There is speculation that social media is becoming perceived as a trustworthy source of information by a large number of people. The continuous interpersonal connectivity on social media has led to people regarding peer recommendations as a reliable source of information. However, this trust can be exploited by marketers, who can utilise consumer-created content about brands and products to influence public perceptions.[169][170]

Before social media,[64] admissions officials in the United States used SAT and other standardized test scores, extra-curricular activities, letters of recommendation, and high school report cards to determine whether to accept or deny an applicant. In the 2010s, while colleges and universities still use these traditional methods to evaluate applicants, these institutions are increasingly accessing applicants' social media profiles to learn about their character and activities. According to Kaplan, Inc, a corporation that provides higher education preparation, in 2012 27% of admissions officers used Google to learn more about an applicant, with 26% checking Facebook.[65] Students whose social media pages include offensive jokes or photos, racist or homophobic comments, photos depicting the applicant engaging in illegal drug use or drunkenness, and so on, may be screened out from admission processes.
Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Social media can also help build links that in turn support into SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.
If you are like me, I had no time to create my own content social media. Do your research before you spend money online marketing or you can become a victim. I got scammed! I wanted to share my story and hopefully it will help someone like myself avoid the same mistakes and save money in the process. So i was recommended to a local online marketing company by a friend. Due to my lack of knowledge with the online realm, I trusted that the local marketing comapany knew what they were doing and promising. Then it started. Billing me $2k month for their so called marketing static package. What they failed to disclose was that their “static” packages were bascially just posting images on my social media accounts and growing a few followers a month. They said “It takes time” to get traffic. Which was total bs because they had no idea what they were doing. All they kept sending me was monthly reports with no sales. My contract was already 6 months into it but how could I get out? My friend told me about Odditly (google them). I reached out to odditly and asked them if they could help me! Odditly isn’t a marketing company. They are a auditing firm. They are like the sheriffs of online marketing. After I hired odditly to look over the contracts with the local marketing company, they discovered i wasn’t getting what I was paying for. There was a breach of contract hence I was able to cancel my contract and even got a few hundred refunded! Moral of the story, just do your research and due diligence prior to blowing all your money on a company who have nothing but fake promises.

"Cyborgs", a combination of a human and a bot,[33][34] are used to spread fake news or create a marketing "buzz".[35] Cyborgs can be bot-assisted humans or human-assisted bots.[36] An example is a human who registers an account for which he sets automated programs to post, for instance, tweets, during his absence.[36] From time to time, the human participates to tweet and interact with friends. Cyborgs make it easier to spread fake news, as it blends automated activity with human input.[36] When the automated accounts are publicly identified, the human part of the cyborg is able to take over and could protest that the account has been used manually all along. Such accounts try to pose as real people; in particular, the number of their friends or followers should be resembling that of a real person. Often, such accounts use "friend farms" to collect a large number of friends in a short period of time.[37]
Users typically access social media services via web-based technologies on desktops and laptops, or download services that offer social media functionality to their mobile devices (e.g., smartphones and tablets). As users engage with these electronic services, they create highly interactive platforms through which individuals, communities, and organizations can share, co-create, discuss, and modify user-generated content or pre-made content posted online.