The Age of Social Media Is Ending

A social network is an idle, inactive system—a Rolodex of contacts, a notebook of sales targets, a yearbook of possible soul mates. But social media is active—hyperactive, really—spewing material across those networks instead of leaving them alone until needed.

The flip side of that coin also shines. On social media, everyone believes that anyone to whom they have access owes them an audience...

It’s never felt more plausible that the age of social media might end—and soon.

Social media was never a natural way to work, play, and socialize, though it did become second nature.

The shift began 20 years ago or so, when networked computers became sufficiently ubiquitous that people began using them to build and manage relationships. Social n

Social media showed that everyone has the potential to reach a massive audience at low cost and high gain—and that potential gave many people the impression that they deserve such an audience.

Twitter was for talking to everyone —which is perhaps one of the reasons journalists have flocked to it.

But connection as a primary purpose has declined. Think of the change like this: In the social-networking era, the connections were essential, driving both content creation and consumption. But the social-media era seeks the thinnest, most soluble connections possible, just enough to allow the content to flow.

The whole idea of social networks was networking : building or deepening relationships, mostly with people you knew. How and why that deepening happened was largely left to the users to decide.

Compulsion had always plagued computer-facilitated social networking—it was the original sin. Rounding up friends or business contacts into a pen in your online profile for possible future use was never a healthy way to understand social relationships. It was just as common to obsess over having 500-plus connections on LinkedIn in 2003 as it is to

This is also why journalists became so dependent on Twitter: It’s a constant stream of sources, events, and reactions—a reporting automat, not to mention an outbound vector for media tastemakers to make tastes.

For one, social-media operators discovered that the more emotionally charged the content, the better it spread across its users’ networks.