Published 2025-12-11
Keywords
- Social Media,
- Digital Literacy,
- Communication Challenges,
- Literature Analysis,
- Digital Transformation
How to Cite
Abstract
The utilization of social media continues to evolve as a strategic instrument across various fields, including organizational communication, marketing, education, and public services. Rapid digital transformation has positioned social media as a dynamic space for interaction, where information can be disseminated widely, quickly, and participatively. Numerous studies, such as those by Kaplan & Haenlein (2010), Kietzmann et al. (2011), and Mangold & Faulds (2009), emphasize that social media functions not only as a content-sharing tool, but also as an ecosystem that shapes user behavior, influences perceptions, and enables collaborative opportunities. However, the use of social media is also accompanied by several complex challenges. These challenges include issues of information accuracy, limited digital literacy, the potential spread of misinformation, and risks associated with data misuse. In addition, the fast-paced and uncontrollable nature of social media often makes it difficult for organizations to maintain message consistency and public reputation stability.
This study aims to analyze the challenges of utilizing social media through a literature review approach based on accredited scientific journals. The analysis is conducted by examining fundamental concepts, usage patterns, and key barriers identified in previous research. The findings indicate that challenges in social media utilization stem from technological factors, user behavior, and content management mechanisms. Furthermore, limited platform control and algorithmic changes complicate organizational efforts to optimize digital communication strategies. Nevertheless, the literature highlights that these challenges can be addressed through enhanced digital literacy, strengthened internal regulations, and more strategic use of social media analytics.
This research contributes to the theoretical understanding of social media dynamics and can serve as a foundation for developing communication strategies that are more adaptive and responsive to digital change.
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References
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