Social media was meant to bring us closer. Instead, it may be quietly pushing us further apart — for all generations, not just the young.
Traditional media — newspapers, radio, television — gave us a shared experience. Everyone read the same headlines, watched the same broadcasts, or listened to the same programs. That created common ground for conversation and community.
Social media promised instant connection with friends, family, and colleagues, wherever they are. Yet many have found a world of curated images, performative friendships, endless comparison, and viral memes. More connection on the surface, but greater loneliness underneath.
TikTok’s rise is a case in point. Unlike Facebook or Instagram, it doesn’t pretend to be about friends. It’s pure entertainment and exposure: an endless stream of short videos and memes, algorithmically tailored to hold attention. Anyone can go viral, but very few form meaningful relationships in the process.
Older adults often find Facebook repetitive or draining, sometimes joking that it’s become a digital old-age home. Younger users face the pressure of constant comparison and viral trends. Across generations, social media replaces meaningful interaction with consumption and performance.
Add to this the decline of traditional media, and society faces a double challenge: – Fragmentation — everyone lives in their own feed, with fewer shared stories. – Shallow culture — long-form content, context, and analysis are replaced by 15-second clips and rapidly changing memes.
We are more connected digitally, but more isolated socially. Real friendships and trust are increasingly offline, built through conversations and shared experiences — not algorithms.
At Meerkat Accountants, we see a parallel in business. Technology is powerful and efficient — but trust and relationships can’t be replaced by apps or metrics. Real connection requires listening, care, and personalized advice.
Social media can entertain us, but it can’t replace community. In life and in business, the strongest connections are still built the old-fashioned way — together.