From Manners to Metrics: How the Word “Social” Redefines Modern Culture
Words evolve in meaning as society does. In the past, the term “social” was linked to breeding, manners, etiquette, and proper behavior, and it was mostly associated with the upper classes. Being social meant interacting and maintaining conversations with your peers.
Over time, the term has changed, and “social” is now linked to branding strategies, marketing, and gaming design. Being social in the mid-2020s is about likes, shares, and more than mere interactions. It’s a shift from human interaction to data-driven interaction, showing how technology quantifies what used to be primarily social.
Social as an Adjective
The word “social” has become an adjective connected to nouns that are associated with human connectivity and interaction. Here are the most common adjective-noun formations using this word:
Social Media
How many times a day would you say or hear this term? Probably more than you’d care to admit. Social media refers to platforms that encourage interactive communication by sharing thoughts and images. Social media is widely used by corporations to promote their goods and services. A new wave of people known as influencers sprang up from social media use.
While many believe that Facebook was the first social media platform, they are actually wrong. In 1997, a platform named Six Degrees (based on the six degrees of separation concept) was launched, where user profiles, friend connections, and instant messaging were enabled on one platform. It did well, reaching 3.5 million users at its peak, but closed down in 2001. Three years later, Facebook appeared, offering a similar platform that quickly grew into the one most widely used.
Social Distancing
During the COVID-19 pandemic, “social distancing” became part of the “new normal” and was a term most people got sick of hearing. There were distinct rules connected with the phrase, including:
● Maintaining six feet of distance between you and other people
● Restricting the number of people in elevators
● Lines had to be limited to fewer people
● Public gatherings weren’t allowed
● Quarantine periods of 14 days for people who tested positive
● Weddings and funerals were limited to the minimum number of people possible
The term “social distancing” isn’t as widespread in 2025 as it was three years ago, except to say, “Remember when we used to practice…”
Social Engagement
Social engagement has two meanings. The first is the physical action of a person socializing (engaging) with others. This activity could be online or offline and includes things like volunteering, participating in a forum, or attending a party with friends.
Another way the term is used is when it refers to the metrics of how users interact with online content. Social engagement is the number of users who read, click, comment, or purchase from a site. These metrics help identify what works and what doesn’t and allow for further adjustments.
Social Gaming
Online multiplayer games are a form of social gaming, where two or more players are joined in one common goal. Social gaming promotes the three cs: connecting, collaborating, and communicating. The idea is that players meet online and create strategies via in-game chats.
The appeal of social gaming lies in its cross-platform flexibility. One player may be on a laptop, while another is on their smartphone, and another is using a game console. These games are often linked with social media so users can share, comment, and encourage more players.
Social Casinos
Online gambling is a popular pastime, but in the US, it’s legalized on a state level, and there are numerous states where it’s illegal to play. Sweepstakes and social casinos have popped up to provide an option. You can get free SC coins at social casinos, so you can play games like poker or roulette with your friends without spending real money.
Social casinos are more than just gameplay sites. The focus is on interaction with others, in the form of chats, leaderboards, challenges, and weekly prizes.
Social Marketing
Commercial marketing is the action of selling goods and services to consumers without considering if it’s what they actually want. Social marketing is more responsible. It aims to influence positive behaviors that will benefit individuals and communities.
Social marketing begins with a thorough understanding of its target audience’s needs, beliefs, and motivations, and tailors its promotions based on this. The focus is on health promotion, environmental conservation, and social justice. Social marketing isn’t just raising awareness; it’s encouraging positive change.
Social Inequality
Social inequality is a serious issue globally. It can be more easily explained as “the haves and the have-nots.” It’s a type of discrimination based on people’s wealth, race, sexual orientation, gender, or disability. This view forms marginalized groups who are worse off than others.
The primary sectors where these people are most affected are in access to employment, healthcare, and education. Political discussions are underway to create fairer societies and promote equal opportunities.
Social Justice
Human rights is always a serious topic, and social justice is part of it. Social justice is the belief in fair treatment for everyone, especially those who aren’t getting it. Racism, sexism, and economic inequality are considered oppressive systems, and social justice advocates are attempting to dismantle them.
Social justice is being considered by governments when they’re shaping laws, policies, and social programs. It’s linked with social inequality (above), where it believes that discrimination needs to be eliminated and access to opportunities should be made more available.
How “Social” Are You?
How many of the above adjective-noun combinations beginning with “social” apply to you? We were all subjected to social distancing requirements during the pandemic, as most of us have at least one social media account. Gamers wanting to move beyond solo activities move towards social gaming and social casinos. If you work in advertising, social engagement and social marketing will be terms you’re familiar with. Meanwhile, we should all be more aware of the impact of social inequality and social justice.
The modern meaning of “social” has evolved from genuine connection to measured performance—a reminder that our most human instincts are now shaped by metrics. So, what social activities are you involved in today?
