Are we as social online as we used to be?

When social media first took off, it promised connection. Friends reuniting, families keeping in touch across the globe, teenagers discovering new communities, and businesses finding their voice online. But in 2025, we have to ask: is social media still social?

The Shift from Connection to Content

In the early days, social media was about conversations. You’d share what you had for breakfast, comment on your friend’s holiday snaps, or reconnect with an old classmate. Today, the focus has shifted heavily to content creation and consumption.

• For younger users, platforms feel like a stage where likes, shares, and views matter more than genuine connection.

• For older generations, the constant stream of ads and “sponsored” posts can feel overwhelming and less authentic.

  
  

The Rise of the Algorithm

What you see online is no longer just your friends’ updates. Algorithms decide what’s “worth” your attention. While this can help you discover new ideas, it also creates echo chambers, making it harder to have real, balanced conversations.

The Social Media Balancing Act

Despite the changes, social media isn’t all negative. It still connects grandparents with grandchildren, helps small businesses (like ours in Perth!) find their audience, and allows communities to share information quickly. The challenge is how we use it:

• Are we scrolling for connection or out of habit?

• Do we comment and engage, or just consume passively?

• Are we supporting local voices and businesses, or letting algorithms dictate the narrative?

Reclaiming the “Social” in Social Media

Here’s how individuals of all ages can make social media more meaningful again:

• Start conversations: comment, reply, and share thoughts rather than just “liking.”

• Follow with intention: curate your feed around people and causes you truly care about.

• Support local: engage with Perth businesses, creators, and community groups.

• Take breaks: being offline can make online time feel richer and more genuine.

Final Thoughts

So, is social media still social? The answer depends on us. If we treat it as a tool for storytelling, connection, and community — especially within our local Perth networks — then yes, it can still be social. But if we let it become a one-way entertainment feed, the “social” starts to fade.

At [Your Agency Name], we help businesses rediscover the power of authentic engagement. Because at the end of the day, connection is still the most powerful marketing tool of all.

#TheDigitalMarketingCrew ECUMKT5325 (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).