Samle Essay Paper on Why Social Media is a Disruptive Technology

Why Social Media is a Disruptive Technology

            For decades, traditional media such as newspapers and televisions were communication and marketing platforms of choice for businesses and individuals alike. However, their incumbency as the preferred technologies is increasingly being challenged by new and emerging disruptive technologies such as social media and e-commerce. Christened as disruptive technologies, these new era technologies are increasingly shaking up, reshaping and redefining vital business processes such as communication and marketing. In addition to rendering some of these technologies obsolete, disruptive technologies are increasingly new business opportunities and industries. This paper defines disruptive technologies with the view of analyzing why social media is considered a disruptive technology. 

Social Media: A Disruptive Technology

            Coined in the late 1990s, disruptive technology is a term used to connote a new technology that enters into the market and replaces or improves the existing ones and is marked by improved performance. Disruptive technologies can render existing technologies obsolete through a process of creative destruction or improve them. This process leads to the creation of new technologies that significantly changes various facets of human life including work, communication and behavior. These technologies displace, replace or improve existing ones (Utterback & Acee, 2003).  

            One such disruptive technology that is increasingly becoming popular in all spheres of human life is social media. Social media is a quintessential disruptive technology. One of the fundamental characteristics of social media is their ability to displace traditional media platforms such as print, radio and technology. At the inception, social was a novel idea unbeknown to many. Its use during its early years was limited to a few tasks such as communication. With time, social media improved the functionalities of traditional media such as communication and marketing. With technological advancements, social media platforms such as Facebook, Skype, Twitter and WhatsApp have improved communication. Through these new and emerging platforms, individuals and businesses can communicate using different formats including audio, video and text in real-time without being hindered by geographical distance. 

            Social media has not only displaced traditional media, it increasingly replacing them by rendering them obsolete. In the process, social media has created a new platform that bears not similarities to the traditional incumbent technologies. They allow businesses to create new customer bases and help in building and tap into new market niches such as millenials. This is because social media has an expansive reach and relevance. Unlike traditional media, social media allows for interactive interaction which is critical in marketing amplification. It allows customers greater control of the marketing process unlike in the case of traditional media. This is because social media platforms allow customers to easily give feedbacks in real time and offer real time product reviews (Donoghue, 2016).

            In conclusion, today’s technology landscape is continuously evolving and is marked by new ideas emerging coming to the fore every day. These disruptive technologies are increasingly taking a stranglehold of all spheres of human life. They shape how we communicate, do business and learn new ideas. They define how we consume products and services. Social media platforms such as Facebook, Twitter and Instagram are increasingly replacing, improving and displacing traditional media such as radio through their innovative capabilities such as interactive communication and real-time feedback. They ease communication and cut the cost of key business activities such as marketing and communication. Predictably, the current generation of disruptive technologies will be degenerated by new and innovative ideas in the coming years.


Donoghue, K. L (2016). Social media news as disruptive technology. 10th Convention Planner, 369 – 374.

Utterback, J. M. & Acee, H. J. (2003). Disruptive technology. Presented at the Pavitt Conference, University of Sussex, England. Retrieved from