A few years ago the term "social media" would have meant little to nothing to many people.
We've come a long way since then. Now it's everywhere.
To a lot of people it's their whole world - their job, their friends, their entertainment, all their spare time is all wrapped up in
a little box (PC, laptop, tablet, smartphone) that tells them what to do, what to Like, who to befriend or follow, who to talk to ...
At one time, website communities such as Facebook and Twitter were referred to as being part of something called Web 2.0, which refers to internet interaction moving beyond merely reading other people's websites to engagement and interaction, like creating and sharing our own content.
A survey found half of New Zealanders have an online profile, with half of those checking it daily.
There can be few people left untouched by the reaching, probing fingers of social media, moving that sphere from the trivial to the influential.
As a reader of this newspaper you may have noticed the increasing references to Facebook and Twitter in news stories. Bay of Plenty Times readers can also follow stories and issues on Facebook and Twitter.
By gaining access to this means of mass communication, everyone can have their say and, depending on security settings, anyone can read or see what those people have been up to.
In this environment a craze can start up every few days and die just as quickly. Or a throwaway comment meant for friends could have all manner of consequences. No wonder our PM's Twitter account is so straight and serious.
But while these online tools have become important, they shouldn't be given more weight than they are worth. Social media's greatest strength is anyone can say anything to everyone. But it could also be its greatest weakness.
