Welcome to your final semester of the MIS-DIM program! Buckle in, friends. This will be a ride.
Greg and I are looking forward to meeting you all during our first Learnathon. You’ll soon find we enjoy interactive sessions with lots of questions and discussions. We also love trading articles relevant to course material.
To wit: Two of this week’s articles, which together beg the questions: Can social media be fun anymore? And… what does it mean for marketers when people quit social media?
- Variety: Tom Holland Taking a Break From Social Media for His Mental Health
- New York Times: Wasn’t TikTok Supposed to Be Fun?
Give them a read and share your perspective in the comments!
(Pro tip: Comments here count toward your participation grade…)
Both great reads! I think Tom is one of many celebrities who, as of late, has experienced and also opened up about the double edged sword that is social media. One of the major benefits of social media is it’s use as a platform – be it social connections, branding, political endorsements; however, when it comes to celebrities specifically, it provides us with this accessibility into their lives and almost false impression that we “know them” and therefore can post and comment about them without repercussion. These articles hone in on the damaging effects and what it feels like to be on the other side.
I loved reading both of these articles. I am recently a Tom Holland fan and a little sad to see that he is taking a break from social media, but totally understand where he is coming from. I think being a celerity comes with a certain figure you have to put on for the media and it sometimes can take a toll on a person. Social media is a big thing in todays world, but it also comes with the trolls that hid behind the screens and say rude things to people including celebs and it has an affect on them. These articles really show you how damaging it can be and what happens when you are on the other side of these comments.
Interesting articles — there’s lots of love for Tom Holland in my house (a great deal of Spider-man adornments by my kids) and we even just watched Uncharted (which was better than I thought it would be). One thing that strikes me is the idea that famous people seem to have an obligation to engage on social media — after all, it’s their life and it seems unfortunate that our collective thought should be something akin to pity — oh he needs a break — or even a sense of some loss — to see that a celebrity (who owes us nothing and gives us the gift of his talents all the time) should be beholden to the social media machine in some way. Even the way we call it a “social media break” seems counterintuitive — Instead we should see any time that someone offers something on social as extra entertainment that we are not paying for in the slightest. It’s this idea that promotes a sense of social media entitlement that is a little unsettling to me.
On the second article about TikTok, it saddens me a bit to see TikTok (which I saw as an engine of pure chaos) corrupted by all the same foibles that affect (heaven for fend) Facebook. What I like about Twitter is the wild abandon and energy — I even feel that advertising via TikTok cheapens the medium and actually take some issue with ads that I come across. That said — in the reading we learned about content marketing and owned media — TikTok seems like a perfect platform for that kind of content — but direct advertising on TikTok always makes me a little ill. But maybe that’s just me and I just have to get over it — what do y’all think?
I can’t currently access the New York Times article because of the paywall, but I have a lot of thoughts in general about celebrity life and the detriment of social media on their health. Having watched Bojack Horseman (great show on Netflix, I highly recommend) I came upon a realization that even though celebrities will say things like “we’re all the same, we’re just people” the reality is that the struggles they have to deal with are entirely separate from that of the average person. Having a million comments about you online for you to run into (negative, or positive) can have a toll on you even if you don’t care about other people’s opinions. It takes a lot of confidence and understanding of self-worth to be able to shut yourself off from that negativity, and I think Tom is making a good decision to take breaks. Frankly, a lot of average non-celebs could take a lot of use from taking breaks from social media. This all sounds pretty hypocritical considering I have never been able to find the willpower to take my own break from social media, but I’ve taken the actions to never bother trying to facilitate conversations with strangers on the internet over my own opinion- there’s no point in arguing, you’ll hardly ever change anyone’s minds and all you really get is public discourse. That being said, I don’t really think we’ll ever revert back willingly from a life of social media- people have a desire to interact with as many people as they can, and social media makes it easy. We’re curious about the lives of others and we want other people to know about ourselves. Well, if we’re ever in an apocalyptic space where the internet breaks (that’s not really how that works but I’ll skip on any technical stuff), we’d probably find a nice spike in magazine and newspaper marketing again. 🙂
Sorry I meant TikTok when I said Twitter here — bear with me – I still remember when ET came out.
I can totally relate with both of these articles. Social media apps have consumed so much of people’s attention that for some, it’s very difficult to take a break. During the 2020 election, I contemplated leaving social media for awhile because of the political content flooding my newsfeeds with mostly false information. Spending time on the social media apps became less enjoyable and more frustrating due to people’s comments and behaviors. Instead of connecting with people, I began to disconnect (unfollow or unfriend) with people after reading their conversations online.
Another way social media is being used lately is to announce pre-mediated mass shootings. Any time a news station covers a mass shooting, nine times out of ten, the shooter went to a social media platform and informed people of his or her plans to kill multiple people and their motivations behind it. It’s extremely scary that these are just some of the ways social media platforms are negatively being used today. What used to be fun and entertaining has now become dark and depressing. It’s no wonder why people (celebrities or not) need to quit social media from time to time to keep their sanity in check.
Can these platforms ever become a safe, welcoming space again? Is there truly a way to regulate the content that gets published? Does this have a detrimental impact on brands that rely on social media to reach their target audience?
I thought both articles were really interesting reads. It always seems a little strange to me when a celebrity taking a break from social media makes headlines, and even stranger when they feel obligated to announce it. To me, that’s indicative of how ingrained social media has become in everyday life and just how invested people can be in each other’s lives. I have a few personal thoughts and feelings about social media, mainly that it can be slippery slope of toxicity and negativity – and probably shouldn’t be consumed as often as it is. I think it’s completely normal and healthy to take breaks. I almost never notice if another user stops posting frequently because social media isn’t that important to me as user – but for some it’s their whole life.
From a marketing standpoint, I understand how vital a tool like social media can be. It is one of the quickest ways to reach a widespread audience and allows for a quicker and more personal interaction between brands and consumers. That said, I think brands hold a lot of responsibility to create and encourage positive experiences for other users. They are tasked with finding that fine balance between content that is engaging but also sparks impactful conversations and not controversy that, if severe enough, can turn consumers away from your page. For brands, social media isn’t just about capturing attention, it’s about engaging it, holding on to it, and converting it into something interactive.
I would have to agree with Tom Holland. Most social media sites are overstimulating and overwhelming, and I wish I was as brave as him to be able to delete them from my phone. The thought of getting off social media has crossed my mind many times over the years. The only one I ever deleted was Twitter, but now I have it back again on my phone and am definitely on it too much.
I think it is hard to stay away from content that isn’t just pure fun. A lot of content that isn’t pure fun is out there because it is what people want to see. There are probably more people than we believe that want to be engaged in what is really happening in the world. People want to be informed and be aware of how they can help others going through hard times or change an aspect of the world that could be improved.
I do not disagree that getting most of your information from social media could be a bad thing. There is a lot of misinformation out there. People need to be aware of this and take extra time to validate what they see online.
Both of these were great reads. Tom Holland’s break from social media really proves that nobody is safe from the negativity, misinformation, and blatant hatred that can appear on social media platforms. I couldn’t imagine what celebrities go through seeing thousands of negative comments about themselves, their family, their partner, their work, simply because they chose to share a snippet of their life to fans. It falls on the platform to monitor these things and act, but it’s nearly an impossible task with millions of users and even most posts and comments to watch. I applaud anyone who realizes how toxic and detrimental (or just a big waste of time!) social media can be while taking the necessary steps to avoid it.
There’s something about social media platforms we just can’t get enough of, which is why it’s such a strong tool for marketers. Content for small businesses can go viral, new products can become TikTok-famous, just to start. I think the scariest part is that so much of this is out of our hands, as social media users and marketers. Posts can be misconstrued to fit a different narrative, comment sections can be overtaken by bots spewing misinformation, accounts can be “shadow-banned” for no clear reason. As marketers, it can be difficult to overcome this, and as a user, it can be hard to avoid. I think social media, especially Facebook at first but more so TikTok now, can be a dangerous place for misinformation. Accounts that spread misinformation specifically target vulnerable groups, either kids/teens or older generations. I don’t see a problem with getting supplemental information from social media, or if it’s consistently fact checked for nuances. Overall, I think social media can only be “fun” if you know how to use it. Interacting with brands/accounts that align with your views, consistently “hacking” the algorithm, following fewer celebrities/influencers, using it as a starting point for information instead of trusting it blindly, etc. can help bring back the “fun” of social media.
As many of my peers have stated, I as well can relate to Tom Holland. Social media can be exhausting, we get consumed in trying to create content and getting the result or reaction out of a post or a story on Instagram. There are so many people who want to be “Instagram famous” but in reality, I don’t think they know what comes with being an influencer. You have to constantly be on your phone, generate content, stay engaged and of course deal with the negativity or backlash that comes with it.
I personally have turned off all notifications for social media platforms (except LinkedIn because I am job searching) that way I can stay focused on school, work and actually engage with my friends socially and not sit on my phone waiting to see other people’s posts or wait for someone to like a photo.
I personally have never taken a break from social media but have thought about it. I do follow accounts that personally motivate me, some showcase events that I am interested in, and I do communicate with people via these platforms. Those are the main reasons I have not taken a break, but I do understand why it is necessary for any individual to do so. I am curious to see the future of social media platforms and how they develop. If they will become more of a platform to shop on or stay as entertainment.
Both of these were great reads!
I can relate to Tom Holland on a smaller scale since we all compare ourselves on socials, read mean comments, and see things we wish we didn’t. So, I can not imagine that amplified by being a celebrity, especially at his level of fame. I have taken a few social media breaks, and they were the most refreshing times. You focus on what is important to you and don’t feel pressure to post and update everyone all the time. I ended up coming back to social media because of career-related obstacles; I needed to leverage the positive aspects of social media to further my career and get career advice and insight.
My final two insights about social media are that when I did take my “breaks,” I found that people are more inclined to sit on their phone scrolling through social instead of interacting in social situations. While it does not bother me, I find it interesting that we may have moved past small talk and will instead just use social media to end the conversation.
Second, I found myself reading more when I took these breaks. Before bed, like clockwork, I would hop on my phone, watch, scroll, or play something. Instead, I decided to put my phone down and read, which, according to science, helps you sleep better.
Overall, while I find social media fun and addicting, I think taking breaks, much like Tom is currently doing, is necessary to have a healthy relationship with social media and yourself.
Tom Holland and many others are quitting social media and I don’t blame them. When I was in high school, I took a similar route and quit social media for large chunks at a time as I found it to be a distracting, negative and disruptive place. I would constantly find myself scrolling on rabbit holes that led to a nonproductive amount of time, comparing myself to other teens and, of course, reading all the mean private messages kids send to each other. I hated social media (the irony). I truly feel for child celebrities that have a social media presence with such a large audience including fans and haters, strangers and friends. It’s difficult to imagine having social media to be “fun” for these individuals and it has been proven to be a source of their decline in mental health.
Now that I have resumed my personal journey with social media, I have found the saying “birds of a feather flock together” to be truer than ever. While my account is public, I only follow accounts with uplifting and positive messages that are similar to my personal values. I immediately remove negativity when I see it from my site and try my best to limit time consuming content. It’s easier to say than do, especially with a larger following; however, it is the best way to escape from the infection that social media plays on our world.
In a marketer’s world, people quitting social media is the worst nightmare. Social Media channels are the best way to connect directly with your consumers, gathering the best data for personas and extremely trustworthy via smaller content creators that have niche content and large followings. Truthfully, I feel as if marketers are causing most of the stress pushing creators off social media entirely. Contracts are not very promising without heavy negotiation, endorsed posts are rising and declining the popularity of many small creators and marketing teams are always looking for the next better creator. Marketers need to do better for the creators in order to restore social media to be “fun”.
There are certainly positives and negatives to social media. As someone who has made social media a part-time job, I’ve experienced a lot of them. Some of these negatives that come to mind (some of which are mentioned in the articles are the adverse effect on mental health (getting hate, triggers, comparison, assumptions, burnout), the spread of misinformation (fake news including surrounding politics and social movements), the threat to safety (stalkers, doxing, trafficking, bullying), and commodification (people selling themselves as a brand (influencers) and selling products for brands).
Despite the negatives, there continue to be positives. Maybe not all fun, but definitely pluses for both individuals and brands. More than ever, people’s livelihood depends on social media and people’s consumption thereof. And more than that, social media gives a voice to communities and spreads important ideas and creativity.
Like anything else in life, social media is what you make of it. It’s up to the user and the user only on how they decide to engage in social media platforms. Though I’m not a celebrity, I can admit there are times that I feel very overstimulated with social media, and don’t frequent it as much. However, this is unannounced and probably goes unnoticed.
Tom’s Holland’s video demonstrates one area of the power of social, in which one can be their authentic self. By putting himself out there, he is connecting with his audience in genuine way. Good or Bad.
Most likely, celebrities are aware of what comes along with the fame. However pre-social media days, they were able to turn off the “status” at the end of their day, not so much now in the digital world. And some just cannot handle the constant 24/7. And that is Ok, as we are all human.
From a marketing perspective, Though I don’t believe social will ever go away, if anything, as digital evolves, so will these platforms. We as marketers need to understand and continue to utilize the various marketing strategies in addition to social (media, print, traditional marketing) to ensure we are engaging our audience whenever they may be.
Great articles!
I would be completely lying if I said social media hasn’t consumed me in more ways than one. It’s interesting to see celebs such as Tom and even Kim Kardashian take a step back from social media to regain their humanity. We, as “normal” people forget that these apps are a lot for a person to take. And we aren’t even in the spotlight. The internet is a vast pool for folks to say and find whatever feels right to them. No matter the cost to someone else or themselves.
I found it interesting to talk about the limitations each app has to protect it’s users. I remember watching a documentary about social media and how employees who work for those companies don’t have social media or wouldn’t let their kids use it without it being restricted. It was very eye-opening. Will these heavier restrictions be a government issue? Or will TikTok just continue to be the fun app with no rules? TBD I guess!
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Great Articles!
I will be lying if I said social media hasn’t consumed me in more ways than one, but I can understand where Tom Holland is coming from. Social media, and the people on there, can be a handful. For a celebrity it’s even worse. The trolls come at celebrities, forgetting that they are also human beings and they sometimes make mistakes. There are many people who expect too much from people on social media. Sometimes we all need a break for our mental health.
TikTok was meant to be a fun platform where people can make funny videos. However, now it’s becoming more of an advertisement platform than Instagram. It seems as if the majority of the videos are now advertisements, or influencers, or people trying to become influencers. This is good for marketers because influencers have become a great source of income for companies.
Application have been constructed to keep your attention for long period of time. My iPhone can show my screen time increasing after downloading a new application. I think for anyone not just celebrity taking break from social media can be beneficial. Even us non influencer or celebrity we still face similar social stressors. For Tom Holland to be taking break from the constant social media attention, can be uplifting without worrying how many people like a post or not.
Social media can be good to reach a wider audience but just like in everything taking break is always a benefit. Experiencing burnout in your audiences can a negative effect that could see as toxic, which could deter your targeted groups. Maybe by encouraging break or wellness could promote user to trust the brand more and know that they are being seen.
Personally, I have avoided Tik Tok just because it feels overwhelming that I see it as a trap. I was mid setting up an account and abruptly stopped because of the sounds and constant imagery happening that it was confusing.
I can definitely identify with Tom. Not that I’m a celebrity that everyone is talking about but I have noticed the effect that social media has on my mental health. The main issue I have with social media and I’m often seeing the worst news, death, crime, hate speech and I feel much better when I can remain in the bliss of dealing with what’s going on in my personal life versus everything that’s wrong in the world.
I remember when Instagram used to be fun. You could see posts in order, people posted funny, unedited photos, there was less judgement and no ads, but it’s a totally different app now. I’m not surprised that Tik Tok is going down the same route.