Social media has become an integral component of students’ daily lives, influencing communication, information sharing, collaboration, and learning behaviors. While social networking platforms offer opportunities for academic engagement and knowledge exchange, excessive or inappropriate use may negatively affect academic performance. This study examines the relationship between social media usage and academic performance among university students. A quantitative correlational research design was employed involving 850 undergraduate and postgraduate students from diverse academic disciplines. Data were collected using a structured questionnaire assessing social media usage patterns, academic engagement, study habits, and Grade Point Average (GPA). Statistical analyses including descriptive statistics, correlation analysis, ANOVA, and multiple regression were conducted. Findings indicate that moderate educational use of social media positively influences academic performance, whereas excessive recreational use is associated with lower academic achievement. Academic engagement and self-regulation were found to mediate the relationship between social media use and educational outcomes. The study highlights the importance of promoting responsible social media practices and integrating social networking tools into educational strategies.