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Social media changes the way individuals and large organizations communicate.

These changes are the focus of the emerging field of technoself studies.

These social media websites have more than 100,000,000 registered users.

In America, a survey reported that 84 percent of adolescents in America have a Facebook account.

Businesses have a particular interest in viral marketing tactics because such a campaign can achieve widespread advertising coverage (particularly if the "viral" reposting itself makes the news) for a fraction of the cost of a traditional marketing campaign (e.g., billboard ads, television commercials, magazine ads, etc.).

Nonprofit organizations and activists may have similar interests in posting content online with the hopes that it goes viral.

In some cases, posts containing controversial content (e.g., Kim Kardashian's nude photos that "broke the Internet" and crashed servers) or fast-breaking news have been rapidly shared and re-shared by huge numbers of users.

Research shows that the audience spends 22 percent of their time on social networking sites, thus proving how popular social media platforms have become.When engaging with these services, users can 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.They introduce substantial and pervasive changes to communication between businesses, organizations, communities and individuals.According to Andreas Kaplan, mobile social media applications can be differentiated among four types: Although social media accessed via desktop computers offer a variety of opportunities for companies in a wide range of business sectors, mobile social media, which users are accessing when they are "on the go" via tablet computer or smartphone can take advantage of the location- and time-sensitive awareness of users.Mobile social media tools can be used for marketing research, communication, sales promotions/discounts, and relationship development/loyalty programs.

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