In this blog post, we will look at various examples of how social media has changed the way we form relationships and share information since its emergence.
You went to a restaurant with a friend and ordered food. When the food arrived, your friend naturally took out their smartphone and took a photo. When you asked why they were taking a photo, they replied, “I’m going to post it on Instagram.” After finishing their meal, your friend posted the photo on their feed and simultaneously checked new friend requests. The request was from a childhood friend they hadn’t been in touch with for a long time. Excited to reconnect, your friend accepted the request and used the “Find Friends” feature to send friend requests to other old acquaintances. How exactly does social media, which has become such a natural part of people’s daily lives, work?
SNS, or social network service, refers to a platform designed to build and maintain human relationships online. Users communicate with friends and colleagues, form new connections, and share their interests and daily lives through SNS. These social platforms have evolved beyond simple communication tools to become spaces where information is created and consumed simultaneously, serving as a form of personal media.
The main characteristics of SNS can be summarized into three categories. First is immediacy. Information spreads quickly through the network, boasting a speed of transmission that is incomparable to traditional media. Second is personalization, where users’ daily lives and experiences are at the center of content production and sharing. Third is openness and ease of construction. Anyone can easily post content and freely link or share others’ content.
In addition, the social networks formed through SNS are mostly public, ensuring a high level of transparency. Based on these characteristics, SNS can be divided into several types according to the functions and purposes they provide. First, profile-based SNS allow anyone to participate without restrictions on specific fields, with Facebook and Instagram being representative examples. Second, business-based SNS are services that connect people based on their careers or expertise, with LinkedIn being a representative example.
Third, blog-based SNS combines social features with a blog format, with examples including Naver Blog and Tistory. Fourth, vertical-based SNS focuses on specific content such as photos, videos, or reviews, with examples including YouTube, TikTok, and Brunch. Fifth, collaboration-based SNS includes platforms for collective knowledge creation, such as Wikipedia. Sixth, communication-centric SNS are services centered around messaging and video calls, such as KakaoTalk and Discord. Seventh, interest-based SNS are community-centric services formed around specific interests or hobbies. Finally, eighth, microblogging-based SNS are services that quickly share short text-based content, with Twitter (X) and BlueSky being representative examples.
Among these, several representative SNS platforms with a large user base include Facebook, created in 2004 by Mark Zuckerberg and his friends, which has billions of users worldwide. Users can create personal profiles, connect with friends, and share news and content.
Recently, it has expanded its features to include community-based “Groups,” real-time broadcasting “Live,” “Stories,” and “Marketplace,” offering a wide range of functions from everyday sharing to commerce. Instagram is a photo- and video-centric social media platform launched in 2010, gaining global popularity for its simple interface and stylish content-sharing features. In particular, its “Stories,” “Reels,” and ‘Shopping’ features are ideal for sharing short moments or promoting brands and products. Since being acquired by Facebook, its user connectivity and functionality have been further enhanced. Twitter is a short-form social media platform launched in 2006, known for its exceptional ability to spread information in real time. Recently, it has rebranded as “X” and introduced various new features to transform its platform. Users express their thoughts through short posts called “tweets” and follow each other to engage in real-time communication. As such, evolving social media platforms have transcended their role as mere communication tools and are now being utilized across various fields. A prominent example is social commerce. Social commerce is an e-commerce model based on social media, where users can gather group buyers to purchase products at discounted prices. The advantage of social media is that consumers voluntarily promote products and attract buyers, thereby reducing advertising costs. In South Korea, Coupang, Wemakeprice, and Tmon are representative social commerce platforms. In addition, government agencies are utilizing social media for policy promotion, complaint handling, and emergency disaster alerts, while companies are actively utilizing social media for brand marketing, customer service, and event promotion.
The integration of features such as games, shopping, and live broadcasting within social media has increased user retention time and stimulated economic activity within the platform.
So, how widely is social media used in South Korea? According to the latest internet usage survey conducted by the Ministry of Science and ICT and the Korea Internet & Security Agency (KISA), as of 2024, the social media usage rate among South Koreans reached over 85% of all internet users. In particular, over 95% of those in their 20s use social media, with over 90% of those in their 10s and 30s also using it. Usage frequency is also high, with nearly half of users accessing social media at least once a day, and mobile-centric usage continues to grow due to the widespread adoption of smartphones. Smartphones account for over 95% of social media devices, while desktops and tablets are increasingly used as secondary devices.
SNS, which has become deeply rooted in everyday life, has evolved into a platform that enables real-time communication anytime, anywhere, especially when combined with smartphones. Users can now access real-time information about the latest news from their close friends as well as issues from around the world through SNS. Conversations such as “Did you see anyone’s Instagram yesterday?” or “I saw this on Twitter…” have become a familiar sight.
However, behind this convenience lies a serious drawback: the issue of personal information leakage. Users often post various personal information such as their daily lives, photos, locations, and contact information on social media, and it is important not to overlook the fact that this information can be misused by others for malicious purposes. In fact, there have been cases in the past where information posted on personal social media accounts was used for criminal activities.
Photos taken at specific locations, profiles exposing contact information, and family details can serve as clues for tracking or even the starting point for stalking. As we have seen so far, social media is an indispensable communication tool and platform for information sharing in modern life. It is undeniably a positive tool that enhances our lives through various functions and services and broadens the scope of human relationships.
However, it is crucial to recognize the potential drawbacks and risks that lie beneath and maintain awareness of the importance of protecting personal information. Ultimately, social media can either serve as a beneficial communication tool or become a dangerous platform for exposure, depending on how users approach it. By valuing both our own and others’ information and using social media with caution and responsibility, it can transcend its role as a mere platform and become a true future-oriented communication channel that connects the world.
