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The Era of Antisocial Social Media

https://hbr.org/2020/02/the-era-of-antisocial-social-media

hbr.org

The Era of Antisocial Social Media
Social platforms are still reporting robust growth - yes, even Facebook - despite a growing chorus of opposition. Social conversation continues to shape everything from culture to the media cycle to our most intimate relationships. And we now spend more time than ever on our phones , with endless scrolling through our social feeds being a chief reason why.

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Anti-Social Social Media

Studies show that the younger demographic wants restricted, private, secure and exclusive networks which cannot be thronged by unwanted people, like their parents.
These exclusive online social places can be termed as digital campfires, and are mainly in the domains of private messaging, micro-communities and shared experiences.

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Private Messaging Campfire

Private messaging services like Facebook Messenger and Whatsapp are where private interactions happen and people are comfortable sharing details in private group messaging.
There are new applications like Tex-Rex, The Infatuation, or Community which are helping brands penetrate this private space.

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Micro-Communities Campfire

Micro-communities are platforms where people gather around shared interests, beliefs or passions. Some examples are Facebook Pages and Groups, Instagram Stories, Slack and Youtube.

Brands can tap into this by partnering with influencers who have the kind of demographic they are targeting.

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Shared Experiences Campfire

This is where like-minded people are participating in an activity. Online multiplayer games like Fortnite have 200 million users, and teens spend many hours on it keeping up with virtual friends and attending virtual concerts and events within the platform. 

Brands can tap into these shared experience campfires by associating with and creating virtual activities that are related to the audience grouped together and participating actively due to their shared interest.

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TikTok

TikTok is reportedly 500 million users strong. It’s been a while since a new social app got big enough to make nonusers feel they’re missing out from an experience.

TikTok is an app for...

TikTok "tools"

Video creators have all sorts of tools available.
  • Filters as on Snapchat.
  • The ability to search for sounds to score your video.
  • It provides extensive reasons and prompts.
  • Hashtags play a large role as a functional organizing principle. 
  • It nudges you and makes it easy to come up with material to post.
  • Users are encouraged to engage with other users in two ways: Through "response" videos and through "duets" where a user replicates a video and add themselves alongside.

Fundamentally different

TikTok has stepped over the point between the familiar self-directed feed and experience based on algorithmic observation and inference. When you open the app, you don't see a feed of your friends, but a page called "For You" - It's an algorithmic feed based on videos you've interacted with or just watched.

It's not full of people you know or things you've explicitly told it you want to see. It is constantly learning from you and builds up a model of what you tend to watchIn short, it is like an Instagram centered entirely around its "Explore" tab.

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SMART goal-setting framework

Set goals that are:

  • Specific: It will be easier to see what you need to accomplish.
  • Measurable: How will you know when you’ve achieved your goal?
  • Attaina...

Locke and Latham’s 5 Principles of Goal-Setting

  1. Clarity: clear goals help with understanding the task at hand.
  2. Challenge: the goal should be challenging enough to prove motivating, but not impossible to achieve. 
  3. Commitment: involve your team in the goal-setting process.
  4. Feedback: measure your progress and seek advice.
  5. Task complexity: be careful in adding too much complexity to your goals as it can impact morale, productivity, and motivation.

Objectives & Key Results (OKRs) framework for goal setting

  • Objectives – This is what you hope to accomplish. Objectives usually take the form of broad goals that are not measurable (that’s what the Key Results section is for).
  • Key Results – Based on objectives, the key results are almost always defined with a specific number.

It dismantles self-esteem

Many times, we get intimidated by the seemingly perfect pictures that people upload on social media or by their so-called perfect dates and relationships.

This ...

Fear of missing out

As our friends and family share pictures of all the good times they have on social media, we often end up feeling like we’re missing out on something important. 

This feeling is accompanied by social anxiety and low mood.

Sleep disruption

Social media keeps us awake, sometimes until late at night, causing us to have fewer hours of sleep.

Research indicates that people who have terrible sleeping cycles were 6% more likely to be depressed. 9% were more likely to be unhappy than those who had good sleeping habits.