Social Media is a binary platform on which all previous forms of media converge. Producers are disappointed that social media does not generate the revenues expected. Documentary filmmakers are challenged to understand, adapt and apply this new technology. This paper examines social media, its origins, applications and limitations by reviewing the predictions made by media theorists. The author conducted case studies and interviewed practicing documentary filmmakers such as the producer of ‘The Act of Killing’. Focus groups among digital natives and immigrants explored their perception of social media. Research includes the production of three documentaries to apply knowledge gained. Less than 5 per cent of digital natives and immigrants investigated perceive social media as a promotional tool. Self-expression, creativity, sharing information globally takes priority.