media raises concerns about privacy & security as users share
personal informa- tion and interact with others. Platforms implement various security
measures, but users must also be mindful of their own privacy settings and the information
they share

3 Current Applications of Social Media

Social media platforms are often divided into six categories: social networking, social
bookmarking, social news, media sharing, microblogging, and online forums.

These diverse platforms serve a vast range of purposes and user interests. Some appeal to
hobbyists, others to people in their work lives. People use them to find others around the
globe who share their political or other views. Entertainers use social media to engage with
fans, politicians with voters, and charities with donors. Governments often turn to social
media to convey vital information during emergencies.

Here is an overview of the key uses of social media in contemporary society:

1. Communication and Connection:

i) Personal Relationships : Staying in touch with friends and family, sharing updates, photos,
and messages.

ii) Networking: Connecting with professionals and industry peers, joining groups related to
personal or professional interests.

2. Information Sharing and News Consumption :

i) News Updates: Following current events and breaking news through real-time updates and
reports.

ii) Educational Content: Accessing tutorials, courses and informative content on various
subjects.

3. Entertainment and Leisure :

i) Content Consumption : Watching videos,streaming live events, listening to podcasts, and

viewing photos and memes.

4. Business and Marketing:

i) Brand Building: Companies use social media to develop their brand identity, connect with
their audience, and build customer loyalty.

ii) Advertising: Targeted advertising to reach specific demographics based on user interests
and behaviour.

iii) Customer Service: Providing support and responding to customer inquiries and feedback.

5. Influence and Advocacy:

i) Social Movements: Promoting and mobilizing for social causes, advocacy, and activism.

ii) Influencers: Individuals with large followings who promote products, services, or ideas,
often collaborating with brands for sponsored content.
6. Commerce and Shopping:

i) Social Commerce : Buying and selling products directly through social media platforms
using features like shoppable posts and in-app purchasing.

ii) Market Research : Gathering insights on consumer preferences and trends through social
listening and engagement metrics.

7. Community Building:

1) Interest Groups : Joining and participating in groups or forums centered around specific
hobbies, interests, or causes.

ii) Support Networks : Connecting with others who share similar experiences or challenges,
such as health conditions or personal goals.

8. Personal Branding & Professional Development:

i) Portfolio Showcase : Displaying work, achieve- ments, and personal brand through
platforms like LinkedIn, Instagram, etc.

ii) Networking: Expanding professional connec- tions and opportunities through networking
sites and online communities.

9. Content Creation and Sharing :

Creative Expression : Sharing original content, such as art, writing, videos, and music.

ii) User-Generated Content: Engaging with and contributing to content created by others,
often through collaborative projects or trends.

4 HISTORY OF SOCIAL MEDIA

The development of new technologies that have emerged since the mid-1990s has led to
Internet based applications known as "social media" that enable people to interact and
share information through media that were non-existent or widely unavailable 15 years ago.
Examples of social media include blogs, chat rooms, discussion forums, wikis, YouTube
Channels, LinkedIn, Facebook, and Twitter. Social media can be accessed by computer,
tablets,

• EARLY ONLINE COMMUNITIES (1970s-1990s):

1. Bulletin Board Systems (BBS) (Late 1970s-1980s): Early online communities began with
BBSs, which allowed users to dial in via telephone lines to post messages, share files, and
participate in discussions.

2. Usenet (1980s): Usenet was an early network of newsgroups where users could post
and discuss a wide range of topics. It functioned as a decentralized system of online
forums.

3. CompuServe and AOL (1980s-1990s): CompuServe and AOL offered early forms of
online communities and social networking through forums, chat rooms, and email.

• RISE OF SOCIAL NETWORKS (1990-2000s) :

1. Six Degrees (1997-2001): Often considered one of the first social networking sites, Six
Degrees allowed users to create profiles, list friends, and view their friends' lists. It laid the
groundwork for modern social networking.

2. Friendster (2002): Friendster was one of the first popular social networking sites that
allowed users to connect with friends and share updates. It eventually lost its prominence
but influenced future platforms.

3. My Space (2003): My Space gained popularity by allowing users to customize their profiles
and connect with friends. It was a precursor to more modern social media platforms.

4. LinkedIn (2003): Launched as a professional net- working site, LinkedIn focused on

connecting professionals and building business relationships.

• THE SOCIAL MEDIA BOOM (2004-PRESENT)

1. Facebook (2004): Initially launched for Harvard students, Facebook quickly expanded
to other universities and then to the general public. It became one of the largest and
most influential social media platforms globally.

2. YouTube (2005) : Founded as a video-sharing platform, YouTube became a major site

for video content, from personal vlogs to professional productions

3. Twitter (2006) : Twitter introduced the concept microblogging with its 140-character
limit (later expanded to 280). It became known for real-time updates and has played a
significant role in news and social movements.

4. Instagram (2010): Focused on photo & video sharing with filters & a strong visual
emphasis, Instagram quickly gained popularity, particularly among younger users.
 5. Snapchat (2011) : Known for its disappearing messages and multimedia content,
Snapchat introduced new ways of sharing moments and communication, influencing
many subsequent features on other platforms.

6. TikTok (2016) : Initially launched as Douyin in China and later rebranded as TikTok
internationally, it focuses on short-form videos and has become immensely popular for
its viral content and creative user engagement.

6 TOP 6 SOCIAL MEDIA PLATFORMS WORLDWIDE

These were the most widely used social media providers as of January 2023, according to
Data Report:

1. Facebook (2.96 billion users) :

While Facebook might not be the exciting new platform it once was - and might have
fallen out of favour with younger users - make no mistake: it's still around, and more
popular than ever. Today, Facebook operates under the umbrella of Meta, Inc., which
also owns platforms like which includes Instagram, WhatsApp, and Threads. Per Meta's
full-year earnings report, its "Family of Apps" Facebook, Instagram, Messenger,
WhatsApp, & other apps - generated a total of $114.45 billion in revenue in 2022.

In recent years, Facebook has undergone a demo- graphic shift – yet its influence in the
social media sphere remains unparalleled. Industries such as financial services, ecommerce,
retail, media, telecom, technology, & consumer goods continue to harness Facebook's
expansive reach to connect with consumers and grow their brand awareness with newer
sectors like gaming, entertainment, and auto motive businesses also finding their footing on
the [Link]: Menlo Park, [Link]: [Link] Active Users : 3 billion.

Founders: Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz,

Chris Hughes.

2. YouTube (2.51 billion users) :

It continues to hold the crown as the dominant original video social media platform. It is
currently the second most used platform, with 2.5 billion monthly active users. According
to Alphabet's Q4 2022 earnings, YouTube ads generated $29.24 billion in revenue in
2022. It is worth noting that that number does not include revenue from non-advertising
sources, which includes subscription revenues from services like YouTube TV and
YouTube Premium. The potential for reach on YouTube is unrivaled, with 81% of U.S.
adults using the platform. Such engage- ment metrics are hard for marketers and brands
to ignore.
 From longform video storytelling to the recent introduction of YouTube Shorts, the
platform's TikTok rival, YouTube provides plenty of opportunities for brands to engage in
visual storytelling and reach new audiences.

Launched: 2005Headquarters: San Bruno, [Link] Active Users: 2.5

[Link]: $29.24 billion (2022).Founders: Jawed Karim, Steve Chen, Chad Hurley.

3. WhatsApp (2 billion users) :

WhatsApp is a cross-platform instant messaging application that allows users to exchange

text messages, videos, images, locations, and other media files for free. Unlike basic
messaging services, WhatsApp allows you to send unlimited messages, which is one of the
primary reasons why it has skyrocketed in popularity over the past few years.

4 Facebook Messenger (931 million users) :

Facebook Messenger is an instant messenger service owned by Facebook. More than just a
mode of consistent communication, Facebook messenger also gives companies ways to
deepen their relationships with clients. Facebook launched Messenger in the Summer of
2011, after acquiring a messaging app named Beluga.

Though Facebook Messenger is owned and managed by Facebook, the app is separate to the
social platform. You do not have to be a Facebook account holder to use Facebook
Messenger. The Facebook Messaging app is available on desktop and through Android or iOS
downloads. The tool also works with the Apple watch. In 2017, Messenger reached 1.2
billion users.

5 Telegram (700 million users) :

Telegram has over 500 million active users and 1.5 billion monthly users worldwide. The app
is available for download on both the App Store and Google Play Store and is one of the
most downloaded apps in the world. Users can join Telegram through invite links or by
creating an account with a phone number.

Telegram is a cloud-based instant messaging app that allows users to send and receive
messages, photos, videos, and other types of files. Telegram is known for its focus on
security and privacy, and it offers end-to-end encryption for all messages, calls, and shared
media. The app also features a self-destruct timer for messages, which allows users to set a
time limit, after which the message will be automatically deleted from both the sender's and
recipient's devices.

6 Youtube : YouTube is the 2nd largest search engine next to Google. People upload more
than 100 hours of video per minute to YouTube. It is one of the best ways to commu- nicate
to a wide audience, whether you are promoting programs or providing information to
students. YouTube can be considered a social media platform because it has important
features associated with such platforms, such as user-generated content, interaction,
personalization, networking, and the potential for content to go viral.

Here are some features that support YouTube's categorization as a social media platform :

i) Personal Accounts : To unleash the full potential of YouTube, creating a profile is the first
step. While watching videos does not require an account, it is when you create a profile that
interaction becomes possible