Comment gérer la fatigue numérique sur les réseaux sociaux ?

Social media platforms are a double-edged sword if not used in a smart way. The same technology that can make your content viral or visible to your audience can also drag you to use it unintelligently. That is why setting clear, concrete goals (impressions, engagement, call to action, etc.) can help you navigate expectations. In order to set these goals, it really helped me to plan and write down what to expect from each campaign. Then, establish how we would achieve them, in terms of resources, choosing the right platform, etc. Finally, start planning a calendar of posts and strategies. Social media platforms are ever-changing, so be mindful about it when it comes to update or pivot in your strategy. And, above all, try!

It's important to set intentional boundaries for your social media usage. You can limit the time you spend on each platform, turn off notifications, or create tech-free zones in your home or workplace.

One thing I have found helpful is to evaluate the use and utility of different modes of social media against both public perception and user experience. For example, following recent changes to the social network, X, formerly Twitter, I became concerned that both user engagement and the quality of the timeline was diminishing, while posts supporting extreme views, including antisemitism, were indifferently moderated. Combined with erratic leadership, I decided to quit the network. And I couldn't be happier.

One thing I have found helpful is to cultivate mindfulness and become more self-aware of my emotions and reactions to social media content. You can ask yourself if what you see is adding value to your life, or if it is causing you stress, anxiety, or envy.  You can also practice gratitude, meditation, and positive coping skills.

It's important to put the damn phone down sometimes, talk to friends and colleagues, and debrief on your experiences, especially if that process is accompanied by a refreshing cold beverage.

I would add that you should have a greater purpose behind your social media usage as a comms professional. For instance, I strategically use LinkedIn to share information with my counterparts and also build a larger network. When you have a why behind your social media usage, it will help you with avoiding usage fatigue.

Balance your online and offline activities. You can engage in hobbies, exercise, or socialize with friends and family in person. You can also diversify your media consumption by reading books, listening to podcasts, or watching documentaries.