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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.Compuserve and AOL were two of the largest BBS companies and were the first to migrate to the Internet in the 1990s.Between the middle 1980s to the middle 1990s, BBSes numbered in the tens of thousands in North America alone.Message forums (a specific structure of social media) arose with the BBS phenomenon throughout the 1980s and early 1990s.
Research shows that the audience spends 22 percent of their time on social networking sites, thus proving how popular social media platforms have become.
According to Nielsen, Internet users continue to spend more time on social media sites than on any other type of site.
At the same time, the total time spent on social media sites in the U. across PCs as well as on mobile devices increased by 99 percent to 121 billion minutes in July 2012 compared to 66 billion minutes in July 2011.
Observers have noted a range of positive and negative impacts of social media use.
Social media can help to improve individuals' sense of connectedness with real or online communities, and social media can be an effective communication (or marketing) tool for corporations, entrepreneurs, nonprofit organizations, including advocacy groups and political parties and governments.