What? There's no WIFi!

I moved house at the beginning of the school holidays and whilst our new home is nestled in the most idyllic of rural locations, it has caused some frustrations for my children. Despite moving to a larger house, where they now all have their own and much larger rooms, there has been one thing on their minds since we started unpacking. "When will we have WiFi?" Sadly, it has taken over 10 weeks to get the necessary fibre cables installed to where we are and to get them hooked up to the house by our internet provider and in that time I have seen first hand the anxiety that our children go through as a result of essentially feeling the need to live their lives online.

It got me thinking, so I put my own kids to work helping me to understand how and why these things can be so important to them and their friends. Children, like people of all ages, can become obsessed with social media for a variety of reasons. It's important to note that not all children are obsessed with social media, and the extent of their engagement can vary greatly from one individual to another. However, we were able to establish very early on some common factors that can contribute to a child's obsession with social media:

1. Peer Pressure and FOMO (Fear of Missing Out): Social media platforms are often used by children to connect with friends and peers. The fear of missing out on what others are doing or saying online can drive them to constantly check and engage with social media to stay in the loop.
   
   
2. Validation and Likes: The feedback loop of likes, comments, and shares on social media can be highly rewarding for children. Each like or positive comment can provide a dopamine rush, reinforcing the behaviour of posting and checking for updates.
   
   
3. Identity and Self-Esteem: Social media can be a platform for self-expression and identity formation. Children may become obsessed with crafting and curating their online personas, as it can be a source of self-esteem and identity validation.
   
   
4. Entertainment and Distraction: Social media platforms offer a constant stream of entertaining content, such as videos, memes, and games. Children may use social media as a form of entertainment and a means of distraction from boredom.
   
   
5. Peer Comparison: Children often compare themselves to others on social media, which can lead to feelings of inadequacy or a desire to compete. This can drive them to spend more time on social media, trying to measure up to their peers.
   
   
6. Communication: For many children, social media is a primary means of communication with friends and family. They may feel the need to be constantly available and responsive to maintain their social relationships.
   
   
7. Influence from Influencers and Celebrities: Many children follow influencers, celebrities, or online personalities who can be highly persuasive in promoting certain products, lifestyles, or ideologies. This influence can encourage obsessive behaviour.
   
   
8. Cyberbullying and Drama: Negative experiences on social media, such as cyberbullying or online drama, can lead some children to obsessively monitor their accounts for any signs of trouble or harassment.
   
   
9. Addictive Design: Social media platforms are designed to be addictive, using features like endless scrolling, notifications, and personalized content to keep users engaged. Children, like adults, can become addicted to the platform's design.
   
   
10. Lack of Boundaries: Some children may not have clear boundaries or rules regarding social media usage from their parents or guardians, leading to excessive use and obsession.
    ​

It's been an interesting few weeks since the boys have returned to school and an eye-opener for me as someone who also works in a school as a guidance counsellor. Seeing how children often cannot cope without the reassuring warmth and occasional buzz of a mobile device in their pocket, even in a school environment where mobile phones are essentially banned. So I've been thinking recently about how we marketers have a responsibility to this generation and how we should perhaps be helping parents understand their children's behaviour online and how it affects their behaviour offline.

It's clear that to address concerns about children's obsession with social media, it's essential for parents and caregivers to educate them about responsible online behaviour, set appropriate limits and boundaries, encourage a healthy balance between online and offline activities, and foster open communication about their online experiences and challenges. Additionally, promoting activities that build self-esteem and self-worth offline can help reduce the need for validation through social media.

It's going to prove to be a hard habit to break, so what else should we be doing? I'd love to hear your thoughts, let me know in the comments.

Yours Socially

​M