The increasing presence of social media in students’ daily lives has raised concerns about its effects on academic performance. This study examines both the benefits and challenges of social media use in higher education, particularly its impact on focus, time management, and memory. Using a mixed-method approach, the research analyzes college students’ study habits and academic performance through surveys and interviews. While social media provides access to educational resources, networking, and collaborative learning, excessive use often leads to distractions, reduced attention spans, and poor time management. The study also explores the influence of specific platforms such as Facebook, YouTube, WhatsApp, and TikTok on students’ study habits. Findings suggest that entertainment-driven social media use negatively affects academic performance, whereas moderate and intentional use for educational purposes can enhance learning experiences. The research contributes to the discussion on digital learning by offering recommendations for students, educators, and policymakers on optimizing social media usage. By maintaining a balance between academic and non-academic interactions, students can improve study efficiency and achieve better educational outcomes.