Social media has revolutionized the way people communicate in the 21st century, transforming society into a globalized world. This transformation has impacted social interactions, financial institutions, forms of communication, and the education sector. The media industry is well-suited for globalization, as it has low marginal costs and a wide reach. Smartphones have increased technology penetration, especially in the developing world.
The branches of digital marketing emerged within companies to facilitate the globalization of companies. This globalization of social media led companies to have a certified social media account on platforms such as Facebook, Twitter, Instagram or LinkedIn. The diffusion of information technologies has the potential to solve many global social problems, but it is often the population most in need that is most affected by the digital divide. Social media dominates global markets when it comes to promotion and sales. However, the COVID-19 pandemic revealed that the digital divide has persisted, especially in education.
Managing social media and advertising in a foreign market can become a big challenge for companies. With sites like Twitter, Facebook and YouTube blocked in China, local media companies are used to meet needs. The size of the global social media market continues to grow steadily since its inception. Some school districts are attempting to address this aspect of the digital divide by providing computers to those who need them. Social media is an inevitable force that is being used for activism today and will undoubtedly be used in a larger and better way in the future.