Social Media Day: The Twenty Years That Changed the World (and Us Too)
Today, June 30, we celebrate Social Media Day , a symbolic anniversary that invites us to reflect on a phenomenon that has changed – irreversibly – the way we communicate, work, and relate. In just over twenty years, social networks have gone from being simple sharing platforms to true digital ecosystems, capable of influencing the economy, politics, culture, and collective psychology. Communication, work, relationships: nothing is the same anymore.
From MySpace to TikTokIt all started with MySpace, the first digital “home” where you could customize your profile, upload music, connect with other users. Then came Facebook , which transformed our idea of “friendship” and global connection . Later, Instagram kicked off the era of perfect images, filters, and shareable aesthetics. With TikTok, however, we entered the dimension of short and viral entertainment, where creativity and visibility are measured in a few seconds.
Social media have transformed language, shortened distances , made instant global connection possible. We have learned to speak through images, to build digital identities, to manage interpersonal relationships mediated by a screen. Work has moved online, new professions have emerged – from content creators to social media managers – and many companies today exist almost exclusively online.
What got out of hand
Yet, something got out of hand. We ran too fast, without understanding where we were going. In chasing the algorithm, the visibility, the numbers, we lost our direction. Social media has evolved at a sidereal speed and we, as a society, have not been able to keep up with them. Many still consider them "a pastime", "a game", ignoring the real, complex, sometimes opaque dynamics that regulate this gigantic system. And in the meantime, while we were having fun posting, we have become a product.
Platforms live thanks to our data, our time, our attention. A business worth billions that few really know. Every like, every view, every interaction fuels a digital economy that involves us, often, without us being fully aware of it.
A change of direction is needed: more training, less improvisationIt's time to go back to understanding, studying, educating. We can no longer afford to navigate social media "by instinct", without awareness. We need real skills, digital ethics, clear rules. Because too many figures today move in this world without preparation, fueling confusion, misinformation and an oversaturation that harms everyone. We need to put the bar back at the center, distinguish professionalism from improvisation, create culture around digital . The web is not a Wild West: it is an ecosystem that must be managed, understood, inhabited with intelligence.
The future of social media is not written and it also depends on us. We can choose to use them better, to make them tools for growth, healthy work, authentic relationships. Technology must be understood, not suffered. Today more than ever, we must take the time to learn about what will shape our tomorrow. Social Media Day is not a nostalgic celebration. It is an invitation to look forward, with new eyes. To understand that behind a screen there is a real world and that every click builds - for better or for worse - our digital society.
Luce
