Much — Too Much?

The advancement of emerging media is certainly beneficial. However – as with anything – too much of something can be detrimental. In reference to my recent post, “Kiddies, Beeps and Clicks,” children are becoming technologically savvy at younger ages. Increased media use raises the question: Is an excessive amount of “educational” media still too much media? Is the reliance on media technology hindering our youth as well as adults? Is it encouraging addictive habits?

Researchers have suggested that the excessive use of new technologies (and especially online social networking) may be particularly problematic to young people. It is also found that people addicted to social media may suffer from similar psychological symptoms of those that are addicted to food, drugs, etc. However, when utilized properly, social media can add to meaningful social and business relationships. So when does enough become enough?

A recent study shows that people are developing anxiety when away from their technology. Instead of too much of it “tweaking their nerves,” it’s the lack there of. If you are continuously checking your social media sites and likes as well as seeking approval and gratification from the sites, then there may be an issue brewing. Social networking already accounts for 28 percent of all media time spent online, and users aged between 15 and 19 spend at least 3 hours per day on average using platforms such as Facebook, Twitter and Instagram. How much media do you use per day? And when do you consider much as too much?

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In regards to emerging media and creating a brand identity, companies can apply these similar principles. Too much media may drown out your target. You can easily push your readers away. So how much media is enough? And how much is too much? Entrepreneur Magazine describes how value of content is key. It’s not about quantity but quality. Are you offering your readers valuable content or are you just taking up space and trying to gain as many followers as you can? You also have to beware of the medium and the users’ preference. “For instance, Twitter users are least likely to be turned off by frequent posts,” But Instagram users may be turned off by multiple posts. In regards to brand identity, it is important for companies to establish their brand and keep all communication consistent among all mediums. In addition to these tips, companies should, “choose a voice and know their audience” among other tips.      

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