

Because social media is just that: media. They’re platforms for ads and marketing that are more akin to broadcast media with a parasocial interactive twist. Contrast that with social networking which facilitates connections between actual people.
At some point in the last two decades, those distinctions have blurred, often to great shareholder benefit.
Because “percentages” (relative change) and “percentage points” (change in measured units) are different.
If you’re going from 4.50% to 4.25%, that’s a reduction of 0.25 percentage points (4.50 - 4.25), but also of about 5.6 percent (0.25 / 4.50).