Abstract
Recently, it is observed that the transition from the traditional communication methods to media based communication using internet and mobile devices are rapidly increasing. In Kazakhstan it is also noticed that the usage of social media has been continuously increasing and social media is easily available. Thanks to its availability over portable mobile devices, social media has become a main tool for information sharing and communication. This trend has contributed to not only the flow of information but also the development of social relationship. According to the previous researches, there have been many studies on how social media play roles of availability for tasks using media richness theory, social existence theory, how well social media can represents the characteristics of face to face communication, and how richness of media affect the communication on social media. However, there are not many researches conducted on the difference in the gratification of social media reflecting unique features and characteristics of social media. This study is conducted to explore the relationship of competency among social media using niche theory. This study is expected to identify market structure of social media and provide an opportunity for general overview of competency in social media market.