We need to stop talking about Social Media

Did you read that right?

Yes, I feel it's time for an intervention for anyone who is chronically online, or simply trying to work out where everyone is.

AI image of electronic communication devices all connected with a mess of wires that together combine to create a kind of mushroom cloud effect. Wombo Dream August 2023.

As the platform currently in the superposition of being both Twitter and X continues on its erratic spiral many people are feeling very discombobulated, others distraught, and many completely bewildered by the new array of options.

There's Mastodon, Bluesky, Threads, Spoutible, and many more all vying for Twitter refugees searching for the superfast micro-blogging experience.

And here's the problem.

When the platforms are the "main character" day-in and day-out, the whole point of their existence is eroded. A social media platform is supposed to be the reliable framework that facilitates communication in the fashion preferred by the users.

If you're a digital communications and social media specialist, like me, of course you need to discuss features and glitches and new services. We're here to cut through the problems, provide professional advice and guidance so people can make the most of their time and energy.

However, when the major topic of conversation for the media and general public are about the technical aspects of a social media platform, or the questionable management decisions of its owners, then something has gone very wrong.

Technology should be the means to an end, a smooth experience. Like an elegant swan, the paddling that makes the magic happen should be hidden from view.

As with events, the only time people should be talking about the technical aspects is when they are part of the production crew, an event specialist. Or something has gone wrong.

How much "Enshittification" of communication services can the public tolerate? When a service can be stripped down and connections severed without consent, can any service be trusted? Should any service be trusted?

People will always find ways to self-organise, will always find ways to build communities and connect with one another. It's what we do.

The question is, how will we do it?

People will take the path of least resistance, these digital desire paths mean that businesses and organisations need to consider where their audiences are and then the best way to communicate with them.

Unless you have infinite resources you can't be Everything Everywhere All At Once.

If you need help to work out where you need to be, and how to attract people who already need, or want, your services get in touch. We don't want you caught in the social media and digital communications confusion, we're here so you can concentrate on what you do best.

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