This study aimed to explore the impact of using social media on students, academic performance. Reviewing studies confirmed the use of social media by students for various purposes including academic purpose, socialization purpose, entertainment purpose, general information, and addictiveness. Using quantitative exploratory study method, the data was collected from college-going students in Loralai division. The data was collected using a predesigned / adopted questionnaire having close-ended items with 5-points Likert Scale. The findings of the study reveal a statistically significant and positive impact of using social media for academic and socialization purpose on students’ academic performance. Nevertheless, the study did not find a significant impact of using social media for entertainment purpose, for general information, and as addictiveness on students’ academic performance. Based on the findings, the study presented recommendations for the respective stakeholders (including parents, teachers, colleges’ administration and students including the creation of a controlled environment to make sure that students avoid negative use of social media applications and conducting of awareness sessions for students to use social media applications effectively and constructively.