Social media usage has risen dramatically over the last decade. In 2018, Pew Research stated that 68% of adults in the U.S. use Facebook. * A lower percentage of adult Americans use Twitter, Instagram, Pinterest, LinkedIn, and Snapchat than Facebook. However, none of the platforms dips below 20% and the total numbers are quite significant although even considering overlap of usage between apps.
The reason for the rise in social media usage is a combination of general industry growth, desire to connect, business demands, and a desire for attention. The industry has grown as new platforms evolved – each with its own focus and its own attraction to various age groups and types of businesses.
Desire To Connect
The initial boom in social media – and what keeps it going – is the desire for people to connect. Although you can know what is happening around the world almost instantaneously, people are not as connected to those around them as they were 100 or even 50 years ago. Thus, people turn to social media to (re-)connect with their family and friends that are often spread around the world.
People also join groups of like-minded people to discuss issues that are relevant to them, such as, parenting, hiking, or genealogy. Thus, people connect with new people and often receive support for the challenges that they are facing in life.
As these platforms have grown, businesses have turned to them as a way to connect to their clients. They utilize these platforms for advertising, event announcements, and client engagement. They have replaced some of the traditional marketing methods and are especially important in the coveted 18-49 market, as they are the highest users of social media. It has also allowed businesses to expand their client base in new ways.
Desire For Attention
For some people, however, the use of social media isn’t really to connect with anyone. It is simply to draw attention to themselves. They use it to dramatize their life or a life that they choose to portray. Often, they play on people’s emotions, gaining attention from people they don’t even know. One must assume that they are starved for attention in real life. Thus, they create a more exciting or dramatic life online by making sure that people notice them. As a result, they gain the attention that they desire.
Some of these attention seekers take it a step further. They purposefully attempt to anger people and create arguments. These trolls never provide real facts and are quick to make highly judgmental statements. If those don’t create enough rage, they will turn to name calling and personal attacks. These trolls gain attention for themselves, but the joy they get is in seeing other people angry. Nothing makes them go away quicker than a calm, logical response where you completely ignore their inflammatory statements.
As you can see, there are good, bad, and ugly aspects of social media. It is important to prop up the good. The rest is something that we all have to work together to overcome. Thus, the next time you see an inflammatory statement or post consider what is going to create a positive outcome. If we could make everything on social media positive for even one day, it could change the world!