Unsurprisingly, it can lead to negative repercussions and impede people’s ability to make informed choices. For instance, platforms like Twitter create a space for previously silenced individuals to speak out and share their stories without being judged. People can advertise their online store, web design studio, or rock school here. Furthermore, some platforms Jackpot Jill Casino like YouTube even act as hubs for people of similar interests to come together into groups – which leads me to the next pro of social media. Perhaps the best thing about social media is that it’s made absolutely anyone to publish and share their news and information. Social media examples include popular sites such as Facebook, Instagram, YouTube, and Twitter but also encompass other forms of online communication such as blogging and forums.

Equally, social media can be addictive and the “fear of missing out” can see young people engage more intensely on these platforms. Before the internet, the news was largely distributed by only a few, tightly regulated sources (for example, newspapers and TV stations). Now, anyone with an internet connection can share their perspective and add their story to the larger narrative. As an instance of technological convergence, various social media platforms adapted functionality beyond their original scope, increasingly overlapping with each other. Viral marketing campaigns are particularly attractive to businesses because they can achieve widespread advertising coverage at a fraction of the cost of traditional marketing campaigns.

People often use social media as a way to network at face-to-face events. It’s a chance to get to know others before having personal or business meetings. Messaging opportunities that occur on these platforms can lead to real-life interactions because plans get made online, and then implemented off-line.

• Once you implement your initial social strategy, revisit on a regular basis.
• On the positive side, it can help people stay connected with friends and family, build relationships, and follow news stories.
• In fact, in rich countries where access to the Internet is nearly universal, the vast majority of young adults use it.
• Unsurprisingly, it can lead to negative repercussions and impede people’s ability to make informed choices.

How have social media platforms responded?

85% of American police departments use this tool as a way to find suspects. These platforms are also instrumental in the prosecution and conviction of several criminals, including professional athletes charged with inappropriate activity with minors. Anyone with any disability can perform all of the activities that their peers can accomplish online because of social media. This advantage makes people feel like they belong to their communities instead of being separated from them. We can even go further back to the invention of blogging on the Internet for the first real taste of social media.

Study your competitors

Despite the downsides, including the spread of misinformation and child sexual exploitation, social media continues to grow each year. Posting content on social media, either sponsored by a business or funded through follower support, can also be a job in itself, separate from any outside work that the social media posts are promoting. These types of social media users are generally referred to as influencers or content creators. One in five social media users consider themselves professional content creators.

While X saw a decline in its ad reach (-13.9%), it remains popular among Millennials (27–42 years), who are more likely to engage with real-time content, industry news and trending topics (DataReportal, 2025). The platform is more male-dominated, with 67.3% of its audience identifying as male. Businesses targeting tech-savvy audiences or looking to engage in live events or discussions can still leverage X for these purposes. Facebook continues to be a dominant platform, with 17.2 million users in Australia as of January 2025, reflecting a 3.3% increase from the previous year (DataReportal, 2025). While Facebook usage is stabilising among younger users, it remains crucial for engaging Gen X (43–58 years) and Baby Boomers (59–77+ years). Content strategies for these groups should focus on video, community-driven posts and content that builds trust.

Common Criticisms of Social Media

In many societies, governments and establishment media might try to prevent the news from reaching the people. Before the internet, people were limited to making friends in their immediate community. Editors, governments, and media don’t have a final say over whether people can see it or not. Before social media, we were stuck with what’s called “media gatekeepers” – people like newspaper editors – who can choose what news people will and won’t consume (Potnis & Tahamtan, 2021). Yet, social media can be a hub for cyberbullying and other forms of online harassment. Moreover, it may lead to overindulgence, sidetracking from important tasks, as well as procrastination.