Social Media: The Good, the Bad, and the Uncertain Future

Is social media good or bad? Is it destroying society? Is it improving communications? Does it yield a good return on investment (ROI) for organizations seeking to increase connections with target audiences? What will the long-term impact of social media be on our society as a whole?

These are just a sampling of the social media-related questions we receive on a regular basis from organizational clients on a weekly basis. Organizational leaders are concerned about the potential effects of social media on the communities they support and want to ensure their social media content positively contributes to digital content. Social media’s impact on how we live, work, and communicate is extensive. Once regarded as teenage pastimes, popular social media apps have emerged as platforms that have the potential to influence almost every aspect of our lives - relationships, purchasing decisions, public trust, and even who we vote for. 

Social media activity is frequently cited in the news headlines, as what people do online has the potential to ripple through our communities at lightning-fast speed. A Facebook Live video can be viewed by millions of people worldwide in just a matter of seconds. Geographic boundaries and even language barriers are easily overcome by advanced social media capabilities and features. The global implications of the “world wide web” have truly taken on new meaning when we’re all an average of 3.5 degrees of separation from anyone in the world, courtesy of social media. This high rate of social media content and connections present many unique challenges to organizations wishing to engage on social media in a responsible, effective way. 

Social Media: Is it good for society?

When used in an ethical, responsible way, social media can have many positive effects on society. Social media can be an excellent way to distribute information and connect people with their communities. For example, during the height of the COVID-19 pandemic, popular social media platforms served as a lifeline for individuals across the globe to access timely information in an evolving crisis. Social media was especially crucial in connecting geographically dispersed rural populations with available resources and updates. 

Additionally, social media can be a good way for people to find education and professional opportunities, along with support programming and resources that can improve quality of life. Becker Digital has had the opportunity to assist many public sector and nonprofit organizations in utilizing social media to connect with the communities they were founded to serve. Check out our case studies on social media strategy for mental health support programming in rural Pennsylvania and military spouse and veteran caregiver outreach for a national nonprofit organization. 

Learn more: Communications Strategies Save Lives

Social Media: Is it bad for society?

Social media, when used irresponsibly or will malintent, can result in negative outcomes for society. This novel communications and technology platform has been associated with declines in mental and physical health, the distribution of mis- and disinformation, the spread of hate speech, and damaging relationships. An example of these negative outcomes affiliated with social media usage was observed during the pandemic, as people struggled to distinguish between accurate and misleading information related to public health and safety. Government agencies are struggling to overcome the resulting declines in public trust in organizations. Overcoming these social media-related challenges will be critical for public sector organizations to mitigate the potential negative effects of social media on our communities. 

Recently imposed government bans on Tik Tok use have sparked conversation on the national security concerns related to this popular social media app. Popular among Gen Z social media users, Tik Tik’s control and investors, coupled with concerning data collection and information management policies, have prompted the initiation of government bans in the United States. While Tik Tok may seem like an entertaining social media app filled with funny dance videos and how-to-instructional tutorials, national security experts have sounded the alarm in terms of the potential pitfalls of the platform as it relates to government-owned devices and personnel.

Additionally, anonymous hyperlocal social media apps such as Jodel and Yik Yak are resulting in extensive negative impacts on academic communities. These university-associated online communities often digress into online hubs for cyberbullying, harassment, and threats of violence. Unfortunately, individual students, faculty members, university staff, and alumni are frequently targeted individually on anonymous hyperlocal social media apps. This type of destructive social media usage has the potential to have extensive organizational effects, negatively impacting organizational culture, operations, and recruitment and retention.

Social media, in and of itself, isn’t necessarily good or bad; instead, it’s just a communication tool that has the potential to have broad effects on large groups of people. The outcome of social media content and activity all depend on how it's used. Thus, it’s vital that public sector organizations engage in social media responsibly and effectively to ensure they are positively contributing to the digital realm and the diverse communities it connects. 

Learn more: Social Media Secrets for Long-term Success

Social Media: What does the future hold?

What will the future look like for social media? How will social media continue to influence our society? Will the positive effects of social media outweigh the bad, or will this technology weaken our communities and destroy trust in organizations and each other? Given that social media is a relatively new technology, we don’t have much past history to draw on regarding future implications. Instead, the future of social media depends on how we approach it in the present. 

Digital natives - Generation Z - are rapidly changing the realm of social media as they seek out apps offering ephemeral content features and promoting authentic content. This shift in consumer demand is evidenced by Gen Z’s patronage of the social media app, BeReal - a unique online networking platform that describes its experience as “No filters. No followers. Just friends, sharing with each other.” Will this Gen Z approach to social media influence all social media platforms or just ones with a substantial user base of Generation Z and Millennials? Baby Boomers and Gen Xers present distinctly different demands in terms of social media capabilities, features, and priorities. 

A positive future with social media requires mission-driven organizations to take steps to ensure the social media content they create and share is responsive and responsible. This social media approach incorporates two-way communication and is conscious of the growing emphasis on user-generated social media content. Additionally, successful organizations will prioritize the development of high-quality digital content that positively contributes to the communities reached via social media platforms. This doesn’t mean organizations should jump on every social media trend; instead, it emphasizes that organizations have an ethical obligation to society to ensure all social media content is accurate and ethical. 

As we think about the future of social media, it's important to remember: “With great reach, comes great responsibility.”

Organizations that wish to succeed in the Digital Era should evaluate the potential impacts of their brand’s social media. Is it managed in an ethical, responsible way? What contribution does organizational social media content to our society - positive, negative, or neutral? Additionally, do organizational team members represent the organization well online? Do employees know how to utilize social media platforms in a professional manner? If not, consider investing in social media training for the organizational team.

Learn more about responsible social media management:

Becker Digital specializes in developing and implementing effective social media strategies for the public sector. We help mission-driven organizations connect with diverse communities on- and offline. Our team of experienced consultants specializes in bridging digital divides and engaging diverse audiences. Contact us today to discuss your organization’s mission and goals.

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