SOCIAL MEDIA ENGAGEMENT AND ADDICTION

The emerging new influencer community is wielding significant power over the perceptions of brand and companies, largely driven by the expansion of social media channels through which influencer communicate. The “Nobodies” of the past are now the new “Somebodies” demanding the attention of communication professionals who seek continuous engagement with targeted consumers throughout the various channels of the social web.

For mostpeople, social networking sites like Facebook and Twitter are harmless platforms .Platforms that allow for social interaction and personal expression. For other, social media has become more than an entertaining form of engagement; it has become an increasing compulsion. The question is that –Can a person really become addicted to social media?

This is a notion that researchers are beginning to address, and recent studies suggests that YES, social media addiction is real.

Addictions are after all about feeding an urge, and one of the greatest human urge is the yearning to feel connected and a part of something larger. Nothing satisfies this particular urge like logging on and being social with the masses at any hour of the day or night. Social networks are massively addictive. Most people I know check and interact on social sites constantly throughout the day. And they have no idea how much actual time they are spending on social sites. Desires for social media are difficult to control because giving in to these social urges seems far less harmful than giving into drugs. Being online is easier for people who suffer from self-esteem issues, and within this group, an addiction to sites like Facebook and twitter is much more formed.

 Are you guilty of checking your Facebook account before you get out of bed in morning? Do you tweet while on a romantic first date? You may think your own social media habits are harmless, but how do you know if you’ve crossed the line into an addiction? One way to check yourself is to evaluate your feelings about social media. For instance, when you don’t have access to it, say while on vacation or at an event such as wedding, do you feel anxious and can think of little besides what you’re missing online? Would it be an accurate statement to say that social media brings you the most pleasure in your life? If you answered ‘Yes’ to these question, then it might be time to address your relationship with social media. If you are a social media addict, and your addiction is getting worse, there’s a reason for that, most of the major network companies, as well social content creators, are working very hard to make their networks so addictive that we can’t resist them. When we think of addiction, the picture that normally comes to mind is that of a gaunt man or woman, huddles in a corner, trying desperately to get his/her next fix of heroin. But addiction isn’t just about substance abuse. If a person engages in an activity to a put where it comes compulsive and interferes with ordinary life, then as per Psychology today, that too counts as an addiction. One trick social networks use is a notification number showing the number of people at a glance who have mentioned or followed you. Notification number work just like that- Seeing a red “3” on Facebook notification bar is like a click bait headline “You won’t believe what three people said about you”. You’ve get to click. And over time it becomes addictive.

One of the best things you can do to reign in your addiction is to keep track of how exactly how much time you spend on sites like Facebook and twitter. The best idea is to schedule your social media time and stick to that schedule no matter what. Close down your web browsers and remove application that could  tempt you.  Use a good old-fashioned alarm clock so that your phone doesn’t linger by your side and keep you from precious hours of sleep.Remember, you must be your own gatekeeper and make sure you regretting the important tasks accomplished every day.

But there comes a plus side too. The flip side of social media addiction can have positive effect on your marketing strategies once you know exactly how your own customers use social site. Most importantly, always acknowledge and abide by social media ‘golden rule’- Never sell to your market. Instead engage with them and serve  them . There is no doubt that social media will continue to shape the way we live and conduct our business online. In the midst of this, it is wise to remember that little goes a long way and sometimes you can have too much of a good thing. In the world of social networking,Facebook benefits most from network effect. Facebook happened to be at top social network when social networking busted out as a mainstream activity. Now everybody’s on Facebook because everybody’s on Facebook. And even people who don’t like the social network use it anyway, because that’s where their family, friends and colleagues are – and because of addiction. Social   selling is another recent phenomenon as a case in point. Those in sales are increasingly turning to social media as a means to create and nurture new leads and are encouraged to build a presence and sense of thought leadership

I don’t want to suggest that we can all go back to an age before computers. Yes Facebook can be great for catching up with your friends and family. Yes Twitter can be fun and amusing. The only part is that you have to know what you’re dealing with. Social media is the equivalent of candy for the brain. Yes it’s good to get a sugar rush once in a while. But if you do nothing, but live on chocolate doughnuts, you’re going to be too healthy.

Ms.Priyanka Rattan

 Assistant Professor

Department of Information Technology