Social media is many things: it’s a powerful tool for connection and building communities; it’s where fandom comes to life, happening live as culture and life unfold; it’s where we can go to experience something and connect with others at scale in an instant.
But it’s also a frightening space. It amplifies hateful commentary and empowers people to act as they never would in real life.
In a nutshell? It magnifies everything. The good, the bad, the brilliant. It holds a mirror up to humanity, society and how we behave – and we don’t always like what we see.
As a social media agency, we live on social, it’s our business to understand it, be part of it and make it better. We love the opportunities it presents – the way it empowers people to find themselves and new communities that mean something to them. Tapping into this is key to brands finding their audiences and building mutually valuable connections with them.
As userbases continue to grow – the latest data puts social media users at a massive 5.4bn, or more than two-thirds of people on the planet – regulation from both platforms and governments struggled to keep up. And we have forgotten that social norms and laws are key to keeping our baser instincts in check. Massive unregulated and anonymous spaces have allowed division and toxicity to flourish. And now, rates of anxiety and depression in young people have risen 70% in the past 25 years, while 70% of young people have experienced cyberbullying,
Social media platforms, intent on monetisation, have gained great reputations with brands as the key way to reach people. But, being too focused on the ‘media’ we have forgotten the ‘social’ and the responsibilities we hold to make any social space safe. It’s time for change.
Brands, it’s in your hands
Social Element’s founding ethos and mission is to keep people, communities and brands safe online. That’s why we are spearheading the movement to Make Social Better, but we can’t do it alone. Our mission is to create a social environment where everyone can thrive, and we believe that brands are pivotal to this transformation.
Brands have been unlocking business success through social for years. Recent data has shown 95% of people who have had a positive social interaction with a brand are more likely to recommend them and purchase.
Brands and advertisers, you hold the key to transforming social media. It’s your ad spend which funds the platforms, making you the ultimate social influencers. Brands, agencies and platforms need to work together and use that influence to lead the way in making social a safer, happier and more connected space.
The situation as we see it
Social media platforms collectively made more than $200bn from ad revenue last year. This staggering figure highlights the immense power and influence that brands wield. Yet, despite the efforts of these platforms to become safer, commercial gain often takes precedence over user well-being.
This isn’t just about reducing harm; it’s about unlocking social media’s full potential for good. Over the past 20 years, social media has driven incredible positive change, from millions raised for good causes to movements such as #MeToo and #BlackLivesMatter. We must ensure these positives continue to overshadow the negatives.
All of these events were possible because social media connects people, gives them a voice, and makes them feel heard. It’s time to recapture this essence and make social media ‘social’ again.
What can you do?
We need to open up a dialogue and unite for a common cause. Here’s how you can get involved:
Join the revolution: Sign up to join Social Element’s industry group. We’re putting a selection of talks, panels and discussions together over the coming months and we want you to be part of it.
Join the conversation: Follow @makesocialbetter for key updates on the movement and to be part of our community. Everyone is welcome.
Let’s make social better, together. Join the revolution: Sign up to join….
