Social Media Madness—Are You Tired Yet?

The Internet, and social media specifically, is deeply embedded in our share-happy society. For many people, social channels dominate overall media consumption and serve as a primary avenue for communication, information gathering and dissemination.

Social has become a philosophy—that has invaded everything we do.

And it's not just the young, tech savvy segments of the population who are spending time on social networks. The Pew Research Center reports that the number of people using social networking sites has nearly doubled since 2008 and the population of users has gotten older. Pew indicates that 79% of American adults use the internet and 59% of them use at least one social networking site.

Likewise companies and brands are increasingly allocating money and energy to building a presence on social networks. A recent New York Times article stated that companies are buying more online ad space to promote their Facebook and Twitter pages than to pitch their products.

For marketers, this evolution and increasing integration of social media has had a significant impact on advertising spend and overall marketing strategy. Businesses have vastly increased their social-media marketing commitments—and Forrester Research projects firms will spend $54 million on social media marketing in 2014, up from just $11 million in 2009.

However, at the same time as older users and companies are flocking to the social space, studies are emerging that indicate that the social media market is showing signs of maturity and early social adopters are disengaging with their networks.

A new social media survey from Gartner research firm suggests that certain segments of the population are experiencing social media fatigue and using sites less than when they first signed up.

Of the 6,295 people surveyed, between ages 13 and 74 spanning 11 developed and developing markets in December 2010 and January 2011, Gartner found that 24 percent of people said they use their favorite social media websites less today, with 33 percent citing concern for their online privacy as a reason. Users are also tired of the constant stream of status updates on these websites.

Additionally, the survey revealed some social media fatigue among 31 percent of younger, more mobile and brand-conscious consumers who stated they were getting bored with their social network.

The study results are significant in that they add to a growing body of evidence that the earliest social adopters are losing enthusiasm for their networks. It may be a small percentage now, but could suggest that more segments will eventually follow.

It's no secret that today's consumers are restless and have short attention spans. Marketers and social media providers need to find ways to innovate, diversify and be more creative - because if they can't retain consumer attention, they risk losing it forever.

Have you considered how this might impact your social media marketing strategy?