The rapid growth of social media has significantly influenced the learning patterns of college students, transforming these platforms into important tools for academic engagement and self-development. This study examines the role of social media in promoting self-initiated learning among college students, with special reference to Palayamkottai. The research explores how students utilize platforms such as YouTube, WhatsApp, Instagram, Telegram, and Facebook for accessing educational resources, participating in academic discussions, collaborating with peers, and enhancing their knowledge beyond classroom instruction. The study adopts a descriptive research design to analyze students’ usage patterns, influencing factors, benefits, and challenges associated with social media as a learning tool. Findings indicate that social media plays a vital role in encouraging independent learning, improving access to information, and fostering collaborative knowledge sharing. However, issues such as distraction, misinformation, and time management concerns were also identified. The study concludes that while social media has significant potential to support self-initiated learning, its effective utilization requires proper guidance, digital literacy, and structured integration into higher education practices.

Social Media, usage, Impact, Self-generated learning, Motivating factors, Challenges.