DIGITAL DETOX

A S H L E Y E . E N G L I S H , P H . D .

A S S I S TA N T P R O F E S S O R O F S T R AT E G I C C O M M U N I C AT I O N , T C U

TA M I O A N N U A L C O N F E R E N C E - J U N E 6 , 2 0 1 9 - D E N TO N , T E X A S

The Certified Public Communicator™ program at TCU is a post-

baccalaureate, graduate-level residential program for

communicators working in school districts, cities, counties, and

other public-sector agencies. While our 2019 cohort is full, we

are registering for summer 2020. More information at

certifiedpubliccommunicator.org.

D ET O XW H AT I S T H E P R O B L E M ?

DETOXIFICATION

•The process of clearing toxins from the body of a

patient who is dependent on substances of abuse.

(Medical Detox)

•The body’s process of removing toxic substances.

OBJECTIVES

1. Understand the negative consequences of excessive social media use

2. Highlight the reality of social media fatigue among content creators

3. Develop strategies to mitigate the negative consequences of social media use

SOCIAL MEDIA FATIGUE

“Social media fatigue refers to social media users’

tendency to pull back from social media when they

become overwhelmed with too many social media

sites, too many friends and followers and too much

time spent online maintaining these connections.”

(Technopedia, 2011)

ISSUE – EXCESSIVE USE

•Cognitive/Information overload (Bawden & Robinson, 2009; Lang,

2000)

•Cognitive-emotional preoccupation (Kuss & Griffiths, 2011; Strack

& Deutsch, 2004; Zheng & Lee, 2016)

•Crowds out essential functions (Bontcheva et al., 2013)

• Stress associated with constant connectivity (Gao et al., 2018;

Maier et al., 2015; Ragu-Nathan et al, 2008; Tarafdar et al., 2007)

•What did you hear?

•What did you observe?

F R O M T H E F I E L DC O N T E N T C R E ATO R S S H A R E T H E I R

S TO R I E S

RESEARCH QUESTIONS:

•What are the antecedents of social media fatigue

among content creators?

•What social networking site (SNS) characteristics lead

content creators to social media fatigue?

BENEFITS & CHALLENGES OF THE ROLE

Benefits

• Build brands

• Engagement

• Spontaneity

• Creative expression

• Strategic management of platforms

• Educating audiences

• Data analytics

Challenges

• Managing unrealistic expectations

• Overwhelmed

• Lack of focus/specialization

• Negative comments

• Unpredictable/Unlimited learning curves

• Role is undervalued

DISCUSSION• Content creators experience negative psychological impacts due to

their job functions (e.g., social media fatigue).

• Unique stressors for content creators:

– 1) Constant attention (e.g., pressure to respond and rapid

development)

– 2) Lack of understanding from clients and management

– 3) Limited policies or guidelines for boundaries

• SNSs job functions crowd-out other essential job functions

S T R AT E G I E S W H AT C A N YO U D O ?

1. ESTABLISH BOUNDARIES AT WORK

2. CREATE SOCIAL MEDIA POLICIES

3. CONSIDER WORKING IN SHIFTS

4. SET BOUNDARIES OUTSIDE OF WORK!

•How will you apply what you learned?

•What did you hear for the first time today?

•What was a reminder?

•How could this information change your

department or approach to work?