After a long time deciding on my IR question, I’ve come up with a question that may interest many and my question is “What are the causes and effects of the social media in our marketing society?”. I chose to ask this question not because I like social media but because i am very interested in the marketing side of social media. As I scroll my instagram feed i sometimes come across ads (advertisements) or paid partnership videos done by models, companies and youtubers which made me wonder how the marketing society has developed since social media’s rise in the world. Usually advertisements on youtube work like this: they follow what types of content you’ve been watching and tries to match the content of the ads to them. They do this to lure your interests in the ads. So if you’ve been watching Beauty Bloggers or Make up Artists then it is very likely for your advertisements to be about makeup and beauty. Some proof on what i’ve just explained “YouTube works hard to show the right ad to the right viewer at the right time. Ads are matched to specific audiences.” Many social media apps work the same and tracks down what kind of content you are interested in. Although Facebook and Twitter are the key platforms worldwide to market your products or services and communication, unfortunately in China they are blocked/banned. In China, to participate in Social Media communication and marketing, you have to use different types of apps to communicate with your Chinese audience/citizens on their own Social Media platforms, such as Weibo (equivalent of Facebook and Twitter in China), especially Sina Weibo, Tencent Qzone (equivalent of Facebook and Twitter in China), Tencent QQ (Instant Message tools), Tencent Wechat (Mobile communication and private social networking app), Renren (equivalent of Facebook in China) and Youku and Tudou (equivalent of YouTube in China). So theses informations mean that the Chinese government does not want china to have western made apps and want locally made apps that will benefit them. In addition to the information given previously, I can say that China has many apps that are more of a “duplication” of many popular international apps for example Facebook and Twitter. A researcher in China has reported that the percentage of Chinese people who feel positively about social media has slipped by 4 points from last year to 61%. As well as 15% of them has claimed that social media has made their lives worse and has negatively affected their lives individually. It showed that social media penetration in China has now reached half (51%) of the urban population, an increase of 17% on the previous year. “People in China are using social media more than ever, but continue to worry about its negative impact on their lives,” it said. As a resident in China (hong kong), i feel very upset for the residents who live in the main cities of China because they do not get the same social media apps as us and they have a complete different perspective of the world than us. I don’t think this way of isolating the chinese citizens are helping them since social media is used for you to connect with the people outside of your country and to express your thoughts around the world but if you are just isolated from the it, there is no reason for them to have a social media account. China is one of the only few countries to have their own social media apps and In my opinion, i think they should get rid of that law and to let the chinese citizens have their chance of being able to connect with other countries and have different perspectives on them. Social media also causes many young adults to compare themselves to others and envy a life that may not be attainable since many brands and individuals only share a small percentage of their lives online. It is important to remember that an Instagram or Snapchat may just be a presentation of the “best” parts of a person’s life and isn’t an accurate representation of them as a whole.It is important that teens and young adults remember that social media does not always portray the whole story and that having genuine communication/socialisation skills is more important than social media. Allowing social media to prevent you from experiencing genuine human experiences, such as spending time with your family or spending time outdoors, can be very unhealthy. Around the world, billions of us (mostly teenagers and adults) use social media every day, and that number increases every single day. In fact, it’s estimated that by 2018, 2.44 billion people will be using social networks, up from 970,000 in 2010. To explain that more briefly, every minute we collectively send more than 30 million messages on Facebook and almost 350,000 tweets. And in 2017. researchers found that about one-third of people communicate less with their parents (31%), partners (23%), children (33%) and friends (35%) because they say they can simply follow them on social media instead of communicating face to face.Relating these information to my questions on Social Media marketing, a way people around the world are earning money or becoming successful over social media is by becoming one of the famous youtubers/instagrammers/snapchatters and more. The way they do it is, they’ll post a video or a picture and talk about things they think the audiences want to hear or watch “content” and sometimes they make videos or post pictures on youtube, instagram and snapchat to talk about their paid partnership which they call advertisements. the number of people quitting jobs, highschool, college to become one of the youtubers has increased and is still increasing every year. Most people tend to become these famous social media star because those apps are what everyone nowadays look at and spend their time on it more than socialising outdoors. As i previously stated before, almost 2.44 billion people are on social media and for one to become a social media star might be the new way of earning money in our generation. After researching this , i never knew it was this bad because i thought the world was more of a social place where people spend most of their time outside of social media but i had found out it was the complete opposite. (but it really depends on who you are) According to a research, The number of people making social media accounts for several reasons are growing and is still increasing till this day. Now, I am not saying that making a social media account is a bad thing but somehow the fact that mostly everyone now has a social media account is upsetting and puts a negative feel to this world. I also am very shocked to see that almost 2 billion people already have an account which they use for several reasons.Although all I’m saying might sound very negative, social media is actually a great platform and the rise of social media and networking has made it faster and easier to access information around the world, and by having smaller information, makes it easier for people to digest and communicate to one another. Whether through a simple tweet, post on Instagram or a status update on Facebook, we can instantly be made aware of different issues around the world than we ever were before. An example of when social media has been a great platform for spreading awareness was in the summer of 2014 when the #ALSicebucketchallenge took place social media by storm. This involved social media users making videos of themselves throwing buckets of ice cold water over each other or themselves and nominating their friends to do the same whilst also donating money to the ALS Charity (Amyotrophic Lateral Sclerosis).A second way social media is making life easier for our generation is how the language barrier has broken down and communication is becoming more easier by the minute. In 2017, we already now have “google translate” “gchat” “facebook messenger” and other types of ways for us to communicate across the world. In addition, if you have lost contact with someone that you have been friends with for a while, you can easily look at your “mutual friends” on Facebook or quickly search up their name and in seconds the person you’ve been looking for will show up on the screen. Today, if i cannot call someone, you can just text them or even faster, tweet them and they will get the message. My point is, it’s becoming much more easier for us to keep in contact with someone across the country no matter how far they are.