Let’s be honest; we are all really hooked on social media. I admit I am too; not a day goes by without checking my Facebook (multiple times!), sending out a few tweets, and scrolling through Pinterest. Recently, I came across a blog post by Ciaran Norris where he questions if the internet has turned into a giant echo chamber—where we only hear what we want and stay within our own comfort zones with people who share our views. He claims that debate has died because of this change in online media. It’s a thought-provoking read that made me wonder; what effect do these echo chambers have on social media networks?
When you take a moment to think about it, it seems that the major social networks are built in a way that encourages these echo chambers to develop. On Facebook, you mainly see news from your friends, the people you have chosen to include in your community, who likely share some common interests or connections. Similarly, on Twitter, you decide who to follow and engage with. Some might say that social media platforms like StumbleUpon and Pinterest try to reduce this issue by helping us discover new and interesting content. However, I believe these sites are not as free from echo chambers as one might wish. You can set preferences and interests on StumbleUpon, and follow boards and users on Pinterest that catch your attention.
So what does this mean for social media? My initial reaction was one of horror! I have always believed that the internet is a brilliant way to discover new and exciting things and broaden our horizons, not become stuck parroting each other’s views and staying where we feel safe in the knowledge that our views and ideals are the consensus. Where is the innovation and interest?
However, after closer inspection, I believe there are both pros and cons to the echo chamber effect- we should be aware of both of these before deciding whether they are bad or good for the social media.
The cons of echo chambers are clear to perceive:
- We are less likely to find new and interesting articles and opinions on the internet, decreasing interesting debate and discussion
- We are so embroiled in our own social media echo chamber that it might become detrimental if we are utilizing our social media networks to promote a business; I have seen businesses become so excited about getting involved with social media that they forget to target their customers, rather engaging in echo chambers with others in their field.
- Social media is completely dependent upon seeing something that someone you follow has followed, Retweeted or liked; if we restrict ourselves to these safe little communities how can we find anything completely new? This could prove very problematic for businesses trying to get the word out about their company.
Yet, I think that if you are using social media as a business, there are some very distinct pros to be found from echo chambers:
- Find the echo chamber communities of your customers and engage with them. This could bring a whole new range of clients to your business. Find the most frequent tweeter or poster and communicate with them, meaning information about your company may filter more quickly to those less active members
- Communicate with key players in your field of business. As long as you do not ignore your customers, engaging in the community of the big fish in your field could be invaluable for advice, tips and ideas.
I think that echo chambers are interesting in both good and bad ways for social media and internet usage. When used cleverly, this effect of social media could be a brilliant marketing tool. Just be careful not to let them take over your internet usage; keep investigating fresh and exciting things and engaging with your customers.