Social media use has grown exponentially over the past decade. In 2005, only 8% of American adults used social networking sites, but this number jumped to over 60% by 2010 and 72% by 2013. As social media usage increased, companies began leveraging platforms like Facebook fan pages and mobile apps to connect with customers and integrate targeted advertising into users' social media experiences. The document examines the evolution of social media and its growing role in online advertising and marketing strategies.