Is Social Networking Becoming Less Social?

Okay, I admit it, I’ve used social networking for shameless self promotion. Many of us have – but is that all that social networking has become?

People peddling their products, services, and pats on the back in tweets, blogs, photos, videos and other postings online?

Doesn’t seem all that social does it?

I remember a time, not long ago, when a social function involved going out to hang with real people in the real world. We’d gather at a friend’s place, a local restaurant or pub, or maybe some special event like a movie, festival, or club, and then spend a few hours enjoying each other’s company.

Then the social networking buzz began – where you could catch up with long lost friends, classmates and colleagues from anywhere around the world, at anytime.

At the time, seemed like a great idea – who doesn’t want to see if the high school bully went grey, put on weight, and lives in a trailer park?

Turns out a lot of people liked the idea of re-connecting with others over the web, as social networking spread like chipmunks following a trail of walnuts.

Even better, social networking connected complete strangers with similar interests together. No longer need you hide in your dimly lit basement to assemble your belly button lint collection – now you weirdos too can find solace in the comfort of knowing you’re not alone in the universe.

Social networking became a normal part of everyday life, as we discovered its power of connecting us all. From finding the perfect mate via online dating, to just having someone to talk to when you can’t sleep at night, to allowing us to vent about poor service for the world to see – social networking gave us something we’ve never had before – a place to speak our minds.

But lately, if you browse the latest trending topics on social networking, they almost always are cluttered with tips and tricks on marketing and promoting yourself, your products or your services.

Using social networks to promote ourselves isn’t a bad thing – we’ve probably all done that at some point. 

However, when the social networks primarily become promotion machines, they lose the essence of social, and the level of engagement decreases substantially.

Or at least it does for me – and I’m guessing it most likely does for you too.

Every day I go through my new followers, to see who’s added me, and whether or not I should return the favor. I see everything from nicknames, real names, to business names.

Usually when I see a business following me, I get a knot in my tummy, as I decide whether or not to add ‘em. 

As with all those I choose to follow back, I check out their most recent posts first, to get a handle on their handle.

Many business often use the social networks to promote their products and services – that’s a given. But increasingly many individuals with regular sounding names or nick names are too.

Thinking back to the old days when socializing meant just chillin’ with friends, occasionally business was discussed. But usually these conversations were quick, and more general than hard core sales pitches to get you to buy.

But these days, sometimes the second I add someone, I get an automated message back from them telling me about some promotion, or special offer they have just for me.

I feel cheated, because I added them to connect on a social level – not to be sold.

I wonder whether or not it was wise to add them, and often unfollow them almost right away – and that’s not all that social either.

So I ask again – have social networks lost their social aspects?