SYLLABUS

2 Credits (Total 50Marks)

Course Objectives:
1. To understand traditional and modern socialmedia.
2. To understand the relation between social media and
academics.
3. To recognize the importance of social nedia.
Course Outcomes:
After completion of the course, learmers would be able to:
1. Recognize the difference between traditional and
modern social media.
2. Establish a co-relation berween social media and
academics.
3. Develop better understanding of various uses of social
media platforms.
Module -I: Social Media: Past and Present
1. Concept of Social Media
2. Brief History of Social Media
3. Early Social Media Platforms
Module - II: Modern Social Media Landscape
1. Instagram, Twitter, Tik Tok and Snap Chat
2. Use of Social Media in Interpersonal Communication
3. Use of Social Media in Academics
 PAPER PATTERN
Format of Question Paper for the CONTENTS
rinal
). 1. Essay Type (Qesions (Based on
Uni )
0.2. Essay Type Quesions (Bascd on Uni b
xamin15atioMarkS
n Module : Social Media: Past and Present 1- 29

15 MarkS Meaning of Social Media

0.3. Short Notes/Problem
out of four (Allempl
Based on all Inits).
any (wo Social Proof is Slill the Key to Social Media
Markeing
15 Marks
Uses of Social Media for Business, Branding
dnd Personal Branding
Impai of Social Media Across Indusiies OLLEGE
Iwo Side Coin ol Social Media
TheLarly Days of Social Media: AHistoy
"23 Top Social Media Sites to Consider lor
Your BrlDd in 2024."
Top 10 Social Media Plattorms Shaping India's
Digilal landscape
Review Questions

Module Il :Modern Social Media Landscape 30 - 55

Instagram, Twitter, Tiktok and Snapchat

Use of Social Media in Interpersonal
Communication
Social Media In Academics
Review Questions
 NYA

1
Social Media:
Past and Present
H
Meaning of Social Media

A i Social Prool is Sull he KCy to

Social Media Markeun:
i Uses of Social Media lor Busnes,
Branding and PersoLal Brandi:
P i Impact of Social Media across
Indusries
x Two Side Coin of Social Media

T The Early Days ofSocial Media:

A History
"23 Top Social Media Sites to

E Consider for Your Brand in

2024."

Top 10Social Media Platforms

shaping India's Digital Landscape
R Review Questions
 Social Media and Communication 3
Social Media: Past and Present

Meaning of Social Media Create a content schedule

social media
Stay up-to-date with the latest
Social media refers
to online communication marketing trends
to create and share
platforms that allow participants
their networks. Some well- Channelize your cfforts into fewcr
social media
content with people in
known cxamples include Facebook, X (Formerly platforms
Linkedin. Advertise your brand snartly
Tvitter), Instagram, and
websites and and Platforms
Social media is a collcctive term lor Popular Social Media Tools
communicalion. dialoguc and
Blogs: A plallorm for casual
focus On
applications that
contcnt-sharilo
comnunity-bascd nput, nteracti0n, discussions on aspccilic topic 0T Opi01.
andcoliaboraion laest soCil nciwol
" Facehook: The world 's
monllhly aciye t 1l:
Pople use social mcdia to
stay in touch ad witlh more than 3.03billion d
p o a l piohl
teract
with friends, family and Various (u: of 2024). Users createc a cxchanpo Hc
Commuiniies. BusncsSCs Usc soCal
applicalions to olher Sers as friends, nd
pa
and track including status updates. Brand:: cratr
arhet nd promote their products brands pp:.
(USiOmCr CODCCrns.
and Faccbook users can "ike
A S0Cal
social (Formerly Twitter):
Business-to-consuner websites include nctworking/micro-blogging platfornm that allow:
comment fields for users. stay conncctcd
CompoCnts, Such as and groups and individuals to
track, measure messages
Various tools help businesses through the exchange of short status
gets from social
analvze the attention the company customer
(280-character limit).
and
media, incuding brand perception globally. Instagram: A free photo and video sharing
app
enormous traction
insight. Social media has
platforms easily that allows users to apply digital filters, framcs
Mobile applications make these and special effects to their
photos and then
networking
share them on a variety of social
accessible.

Key Principles for Social Media Managers

sites.
professionals
Aim for high quality content LinkedIn: A place where groups of can share
with similar areas of interest
conversation.
Engage with your audience information and participate in a
" Check your analytics YouTube/Vimeo: Video hosting and watching
" The customer is always right websites.
" Givesomething back toyour loyal audience
Spread the good vibes through your content
 SoCial Media and
4

Social Proof is Still thhe Key to

Social Media Marketing
Com unication Social Media: Past and Present

Uses of Social Media for

5

"Social media's
evolution has brought Business, Branding and
closer to their
fuclling
the
favourite celebrities and

transforming consumer
influencer
behaviour.
public
phenomenon
"
COnsiugmureanderss, Personal Branding
Social media offers many use cases spanning
business, branding, personal branding and other
Lmma Richards, Paid Media. Specialist, Inspira spheres:
Marketing on social mcdia Marketing Business Promotion: EntreprencurS,

Conceptitanicalled
cally influcncers, and professionals leverage social
cffective because of the psychological media to promote their products, services, and
"social proof." The idea of Social proof can tbe
boiled personal brand. It hclps display thcir portfolio,
Way down to "monkey scc, monkey do," and is skills, and cxpertise to allract clicnts.
the round level underpinnings of human onc of
soCicty. Brand Building: Compaies 0Cal
Basically, if everyone in our group is platformns for lipital mnarketinp, like pjd ad
thing, we want to do it to fit in and to
thrive.
doingAnda Campaigns to ncrcasc brand wareCSS, Cne
Customners, bandle Customer
beries on the
brh, we'e compclled to aso nof cal lhem. and boost saes. l'rom starup: io lbiy brnd,
across industrics and niches, s0cial dhann,
J'ut thi, Proup Survival dynamjc is sill part of ire indispensablc for brand building,
o a c operalnp system. evClyone 0D social
d
" Personal Branding: Prolessionals acros ficlds
jokng about one (hng, we wianl to jump on,
I we s 0Cone wC respecl or Iike on Instagram
uSe social nctworking to showcase their work,
achievements, and skills to industry
p a product hat Secms relevnt to us, we're
connections. Personal branding on social media
9mpelled to check it out. helps them network, and find jobs and freclanct
In this way, marketers combine one of the projects.
oldest huma newest Massive Impact Across Sectors: Social media
urges with the
communication methods to spread the word and affects diverse scctors like media, entertainment,
foster adoption of their brand. tourism, retail, cducation, and policymaking
enabling discussions and changc. Social media'
the
Inluencers
and user- generated content are still s immense business potential and personal
strongest methods marketers have to levera branding prospects impact industries
s0cial proof. extensively.
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like to to andbrand.
and easy connected on also Brandingprofessionals social
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Current real-time their
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facilitate seamnlessly. Facebook, platforms their monetise
Marketing
Present our Connected
Staying
1. barriers facilitates Personal
views. networks to
utilise
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and on build
theshaping media stay stay
and
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communicate.
people Snapchat
underscores geographical relationships.
News as updates
emerged and allow channels
these
Companies
Past
These
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Social to celebrities
members, to This newsPlatformInstagram leadership on
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Social services,
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 Social Media and Communication
Social Media: Past and Present

brand awareness
provides a venue for increasing 8. Platform for Societal Change
through promotions andengagement with customers
media platforms for By enabling discussions and coordination on a
Many brands also leverage social scale, social media has driven positive
customer retention
lead generation, sales and
masS

through dedicated business pages and community movements for societal change like the Arab Spring
reyolution, anti-corruption protests in India and the
building. Global
#MeToo campaign. connectivity and
5.Convenience and Ease of Access information-sharing abilities make social media
potentially useful.
Messaging apps like WhatsApp offer a convenient
way for people to communicate with each other via 9. Promotes Skill Development
chats, and video/voice calls. Social media apps
provide information accessibility, news and YouTube, Instagram, Facebook groups and other
video/image-sharing platforms enable users to learn
entertainment at users' fingertips anytimne and
anywhere through their smart devices. This makes new skills by accessing instructional videos, posts,
and live streams on cooking, arts, design, academics
staying socially connected on-the-go easier than ever and more niche interests. The availability of
before.
specialised skill-building content empowers self
6. Fosters Innovation and Learning learning.
The diversity of views, ideas and latest 10. Supplementto Education
innovations shared by experts and thought-leaders social
on social media channels sparks creativity among Students and academics actively Use

users. The discovery of share-worthy content and networking platforms for collaboration, knowledge
global perspectives facilitated by social media also sharing, accessing the latest research and study
nurtures lifelong learning for people who leverage resources as well as promoting scientific initiatives.
these tools mindfully. Educators supplement classroomn teaching with
7. Provides Entertainment social media tools for increased student engagement.

From accessing the latest music videos on Negative Impacts of Social Media
YouTube, watching mini-movies on Instagram reels, While social media has brought about numerous
and Facebook videos to sharing viral benefits and opportunities for connectivity, it also
memes social media facilitates
jokes &
entertainment comes with its share of disadvantages.
consumption. Channels like TikTok have gained 1. Distraction and Loss of Productivity:
popularity solely for entertainment via short videos & Obsessive social platform usage during work or
clips.
study hours leads to reduced productivity.
 Social Media and
10 Communication Social Media: Past and Present 11

Misinformation: Circulation of fake

2. Spread of
news, propaganda and unverified data through spread through social channels causing
financial fraud.
messages can misguide usersS.
viral posts and
Privacy and Data Vulnerabilities: The Early Days of Social
3. Compromise
Oversharing personal information and data Media: A History
exposes
thefts compromnises user privacy and
them to fraud. The history of social mnedia is characterized by
Connections: The use constant innovation, technological advancements.
4. Promotes Superficial and transformation.
social networks to make fake connections rather
meaningful relationships Can be Social Media Timeline
than
detrimental.
5. Social Media Addiction: Excessive checking of
Facebook moves
The first soaal past MySpace as TikToK There are 4.7 bilion
media ste, Six e the most visited worldwide social
launches Google+
notifications and mindless scrolling creates Degress, Friendster MySpace Twitter is site in the world. Snapchat in full. shuts down. media users
launched. launches
launches. launches. launches.
2008 2011 2017 2019) 2022

addictive behaviour impeding real-life 1997 2002, 2002 2006

relationships and well-being.

6. Enables Bullying and Harassment: Trolling, 2001) 2002 2004, 2007) 2015 2018 2020 2023

public humiliation and harassment of

Clubhouse facoals eca
Facebook is My Space Friendster Musical.ly
Six Degrees Linkedin services are sh°ts down, launches. Crter Se
becomes
individuals including celebrities is made easy by shuts down, laundhes.
in
founded.
the most
visited site
suspended. migrates
users to
in the world. TikTok.
anonymous accounts.
7. Promotes Social Isolation: Spending excessive Image Courtesy: https://www.broadbandsearch.net/blog/
time on social networking can reduce in-person complete-history-social-media
interactions, Communication and sociability
leading to isolation. The Early Years
8. Causes Depression and Anxiety: Studies have The early years of social media (1970s - 1990s)
revealed that social media usage is associated laid the foundational elements of the platforms we
with low self-esteem, anxiety, and depression, know today.
email,
especially among teenagers. 1971: Ray Tomlinson sent the first
modern electronic
9. Promotes Obsessive Self-Presentation: marketing the beginning of
Focusing excessively On presenting perfect mail.
(BBS) was
selfies, and posts for likes and comments 1978: The Bulletin Board System
to upload and
triggers unrealistic comparisons with others introduced, allowing users
online,
propagating anxiety. download software and data, read news online
with people in
10. Helps Spread Scams and Frauds: Fake news, and exchange messages
communities.
Phishing attacks and Ponzi schemes can easiy
 Social Media and
12
(AOL) was founded,
Communication Social Media: Past and Present 13

" 1985: America Online

communicate online via email
and it networking platform, with 2.9 billion monthly
lets users
and active users. The image below is what the first
messaging. Facebook profile layout looked like.
and it's
Six Degrees was launched, one of
" the first
1997: recognizable social media platforms 2005 - YouTube was launched and became the
compared to those. Users could create profiles, first video-only sharing platform and the first
messages. visual-first network. It lets people upload, share,
make friends, and send and view other videos made by others. Jawed
became available,
1999: LiveJournal
people to share information about allowing
themselves
Karim, one of its founders, shared the first video
on the platform titled "Me at the zoo." Eighteen
with friends and other users. It's one of the years later, it has more than 287 million views.
earliest blogging platforms and is still
" 2005 - Reddit was launched as a text and
operational in 2023.
community-based platform for people to interact
and discuss topics with like-minded people. It
Birth of The Original Social Networks was the first discussion-forward website of its
What followed the first wave of "social networke» kind.
are the platforms we know today, or the initial stages
and first versions of those we use today. Friendster
founded in 2002, is one of the first. It lets usere
connect with friends, share pictures, and discover
new content. A steady stream of platforms followed sMo
Moy 21, 00s

2002 - Friendster was one of the first popular

social networking sites that allowed users to SAMner
connect with friends and share updates Jewish
AGventure
" 2003: LinkedIn was launched as a professional NeaYorkCity

networking platform that connects people in a

business context.
" 2003 - Myspace was introduced to the world as ban oeey bged akon
a platform for customizable profiles, music od

sharing, and blogging. It became the largest

social media platform when it was in its prime. Sagrerytee ,

" 2004
Facebook, originally for Harvard
students, was founded. Users connected with ,r ,

their friends and shared their thoughts.

Facebook is now the world's most popular social
 Social Media and

14 Communication Social Media: Past and Present 15

The Microblogging Era

2010 - Instagram was the first social media app
2006
introducing
Twitter (now X)
microblogging
communication. It was initially
was
and launched,
real-time
meant to be an
available on i0S, and it was the first mobile-only
platform and the second visual-first platform. It
SMS-based platform for people to share short gained 100,000 users in a week, 5 million in 8
friends. Jaack Dorsey, one of months, and now has 2 bilion global monthly
updates with their active users. Social media marketers in 2024
its founders, sent the first Tweet, and it said,
say Instagram has the highest ROI and
twttr."
just setting up my engagement of all other apps.
jack The image below is the first layout of an
Instagram profile.
@jack
JOHNAPPLESEED

just seting up my twttr 24

iolovers
64
pfiotoS tollowg

1:50 PM March 21, 2006 Edit your profile

John
Here's to the crazy ones
118K Retweets 193.9K Likes

" 2007 - Tumblr, another microblogging platform,

was launched and became popular among those
engaging in niche fandom communities. It
gained 75,000 users in two weeks and currently
hosts almost 500 million blogs.

The Visual and Mobile Era

Apivotal moment in social media history came in

2007 when the first iPhone hit the market. It blew
open the future potential for social media, as people
could now access platforms on the go from a device
kept in their pockets.
During this same era, we saw the creation o
more platforms that prioritized visuals over all else.
 Social Media and
16 Communication
From 2007 until today, we also saw the creation
Social Media: Past and Present 17

and advancements of social mnedia algorithms that 2013 - YikYak was released as a local message
experiences, niche social board for college students. It was shut down in
offer personalized to specific interests media 2017 after a decline in its user base.
platforms catering
communities, and mergers and acquisitions. Let'sandgo .2014 -Musical.ly launched, letting users create
timeline of events. short lip-sync videos.
dive into the
launched as 2015 Discord was launches as an instant
" 2010 - Pinterest was another
photo-dominating platform, letting Users messaging and voice chat platform for gamers.
and save images for
curated mood-board-upload " 2016 TikTok was launched in China as a
experiences.
-type short-form video platform, attracting millions of
users.
2011 - Snapchat followed Instagram as a
mobile-only experience and the first apn 2017 - TikTok became available in the United
popularize disappearing messages and States in late 2017 and has since reached
ephemeral content. over 130 million downloads. Vine shut down in
January of 2017, making TikTok the premier
2011 - Google+ was created, where users could appfor short-form video content. Our Consumer
create Circles of people they wanted to connect Trends Report shows that 73% of Gen Z
with and share content exclusive to those micr0
currently use TikTok.
networks. It shut down in October 2018.
2017 - Byte Dance, TikTok's parent company,
" 2011 Keek, another video-sharing social purchases Musical.
media service, launched. It had 45 million users
in its prime and was only available on moble 2018 -TikTok and Musical.ly merge.
devices. 2020 - Clubhouse was launched as an audio
" 2011 chat networking app. It was initially invite-only
Twitch launched as a live-streaming
service for broadcasting video game plays. and skyrocketed in popularity during the
pandemic as it offered a new way to interact.
2012 - Facebook buys Instagram. When social distancing regulations eased up, its
" 2012 -Twitter buys Vine pre-launch. user base fel1.
" 2013 Vine 2020 - BeReal was launched as an ephemeral
was launched, popularizing focused on users
Snackable, short-form video content on mobile picture-sharing app
devices. While YouTube and Keek were mearnt showcasing unedited real-life snippets of their
for video, it was the first to exist for short-torm lives.
content. Vine significantly impacted pop culture 2020 - Lemon& was launched as a lifestyle
popularizing phrases like Do it for the vine. app that blends elemnents on Instagram and
Many of the most popular videos are still quoted Pinterest.
today.
 18
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Social Media:
Past and Present

20
Foundedin by YouTube
globe. provides a
across the 2014, WhatsApp
Facebookin people to communicate
convenient YouTube is a dominant video-sharing
platform
way for with that has revolutionized the way people consume and
and secure andcolleagues. 2005, YouTube has
ehare video content. Launched in
friends,family, WhatsApp is one of its phenomenon and has gained
of grown into a global
simplicity India as well.
distinguishing
The qualities. Within a
user-friendly immense popularity in
can send text messages, make phone Arapidly evolving platform for news, education,
interface, users share photograp hs, videos. enables users to
and video calls, entertainment, and more, YouTube
voice messages. The platform's on a variety of subjects.
documents, and enables Users to create, view, and share videoschannels and subscribe
number-based approach contacts. Users can set up their
own
phone them, creating a
interest
immediately connect with their to
channels that
choices.
provided by WhatsApp personalized content feed depending on their
End-to-end encryption content library is
calls and messages are private and YouTube's extensive and varied
makes sure that receivers. Its It offers a huge selection
seen by the inntended one of its main advantages.
can only be privacy-focused videos, vlogs, how-to
popularity is largely due to this of videos, including music
peace of mind regarding comedy routines, and much
strategy, which gives users videos, documentaries,
conversations. content that appeals to their
the confidentiality of their more. Users can find collection, which serves a
embedded itself into tastes thanks to this wide
In India, WhatsApp has as the main variety of interests.
people's daily lives and has emerged personal and users in India.
method of communication for both YouTubecurrently has 467 million
professional matters. It has mostly taken the role of With its vast content library,
engagement
conventional SMS messaging and provides a more opportunities for content creators,
affordable and feature-rich option. features, and as one of the
YouTube has solidified its position in India and
With 390.1 million monthly active users, India leading social media platforms consume and
leads the world in WhatsApp usage. continues to shape the way people
essential interact with video content.
WhatsApp has become an

communication tool for millions of Indians, providing X (Formerly Twitter)

a convenient and secure platform to connect and platformn known
engage with others. Its widespread adoption and Twitter is a popular social media and
continuous innovation makes it a prominent playe for its real-time, short-form messaging
become
in the social media landscape in India and
globally. engagement. Launched in 2006, Twitter has
a significant player in the social media landscape in
 22
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India.Founded individuals has resumes, careers
a social
and Career as
more
networking and that
a advances, emphasis portray seek
global opportunities
exchange. hub relationships
use to to
peers,features. achievements. highlight and
by
media than allowing job
and industry
growth, for connect themselves specifically
phenomenon Mark business.
helps and
134.5 participatepeople on opportunities,
platform businesses professionals, Its networking, their
Zuckerberg makes focus Userscan users
million possible with
These
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 Social Media and
24
Communteatlon Suclal Media: P.ast and Prescnt
25
and videos, and
user-friendly interface extensive messages that
With its
Faccbook has
revolutionized the way people period. disappear after a short
features, communicate, and share information online,
Snapchat's unique
which enables users feature
connect, is its
in
individual profiles on Facebook,
Users can crcate updates, pictures, and
to "Snap" feature,
take pictures
videos videos that can be and make
Rdd friends, and
share
(AR) effects, enhanced with
stickers, filters, augmented reality
with thcir contacts. and
Through likes, comments, and shares, the
Snaps can be sent
users "Stories" for
to specific friendsremarks. These
or included in
users to share
life
moments, public viewing.
platform cnables Snapchat has
Cxpress their ideas, and interact with others introduced various features to
number of privacy options engage users in creative
Facebook also provides a and social
that let users manage
who can engagewith them and instance, "Snap Map" allows usersexperiences. For
to share their
view their information. location and see the whereabouts of their friends
a map.
on
Facebook has become an integral part of the
connecting individuals "Snap Games" provides a
social fabric in India, has transformed t collection of
communities, and businesses. It multiplayer games that users can play with friends
touch with friends and family, within the app.
way people stay in and participate in
discover content, online
discussions.
Snapchat has evolved beyond being just a
messaging app and has become a platform for
Facebook's net worth as of 2024, is $728 Billion content creators, intluencers, and brands to connect
Facebook is one of the biggest and most successful with their audience.
social media platforms today. The introduction of "Spotlight," a dedicated feed
The latest data ranking Facebook users by for user-generated content, has provided an
country shows that India is home to 314.6 million of opportunity for creators to showcase their talent and
them, making it the country with the highest number potentially gain recognition.
of Facebook users.
Snapchat currently has more than 200 million
Snapchat users in India.

Snapchat is apopular multimedia messaging app Snapchat's engaging features, focus on self
that has gained significant popularity among young expression, and its popularity among younger users
users in India and around the world. makes it a unique player in the social media
landscape, offering adistinct experience for sharing
Launched in 20l1, Snapchat is known for its moments and connecting with friends in a more
unique features that allow users to share photos, ephemeral and playful manner.
 26
stomers. their and
individuals India, recipes,
in discovering
usersappealing search.
visual Users
tothankscategorize come food,
pinboard
variety Pinterest
groupings inspirations.contentallowsplIndiatfaorm
Pinterest's Pinterest Because their Users Users Users
aspiration across vacation Pinterest
work, can and
fashion interests to of users
Its and
stuff. can
and cancategories, that ofcan related that
seeking original of browse
Pinterest's
unique emphasis currently this, something
get worl d to
wi d e. is
usinesses has arrange "pin" spots, images is has a
trends,Pinterest by a fresh create discover, to
made concepts, items Pinterest.
and visual
inspiration,
roach entering huge including their gain ed
on has simple
perspectives
their they and
nnecting it and collection to
more.manage"pins,and Launcheddiscovery
visuala more interests, save, Social
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valuable do-it-yourself keywords utilizing
a orsearch Users
to other useful fashion,
ntentcreatorscontent, than which
boards Pinterest
and 2010,in Media
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and
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offer
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ShareChat the preferred to social
users other various organization
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and formats, of that media
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join is
ties, has India. tastes, emphasis editing snippets, languages. regions infocuses landscape.
networks, 2015, has
such and Snare, a
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content
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and "Groups,asto user caters
erences. as communities The of social
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photos, place
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Or in infor in
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 Social Media and

28
Like-minded conversations in
Ctheseommunischaarti e
individuals can communicate,
keep w
networks'"Groups,"
ideas, and
which are referred to as well,
Social
Threads
Threads is a messaging app developed
designed as a companion
Instagram. Launched in 2019, Threads focuses
Facebook, app byto
facilitating intimate and private On
communication
close friends and groups.
between
purpose of Threads is to
The main
communication between users
and their simplify
Instagram
"Close Friends" list. The app makes it simple to share
content with particular groups of individuals by
allowing users to create and manage various friend
groups.
Threads integrates closely with
allowing users to access their Instagram Dires
Instagram,
messages directly from the app. This integration
the to
enables seamless communication between
platforms, ensuring that users can easiy switch
between the two apps without missing any
Conversations.

Threads currently has more than 100 million

active users.
Threads offers a focused and streamlined
messaging experience, specifically catering to sharing
updates and connecting with Close Friends on
Instagram. It provides a more intimate and private
space for communication within a user's inner circle.