In this blog post, we’ll take a closer look at the definition of social media, how it has spread, its characteristics, and the impacts it has had.

What Is Social Media?

SNS stands for “social network service,” and in a broad sense, it refers to all services that allow people to connect with others online. However, it is generally used to refer to services that help users form relationships online based on specific criteria such as shared interests, age, education level, location, and gender.
Initially, the focus was on purposes such as information exchange, socializing, entertainment, and broadcasting; however, as the practical value of social media became widely recognized, its scope of application expanded to include business, media, and even the political sphere. It has thus evolved beyond a simple tool for personal communication to wield significant social and economic influence.
Looking at how widely they have spread globally, the number of users has surged recently, driven by the increase in smartphone users and the expansion of wireless internet services. According to market research, while the proportion of social media users among global internet users was only about 27.3% in 2006, it grew rapidly to about 62.5% by 2009. Along with this widespread adoption, the purposes for using social media have also gradually evolved.
The relationships that can be formed online through social media fall into two main categories. The first involves bringing offline personal relationships into the online realm to maintain ongoing connections. When users enter their personal information, social media platforms recommend a list of potential friends, allowing users to connect with people they know in real life online, thereby extending or rekindling those relationships. For example, Facebook provides a “People You May Know” list based on user information, bringing offline relationships into the online space.
The second type involves creating entirely new relationships online. Users can find people with shared interests or the same religious beliefs to start interacting online, and services have emerged that allow users to add people of similar ages as friends and chat through smartphone-based location- and age-based features. These services also provide a meeting place for people with common interests.

Characteristics and Impact of Social Media

One of the most significant characteristics of social media is that it is not constrained by time or space. With the widespread adoption of smartphones and wireless internet, we can instantly post our status or mood anytime, anywhere, and immediately access other people’s thoughts and news. As a result, users feel as though they are always connected to others, and their bonds tend to grow stronger.
The fact that these networks are intertwined like a spider’s web implies significant reach. For example, a single comment by a celebrity on Twitter can spread widely in just a few minutes, and a video or post uploaded by an individual can be amplified and reposted by others, spreading nationwide or internationally in an instant. Because of this reach, many companies are paying close attention to social media and actively investing in advertising and marketing that leverage these platforms.
Another key characteristic is its individual-centered nature. While traditional mass media primarily featured a one-way flow of information, information on social media flows in both two-way and multi-directional patterns. Since there is no central hub, individual users become the primary agents who directly produce and distribute knowledge. This has led to the emergence of many one-person businesses and personal brands.
However, these characteristics also come with side effects. First, given the lack of sufficient mechanisms to verify the authenticity of information relative to its reach, misinformation can spread rapidly within a short period of time. Second, due to the nature of the online space, it has become easier to turn a blind eye to real life and present a curated image of oneself. When people focus more on “how they want to appear to others” rather than their true selves, there is a risk that social media will degenerate into a draining and wasteful activity, rather than fulfilling its original functions of strengthening bonds and fostering active interaction.
As data scientist Hilary Mason points out, people on social media are highly likely to prioritize the image they want to project over their true selves. We must take to heart the warning that this can weaken the positive function of strengthening relationships and, at times, lead to superficial interactions and a waste of time.
Recent technological advancements and the explosive growth in user numbers have made social media an inseparable part of our lives. As we’ve seen, the benefits and drawbacks of social media are closely intertwined, like two sides of the same coin, and ultimately, the impact social media has on individuals and society depends on each user’s attitude and how they use it.