Over the past two decades, information and communication technology has undergone rapid change, with social media becoming a major development. The rate of change is picking up. For example, the development of mobile technology has played an important role in shaping the impact of social media. In terms of total online time spent, mobile devices dominate worldwide. Everyone now has access to the means to connect from any device, at any time, and anywhere. What-is-the-real-impact-of-social-media-after.1.jpg
Why people share information.
The motivations that participants cited for sharing information on social media were revealed in a fascinating study conducted by the New York Times Consumer Insight Group. These include the desire to share entertaining and useful content with others, to define themselves, to build and maintain relationships, and to promote brands and causes they like or support. Because of these factors, social networks have evolved from being a convenient way to stay in touch with friends and family to being used in ways that really affect society. Politics, business, world culture, education, careers, innovation, and more are being shaped by the use of social media. Have you also thought of learning Social media? Click here to view a preview of our Social Media Course. Individuals and social groups experience the impact of social media in seven different ways: The effect of social media on politics
According to a new Pew Research study, 62% of people get their news from social media, with 18% doing so very frequently. What-is-the-real-impact-of-social-media-after_2.1.jpg
In comparison to other media, social media’s influence in political campaigns has increased tremendously. Since Howard Dean’s unsuccessful campaign in 2003 and the 2008 election of the first African-American president, social networks have become increasingly important in electoral politics. According to the New York Times, “The election of Donald J. Trump is perhaps the most stark example yet of how social media are fundamentally rewiring human society worldwide. Social media are contributing to the surprising rise of social organizations with surprising influence among previously marginalized groups because they make it easier for people to communicate with one another. Social media’s impact on society Almost a quarter of the world’s population is now on Facebook. In the USA nearly 80% of all internet users are on this platform. Because social networks feed off interactions among people, they become more powerful as they grow.
Every marginalized person can see that he is not alone thanks to the internet. And when these people meet each other through social media, they can do things like create memes, publications, and entire online worlds to spread their worldview and become mainstream. Social, ethical, environmental, and political issues would have little visibility without social media. Increased visibility of issues has shifted the balance of power from the hands of a few to the masses.
The flipside: Social media is slowly killing real activism and replacing it with ‘slacktivism’
Although social media activism raises awareness of societal issues, it is unclear whether this awareness is leading to actual change. Some argue that social sharing has encouraged people to use computers and mobile phones to express their concerns on social issues without actually having to engage actively with campaigns in real life. Their support is limited to pressing the ‘Like’ button or sharing content.
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When people are given options that free them from taking action, this is a very human reaction. A 2013 study by the University of British Columbia’s Sauder School of Business found that when people are presented with the option of ‘liking’ a social cause, they use this to opt out of actually committing time and money to a charitable cause. On the other hand, people are more likely to show meaningful support by contributing financially when they are allowed to do so in private. The researchers found that a public endorsement is an action meant to satisfy others’ opinions, whereas people who give in private do so because the cause is aligned to their values.
The impact of social media on commerce
It’s rare to find a business that doesn’t use one social media platform to communicate with its clients and prospects due to the rise of social media. Utilizing social media to connect with customers and increase revenue is recognized as crucial by businesses. Businesses have realized they can use social media to generate insights, stimulate demand, and create targeted product offerings. This is crucial for e-commerce as well as for traditional brick-and-mortar businesses.
