Social Networks

Written By: Oludayo Dosunmu, Emily Morra & Samarpit Bajaj, Shabnam Azizi

What is a Social Network?

Essential Features of Social Media Tools

Future Trends in Social Media

Explanation Of Social Media Tools

Why use Social Networks?

What are the key strengths & weakness of Social Media?

Examples of Networking

Facebook

YouTube

References

What is a Social Network?

A social network is an online platform that enables individuals and groups to connect, communicate, and share content. These networks help with interaction by allowing users to engage in conversations, share experiences, and build relationships in a virtual space. Examples of social networks include Facebook, Instagram, LinkedIn, Twitter (X), TikTok, etc (Hanna, 2025).

Social networking connects individuals and businesses by allowing them to share information, ideas, and messages. Companies also use social networks to create and strengthen brand recognition, promote products and services, and answer customer queries and concerns (Kenton, 2024).

Social networks serve various purposes, including:

Personal Connections – Staying in touch with friends and family (Hanna, 2025).
Professional Networking – Connecting with colleagues, industry professionals, and job opportunities (e.g., LinkedIn) (Hanna, 2025).
Information Sharing – Spreading news, opinions, and educational content (Hanna, 2025).
Marketing & Business Growth – Helping brands reach audiences through digital marketing and influencer partnerships (Hanna, 2025).
Social Movements & Awareness – Mobilizing people around causes and global discussions (Hanna, 2025).

Written By: Oludayo Dosunmu

A social network is a platform that allows users to communicate with other users. It involves virtual communities to engage and connect provided with an online service.

Examples: Instagram, Snapchat, Twitter and Facebook

Every platform is different in use, posting daily updates, memories, and topics/opinions. Social Networking is used in many ways: communication (keeping in touch with friends, family or colleagues), engaging with professionals, sharing/posting updates/interests, entertainment (watching videos or online interactions) and finally for marketing and business use.

Written by Shabnam Azizi

Essential Features of Social Media Tools

Scheduling & Automation – Tools like Buffer, Hootsuite, and Sprout Social allow users to schedule posts ahead of time, keeping content consistent without manual posting (Guinness, 2024).

Analytics & Insights – These tools track engagement, reach, and audience behavior to help businesses improve their social media strategies (Mathur, 2024).

Social Listening & Monitoring – Platforms like Brand watch and Mention help businesses track brand mentions and industry trends in real time (Zoho, n.d.).

Collaboration & Workflow – Tools like Trello and Asana make it easier for teams to plan and manage social media campaigns (Zoho, n.d.).

Customer Engagement & Support – Businesses use social media tools to reply to customer questions, manage reviews, and improve response times using chatbots and messaging features (Guinness, 2024).

Edited by Arshdeep Singh.

Future Trends in Social Media

AI-Generated Content – Tools like ChatGPT, Canva AI, and Jasper AI are helping users create text, images, and videos quickly and efficiently (Hanna, Wright, & Yasar, 2025).

Decentralized social media – Privacy concerns are pushing people toward platforms like Mastodon and Bluesky, which let users have more control over their data (Oladipo, 2024).

Short-Form Video Growth – Apps like TikTok, Instagram Reels, and YouTube Shorts are becoming the most popular way for brands and influencers to engage audiences (Buffer, 2025).

Metaverse & Virtual Reality (VR) – Companies like Meta (formerly Facebook) are working on digital spaces where users can interact through avatars, virtual stores, and 3D experiences (Buffer, 2025).

More Authentic & Community-Based Content – Users are moving away from overly polished content and looking for real, behind-the-scenes, and user-generated posts (Buffer, 2025).

Edited by Arshdeep Singh.

Explanation Of Social Media Tools

Social media tools are acting an eye on the industry. These tools are used to act and perform actions related to social media. This includes publishing, scheduling, analytics and content creation. Entrepreneurs, start-ups, digital agencies, businesses and organizations generally use these tools. Other people could choose to use the tools, and they can be catered under the same (Zoho).

There are a couple of Social media tools available, but a few of the best social media tools are Sprout Social, Canva, Iconosquare and Typefully (Mathur, 2024).

Written By: Samarpit Bajaj

Why use Social Networks?

Social Networks connect people and businesses, and it is here to stay in this world. Popular social networking sites are Facebook, X (formerly Twitter), Instagram, LinkedIn, and TikTok, which help people maintain social connections, reach widely, access information, and share information. Social networking is a platform to find the target audience and get the necessary reach and engagement.

Sharing. Social networks allow geographically dispersed friends and families to stay connected by sharing updates, photos and videos (Hanna, 2025).

Learning. Users can receive real-time news, explore trending topics and keep up with community developments (Hanna, 2025).

Interacting. Online platforms are real-time saviors and can assist in getting through real-time text, audio or video chat (e.g., WhatsApp, Instagram Live) (Hanna, 2025).

Marketing. Generally, Businesses use social networks for building brand awareness, retaining customers, and promoting products or services (Hanna, 2025).

Written By: Samarpit Bajaj

What are the key strengths & weakness of Social Media?

Social Network Pros

Today, social networks play an essential role in the way we communicate, interact, and share ideas with others around the world. With the advanced strike in technology of social networking platforms, including Facebook, Instagram, Twitter (X), and LinkedIn, they offer numerous advantages that are important for businesses, students, influencers, job seekers, public figures, and many more. These advantages include: 

Connection & Communication
A primary advantage of social networks is the ability to connect us instantly with friends, family, and people globally. This enhances communication and allows us to maintain strong connections with loved ones, regardless of the distance between them (Calvo, 2023).
Networking Opportunities 
Social networks also provide opportunities to broaden our professional connections, which may be valuable for those seeking career growth. Platforms such as LinkedIn are particularly effective for this matter by building workplace relationships and networking (Calvo, 2023).

Sharing Information & News

Social networks provide real-time access to the latest news and events. They also enable us to share valuable information with our followers, contributing to the worldwide spread of knowledge and awareness on a wide range of subjects (Calvo, 2023).

Support & Community

Social networks offer the opportunity to connect with communities of like-minded individuals, creating a space to share experiences, receive support during challenging times, and belong to a group that shares common interests (Calvo, 2023).

Social Network Cons

On the other hand, while social networks offer numerous advantages, they also come with some disadvantages. The great features that make these platforms so appealing can lead to negative consequences down the line. These disadvantages include: 

Dependency & Addiction 
Overusing social networks can lead to emotional attachment and dependency, which may harm one’s mental health and emotional stability. This excessive usage often makes it harder to disconnect, resulting in poor sleep and inadequate relaxation (Calvo, 2023).

Loss Of Privacy

Sharing personal details on social media can often put your privacy and security at risk, making you susceptible to potential hacks, identity theft, and other online threats (Calvo, 2023).

Cyberbullying & Online Harassment
The anonymity and physical separation offered by social networks can promote harassment, cyberbullying, and discrimination, which can harm the mental and emotional well-being of those targeted in the situation (Calvo, 2023).
Promoting Procrastination 
Social networks can act as a distraction, causing people to procrastinate and neglect important responsibilities, leading to a cycle that negatively impacts productivity and performance in both academic and professional settings (Calvo, 2023).

Written By: Emily Morra

ADVANTAGES AND DISADVANTAGES

There are advantages and disadvantages to the use of social networks and social media. The advantages are of course an easy way to communicate, network and marketing businesses. Disadvantages include digital al footprints, being aware of what you post, addictive use can decrease one’s productivity and social media can also be harmful in ways of bullying or harassment. The overuse of social networking can also be a risk to one’s privacy.

Overall, social networking is the process of building/maintaining social relationships with others through online platforms, connecting with other individuals. In contrast, social media is defined as the platforms used and technologies that allow social media to operate. Social networking is engaging with others connectively, while social media does not solemnly focus on connection but content sharing.

Written by Shabnam Azizi

Examples of Networking

Facebook

Launched: February 4, 2004

Launched: February 2009

YouTube

Launched: December 15, 2005

A research study, posted on November 4th, 2024, shares the top 20 social media sites and platforms to grow your brand in 2025. Starting with number one, Facebook. According to Statista, Facebook is the leading social networking platform, with over 3 billion monthly users, making up about 37% of the world’s population. In addition, its messaging app, Facebook Messenger, has gained significant popularity with 931 million active users each month (Oladipo, 2024). 

In second place, WhatsApp. A messaging app used in over 180 countries, has approximately 2.78 billion active users, according to Statista. Originally, the app was intended for sending text messages between family and friends, but the launch of WhatsApp Business in 2018 has transformed it into a popular platform for businesses. By June 2023, WhatsApp Business had surpassed 200 million monthly active users (Oladipo, 2024).

Last but not least, YouTube. YouTube stands as a major video-sharing platform, with users consuming over a billion hours of video content every day. Ranked as the second-largest social media platform, it also holds the title of the second-largest search engine, following its parent company, Google. If you’re leveraging video to promote your business, YouTube is a crucial component to include in your marketing strategy to reach a broader audience (Oladipo, 2024).

Written By: Emily Morra

References

Administrator. (n.d.). Social networks: Advantages and disadvantages in modern life. Inicio. https://www.mentesabiertaspsicologia.com/blog-psicologia/social-networks-advantages-and-disadvantages-in-modern-life

Guinness, H. (2024, December 20). The 7 best social media management tools in 2025. Zapier. https://zapier.com/blog/best-social-media-management-tools/

Hanna, K. T., Wright, G., & Yasar, K. (2025, January 22). What is social networking and how does it work?: Definition from TechTarget. WhatIs. https://www.techtarget.com/whatis/definition/social-networking

Kenton, Will. “What Is Social Networking?” Investopedia. Accessed February 9, 2025. https://www.investopedia.com/terms/s/social-networking.asp

Mathur, D., & Mathur, D. (2024, December 10). Social Media Marketing Tools (Top 14 You Should know in 2025). Taggbox Blog. https://taggbox.com/blog/social-media-marketing-tools/

Social Media Management. Sprout Social. (n.d.-a). https://sproutsocial.com/social-media-management/

Social Media Tools. Zoho. (n.d.). https://www.zoho.com/social/social-media-tool.html

“20+ Top Social Platforms to Grow Your Brand in 2025.” Buffer. Accessed February 10, 2025. https://buffer.com/resources/social-media-platforms/.

YouTube. (n.d.-a). YouTube. https://www.youtube.com/watch?v=LVefs5M0YzA

Kenton, W. (2022, February 27). What Is Social Networking? Investopedia. https://www.investopedia.com/terms/s/social-networking.asp

- Shabnam Azizi

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