By Christina Botte, EGC’s Director of Social Media, and Jonathan Baker Will Australia’s ruling to prohibit teens from using social media backfire start a ripple effect throughout the world? There is a great division of opinion on this matter, which is indeed history making in social media. Action and Reasoning On December 10th, The Land Down Under’ deactivated more than one million social media accounts for users aged 16 and under in one fell swoop. As it is still early in practice, the rest of the world is watching how this monumental decision will unfold. The reasoning behind Australia’s decision is to ensure younger people (also known as ‘Generation Alpha’) are protected from what NBC News calls “addictive social media platforms that experts say can be disastrous for one’s mental health.” To say that opinion is divided on this would be an understatement. The Argument That the Ban is to Protect This ban is welcome among many families who believe that other nations will also follow Australia’s example. Much of their argument revolves around issues that include cyberbullying, exposing young people to violent or anxiety-provoking material (e.g., content that promotes eating disorders or even suicide), and an overall unhealthy online environment. Not all of Australia’s population, however, agree. The Argument That the Ban is to Restrict In contrast to this view, others feel this ban limits younger users from expressing themselves, not to mention serving as a place where marginalized youths may connect. (Indeed, two 15-year-olds have taken action to challenge this ban in Australia’s highest court!) And where do popular social media platforms like Facebook, TikTok, and Instagram stand? The Mindset of the Social Media Powers That Be Understandably, those who operate social media platforms are not happy about Australia’s ban. Many of them have, however, been proactive and cooperative, having discontinued young users’ accounts as early as last week. Compounding this unhappiness is the condition that those sites that fail to comply with this ban will pay penalties of 49.5 Australian dollars, which translates to $32 million U.S. dollars. How the Ban Impacts Advertising on Social Youth-oriented brands and businesses will obviously be hurt by this social media ban. As reported by e-Marketer, options like advertising on connected television, offline events and sponsorships, and privacy-safe campaigns are strategies that brands can pursue in reaching their niche audiences. Even then, however, the impact of not having a social media presence will severely impact brand reach, as proven here. Standing back and looking at the ‘big picture,’ is social media really the villain? Social Media in Perspective to Long-Standing Negative Issues Social media didn’t create adolescent anxiety, cyberbullying, or harmful content, but it has amplified these issues. And that amplification is exactly why governments are stepping in where platforms and industries have been too slow. The opportunity: If teens lose access (or face tighter restrictions) in Australia, the content must evolve: Parents will become the primary audience. Education replaces entertainment as the trust driver. Community replaces virality as the growth model. As summed up by Christina Botte, Director of Social Media at EGC: “Social media isn’t going away, so our responsibility is to make it safer, smarter, and more human than it’s ever been before.” Are you thinking of changing your brand’s social media presence in the new year? Visit EGC’s Social Media Mastery page. Then, get in touch with us to learn more on how we can help.
