What have we learned about social media by studying Facebook? A decade in review
A recent review published by Rains and Brunner documented an overwhelming preponderance of the Facebook brand in scholarship about social networking sites (SNS). This follow-up analysis shows that Facebook is still over-privileged when examining the broader umbrella of social media brands; the social networking hegemon constitutes over half of all scholarship across an array of social media, including SNS, media sharing sites, (micro)blogging platforms, virtual communities, and others. This study builds upon Rains and Brunner’s critiques about the over-reliance on the Facebook brand and calls for more scholarship that examines social media as part of larger media repertoires, is more inclusive of indigenous social media brands and their users, and provides greater diversity in terms of academic context. In doing, it serves as the most comprehensive review of social media scholarship to date. Implications for future research are discussed.