Why social media is Remarkably Now Less Social.

As marketing students at ECU, social media is both our tool and lifestyle. We analyse it in class, build campaigns for assignments, and scroll between lectures on the Joondalup campus lawn. Yet social media, a platform designed to connect us, often feels isolating.

Despite being "connected" more than ever, research shows many young Australians feel lonely. A Medibank survey found over 40% of 16–24-year-olds feel more isolated because of social media, especially when seeing others socialising without them. Sound familiar?

Here at ECU, where many of us balance full-time study, part-time work, and remote connections with friends and family across WA and beyond, social media can start to replace real-world connections. What starts as a five-minute scroll on Instagram becomes an hour-long rabbit hole of comparison. Meanwhile, the face-to-face chats, campus meetups, and spontaneous post-lecture coffees are becoming less frequent.

This isn’t just personal — it’s professional.

As marketers, we’re taught to optimize engagement, design content for maximum clicks, and interpret analytics as success. But are likes and views really measuring connection? Or are we just fuelling the very detachment we’re feeling ourselves?

📊 From Social Strategy to Social Responsibility

At ECU, we’re uniquely positioned to rethink how we use these platforms — not just as users, but as future industry leaders. Perth’s slower pace and community-minded culture are strengths we can lean into.

aInstead of creating content that just entertains or sells, what if we focused on building real digital communities? What if we used campaigns to invite offline connections— events, meetups, university initiatives, or mental health days — especially on a campus like ECU’s, where there’s so much diversity, but also potential for disconnection?

✅ A Few Ways We Can Flip the Script:

Promote real stories from ECU students	Builds authenticity and belonging
Use social to support campus life, not replace it	Drives face-to-face interaction
Track engagement beyond likes	Comments and saves show true value
Put wellbeing before virality	Content with purpose creates loyalty

Final Thought

If we want to truly shape the future of marketing, we must lead with empathy and purpose. It’s not enough to chase attention — we need to create genuine connection. Social media is here to stay, but the way we use it at ECU can set a new standard. We have the power to transform these platforms from spaces of isolation into hubs of real belonging. Imagine being part of a movement that makes digital engagement feel as rewarding as a face-to-face connection. Let’s be the generation that doesn’t just use social media, but redefines it for the better.

So next time you post, promote, or pitch an idea, ask yourself: Is this helping someone feel more connected, or just more online? Take one small step today—invite a classmate to an event, comment thoughtfully on a peer's post, or suggest an in-person meet-up through your campaign. By taking concrete actions, you can help transform digital connections into a real-world community.

Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University and has not been endorsed or otherwise approved by the organisation it promotes.