The Influence Of Social Media In The Modern Day

The emergence of social media has profoundly revolutionised human social interaction and information sharing. Today, social media immensely influences our socio-political views, purchasing decisions, and cultural views.

The advancement of mobile technology has accelerated the number of social media users globally and hence has increased time spent on social media. This is because mobile devices make it easier and simpler for users to access social media from anywhere and everywhere.

The facts:

According to, there are currently 3.78 billion social media users globally - about 48% of the current world population. 91% of all social media access social media through mobile devices and users spend an average of 2 hours and 25 minutes per day on social media.

The wider reach of social media exerts a strong influence on human activities and society. Hence, social media has evolved beyond its primary purpose of social interaction and information sharing to become a tool that genuinely impacts society and is now an integral part of our daily lives. Social media now directly influences local and international politics, business, culture, education, career, and innovation.

However, the influence of social media is like a double-edged sword; it has both positive and negative influences on the users and society. In this post, we will take an in-depth look at how social media currently affects society.

The Influence Of Social Media In The Modern Day

Social Media Usage In Politics And Social Activism


Nowadays, social media greatly influences people's political orientation and opinion because most people source information from social media ( Various studies have attested to this. A survey by reveals that about one out of five US adults gets their political news mainly from social media. And this news is often less verified compared to the information obtained from traditional media. Therefore, politicians invest hugely in social media to shape society's political views.

Social Activism

Thanks to social media, a lot of people have been able to find their voice. Social media lends a voice to more minor groups like the majority, and allows for civil dissent. So, people have used social media to hold the government accountable and fight injustice - like racism, inequality - and to bring clamour for change. Social media has been widely used to create awareness and kick back against social, ethical, environmental, and political anomalies.

The Benefits Of Social Media UK In Business, Recruitment And Training


Social media greatly influences business growth. Social media allows companies to reach out to vast and diverse consumers and get relevant data about consumers' behaviours and needs. This assists companies to adopt a new strategy to meet consumers demands and taste. Through interaction, viable marketing strategy, and excellent reviews, companies can use social media to influence consumers' purchasing decisions. 71% of consumers who had a positive experience with a brand on social media are likely to recommend the brand to their friends and family. A good review generates more leads for a business. Hence, most business owners and digital marketers take social media marketing seriously. It gives a company a competitive edge above its contemporaries. In the modern-day, 73% of marketers believe that social media marketing has been effective for their business.


Social media now shapes most businesses' hiring process. Most companies and recruiting firms consider candidates' social media profiles when making their recruitment decision. 91% of employers currently use social networking platforms for recruitment. Also, social media platforms serve as a link between the candidates and recruiters. Hiring managers could attract their desired talent by posting job openings on social media platforms. Job seekers also take rightful advantage of social media to get their desired job. According to Glassdoor, 79% of job seekers use social media to conduct a job search. Social platforms like LinkedIn make it easier for job seekers to market their skills, qualities, and experience through their public profile.

Training and Development

Social media provides users plethoric learning opportunities to reach your peak performance. Social media users can find various coaches and courses online, which could make them more employable. Social media also promotes distance learning. Many people have learned vital skills on social media and proceed to become a professional in the respective field of interest with further learning. This is vital in the current climate with particular regard to the coronavirus pandemic and recent technological advancements.

The Bad Side Of Social Media

Social media, despite its many benefits, is not devoid of negative influences. The negative influences of social media include:

  • Due to excessive posting of personal details, online social media could expose users to stalking, impersonation, misuse of personal information, and more. To prevent this, users should avoid posting information that excessively exposes their personal lives.

  • Social media could lead to less productivity due to its addictive nature. This may negatively affect a worker's productivity, consequently affecting the company.

  • Social media also enhances cyberbullying, resulting in depression or even making some victims contemplate or commit suicide.

  • Social media may also be used to spread false and unverified news that may damage an individual or organisation's reputation.

It is unequivocal that social media has become a significant part of our society and impossible to eradicate. Social media is a potent tool for interaction, communication, information, education, marketing, social activism, and orientation - essential to global advancement. 

The world would have been less good without social media. Hence, it is worth sustaining, but authorities and technology companies should continually devise strategies and regulations to combat the negative influences of social media.

Has Social Media Taken Over The Marketing World?

Social media has taken over the world. From Instagram and Facebook, to LinkedIn and Pinterest - understanding how to use the digital tools at one's disposal for marketing purposes is imperative!

Social media is one of the most reliable forms of digital marketing. It provides businesses of any kind, almost limitless marketing opportunities. This has left millions of markets scrambling to find the best protocol to utilise the immense marketing benefits that are offered by social media.

97% of marketers use social media and 78% of salespeople outsell their competitors by using social media for their business. Social Media Marketing is the fastest growing marketing trend with a reported 9 out of 10 businesses utilising some form of a marketing campaign on social media.

However, some businesses are not making any or optimal use of social media to promote their business. Research has it that some businesses don't plan to use social media for marketing their product. This part of the article thus takes a look at the 10 major reasons why social media marketing is important.

10 Reasons Why Social Media Marketing Is So Important?

1. Fosters Brand Awareness

The effective use of social media can rapidly help improve your brand visibility. The benefit from social media marketing is this improved awareness that any brand with a strong social media presence will gain. Social media enables your customers to connect and interact with your business on a more personal level. Therefore, you can easily use social media to promote your business through customer reviews and a reliable customer relations service. The interaction that occurs under a business post on social media and your response to complaints and inquiries has a high propensity to build trust, familiarity, and eagerness in potential customers.

2. Increased Traffic and SEO Ranking

Constantly posting engaging social media posts can help increase your website traffic. The more you post, the greater are the chances of getting inbound traffic to your website thereby providing you with the opportunity of increased conversions. Hence, it is expedient to always post your company's website alongside your engaging content when you post on your social media channels. Also, the share rate of your social media post will increase the content domain authority of the shared content making it rank higher in search results. This, therefore, makes your brand more widely known and improves general discoverability.

3. Affordability

Social media marketing is one of the most cost-effective marketing and advertising strategies out there. Setting up an account and posting content on the platform is free. You may only decide to pay for paid social media advertising if you want to expand. The cost is pocket-friendly. This allows you to get a superb return on investment made from social advertising. With little capital, you could improve your business recognition and get an improved conversion rate. No brainer?

4. Get Reliable Audience Insight

Social media marketing allows you to interact with your audience and gain useful and reliable insight into the products they need and why; their hobbies; the kind of social media content that interests them; the kind of website they visit and other viable data. This information, therefore, encourages you to build products that meet consumers' needs and create more engaging content that stimulates the attention of these customers. This, in turn, drives traffic to your website and improves your conversion rate.

5. Improved Customer Service and Satisfaction

Customers enjoy and often demand prompt customer service and optimal satisfaction from brands and respective businesses alike. Social media marketing provides you with the best opportunity to offer your customers quality customer service and satisfaction. Social media provides customers faster responses compared to the mailing complaint or inquiry method. To give your brand a positive voice and excellent reputation you need to offer a prompt and helpful reply to customers' inquiries and complaints. This makes your customers feel prioritised and happy.

6. Target and Retarget your Audience

Social media advertising and promotions allow you to reach your target audience. You can customise ads on social media platforms to reach your target customers who may not have seen your business or thought of themselves interested in the service or product you offer prior to this. Ads may be targeted at the audience through factors like age, location, industry, education level, and user behaviour. Connecting your ads to a CRM will allow you to see exactly which ads are turning CRM and hence which ads target the correct personnel/have the highest conversion rates.

7. Improved brand loyalty

A strong social media presence makes it easier for your customers to discover your brand and connect with you. When you connect with your customers through social media, you are more likely to gain an upsurge in your customer retention and customer loyalty figures. Customer satisfaction and brand loyalty are typically interrelated because developing a loyal customer base is one of the main goals of every business. Strive to win more loyal customers through an engaging and reliable social media presence.

8. Competitor Evaluation

With social media you can carefully observe your competitors' performance. It allows you to see what your competition is doing, and they can see what you do too. Therefore, you can study how they interact with their audience, the frequency of their posts, the kind of content they post or share, and their level of customer service. This evaluation could help you gain useful information about your competitor. You can then use the information to come up with viable strategies to edge your competitors' in the market and gain massive business advantages from doing so.

9. Market Awareness

Marketplace awareness is an effective way to understand the needs and wants of your customers without directly communicating with them. Marketing awareness is one of the most valuable advantages of social media. You get to see customers’ interests and opinions by observing the activities on your profile. It might be hard to get this information without having a social media presence.

10. Establish Brand Authority

For all businesses (SME’s) on social media, whether small, a start-up or a bigger business, you need to build authority with your brand. Social media gives you free will to build your brand authority with the various tools at your disposal. You can build strong brand authority with the content that you post on social media and how you reply to your customer's inquiries. These help to build a positive image of your brand in the customers’ minds. Be sure to regularly interact with your customers to show them that your business prioritises them.

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