is a great benefit in our life. It helps in each and every aspects of life. The internet has a greater impact on people today than ever
before. It has been a frequent source of news, entertainment, and education for
users around the world for more than 20 years. The most inventive and ingenious
feature of information technology is social media. The definition of social media is websites and
applications that enable users to create and share content or to participate in
social networking. Social media is “the
relationships that exist between network of people” (Walter & Riviera,
Social media or Social Networking is one of the
Technological foundation of Web 2.0 which allow people to create ,share,
exchange information and ideas in virtual communities and network s. It is the
social interaction among people in which they can create share or exchange
information. Besides Social Media depends on mobile and web-based technologies
to generate highly interactive platforms through which individuals share,
co-create, discuss user generated content.
In the last ten
years, the online world has changed dramatically. Thanks to the invention of
social media, young men and women now exchange ideas, feelings, personal
information, pictures and videos at a truly astonishing rate.
Social media is a rising horizon in the world today. It is the talk
of the day. Communication skills are symbolized and illustrate by use of social
media networking. Social media networking allows for a communication opening. It
has opened its arms as a channel of communication. Now a day it has been such a
vast a medium that it affects every individual in a different way, weather it is
students, teachers, parents, businesses, government, and religious
organizations. It is being used in many forms by many different platforms for
many reasons. Social media is a voice of a common man. The transmission device
is anything that carries a message, including sound waves, light waves, pieces
of paper, mobile-phone signals and screens, the Internet, computer monitors,
billboards, radio and television signals, and an endless number of additional
carriers (Baack, 2012). Social media is occupying many transmission devices, together
with mobile devices and computers.
Social media basically involve use of mobile
and web based technology to build exceedingly interactive platforms through
which individuals and community share, co-create, discuss and
Modifies user-generated content (Kietzmannn, 2012). Social
media is a saying, idiom, slogan being tossed around a lot. It is a website
that not only gives you information but interact with you while giving you
information. It is a group of internet based application that allows the conception
and exchange of users originated content. It is easy to confuse social media
with social news because we often refer to members of the news as the media.
Adding to it, that social news site is also social media site. Some media
Social Bookmarking: interact by tagging website and searching through
website book marked by others (Blink list, simple).
Social News: interact by voting for articles and commenting on them (Digg,
Social Networking: interact by adding friends, commenting on photo and
profiles, sharing groups for discussions (Facebook, 2go, BB chat)
Social Photo and Video Sharing: interact by sharing photos or videos and
commenting on the user submission. (Youtube and Fliki).
? Wikis: interact by
adding articles and editing existing articles. (Wikipedia, wikia).
refers to the means of interaction among people in which they create, share,
exchange and comment among themselves in different networks. Andreas and
Michael (2010) are of the opinion that social media is a group of internet
based application that builds on the ideological foundation and allows the
creation and exchange of users – generated content. Social media has become one
of the major channel of chatting through platforms such as 2go, BB chat,
blogger and wiki a. There has been an increase in the mobile social media which
has created new opportunity for browsing.
The internet usage effect of social media, in views of
Nielsen (2012) is that, students continue to spend more time on the social
media than any site. The total time spent on social media across mobile devices
increased by 37%, 121 billion minutes in July 2012 compared to 88 billion
minutes in July 2011.
Haenlein (2010) classified social media into six different classes as follows:
Collaborative Project (Wikipedia)
2. Blogs and
Micro blogs (Twitter)
Networking Site (Facebook; 2go; BB chat)
Game World (World of war craft)
Second World (Second life)
includes the blogs, picture sharing, music sharing, crowd sourcing, e-mail,
instant messaging and voice over. These services could be integrated via social
network aggregation platforms.
HISTORY OF SOCIAL MEDIA:
The history of social media is very amazing and
developing. In 1969 1st commercial on line service was developed by
CompuServe. First E MAIL was sent in 1971. In the year 1978 BBS Bulletin Board
Systems were introduced. Year 1989 was historical because World Wide Web was
introduced. First Blog was created by
Links.net by Swarthmore student in 1994. In 1997 first modern social network
launched. It was six Degrees, the first modern social network. It allowed users
to create a profile and to become friend with other users. It had about 1
million members at its peak popularity. AOL instant also had been introduced
also that year. Social media is famous for its blogs, where every being has
freedom to write to view and to express. Blog platform, Blogger launched in
1999. Year 2003 was really progressive in making social media history social
networking and Bookmarking sites appears Linkedin launched, first mainstream
social network devoted to business. The profiles are based on a resume style
layout, where members can interact
through private messaging. Photobucket
launched, the first major photo sharing site to link its members. Deilicious
launched, the first social bookmarking site, where users can bookmark a site,
log it and share it with others. Skype, another important and famous social
communication site was introduced this year. My Space was also introduced that
year, a popular social network that dominated the traffic and even surpassed
Google in traffic in 2006. First platform to feature profile customization for
users. In the year 2004 a social network site Facebook launched, which made
social media more remarkable and dynamic. Facebook is still most popular social
network site. Face book was created for Harvard. Today 1 out of every 13 people
globally on facebook. Half of them are
looged in on any given day. While facebook started out as a Harvard only social
network, it quickly expanded to other school, then to high schools, businesses
and eventually everyone. 2005 has also a great feast for social media. The
popular Youtube was ready for its users. As the first major video hosting and
sharing site, users can upload videos up to 10 minutes long and share them
through Youtube or by embedding them on other websites, social networks and
blogs. Twitter launched in 2006 which is also still another popular site to
express and interact. Via Twitter, Micro blogging builds to over 200 million.
Half of them are active on any given day. Slide Share also launched. Today over
60 million users view online presentations. 2007, year is memorable in making
connection between mobile phone and social media. It was the year of Mobile
Apps Revolutionize Communication. The mobile OS (iphone iOS and Android ) can
be largely credited for the rise of popularity of real time updates, prior to
this, mobile browser were clunky at best, and virtually unusable at worst.
Tumbir launched this year also that was a cross between microblogging and a
life streaming application. Tumbir welcomed 75,000 converts to its service on
launch. Friendfeed launched. With the popularity of social networks, Friendfeed
simplified active social media guru by integrating user’s online activates into
one place. In 2008 Viral Video gave wake up call to the power of social media.
Video of burger king employed bathing in sink sparked awareness. Orkut was
owned and operated by Google. The service
was designed to help users meet new and old friends and maintain existing
relationships. The website was named after its creator, Google employee Orkut
WhatsApp, was incorporated
in 2009 by Brian Acton and Jan Koum, both former
employees of Yahoo!. WhatsApp Messenger
is a cross-platform instant messaging application that allows iPhone,
BlackBerry, Android, Windows Phone and Nokia smartphone users to exchange text,
image, video and audio messages for free. Groupon
was also made a debut that year. 2010 confirms that social media is not a
trend. Facebook launched Open Graph QR Codes Gain Marketing popularity Smart
phones outsell computers. Year 2011 has brought a new dynamic feature. Social
media becomes Social business. Social media fast forwards news access and
community action. Google introduces Google+ Social media breaks demographics
braiers. 79% to 84% of all age
demographics (15+) participate. 2012, NFC ushers in social convergence.
social networking sites Facebook & Orkut.com change total concept of Social
Network in the history of Social media . Social Networking such as Facebook ,Orkut,
Myspace,Flicker and Youtube are sites where users apply for membership and
maintain their personal profile information in a centrally organized database
.Each network member controls access to their profile by accepting or deleting
request from other network members to be “friend “. By expanding and developing
their networks of friend s, social networking members are able to maintain
online relationship for work, study, special interests leisure- related
IMPACT OF SOCIAL MEDIA:
networks like Facebook and Twitter have always encouraged their subscribers to
come up with an online persona. They then build a personal network of friends
that connects to an open worldwide community (Griffith & Tengnah, 2009).
Information is now shared freely between the two. These parties can communicate
either publicly (writing on ‘walls’) or via the more discrete personal
from connecting to a network of friends, a subscriber can join community groups
with a specific interest. Here, the subscribers discuss different issues
touching on that interest. More often than not, events are created where
physical meetings are arranged. Briggs found out that an average Facebook user
is connected to around 80 community groups (Griffith , 2009).
These groups give confidence the subscribers
to give suggestions on how they should be run and to engage in debates.
Moreover they make available a social forum for members to interrelate amongst
each other and with the leaders of the groups. It is a kind of guidance also.
are other social sites like YouTube that give users a platform and opportunity
to upload and share videos. Normally users post videos of themselves for other
users to view. YouTube has been a great boon for musicians and film producers
as their fans can easily access and approach their music videos. Other social
sites like MySpace have also given users the platform to post videos on their
profiles. Such sites enable easy access to a variety of videos like music,
sports, documentaries, and movies.
media has narrowed the use verbal communication and increased the use of online
messaging. People these days can have ‘phone conversations’ over their
computers. This has been facilitating because of social sites such as Skype. Now,
people that are connected will communicate by word of mouth. This is contrasting
Face book and Twitter where the style of communication is by writing.
As webcam is another revolution in
communicational industry. Webcam conversation is getting popular now a day. So
majority of social sites have now included webcams for their subscribers.
Webcams facilitate ‘friends’ to have a one on one conversation while at the
same time watching each other. As subscribers get to perceive each other, this
communication is very effective and confidential.
Twitter, and Skype are well-liked social media podium millions utilize daily.
It is really exceptional to come upon anyone in today’s society who does not
have an account on one of these platforms. Social media is used by businesses
and organizations, too. Most online sites have a link to their Facebook page.
Due to busy routines and lack of time people prefer to buy things online.
That’s why online sale and purchase is promoting.
2009 states: “Social media touches nearly every facet of our
personal and business lives. In business, it is not just for Marketing and
Public Relations department. Rather it is imperative for social media to be a
part of the company’s overall strategy. Social media is living and breathing
and it touches every part of a company from Customer Service to frontline
sales, even Human Resources and Information Technology.” (p.13)
the expanding growth of social media networking, businesses are spinning to it
as a means of advertisement. Businesses and organizations are reached by
millions of users on a platform they are using on day by day. Businesses and
organizations arrive at plentiful users on Facebook by creating pages and
offering promotions and discounts to get users and fans. If any of your friend
is a member of that business group or facebook page, the posts, promotions or
suggestions he share will be automatically display to your newsfeeds. This consents
to the business to reach the fan and the friends of the fans.
a life of hustle bustle people are getting involved in their own matters. They
have less time for physical involvement or communication. World has become
global village. Social media is a hub of social networking. The technological
advances supplementary to social media transforms the way we communicate with
people on daily basis. It has made communication faster and more proficient.
Social media sites like Facebook send daily reminder of friend birthdays. Now
there is no need to pick up the phone and usually wishing someone birthday
greetings, one can simply type his birthday greeting on their page.
one and all use social media in some manner. Twitter is popular social mode for
celebrities. One may often watch the news and there is a story of what some
celebrity tweeted to their fans or other celebrities. It has facilitated social
organization, businesses, churches and individuals reach audiences in which
they could not get to before. It has even been exercised in politics Pakistani
politicians like Marriam nawaz sharif, Imran khan, and other using twitter to
keep us posted on what is happening in the government.
negative effects of social media on communication are the effect it can have on
kids through cyber bullying and unwanted exposure. Younger people are using
mass communication without the without realizing the consequences. (Wallis,
2012). There has been instances where young
folks have committed suicide as the result of negative things that have been
posted about them on the internet, Parental controls are available to ensure
website are access that are inappropriate for certain age groups but they cannot
protect young folks from what is being posted by their peers. Social media and
networking is often used as an outlet and peers can post things that are
potentially hurting to others.
Boyd and Nelson
(2006) reported that the top ten social networking sites developed with
the passage of time, and its number of users increases from 46.8 million to
68.8 million. This rating reveals the important information about how new
generation interacts with each other. Talking about law and Jurisdiction it is
international law that one must be 18 years old minimum to use social
networking websites but unfortunately, Lenhart and Madden (2007) calculated
huge amount underage users which must be violated. According to Linhart and
Madden (2007) calculation it has been analyzed that 41% 12-13 years old and 61%
14-17 years old users in social networking websites.
Social networkings help people
in online communities and boost communication. This is the era of social
networking, the epoch of technology. For Youth social media is the center of
attention. They learn fast and rapid on social media and using it for productive
purpose also. Teenagers love to use social media. One can educate people about
the society, good and bad, values, ethics and culture, if it can be used in a constructive
way. Sometimes, Students utilize social media tools in their studies also. They
prefer to do online searches instead of using Library or books. They read
online books, attend and watch online lectures. They make watsapp groups for
studies purposes, where they discuss their studies matters or class ongoing
activities, subjects or a single topic of their syllabus with their campus
Many of teens,
youth but also adults use it. Several of them don’t make out how to use it safe
and sound. Over the past few years, social media networks have become one of
the most admired and famous applications on the internet. Social networking
sites basically catch the attention of youth, they attract teens specially
students towards them. While chatting and talking to students forget about the
time, while online. Students remain involve in chatting and talking to each
others. In some way, it is wastage of time, by saving that time students can
learn more by studying. Social media tools not much advantageous for students,
who use social media, get so much obsessed to it and they forget about their
other activities and responsibilities. Social media is more than an addiction
to them. Excess of everything is bad. As in the use of social media, extra use
of social media websites is dangerous for the students as they lose their
personal data and information, they upload on the websites. Even when students
meet each other in their institutions they remain talking about their
activities and data uploaded by them and their friends.
With the appearance and expansion of social media there are effectiveness
as well as drawback to the way communication is impacted. The actual question
is whether the advantages beat the disadvantages. The major benefit of social
media to the world is how we communicate. Due to social media enhancement world
has become a global village. As with anything, there will be disadvantages and
it will be used to do things that it was not originally intended. People have
access to social media and networking sites inviting them to stay connected to
what is happening in the outside world. The television is gradually becoming outmoded
with Facebook, Twitter and other sites providing news at quicker rates then the
local news at 9. Pm. The news station and newspaper also have Facebook and
Twitter accounts that provide new stories, as they are unfolding. The facility
to contact social platforms via computers, tablets, and cellphones allows you
access at all times throughout the day. The convenience and ease of access direct
media and network makes it popular. Now out of every
10 person, each person has any of
Facebook, Twitter or Instagram account. The user is logged in
all the time. There are some users who post everything they are doing
throughout the day, which can be hazardous.