If you're old enough to have gone through a "quarter life crisis", then you'll have some extra insights into the changes that social media is going through as it turns 27.
Social media, a phenomenon that began as a novelty, has now matured into a complex ecosystem that influences every aspect of our lives.
It emerged in 1997 and is now going through what can only be described as a quarter-life crisis, due to its intense self-focus at the expense of many of us, personally and through business.
I remember holding it in my arms when it was just a baby, burping it, feeding it, and helping it take its first steps, as I showed it off to the world through running the first Social Media Marketing workshops in South Australia back in late 2005.
In those early days, it was as endearing as a newborn, gurgling away and making us all fall head over heels in love with it.
Now, it's grown up, has a red sports car, drinks champagne like its water, and demands different kinds of attention and care as it flashes its gold chains everywhere and kindles its fireplaces with dollar bills.
What does this mean for us? It means we have to shake free from our memories of yesterday and take a fresh look at this young, hungry, narcissistic entity that wants to insert itself into every aspect of our lives. Our challenge is to find a way to manage its dangerous excesses while finding benefit from its core that is still about connecting humans to each other.
The Early Days Of Social Media
Let's take a quick look back at the early days:
- 1997: Six Degrees, considered the first recognisable social media site, was launched. It allowed users to create profiles and connect with friends.
- 2001: Friendster was launched, introducing the concept of online networking to a wider audience.
- 2002: LinkedIn was founded, focusing on professional networking.
- 2003: MySpace was launched and quickly gained popularity.
- 2004: Facebook was created by Mark Zuckerberg, initially for college students.
- 2006: Twitter was founded, introducing microblogging to the social media landscape.
During these formative years, user engagement was "mainly" genuine and interactions were typically rich with novelty and curiosity. People were eager to explore these new platforms and connect with others.
The Shift: From Connection To Consumption
Fast forward to today, and the nature of user engagement has dramatically changed.
Social media has transformed from platforms for genuine connection to endless streams of content designed to capture our attention.
This shift has significant implications for us wanting to use it as a marketing tools and as an adjunct to our personal lives:
- Algorithmic content delivery: Platforms now use complex algorithms to serve content that keeps users engaged, often at the expense of genuine connections.
- Rise of influencer culture: The professionalisation of influencers has changed the dynamics of interaction, making social media more about consumption than connection.
- Privacy concerns: Increased awareness of data privacy has altered how users engage with platforms.
The Cynical Phase: AI And Content Overload
We are currently in what I dub as a "cynical phase" of social media, where AI-crafted content floods our feeds, exploiting our addictions for the sake of engagement metrics.
This era is marked by:
- Attention economy: The relentless pursuit of likes and shares has led to a superficial engagement, where the quality of interactions is often sacrificed for quantity.
- AI-generated content: While AI has the potential to enhance content creation, its misuse can lead to a cheapening of human experiences. AI content without human insight is not only uninspiring but also contributes to the degradation of meaningful interactions.
Mark Schaeffer's Insights On Social Media
Mark Schaeffer, a leading voice in the digital marketing landscape (we discussed his Marketing Rebellion book in an early episode of Talking About Marketing), offers valuable insights into navigating this chaotic environment. Here are some actionable points from his co-created article with Michael Stelzner, "Forget Everything You Know About Social Media":
- Choose a primary content type: Focus on one type of content that aligns with your strengths, whether it's written, video, podcast, or image content. Mastering one format allows you to create high-quality content that resonates with your audience.
- Publish to your content hub first: Build your own audience through controlled channels like blogs or email lists. This mitigates the risks associated with relying solely on social media platforms.
- Create superior social media content: Stand out by adding unique perspectives and insights. Authentic storytelling and delivering value through your content are key to capturing and retaining your audience's attention.
- Maintain consistency: Regularly deliver valuable content on a predictable schedule to build a loyal audience.
- Embrace AI to enhance your efforts: Use AI tools to enhance your existing skills and improve content efficiency, but always retain the human touch in your marketing efforts.
These are some profoundly important points to digest, especially if you've been using social media for a long time and fear your instincts might have frozen a few years ago.
As Schaeffer notes in his latest book, what worked back then is almost guaranteed not to work today.
Jonathon Haidt's Concerns: The Anxious Generation
Meanwhile, social psychologist, Jonathon Haidt, has revealed in one of the most important books of this century, that the cute baby we all fell in love with, turned nasty when unleashed via smartphones in 2012-2013, poisoning the childhoods of most Gen Z children, tweens, and teens.
As I have written about previously, "The Anxious Generation," delves into the detrimental effects of social media and smartphones on mental health, particularly among Gen Z. Key points include:
- Digital overload: Excessive screen time contributes to anxiety and depression.
- Social comparison: Curated social media content fosters unrealistic comparisons, impacting self-esteem and body image.
- Sleep disruption: Late-night phone use disrupts sleep patterns, affecting overall well-being.
- Online harassment: Cyberbullying has severe psychological impacts.
This poses a huge ethical dilemma for those of us who do not want to do harm but want to find a way to exploit remaining benefits of social media in our marketing and personal lives.
A Call To Action: Ethical And Mindful Social Media Use
As we navigate this quarter-life crisis of social media, it's crucial to pause and reflect on our strategies.
Here are some actionable steps:
- Limit screen time: Encourage mindful usage and establish digital boundaries to improve mental health for both us and any children in our lives. Many fellow small business owners have told my how depressed they feel after emerging from a social media frenzy.
- Focus on quality: Prioritise high-quality, value-driven content over quantity. As always, let our marketing lead by trying to be helpful - and entertaining!
- Promote real-world engagement: Use social media to encourage offline activities and meaningful interactions, as appropriate.
Conclusion: Embracing The Future
Social media, like any maturing entity, is going through significant changes.
By recalibrating our approach and focusing on quality, authenticity, and mindful usage, we can harness the positive aspects of social media while mitigating its negative impacts.
That is easy to type but harder to do. Hence, the three action points above give us some sort of a compass for finding our direction.
My hope is that you'll join me in committing to creating a healthier digital environment where the well-being of our audiences is a priority.
Historical Context And Future Outlook
The journey of social media from its early days to its current state has been marked by rapid evolution and profound changes. While the foundations were laid in the late 20th century, the true explosion of social media happened in the early 2000s.
As we move forward, the interaction between users and social media platforms will continue to evolve, driven by technological advancements and societal shifts.
In this evolving landscape, it's essential to adapt our strategies, stay informed, and remain committed to ethical and impactful social media marketing.
By doing so, we can navigate this quarter-life crisis and emerge stronger, more connected, and more effective in our digital engagements. We might even find a way to help social media itself, navigate this time of change and mature in a positive way!