The Role Of Social Media And Its Key Impact On The Youth : Opportunities And Obstacles

"Social Media is not a media The key to listen,engage and build relationships.”David Alston Social media is a buzzword which is considered as direct form of contact with target audience which is wide spread in all fields.It is an interactive media technology platform which facilitates the sharing and exchange of ideas,information and interest through web based apps and virtual communities which has improved the significance for youth where more than 4.5 billion use social media as of October 2021.( Data Reportal. "Global Social Media Stats October 2021." Social media is considered as the life line of the youth and inevitable part of human life –personal or official space. Youth are early enthusiast of digital media which helps them to be in touch with their friends which leads to psychological development, social skills ,real world skills and creates awareness about current affairs.Apart from entertainment purpose social media provides learning opportunities, job opportunities and helps in promotion of products and services.It is considered as a good platform for education and Elearning by youth. Brady, Holcomb, and Smith (2010). As mentioned by Luke(2010) that it improves students communication skills and advance their learning skills. The paper focuses social media usage by youth along with various its platforms which has gained importance among the youth. Social media is like two sides of a coin where on one side it connects people worldwide through exchange of ideas and thoughts whereas it leads to deceptive post , cyber bullying creating an impact on the mental and physical issues. As it rightly stated that too much is too bad is applicable to social media too where enormous usage creates a matter of concern for wellbeing and if rightly used is a matter of great help for improvement and development of the youth.At the end suggestive measures are also included so as to guide youth for a better life.