By With so much activity moving online over the last 12 months, it’s unsurprising some of us are spending more time than we should on social media platforms. Time for a social media stocktake…
My theory is that the early adoption of Twitter by many pollical types helped set in motion the jousting that’s particularly endemic on this platform. Trolling is a significant issue here and the requirement to boil down opinions into 140 character blocks means much of the complexity in the DNA of important topics goes out the window.
The way Twitter works encourages people to keep their posts and responses short and blunt. For this reason, I’m not a fan. Some find it entertaining to see Lorde and Diplo or Ariana Grande and Piers Morgan beefing away. However, firing out Twitter missiles isn’t generally the way we get anywhere positive. Good outcomes win through when people have time and space to communicate – and both parties listen.
Twitter’s golden age is long gone but let’s not underestimate this social media platform’s ongoing power. Lady Gaga has 84 million followers. For each person reading the current US President’s tweets, eight are checking out the latest pronouncements from the poker-faced chanteuse.
How often do your Facebook friends declare: “Right, that’s it! I’m leaving”? A few weeks later, however, they will slink back to the platform like someone returning to a disfunctional relationship. I think that’s what facebook is… an environment where we’ve learned to put up with the cr** ’cos we can’t really imagine life without this social media platform.
I post on Facebook pretty regularly. I know an oddball or two will emerge and post some craziness if I get into certain topics. And that’s okay: I’m followed by enough sensible people to help out. I learn some interesting stuff via Facebook while dodging arguments but I’m aware most twentysomething changemakers are elsewhere talking about the changes they are making.
Music marketing people used to get very excited about a large and engaged Facebook following. But it’s got harder to ensure followers see all the content posted by those they follow. There’s a good reason for that. Facebook is a business and one that needs to make money from what it has built – something we tend to forget.
Keep an eye on Facebook’s music moves. I predict some more interesting twists and turns in its relationship with the music community. And try to avoid getting dragged into too many online debates with people dining off an all-you-can-eat conspiracy theory menu!
My lockdown lifesaver, I have multiple WhatsApp groups, each populated with carefully chosen friends based around shared interests or experience. In a WhatsApp group with old uni mates, we exchange memories of dancing on upturned furniture at house parties and the like. Another WhatsApp group with my 5-a-side footy crew is loaded with football banter. And one with some international music industry pals is like being at a long laughter-filled Winter Music Conference or Amsterdam Dance Event dinner.
The ability to dip in and instantly be amongst friends is comforting. My online social media happy place.
For many, the phrase ‘Instagram influencers’ conjures up images of British reality TV stars pouting on sun loungers in Dubai. Fortunately, though, there’s so much more to Insta than that.
I follow the ‘sunset’ hashtag and every day it delivers images of stunning beauty that lift my spirits. I also follow several leading members of the UK Government, which can bring me back to earth with a bump! Curation is a very individual choice and the platform’s focus on images means you’re much less likely to end up in a spat on Insta than elsewhere, which is welcome.
The Insta feeds of jet-setting music stars have obviously changed significantly since jet-setting ceased to be a thing. But I enjoy keeping an eye on people like Diplo, who blends down-to-earth family life and cute school days pics with an insight into the highlife and craziness he has enjoyed all over the planet.
TikTok
If you want to break a hit in 2021 sooner or later someone will ask about your TikTok strategy. The UK’s second-best selling single of the year (so far) started its journey here. First appearing as an acapella sea shanty on TikTok, Nathan Evans’ Wellerman spiralled out of control as punters added to it, mimicked it and memed it. Eventually the 220KID x Billen Ted Remix smashed into the charts.
While hanging out on TikTok will provide some laughs and potentially an early ear on future hits, it feels a bit like chocolate snacking. Too much of it probably isn’t healthy.
Clubhouse
Something in the human spirit makes us desire access to that which is not readily available. New York club Studio 54 became legendary by limiting entry. Google ‘ancient caves of Iraq’ and you’ll discover cave paintings from 20,000 BC depicting a cave with ‘VIP’ chiseled above it and a velvet rope obstructing access. Okay, I’m exaggerating but you get my drift. Basically, interest in Clubhouse has exploded thanks to the audio chat app’s invitation-only model.
Clubhouse is a place to meet some cool new people and learn some cool new stuff. An environment where people are actually talking rather than typing is very healthy. There’s been an explosion of Clubhouse chats on the topic of NFTs, in recent weeks, explaining what they are and how to get involved with the millions of dollars currently swirling around blockchain, digital art and beyond. I’ve found those useful.
I also met a coupla cool people while taking part in a Clubhouse panel about music and creativity put together by London-based music college LCCM. You never know who you might bump into or where it may lead.
You might think LinkedIn is so dry there’s not much fun to be had by hanging out here. But there are some advantages to walking into a meeting wearing a hoodie and baseball cap when most others are in collars and ties. Post something with a bit of edge or clever humour here and it’s noticed and appreciated, I think. Sometimes it opens up decent conversations.
Tonnes of potentially useful music industry people are on LinkedIn. But if you want to get involved in the industry don’t wait until they share a job opportunity. Add value and create interest and see where it goes.
The Telephone
An old school method of being social that’s still available to millions. If scientific studies detailing the positive effects of a phone conversation with a pal aren’t convincing enough then conduct your own research. Pick up the phone and dial.
So there you have it. I know I didn’t cover all the social media platforms out there but like I said, many of us are spending too much time online as it is. Hopefully as the world opens up, we can all slowly start to recapture the thrill of original style social networking, hanging out with old friends and meeting new ones face-to-face in the real world. I’ll see you there.
Main photo: Prateek Katyal/Unsplash
Also read: Lockdown Lates: When Staying In is the New Going Out
