By Sam Ijoho
Before the advent of social media, information flowed like a river – slow, linear, and often delayed. We relied heavily on traditional media: radio, television, newspapers, and word of mouth. Communication was rigid, often formal, and information dissemination was largely top-down. If an incident happened in one part of the world, it could take hours, sometimes days, before it reached other parts. Visibility was a privilege – one earned through gatekeepers like publishers, editors, or broadcasters. Fame, influence, or reach was a gradual climb, measured in years, if not decades.
Then came social media, and the world pivoted, drastically.
At its best, social media is revolutionary. It has demystified communication and collapsed time and distance. From the palm of your hand, you can talk to someone in Tokyo, watch events unfold in real-time in Gaza, sell products from Makurdi to London, or learn a skill from a content creator in South Africa. It has turned ordinary people into brands, businesses into global players, and news consumers into newsmakers. The barriers that once separated the powerful from the voiceless have been perforated. Today, one compelling tweet, reel, or post can set the world on fire.
On the economic front, social media has built entire industries. Influencer marketing, digital content creation, social commerce, affiliate marketing, remote work culture, online consulting, and brand storytelling have become billion-dollar economies. Small businesses now thrive on visibility they couldn’t afford in the pre-social media era. With little to no capital, a vendor in Aba can gain clientele in Dubai. Musicians can upload a track and find listeners globally without a record label. Creatives and professionals can establish authority in their field simply by showing up and staying consistent. In truth, social media has removed the gatekeepers of economic participation.
Social media has also become a powerful political tool. Campaigns are no longer executed solely by billboards and rallies. Hashtags have become weapons; posts and tweets can shift political discourse. From the Arab Spring to EndSARS, social media has proven its power in organizing movements, amplifying voices, and holding power accountable – even though the kind of politicians we have now are as hardened and careless as a log of wood, politicians now engage directly with citizens. Narratives are now contested in real-time, with no monopoly of truth or fact – it’s messy, but it’s empowering.
Yet, beneath all its brilliance lies a dangerous undercurrent. Social media is also a mirror that distorts. It allows people to curate, project, and amplify versions of themselves and others that may not reflect reality. People manufacture lifestyles, emotions, and opinions to impress, compete, or simply belong. It’s easy to fake wealth, pretend to be okay, or posture expertise – and harder to detect the difference. And in a world constantly watching, many feel pressured to “succeed,” not necessarily in life, but in PERCEPTION. Comparison becomes currency, and mental health suffers quietly behind carefully edited filters and captions.
Worse still, misinformation and propaganda spread faster than verified truth. People now form opinions on complex issues based on catchy but misleading headlines, soundbites, or “HOTTAKES.” It is a space where many react, few reflect, and fewer still research. Narratives are often built on vibes, not facts – and if you dare to question the consensus, you risk backlash, or dragging.
Yet, despite its flaws, social media is not inherently evil. It is a tool, a powerful tool, unpredictable, and profoundly human. Like fire, it can warm or burn, depending on how it’s used. The key is intentionality. One must be deliberate about what they consume, cautious about what they believe, and disciplined about how they participate.
Social media offers you a stage, a somewhat global stage – sometimes more than you’re ready for. It can amplify your truth or expose your ignorance. It can grow your business or inflate your ego. It can connect you deeply or isolate you quietly. That’s why self-awareness and media literacy are more important now than ever.
We are the first generation in human history to live both offline and online. Social media is not just a platform, it is a reality, a new world with its own rules and rewards. The question is not whether it is good or bad, but whether we can learn to navigate it with wisdom, authenticity, and purpose.
So yes, social media will always have hottakes, distortions, and trends driven more by energy than evidence. But for those who see through the noise, who take time to form their own perspective, and who harness its tools with intention, it remains one of the greatest tools of the 21st century.
Use it, but don’t let it use you.
Sam Ijoho writes from Makurdi, Benue State.
