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Socialmedia are interactive technologies that facilitate the creation, sharing and aggregation of content (such as ideas, interests, and other forms of expression) amongst virtual communities and networks.[1][2] Common features include:[2]

The term social in regard to media suggests platforms enable communal activity. Social media can enhance and extend human networks.[6] Users access social media through web-based apps or custom apps on mobile devices. These interactive platforms allow individuals, communities, and organizations to share, co-create, discuss, participate in, and modify user-generated or self-curated content.[7][5][1] Social media are used to document memories, learn, and form friendships.[8] They may be used to promote people, companies, products, and ideas.[8] Social media can be used to consume, publish, or share news.

Popular social media platforms with over 100 million registered users include Twitter, Facebook, WeChat, ShareChat, Instagram, Pinterest, QZone, Weibo, VK, Tumblr, Baidu Tieba, and LinkedIn. Depending on interpretation, other popular platforms that are sometimes referred to as social media services include YouTube, Letterboxd, QQ, Quora, Telegram, WhatsApp, Signal, LINE, Snapchat, Pinterest, Viber, Reddit, Discord, TikTok, and Microsoft Teams. Wikis are examples of collaborative content creation.

Social media outlets differ from old media (e.g. newspapers, TV, and radio broadcasting) in many ways, including quality,[9] reach, frequency, usability, relevancy, and permanence.[10] Social media outlets operate in a dialogic transmission system (many sources to many receivers) while traditional media operate under a monologic transmission model (one source to many receivers). For instance, a newspaper is delivered to many subscribers, and a radio station broadcasts the same programs to a city.[11]

Social media has been criticized for a range of negative impacts on children and teenagers, including exposure to inappropriate content, exploitation by adults, sleep problems, attention problems, feelings of exclusion, and various mental health maladies.[12][13] Social media has also received criticism as worsening political polarization and undermining democracy.

The PLATO system was launched in 1960 at the University of Illinois and subsequently commercially marketed by Control Data Corporation. It offered early forms of social media features with innovations such as Notes, PLATO's message-forum application; TERM-talk, its instant-messaging feature; Talkomatic, perhaps the first online chat room; News Report, a crowdsourced online newspaper, and blog and Access Lists, enabling the owner of a note file or other application to limit access to a certain set of users, for example, only friends, classmates, or co-workers.

ARPANET, which came online in 1967, had by the late 1970s enabled exchange of non-government/business ideas and communication, as evidenced by the network etiquette (or "netiquette") described in a 1982 handbook on computing at MIT's Artificial Intelligence Laboratory.[14] ARPANET evolved into the Internet in the 1990s.[15] Usenet, conceived by Tom Truscott and Jim Ellis in 1979 at the University of North Carolina at Chapel Hill and Duke University, was the first open social media app, established in 1980.

A precursor of the electronic bulletin board system (BBS), known as Community Memory, appeared by 1973. Mainstream BBSs arrived with the Computer Bulletin Board System in Chicago, which launched on February 16, 1978. Before long, most major US cities had more than one BBS, running on TRS-80, Apple II, Atari, IBM PC, Commodore 64, Sinclair, and similar personal computers. CompuServe, Prodigy, and AOL were three of the largest BBS companies and were the first to migrate to the Internet in the 1990s. Between the mid-1980s and the mid-1990s, BBSes numbered in the tens of thousands in North America alone.[16] Message forums were the signature BBS phenomenon throughout the 1980s and early 1990s.

In 1991, Tim Berners-Lee integrated HTML hypertext software with the Internet, creating the World Wide Web. This breakthrough led to an explosion of blogs, list servers, and email services. Message forums migrated to the web, and evolved into Internet forums, supported by cheaper access as well as the ability to handle far more people simultaneously.

Social media started in the mid-1990s with the invention of platforms like GeoCities, Classmates.com, and SixDegrees.com.[18] While instant messaging and chat clients existed at the time, SixDegrees was unique as it was the first online service designed for people to connect using their actual names instead of anonymously. It boasted features like profiles, friends lists, and school affiliations, making it "the very first social networking site".[18][19] The platform's name was inspired by the "six degrees of separation" concept, which suggests that every person on the planet is just six connections away from everyone else.[20]

Research from 2015 reported that globally, users spent 22% of their online time on social networks,[22] likely fueled by the availability of smartphones.[23] As of 2023 as many as 4.76 billion people used social media[24] some 59% of the global population.

In 2019, Merriam-Webster defined social media as "forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)."[25]

Mobile social media refers to the use of social media on mobile devices such as phones and tablets. It is distinguished by its ubiquity, since users no longer have to be at a desk in order to participate on a computer. Mobile services can further make use of the user's immediate location to offer information, connections, or services relevant to that location.

Certain content has the potential to spread virally, an analogy for the way viral infections spread contagiously from individual to individual. One user spreads a post across their network, which leads those users to follow suit. A post from a relatively unknown user can reach vast numbers of people within hours. Virality is not guaranteed; few posts make the transition.

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. Nonprofit organizations and activists may also attempt to spread content virally.

Chatbots and social bots are programmed to mimic human interactions such as liking, commenting, and following.[31] Bots have also been developed to facilitate social media marketing.[32] Bots have led the marketing industry into an analytical crisis, as bots make it difficult to differentiate between human interactions and bot interactions.[33] Some bots violate platforms' terms of use, which can result in bans and campaigns to eliminate bots categorically.[34] Bots may even pose as real people to avoid prohibitions.[35]

A multitude of United States patents are related to social media, growing rapidly.[citation needed] As of 2020[update], over 5000 social media patent applications had been published in the United States.[40] Only slightly over 100 patents had been issued.[41]

Examples are the social hub site Facebook launching an integrated video platform in May 2007,[42] and Instagram, whose original scope was low-resolution photo sharing, introducing the ability to share quarter-minute 640640 pixel videos[43] (late extended to a minute with increased resolution). Instagram later implemented stories (short videos self-destructing after 24 hours), a concept popularized by Snapchat, as well as IGTV, for seekable videos.[44] Stories were then adopted by YouTube.[45]

The discussion platform Reddit added an integrated image hoster replacing the external image sharing platform Imgur,[50] and then an internal video hosting service,[51] followed by image galleries (multiple images in a single post), known from Imgur.[52] Imgur implemented video sharing.[53][54]

A 2009 study suggested that individual differences may help explain who uses social media: extraversion and openness have a positive relationship with social media, while emotional stability has a negative sloping relationship with social media.[59] A 2015 study reported that people with a higher social comparison orientation appear to use social media more heavily than people with low social comparison orientation.[60]

"Social media have become popularly use to seek for medical information and have fascinated the general public to collect information regarding corona virus pandemics in various perspectives. During these days, people are forced to stay at home and the social media have connected and supported awareness and pandemic updates."[67]

This also led to the spread of disinformation. On December 11, 2020, the CDC put out a "Call to Action: Managing the Infodemic".[69] Some healthcare organizations used hashtags as interventions and published articles on their Twitter data:[70]

"Promotion of the joint usage of #PedsICU and #COVID19 throughout the international pediatric critical care community in tweets relevant to the coronavirus disease 2019 pandemic and pediatric critical care."[70]

However others in the medical community were concerned about social media addiction, as it became an increasingly important context and therefore "source of social validation and reinforcement" and were unsure whether increased social media use was harmful.[71]

Social media has been used extensively in civil and criminal investigations.[74] It has also been used to search for missing persons.[75] Police departments often make use of official social media accounts to engage with the public, publicize police activity, and burnish law enforcement's image;[76][77] conversely, video footage of citizen-documented police brutality and other misconduct has sometimes been posted to social media.[77]

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