The Social Element of Social Media
Social media has become an integral part of our daily lives. According to research by the Daily Mail, people check their Facebook accounts on average 14 times a day, while other studies suggest that teenagers may look at their social accounts up to 100 times a day. It’s clear that the majority of the population engages with social media in some form, whether for business, personal interaction or staying informed.
The Social Element of Social Media
Recently, I’ve observed a trend towards dismissing the social nature of these platforms and I want to challenge this perception. I have come across many instances, particularly on LinkedIn, where users criticise others for using the platform in a way that seems ‘too social’. One such example involved a discussion around the appropriateness of wishing someone “Happy Birthday” on LinkedIn. The argument was that LinkedIn is a professional network and not akin to Facebook and therefore such interactions should be avoided.
My concern lies more with the behaviour behind these critiques rather than the topic itself. Why do we feel the need to dictate how others should use a social platform? If a LinkedIn user wishes to extend birthday greetings to a connection, why shouldn’t they be able to do so without facing criticism? This functionality has been part of LinkedIn for as long as I can remember, which suggests it is actively encouraged by the platform itself. Why? Because LinkedIn recognises a fundamental truth: people buy from people, not faceless corporations. This is also the reason why most social platforms prefer users to have personal profiles. You can add a business page, but the personal connection comes first.
Should You Be Sociable on LinkedIn?
Let’s delve into LinkedIn’s diverse uses. It’s popular among recruiters, job seekers and business professionals at all levels, facilitating a wide range of conversations. Another contentious feature is the ‘Congratulations’ function, which allows users to acknowledge work anniversaries or new job roles. I spoke to a fellow digital marketer who views these congratulatory messages as spam and avoids them altogether. Personally, I think that’s a shame.
While I don’t send congratulations to everyone, I do reach out if I know the person or have engaged with them before—maybe they’ve commented on my posts or supported my content. Why do I do this? Because I want to be kind, supportive and visible. On the receiving end, when I recently added a new networking role to my profile, I was pleasantly surprised by over 50 congratulatory messages in one day. It genuinely created a warm, positive feeling and I made sure to read and reply to each message.
Amid these messages was one from a contact I had previously interacted with on LinkedIn. We had discussed collaborating, but the timing had never aligned. This time, along with his congratulations, he reached out to ask if I was available at the end of the month to visit their premises as they were ready to move forward. This interaction led to a valuable business opportunity. It’s true: people buy from people.
The Social Element of Social Media
How you choose to use social platforms like LinkedIn is entirely up to you. For many of us, being personable and genuine makes social media efforts more effective. That said, everyone has their preferences and what works for one person may not work for another. While it’s not my place to dictate how you should use social platforms, I do believe we should refrain from telling others how they should engage.
Let’s embrace the social element of social media and remember that authenticity and personal connection often make the most significant impact.
