Time moves faster on the internet. Last month’s memes are about as relevant as a 1920s vaudeville show. Even a bona fide viral phenomenon from just a few years ago seems quaint and dated.
Twitter and Facebook are only 12 and 14 years old, respectively. But they’re aging at internet speed. And right now they’re having a midlife crisis. Instead of buying a sports car and taking up craft brewing, though, that crisis is manifesting as existential dread and intense soul-searching.
The people who run the platforms are publicly examining their purpose and societal impact. More importantly, the people who use the platforms are asking tough questions:
What am I getting out of my time spent here?
Who is this platform structured to benefit?
Should I be trusting my data with this platform?
Is this a positive or negative thing I have let into my life?
As marketers, we have to ask ourselves the same questions. And we should add one more: Is our social media marketing valuable to our audience?
If we’re not adding value, we’re adding to the problem.
Social media is in crisis right now. But that doesn’t mean marketers should abandon ship. It means we have to do our own soul-searching. We need to take our social media accounts off of autopilot and approach them mindfully. Here’s what marketers should consider as we weather the social media midlife crisis.
How Does Your Social Media Marketing Make People Feel?
A recent Hill Holliday report found that a majority of 18-24 year olds were at least considering abandoning social media. Over a quarter said that social media hurts their self-esteem or makes them feel insecure. Thirty-five percent said there was too much negativity, and 17% said they were considering quitting because social media makes them feel bad about themselves.
Connecting with your brand on social media should make a person feel better. They should feel that your brand shares values with them, is paying attention to them, can help meet needs and solve problems.
It’s worth evaluating what your brand is posting on social to make sure it’s helping spread positivity. The old days of scaring or shaming people into buying a product are more than over. The overarching…