I've found it even causes drama to people who don't use it. My mom doesn't use any social media at all, she barely knows how to use her email.
My mother used to be pretty close with one of her friends, and my sister and I would hang out with her kids too during parties and what-not. My sister moved to another country about 15 years ago, and doesn't visit home very often, so my mom's friend had not seen her since.
Also since then, my mom and her friend kind of drifted apart. But her son friended my sister on Facebook, and she ended up seeing a recent picture of my sister. So she calls up my mom after they haven't really spoken in years to basically laugh at her because my sister gained some weight. Asking her how my mom could let that happen and stuff. Now my mom hates her.
TLDR: My mom and her friend don't use any social media. But her friend fishes her son's social media for gossip and ammo to make fun of people.