“Rehumanising Social Media: How ECU Students Can Lead Authentic Engagement in an Algorithmic Age”

Social media changed communication, learning, and business. In recent years, it's been more about content consumption than real interaction. Edith Cowan University (ECU) students must comprehend this transition for personal and professional success in marketing, communications, and business. Here are six reasons why social media is “less social” today and what people and organisations may do.

1. Content Consumption Has Replaced Community

Algorithm-driven feeds, viral videos, and ads now dominate peer-to-peer. People scroll more than talk. Many student organisations and societies' event updates are buried by viral content. Polls, live Q&As, and Instagram stories are used to increase engagement. Example: ECU Student Guild leverages Instagram's interactive features to boost engagement beyond one-way announcements.

2. Shallow Engagement Hides Disconnection

Emojis and likes provide a brief dopamine high but don't start serious conversations. ECU relevance: Group projects and student-led campaigns need more than likes. Building debates through comments, shares, and active engagement is better. Starbucks Rewards community shows how brands can build loyalty through continual involvement. ECU clubs can imitate this using Discord or Teams communities.

3. Performance over authenticity

Student and business profiles are typically expected to be “perfect” online. Highlight reels replace authentic updates. ECU relevance: Students creating LinkedIn or personal brands should be authentic. Sharing struggles, lessons, or behind-the-scenes situations seems to resonate more than polished perfection. Glossier's use of user-generated content demonstrates how authenticity fosters trust, a lesson for ECU student

s marketing ECU Open Day.

4. Algorithms Determine Visibility

Algorithms prioritise commercial promotions over personal updates online. ECU relevance: A student society sponsoring an event may experience fewer organic views. This can be countered with paid promotion, targeted hashtags, and newsletters. Example: Nike combines exciting organic narrative with sophisticated paid campaigns, relevant to ECU marketing students learning campaign design.

5. The Connection Paradox

Despite being “connected” to thousands, many feel lonely. Online comparison can harm mental health and motivation. Relevance: ECU Counselling emphasises digital mindfulness. Instead of mindless scrolling, students should have meaningful online conversations. Example: Duolingo's TikTok account shows how humour and value-driven content may boost engagement without digital weariness.

6. Declining True Community Spaces

Influencer- and brand-driven ecosystems are replacing communities. It reduces honest dialogue. To rebuild communities, ECU students can use LinkedIn groups, Discord servers, or Teams channels for projects and professional networking. LEGO Ideas shows how community-driven platforms, like ECU societies and study groups, thrive when users feel like they belong.

Final Word; ECU students understand that social media is becoming a media ecosystem, not a social network. For personal and professional success, focus on meaningful discussions, community-building, and purposeful participation. If you are promoting a student organisation, training for a marketing profession, or establishing a personal brand, utilise social media to interact, not simply consume. #TheDigitalMarketingCrew #ECUMKT5325, and others if you deem any suitable, along with the following disclaimer: (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).