(Although dated, this video explains the movement)
When we look back, humans have been creating content on the web since the start, in fact, we often manually choose which document will link to another, which webpage will link to another, which keywords, tags, and metadata is on each associated pages.
This is one of the ways in which Google sorts the content in it’s complex and mysterious algorithms, it’s learning from the data we’ve been uploading for years. The whole influx of terms around CGM, Social Media, and other terms can be seen as overloaded.
The machine has clearly been learning from us for many years, there has never been a start, nor end to ‘social’ media.