It seems like the whole world is in an uproar about social media, with frequent revelations of awfulness and malfeasance. The uproar is about social media such as Facebook, Twitter and the rest. The trouble is these issues have existed in one form or another in social media going back ... hundreds of years. What we are seeing is ignorance of the present combined with ignorance of the past. In other words, business as usual.
The Core Drivers of Social Media
Most people care about their place in society -- their status. They care about how they're perceived, who knows who they are and how others relate to them. While this drive seems to come to a kind of perverse peak in middle and high school, it persists for most peoples' lives.
Intimately related to caring what others think is the drive to express what you think and what you've done. While this is related to influencing others' thoughts, it seems to be a kind of innate drive as well.
In short, you want to tell people what you've done, what you think, and you want to hear about other people, particularly those you somehow are involved with or even just similar to in some way.
Closely related to this are the core concepts of status and fashion. It's a basic urge to want to see your status reflected publicly if it's high, and many people have strong interest in what high-status people do and how they do it. Particularly as fashions of various kinds wax and wane, from clothing to activity to speech, people who want to increase their status have an intense interest in learning what the new things are.
Key Characteristics of Social Media
What makes something Social media vs. some random other kind of media? It's pretty simple: social media mostly consists of media (words and pictures) that is about and either written/created by the person or sourced from that person. It's about what a person says, thinks or does.
Now let's get to the other key characteristic: money. Who pays for social media? After all, it costs quite a bit to produce it, and that money has to come from somewhere. Historically, the people who consume the media pay a little, while ... get ready ... advertisers pay a lot. Today, the incremental cost of delivering social media to the person who consumes it is so little that no one bothers to charge for it -- the whole cost is borne by advertisers.
Social media is an amazing phenomenon, deeply rooted in human drives and emotions. People produce the content for it for free -- they are glad to have things about themselves distributed at little effort of their own to those they may like to know about it. And they read about themselves and people to whom they are socially connected with, paying to do so if necessary. They can't help but knowing that the ads that are intermixed with the "content" are going a long way (in the electronic world, all the way) to paying for their reading pleasure, but it rarely bothers them. They also know that ads are targeted to particular groups of readers. It makes common sense, after all. No big deal -- if I were an advertiser, of course I'd want to show my ads to people who are likely to buy what I'm selling!
Earlier versions of Social Media
People like to imagine that social media are strictly electronics-age things. Mark Zuckerberg invented it, didn't he? No, sorry! Social media have been around for a looooong time. I could go all the way to ancient Sumer and Egypt, but I think the point will be clear enough with more recent examples.
Here is a notice in the Pittston Pa Gazette from 1928 about a function attended by my grandmother, Agnes Black:
Here is an ad that helped pay for that information to be printed:
More recently, here is a notice in the same paper from 1955 about a visit made by my parents:
Here is one of the ads that helped pay for the notice.
The notice was actually fake news! My parents visited with their two children, David Bruce Black and Douglas John Black -- not David and Bruce. The advertisers don't care a whit -- they just want the eyeballs to persuade them to buy some hot new technology:
I could give examples from many other places and centuries. Things have evolved, but since the principles are rooted in human in human nature, not as much has changed in principle as you might think.
Conclusion
Everything is about people. A great deal about people is relationships and status. The experiences we had in middle school and high school didn't disappear into nothingness. They just evolved as each of us entered new groups of people, each with its own pecking order and rules for engagement. One of the most ironic things about modern social media is that certain groups of people are really upset about what gets published, and want to make sure that only the "truth" is published. They, of course, want to be in charge of defining what "truth" is. Sorry, guys, in the world of social relations and much else, "truth" is nothing but a pretty veneer on top of raw power. Yes, your grace, your honor. Why should it be different now that we're staring into little screens and swiping while we walk?