Social media is now mainstream media in the United States. It’s not a surprise that people are starting to experience technology, information and communication overload. This overload can cause mental exhaustion or social media fatigue. People who experience this form of fatigue could disconnect from social media temporarily or for long periods of time. Here are some causes of social media fatigue and how it can impact to your organization’s social media strategy.
People are conflicted between their need for information and their desire to avoid information overload. A person’s fear of missing out contributes more to social media fatigue than advertising. Your social media strategy should balance providing up-to-date information with a frequency that does not cause social media fatigue.
Social media fatigue can be caused from a variety of factors including how confident a person is in dealing with social media content. Research based on the limited capacity model found an individual’s confidence was one of the leading indicators of social media fatigue.
People who are concerned about their personal privacy are more likely to experience social media fatigue. Users who understand the benefits of using social media are typically more concerned about privacy. Organizations need to share their privacy protections safeguards and clearly state how people’s data will be used.
Social media can impact an individual’s personal and professional identity. Individuals can find it challenging to balance their two social media identities while also representing themselves, their work and their employer. Conflicting identities could lead to social media fatigue and disconnection from using social media platforms.
Younger social media users often compare themselves on Facebook with other users, who present themselves as optimized or the best versions of themselves. People with low-self esteem are more likely to compare themselves to other people on Facebook than those who have higher self-esteem.
One of the main purposes of social media is social connection and interaction. People who have one or more bad experiences on social media could develop negative emotions, such as anger, annoyance and stress. This could lead them to loose interest in using social media and social media fatigue.
People who are compulsive social media users could develop social media fatigue. This could impact their mental health and wellbeing and it could lead to depression and anxiety. Teenagers who experience social media fatigue are likely to have anxiety and depression.
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