Social media seems to have created a stark divide in our society. On one side, critics blame platforms like Facebook and Twitter for polarization, misinformation, and declining mental health. On the other side, enthusiasts celebrate social media as a revolutionary tool that democratizes information, connects communities, and empowers individuals.
Many people proudly announce their absence from social platforms as if it’s a personal achievement. But I am here to remind people that if you are reading this post, you are already engaging with social media. It has become so interwoven in our daily lives that it’s almost impossible to escape.
There’s a fundamental misunderstanding about what social media actually are.
As strategic communicators, we view social media differently than the general public does. At its core, social media isn’t just Twitter or Instagram; it’s any platform where humans connect. It’s where homeowners follow step-by-step video guides for unclogging drains. It’s where students follow educational YouTube channels that explain concepts in engaging ways. It’s also where business leaders use social listening tools to detect potential issues and address customer concerns before they escalate.
Regina Luttrell, in her book “Social Media: How to Engage, Share and Connect,” provides an excellent framework for understanding this concept. She emphasizes that we are inherently social creatures driven to seek communities that share our values and amplify our identities. “Media,” simply the plural of “medium,” are the channels through which we connect.
The Evolution of Social Media
Contrary to popular belief, social media isn’t new. Humans have always been social media users, from the postal systems of ancient Persia to the telegraph, radio, and telephone. Each innovation represented a new medium for our social connections.
Today, we live in the internet age, experiencing an explosion of media, including blogs, social networks, and messaging platforms. While the tools have evolved, our fundamental human need to connect remains unchanged.
Despite the criticism, we should remember that these platforms are simply tools; it’s our humanity that determines how they’re used.
The Opportunity Ahead
For strategic communicators, the real opportunity lies in broadening our perspective on where and how communities form. We need to identify gaps where communities don’t yet exist and create spaces through appropriate media, even those we might not initially consider.
Rather than dismissing social media, we should recognize its deeper purpose: connecting people around shared values and interests. By understanding this essential human drive, we can develop more meaningful strategies that transcend today’s negative platform associations.
So the next time someone boasts about not using social media, remind them that social connection through various media has been fundamental throughout human history. What truly matters isn’t whether we use social media, but how we become better humans who create value and build genuine communities.