The ability to multi-task has amplified productivity – or that’s what we’re being told. While the numbers and research tell us one story of social media being a tool of Satan, it’s not all dark and gloomy – at least not all the time. The dependency on smartphones and the wide availability of the internet are the primary triggers which led to the increased usage of social media. Add to that that social media is entirely free – for everyone!
The primary basis of social media on which all the big platforms operate is communication. All social media are based on some or the other form of communication – be it audio, visual or a combination of either. Connecting distant and remote parts of the world by communication is the basis of operation and the primary advantage of social media.
Like every other technological invention, social media has its ups and downs. Let’s explore some of them.
The worst things about social media:
1. Addiction and mental health
Let’s start by exploring the biggest issue with social media that the modern generation is facing, and which is perhaps unavoidable. Infinite scrolling, quick information, entertainment, and free availability are the primary causes of social media addiction. People spending more and more time on social media – compulsively – leads to social media addiction. It takes a toll on their health and mental well-being.
There have been many research papers about social media addiction, but the fact remains that in the last two decades, social media has gained unexpected importance in our lives. Along with social media’s thousands of applications in different industries and our lives, it has also become a problem for many.
2. Cyberbullying and hacking
Social media platforms are commonly used for cyberbullying.
Any name-calling, bullying or harassment over the internet and online space is termed cyberbullying. Social media trolls are responsible for promoting this behaviour.
People can create fake accounts and bully others, and there is no way to tell that. Since social media is free of cost for users, companies do not regulate it. This further enhances cyberbullying.
3. Incorrect information
The spread of misinformation or the propagation of wrong information is very pertinent on social media. There are millions of social media users, and those are spread out worldwide in different time zones. These people continuously post on social media, and it is practically impossible to track the content being posted 24 x 7.
Due to its nature, speed and connectivity, wrong information spreads quickly on social media. Social media has often been under fire for not doing anything to curb the spread of misinformation. Social media users can post in any language or format, not only in English. This makes it more difficult for the software to identify the misinformation. Although few social media companies have attempted to curb misinformation, none are foolproof.
4. Brainwashing
The algorithm on social media works to understand user preferences and behaviour.
If a user likes or spends more time on a post from a bakery, it understands that the user would be more interested in similar posts and starts ranking them higher. Although theoretically, it is right to show the users more of what they like or prefer, this had an unprecedented negative impact on users. A lot of this was prevalent during the COVID times. People who accidentally or intentionally wrong information about vaccines started seeing the same type of content, thereby strengthening their views. This algorithm would be one of the significant reasons for social media addiction.
5. Privacy concerns
The user data stored on social media has questionable privacy. Social Media giants have been on fire for the repeated use of personal data for advertising. Many apps link to or use users’ social media data, and their privacy policies are murky. Social media collects and retains the in-app information and monitors off-app activities. This data is used in retargeting ads shown on social media.
Sensitive personal information, including credit card information and phone numbers, are used by hackers, and therefore data safety is a significant concern on social media.
Now that the bad is behind us, let’s look at the bright side of infinite scrolling.
Good(ish) things about social media
1. Connectivity:
Not more than twenty years ago, connecting with someone sitting in a different part of the world was unimaginable. Even though there were phones, getting in touch with the person required effort – finding a phone number wasn’t as easy. Fast forward to social media, and we can connect – or attempt to connect – with anyone. A simple friend or follow request, and you can talk to the person directly.
The intent with which social media was launched was to improve connectivity between people.
Social media has also played a pivotal role in bringing together lost friends, connecting people with similar interests and creating a platform for people in the same neighborhood. Facebook Marketplace is an excellent example of how people can buy and sell anything around them.
2. Information sharing:
Verified information, the latest developments and updates can be instantly shared on social media. A company can post updates about its products or post an advisory, and instantly it would be shared and reshared within the networks of millions of people.
During the pandemic of 2020, many governments social media handles used social media effectively to connect with people everywhere. Important announcements about vaccines, rules and regulations were posted on social media handles, and the information reached millions worldwide.
3. Entertainment
As social media evolved, so did its uses and applications. A primary branch of these applications was entertainment. Short video company Tik-Tok changed many social media algorithms. Looking at the popularity of TikTok and short videos, Instagram adopted reels, and YouTube came up with YouTube shorts. Even Facebook complimented Instagram and now shows reels.
Based on the formats, different platforms provide entertainment to their users. A Tweet (text form) could go viral owing to its comic or entertaining nature, or an image from Instagram can be entertaining based on its content. But in case, video format remains the unequivocal champion of entertainment on social media.
4. Education (on the go)
Another use of social media is for education. Accounts of the World Health Organization post information which can be educational for everyone. Charts, graphs and numbers can also teach us new things on the go. Apps like WhatsApp are used to send or share files, and students worldwide use it to send notes, talk to their classmates about recent updates or discuss their projects.
Social Media platforms also provide training in managing and handling their apps from a marketing perspective. Meta Blueprint and Google Digital Garage are a few examples of social media training academies.
5. Business
Social media helps to promote businesses. The advertising cost on social media is meagre compared to traditional advertising methods. Businesses can invest very little in advertising on social media and reach thousands of prospects.
Customers can reach any business about their complaints and contact the right person instantly. For example, if a bank website is not working, customers can use Twitter to reach the bank account directly and get to know the website’s status. Businesses can post last-minute changes, cancellations, or time-bound offers and reach to correct people in minutes, if not seconds.
Conclusion: There are many good and not-so-good things about social media. It has revolutionized many industries and how businesses work and has also changed how we interact with people. In the right hands, social media would do wonders, but in the wrong hands, it could be a disaster. Responsible use of social media on a limited basis is the right balance.