COVID-19 and the decline of active social media engagement

Abstract

Purpose The COVID-19 pandemic triggered an increase in online traffic, with many assuming that this technology would facilitate coping through active social connections. This study aims to interrogate the nature of this traffic-engagement relationship by distinguishing between passive (e.g. browsing) and active (e.g. reacting, commenting and sharing) engagement, and examining behavioral shifts across platforms. Design/methodology/approach Three field studies assessed changes in social media engagement during the COVID-19 pandemic. These studies included social media engagement with the most followed accounts (Twitter), discussion board commenting (Reddit) and news content sharing (Facebook). Findings Even though people spent more time online during the pandemic, the current research finds people were actively engaging less. Users were reacting less to popular social media accounts, commenting less on discussion boards and even sharing less news content. Research limitations/implications While the current work provides a systematic observation of engagement during a global crisis, it does not claim causality based on its correlational nature. Future research should test potential mechanisms (e.g. anxiety, threat and privacy) to draw causal inference and identify possible interventions. Practical implications The pandemic shed light on a complex systemic issue: the misunderstanding and oversimplification of how online platforms facilitate social cohesion. It encourages thoughtful consideration of online social dynamics, emphasizing that not all engagement is equal and that the benefits of connection may not always be realized as expected. Originality/value This research provides a postmortem on the traffic-engagement relationship, highlighting that increased online presence does not necessarily translate to active social connection, which might help explain the rise in mental health issues that emerged from the pandemic.