Social platforms are still reporting robust growth — yes, even Facebook — despite a growing chorus of opposition. Social conversation continues to shape everything from culture to the media cycle to our most intimate relationships. And we now spend more time than ever on our phones, with endless scrolling through our social feeds being a chief reason why.
The Era of Antisocial Social Media
Young people’s behaviors are changing. How will businesses adapt?
February 05, 2020
Summary.
When you look at who is — and more importantly, who is not — driving the growth and popularity of social platforms, a key demographic appears to be somewhat in retreat: young people. They’re craving privacy, safety, and a respite from the throngs of people on social platforms (throngs that now usually include their parents), and gravitating toward more intimate destinations. The author has dubbed these “digital campfires.” She outlines three kinds of campfires, including the characteristics of each, as well as how brands are successfully reaching these audiences.
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.