We live in a world of limited resources and we must often sacrifice one thing for another.The purpose of this study is to understand the developing role of social media and its implications on traditional media.The study is conducted to explore the relationship of competency of media using the niche theory.With college students as the main focus because they have been dubbed the wireless generation and they are heavy intemet users.Based on the niche theory incorporated with the users and gratifications theory this study will focus on reach, frequency and quality of social media highlighting how these attributes have a displacement effect on traditional media.　　From this investigation conclusion on how marketing managers should proceed when marketing to the wired generation will be drawn.For the purpose of this study social media will be represented by social platforms which would be limited to widely used platforms like YouTube and Facebook.Traditional media will be limited to television.The concepts of social media and traditional media have attracted the attention of many articles.Social Media represent a revolutionary new trend that should be of interest to companies operating in online space or any space, for that matter.Social media can be overwhelming with things changing on a daily basis and this study aims to shed light on how best marketing strategists can deal with media marketing challenges.