Forty-six minutes. That is the amount of time the average American spends checking their phone each day. Students are primarily the individuals who have taken over the digital age and are not familiar with anything else besides the normality of having access to technology at any point during the day. Students are too concerned and consumed with their social media outlets, as a student on our own campus could walk right past their best friend during a walk to the Greek village, all because that individual is too worried about how many likes they received on a Facebook post. The constant updates and news received through our mobile devices every day allows our society to remain “plugged in” and detached from social norms that previous generations were so confident in. The world has entered the digital age, as individual lives have become entirely public and communication is achieved through a screen rather than through a personal interaction where emotion and tone can be seen and detected. Today’s society has become so advanced in terms of technological approach that there is not a specific group of people or race that are affected; instead, all students are victims to this new society. Research and studies performed by professors, teachers, and students themselves have provided the most statistical background in regards to the advance of technology in the world today. Students, especially college ones, are the future of this world, and should be the men and women who attend school for strictly educational purposes. On the contrary, this generation of students is walking into the world with an entirely different outlook on how to master the real world with the help of social media and technology rather than with personal connections and proper methods of communication. This research is a clear realization that the web changes the individuals in society not only in terms of how people learn, but also how they think, work, and interact. The rise in social media is benefitting students through academics, the work field, and social responsibility. This impact towards our society ultimately changes our everyday life and the newly generated world.

As the number of social media applications rise, students become more dependable on remaining connected to the world, which leaves them vulnerable to surviving in today’s society. In his novel, New Directions for Teaching and Learning, author Mark Taylor writes, “Collaborative read/write tools including social media, also referred to as Web 2.0, have had especially strong impacts on students daily and academic lives” (37). The strong impact Mark Taylor speaks on behalf of consists of the innate drive students have when there is access to an entire world on the web. Since a student’s education is heavily reliant on social media platforms, professors and faculty consider how they may use such as tools of instruction. Taylor stresses, “Social media offer intriguing possibilities for teaching and learning” (38). The current generation of students knows no better about the positive features that students take out of social media and what technology must offer. Social media allows teachers and students to become excited about their work and complete assignments that old loose-leaf paper would not allow students to do. In fact, the digital age has avoided issues with learning outcomes resulting from the current instructional methods, as “much recent and very public attention has been focused on issues in higher order learning outcomes, such as critical thinking, problem solving, creativity, and workplace readiness through media” (39). Student engagement is one of the most important ways to be successful, as the success rate is very high because of the way it incorporates various ways of collaboration and methods of instruction. Learning through social media and technology has allowed students to engage in interaction, virtual communities which leads to better content learning, and even more collaborative learning exercises. Communication in the real world is an aspect all students need to learn how to accomplish effectively. Such interaction fills the lack of concentration and provides students the interest desired inside and outside of the classroom. Taylor states, “Social media can allow and encourage students to be more involved with the material, each other, and out of class. Responding on social media, via posts, comments, and messages, may become the new postmodern active learning” (40). Technology, specifically social media, is the prime way to accomplish and excel in all facets of the educational world universities give to their students. The University of South Carolina provides every student a blackboard account where most of the work is submitted. Blackboard also provides messaging, feedback, editing, gradebooks, etc. Whether it is University of South Carolina or not, all universities, high schools, and even grade schools excel and are operational because of their use of technology. Students should be encouraged to develop their sociological imagination, and with that being said, the idea of sociological imagination opens the door for many possibilities both in the classroom, as well as in the real world. Social media networking utilizes endless solutions for professors and students, and such networks are growing exponentially. 

The work force is certainly an important part of our society and the current college students will soon oversee our biggest corporations. Digital advertisements promote worldwide products through social media, as “It was predicted that digital ad spend in the U.S. would have surpassed television spend for the first time ever by the end of 2016” (Roberts). Since technology is only increasing at a rapid pace, the media changes the competition and overall outlook towards business. Students are the one’s watching how these businesses operate and how social media plays a big part in such companies because they are the next ones to enter the work force. In fact, students have an advantage when applying for positions in the field because of the way the material in school has been taught through technological methods and social media. Consumers are no longer considered passive in their approach; they are active producers. The YouTube video, Impact of Social Media, states that, “75% of global workforce will be mobile by 2017. Businessmen and company’s all over the nation are dependent on technology. 41% of business owners said Twitter delivers great value to their company.” These high percentages constitute the statistics students as young as high school age should pay attention to. Professors stress and teach their students how to put those numbers in perspective, as students learn based off of those numbers and base the class off of how one should handle consumers as active producers. In addition, business has never been so well for those succeeding in promoting their products, as “The average online viewer watches 12.2 of online video each month.” Meaning, it is quite simple for businesses to be successful not only in today’s society, but also in the immediate future due to the constant amount of promotion and advertisements they can depict through what students spend most of their life staring at: the screen. These companies also save a very good amount of money because when compared to television advertisements, the presence of social media is cheap and effective towards enhancing brand images and popularity. For example, students in the Public Relations field spend most of class time reviewing what is happening in the business world at the current moment. Clearly, business is much more than business now, as more and more businesses are now linking with social media and advertising through technology. Professors can now teach students to better the business world ahead, while also showing students how all business consistently links back to social media. In fact, webinars and podcasts have become top resources for business professionals, as “83% of all companies use Facebook” (Roberts). Businesses take advantage of all the different options of social media for their own prosperity easy business because of the number of users are exposed to something as little as a tweet from the business itself. More than sixty-five million users access the site through mobile devices, which includes students as a high percentage of that number. Students themselves are given the opportunity to personally view how the digital age is easily becoming so relevant to the use of social media. The net savvy companies are taking advantage of other competitors by advertising their products through social media to build the customer loyalty, which companies admire. Basically, the work force has joined into the social media revolution, and in order for students to excel in their future jobs, they must join the movement. 

Despite all the advances social media has made in the academic world and business industry, there are still critics voices their displeasure with social media and its approach to changing the landscape of business and customer behavior. In the article, “Like It or Not, Social Media isn’t Changing Customer Behavior”, author Chris Tomlinson states:

“Companies spend billions of dollars each year to produce messages, ads and videos that will entrance social media users. Many companies have a full-time staff that generates Facebook posts and instantly responds to consumers’ complaints on Twitter. But identifying a return on investment from these efforts has been difficult.” 

A team of professors at Harvard University and several other major universities tested 18,000 people over a four year span to determine if their purchasing habits differed in the absences of social media endorsements.  This test ended up proving purchasing habits have not changed the traditional way advertisements are pertained. Harvard students spend their time using this knowledge to figure out what may or may not be better for the future, as well as deciding what they can do with the statistical background for social media and businesses in our country. This article argues that an individual is more likely to buy a product if one of the peer’s social media friends endorsees it. Yet, the notion that the product has the ability to be any more effective than standard advertising remains unseen:

“In one test, a group of consumers was invited to like a brands Facebook page and the other was not. Researchers send coupons to both groups and found there was no difference in the percentage of consumers who used the coupon. The test was run 15 more times, changing variables, none of them made a difference” (Tomlinson). 

These students found that combining social media with traditional advertising did not result in any type of boost. Tomlinson argues that pulling in customers with social media only works when old fashioned advertisements are pushed out to consumers at the same time. Critics are in high support of traditional advertising and how marketers are using social media the wrong way to promote. On the other hand, today’s posts “are cited heavily in the traditional media- newspapers, magazines, radio and TV shows. One hundred thousand people now follow blogs regularly through Facebook, Twitter, and Pinterest, as well” (Lee 141). Traditional media still exists in our society, but it is used through more effective technology and new outlets of social media. The traditional way of promoting advertisements remains unchanged, but presented through a different spectrum with different techniques to draw consumers in. Social media is the new evolution of advertising and makes all logistics pertaining to its effectiveness possible. For example, social media outlets allow students to become aware of the newest clothing in stores and the history of the brand to be purchased. Without social media spreading reviews and advertisements, it is impossible to determine if Nike or Under Armor sneakers should be purchased. The new wave of technology allows students of all ages to become more connected with the world, while also allowing for people to do their research when supporting companies and businesses.  

Since student lives have become more public with the addition of social media outlets, the ability to focus on individual impact in the digital age is crucial to the understanding of student transformation. In the article, “How Has Social Media Changed Us”, author Carrie Kerpen states, “Now, over 78% of the U.S population has a social network profile.” Therefore, this generation is heavily open to social media and more acquainted to such access, whereas the older generations have none. At this point, younger generations begin their relationship with technology using iPads starting in grade school. The switch to instant academic learning and general updates are right at the end of our fingertips. Therefore, America’s students are engrained with the notion that something needs to be in their hands always in order to learn. Truly, it begins as a way of life, and as these students age and become aware of the social media outlets they can utilize, it is too late to backtrack on the idea of technology. In addition, social media does more then give us benefits in academic and work settings. These avenues of communication and technology are also present for students to have social responsibilities on the internet. From the before mentioned article, Kerpen states, “Social media cracks the binding way open. I love using social media to share more of my personal life with my network. Provides conversation starters, sets a friendly tone to lead business talk.” Social media and technology is available for students to research the simple things that there is endless access too. This social aspect for students changes the way students interact and spend their time. Instead of picking up a magazine or a book, it takes seconds to have an application or website appear on a device. Time Magazine’s article, “You- Yes, You- Are TIME’s Person of the Year,” Lev Grossman states, “The tool that makes everything possible is the World Wide Web.” Here, the author stresses upon the revolution of being able to read news feeds in a matter of seconds from Bagdad to Boston to Beijing. The possibility of connecting to people worldwide engages students and intrigues them, all because of the endless possibility the internet gives. The instant click of the search bar leaves an individual with endless results, as media and digital technology gives anyone the power to change the way the world changes. Times Magazine also mentions, “This is an opportunity to build a new kind of intellectual understanding, not politician to politician, great man to great man, but citizen to citizen, person to person. It’s a chance for people to look at a computer screen and really, genuinely wonder who’s out there looking back at them” (Grossman). Even though time, energy, and passion for social media can be questioned in our society, students have the ability to showcase their pure desire for such modes of communication. Students are seizing the reins of global media, along with founding and framing this new digital democracy. 

In today’s society, many still believe that the necessity of technology is exaggerated and the use of social media limits individuals in such basic human communicative tasks. Stanford News published an article titled, “New Social Media? Same Old, Same Old, say Stanford”, where in author Cynthia Haven cites, “If you’re feeling overwhelmed by social media, you’re hardly the first. An avalanche of new forms of communication similarly challenged Europeans of the 17th and 18th centuries.” Students argue that the outrage about the newest social media and technology shouldn’t be such a big deal. The 17th century conversations exploded and that was their early modern version of information overload. Basically, it is like comparing it to the newest form of technology, as if no person had ever seen technology before: “Public postal systems became the equivalent of Facebook, Twitter, Google, and smartphones. Letters crisscrossed Paris by the thousands daily, writing 10 to 15 letters a day,” Haven states. Stanford University students argue that as time goes on and we move into everyday with advancements constantly being worked on then there is obviously going to be excitement over it, without a doubt. Most people wrote and responded quickly due to the commercial postal services whereas now, social media allows people to use Facebook to instantly chat friends and family. In this article, an exclusive life is portrayed without so much media and distraction: “This network may be less agile, but it has created longer and better sustained bonds between members over time. Unlike Facebook networks that almost anyone can join, the brotherhood echoed the older, more exclusive networks that vetted prospective members, such as Frances Jacobin clubs,” says Haven. These students stress a lot on the fact that the traditional side of life was better for the older society. The traditional side of technology is what the older generations are used too, so why wouldn’t they agree it is better? In the article, How Has Social Media Changed Us, author Carrie Kerpen has interviewed several students on their feedback about what this digital age means to them. “Although its true you can’t hide behind a screen, you can choose what and where to post about yourself. Rekindle relationships you may of thought were long gone. 

Relaunch sometime of passion you are inspired about.” This new type of digital democracy gives students the ability to feel confident and know what is in store with them, and it’s all up to themselves. Another student states, “I love using social media to share more of my personal life with my network. It makes me and everyone who uses it- more memorable, relatable, interesting, and approachable.” This is the newest way to share personal life creating meaningful connections for those taking advantage of what is right in front of them.

In this way, social media benefits and impacts the current world’s culture in various ways for students all over the nation. This advancement in technology and way of life for students allows for a societal progression towards the digital way of life. Students can remain collaborative with their peers and teachers to improve academic proficiency and communication skills. As well as connecting with anyone in the world, the advancement of technology allows for an unlimited number of possibilities for the future. As for now, students can continue to take advantage of these resources and the digital technologies in front of themselves every day. It is up to each student to use technology and social media efficiently to benefit from what is right in front of us: “If you want to influence policy or media, then go where democracy and debate are most dynamic: social media” (Lee 142). Individuals have turned into the change because of their ability to have complete access to the future. In addition, media support is where everything is for individual specific needs. The advancement of social media and technology in our society has only benefited students and the possibilities students are gaining by working with social media and technology is crucial to their development as human beings. This impact towards our society ultimately changes everyday life and the newly generated world. The rise in social media is benefitting students through academics, the work field, and social responsibility. This impact towards our society ultimately changes our everyday life and the newly generated world.
