## Overview “Social media” refers not to a single organization but to a broad category of digital platforms and technologies that enable users to create, share, and interact with content and communities online. These platforms—such as Facebook, Instagram, TikTok, LinkedIn, and X (formerly Twitter)—have become central to global communication, marketing, entertainment, and commerce. In 2025, social media is a dominant force in both daily life and the global economy, with over 61% of the world’s population actively using these platforms—a figure that continues to rise as traditional media consumption declines[3]. ## History and Evolution Social media’s origins trace back to the late 1990s and early 2000s with platforms like Six Degrees, Friendster, and MySpace. However, it was the launch of Facebook in 2004 that marked a turning point, rapidly popularizing the concept of online social networking. Over the next two decades, platforms diversified to include microblogging (Twitter), visual sharing (Instagram), professional networking (LinkedIn), and short-form video (TikTok). The sector has been characterized by rapid innovation, frequent platform shifts, and intense competition for user attention and advertiser dollars. ## Key Achievements and Impact Social media has fundamentally reshaped how people connect, access information, and conduct business. In the U.S. alone, 72.5% of the population—about 246 million people—are active social media users, and social commerce sales are projected to surpass $90 billion in 2025[1]. Globally, the average user spends nearly 2.5 hours daily on these platforms, accounting for over a third of total online time[3]. Social media has also become the primary channel for brand discovery, customer engagement, and influencer marketing, with ad spending in the sector reaching $276.7 billion in the U.S. this year[1]. The industry has driven the rise of new professions (in