
We all know this little vibration that happens in our pocket, table or even pillow. It means that someone, somewhere, really wants to share something with us or maybe with the entire world. Wether it is a text, a tweet or a Facebook comment, we cannot resist for a long time before jumping on our smartphone and read eagerly the new notification.
How did it happen than in less than ten years -Facebook was created in 2004, Twitter in 2006- we have all become “social-mediaddict”? How are the new “dealers” keeping us in the loop?
Let’s start with some facts
In 2013, every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded (Source: The Social Skinny) and it’s on average 4.75 billion pieces of contents that are posted daily (Source: Facebook), which means on average 4 pieces of content per account per day and when we know that the average number of friends per user is 130 (Source: StatisticBrain) it means that on average you are exposed to 520 notifications a day and this is only for Facebook…
What do you find so interesting in John Smith new status: “I’m waiting for the bus and it’s rainy! I should’ve stayed in my bed…”?
We can pin point out three things that keep us awake at night to follow our friends’ Instagram-party pictures.
First is the Fear Of Missing Out (FOMO). You don’t want to miss the latest news about your friend in Honolulu or about this famous nepalese curling player because you don’t want to look like an idiot when your friends will talk about it (because they will talk about it… for sure…). 50 years ago, if something would happen in your village, you would have wanted to know it and to be the first to spread the news because knowledge is trendy and knowledge gives you power. You are living the same process here except that now your village has broaden to all four corners of the globe.
Secondly is our new ability to talk about ourselves and to seek fame easily among the others. A german study led by Dar Meshi and colleagues at the Freie Institute in Berlin has proven that receiving positive feedback about ourselves was stimulating our Nucleus Accumbens which is the area of our brain that is responsible for addiction (more information here).
Eventually, our “drug producers” maintain and increase our addiction as they have created and own the tools to ease our access to the product. Wether it is Google Analytics or Facebook Insights, our “drug producers” give to the “notification dealers” -the companies- the tools to analyse the “social-mediAddicts” and sell them the right product. It’s like if your cook would give insights to your dealer so that he would propose you the right product. Sounds awesome doesn’t it? It’s even better for the Social-Media companies as no DEA agent can catch them dealing (Hank Schradder, if you are seeking for a new job, there might be an opportunity here!
What about a therapy?
Fortunately, the future is not that dark and no one has died from social-media overdose until now (even if you wish some of your Facebook-Friends would…). The use of social-media can be a powerful tool in your life as long as you don’t get overwhelmed by it. And if you want to get back to your 8-hour-in-a-row nights, you can simply switch off your phone.
Edit: If you really feel you’re running out of control, you might want to join thos guys. Good Luck!
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