Only one presidential candidate was a winner on election night. But there was more than one loser.
Sure, minor-party candidates lost. But I’d posit that social media itself was a loser as well.
It isn’t an exaggeration to contend that the 18-month long presidential campaign has had a corrosive effect on the social media landscape.
You could even say that the social media landscape became downright “anti-social,” thanks to the 2016 campaign.
For those who might have posted politically-oriented social media posts, they’ve risked receiving strident arguments, flamethrower responses and alienated friends.
Along those lines, a recent Pew Research study found that significant percentages of people have blocked individuals or adjusted their privacy settings on social media to minimize their exposure to all the vitriol.
It’s a far cry from social media’s promise in the “good old days” – not so long ago actually — when these platforms enabled people to stay in touch with friends and make acquaintances across the country and the world that they would never have been able to forge in the days before social platforms.
The easy ability to share information and interests only added to the appeal of social media, as people expanded their horizons along with their network of friends.
Companies and brands got in on the action, too. They found social media a welcoming place – particularly in the case of consumer brands where companies could ride the wave of social interaction and promote all sorts of products, services and worthwhile causes.
Advertising and promotion on social media naturally followed, with many companies allocating as much as 20% or more of their annual marketing budgets to those endeavors.
Until quite recently, that happy scenario seemed to be holding, with brands launching interesting, fun, quirky or cause-oriented shareable content in the hopes that they would “go viral” and pay dividends far in excess of the resource outlay.
What a difference 18 months makes. Suddenly, brands are spending only about half as much on social media marketing as they attempt to stay above the fray. That also means staying far away from venturing into current topical discussions, lest their prickly digital audiences become instantly polarized.
Unfortunately, for brands who wish to avoid controversy arising from even the most seemingly innocuous of postings, social media is no longer a welcoming meadow of lush green grass and bright flowers. It’s closer to a war-torn field peppered with land mines just waiting to explode. Hence the hasty retreat.
Unfortunately, just like trying to unscramble an egg, it’s very hard to see social media ever going back to what it used to be.
And for that state of affairs, there’s plenty of blame to go around.