Social media: back to the roots and back to the future

PurposeThe purpose of this paper is to provide a viewpoint on the historical roots and future evolution of social media.Design/methodology/approachThis paper provides a summary of the authors' previous research and experience in the area of social media.FindingsThis paper contains practical insights on the consumer use and business potential of social media applications.Originality/valueThis viewpoint provides insights to anyone who is interested in researching consumer use of social media or using social media in a managerial context. It will be particularly helpful to business leaders who are looking for answers in the fast‐moving area of social media applications.