Social media is an interesting feat in technological innovation, to say the least. Originally designed to be a form of social connection, the concept quickly gained favour. This was largely because people realised that it could make their communication efforts with their loved ones around the world more convenient and easier than ever before. Social media bridged a gap that had never had an adequate solution before. Suddenly, people could communicate across vast oceans within seconds, with just the click of a few buttons. It was a marvel in technological innovation that quite literally changed how the world communicates. Never had people had such an innate sense of connection, even when they were oceans apart. Thanks to the rise of social media platforms, a digital network that spanned the globe was not a dream anymore, but a vivid reality. Before social media, international communication was costly, time-consuming, and more fragmented. There was the genuine need for a better way, and the introduction of social media to the world proved to be that better way. Fast forward to today, and social media has grown so much, expanding to become more than the global communication network it rose in popularity as.

Social media came from what many hail as humble beginnings. A seemingly simple concept brought to life through the reaches of technology and digitalisation. To put it simply, social media began as a few niche social communication platforms, and quickly ballooned to become a worldwide network of social interaction on the digital scale. Individuals around the world were suddenly able to communicate with ease and efficiency across vast oceans instantaneously. It was a marvel to the world, and it gained traction quite quickly. When issues arose, there was integrated help desk software to help users figure out the causes of their problems, as well as dedicated teams working around the clock to solve issues as they arose, should the help desk software and FAQ boards not be enough for users to fix their problems. The wonder at instantaneous communication on the global scale quickly became the norm, and suddenly what was once a genius innovation, a modern marvel, was a commonplace staple in the modern world. And then social media became the focus of the professional world.

As social media became a staple for modern consumers in their everyday lives and their forms of adequate communication, businesses began to notice that consumer attention was drifting away from their traditional advertising and marketing tactics. Consumers were more invested in what was happening on their phone screens than they were in what was right in front of them in the real world. It became obvious that traditional marketing was no longer as effective as it had been in the past. The world had changed, and consumers along with it. Businesses had to readjust. And so, they did. They began to use social media tentatively as a marketing strategy. Over time, social media has enjoyed something of a meteoric rise as a marketing strategy as well. Aptly referred to as social media marketing, social media appealed to businesses so much because social media news feeds were where the consumers’ attention was focused, so a move to social media professionally was the smartest option. When used appropriately and smartly, social media proved time and again to be a stroke of genius in digital marketing. Both businesses and consumers were happier than ever.

Of course, social media is still the technological advancement that connects people the world over, and in all honesty social media marketing is just an extension of that ideal. The success of social media as both a worldwide network of personal communication and a global net of exposure and success for businesses is due to its grasp on consumers. As with any successful avenue in any business, there could be no success for social media in either field if there was no demand for it on the part of the consumer. It is human nature to be drawn to the things that make sense for us, and the astonishing growth of social media (an elevation that is ongoing even today) is just one shining example of when that ideology goes perfectly right. Social media has built its reputation on the backs of strong consumer relationships, and without those relationships there could simply be no success in the now-worldwide network. At the end of the day, social media is here to stay.

Social media is one of the rare technological innovations that starts out serving one purpose, and over time expands to become the solution for various problems. First beginning as a seemingly humble concept of digital connection, social media quickly rose in popularity as individuals the world over realised the ease that it injected into international communication. Suddenly the world could communicate across vast oceans within seconds. The only necessity was a stable Wifi or 4G connection. Over time, social media has proven to be so effective in global reach that businesses and whole industries have taken notice. Today, these businesses and industries use social media as one of their key digital marketing strategies. Proving its worth as both a personal and professional form of global communication and exposure, social media has managed to do what so many technological innovations are unable to achieve: become a multitool in its function, spanning across multiple industries and purposes.