By Richard Willett

Richard Willett

MEDIA CONTENT MANAGER & SOCIAL MEDIA MANAGER

Richard is the Media Content Manger for Success4.com. He has a BA Honours in Film and Television Production from ARU in Cambridge where he went on to manage the Multi Camera TV Studio as well as teaching film editing, directing for film and writing for screen.

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Richard has worked at BBC Voice, managing the television studio as well as running Appletree Media Norwich which made documentaries and promotional video's for social services. He also worked in broadcast Radio at BBC Radio Norfolk and Star Radio in Cambridge. He now manages the online content for Success4.com as well as creating the video and podcast content for Success4 and Success4's clients.

He also mentors on his Feed Your Social Media Monster training course which he designed and delivers to help success4 clients to creative innovative and creative content for their social media pages.

More by Richard Willett

HOW TO BUILD YOUR OWN ROME – SKILL UP LIKE ELON MUSK WHEN NO ONE IS WATCHING – SOCIAL MEDIA MINDSET THE SUBTLE ART OF NOT GIVING A F**K – MARK MANSON SUCCESS4MEETS – ROB MOORE (THE DISRUPTIVE ENTREPRENEUR) SUCCESS4MEETS – MARK SEPHTON (ONE MORE ROUND/PLOT TWIST)
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YOUR ARE THE PRODUCT – SHOCK, HITS & DOPAMINE

So social media is broken, but what if they took the “Numbers” off the videos, likes and shares? what difference would that make? what if the social media platforms stop rewarding shock videos that only serve to desensitise its audience and started to reward quality content, positive content and creative innovations. What difference that would make?

Its a common understanding that each “Like” or “Share” or “View” gives us a dopamine hit. Which must be the origin of the word Dope and there for Dopey, but what many people do not understand is that THEY have become the product and to get your hit of dopamine you must serve up your content in a way that is shocking and desensitises its audience, and we only have ourselves to blame….WHY?

Because it is WE who click on that video of someone falling over, someone getting arrested or someone hurting themselves or others in someway. The only reason the numbers go up is because WE watch them, and when the numbers go up the creator gets a hit of dopamine and with that they tailor their next piece of content in that same vain.

I believe social media is only really capitalising on a whole loop of negativity put into our systems through mainstream media, alternative media, advertising, music, religion and Hollywood and never has that been more apparent than today. So the problem is not social media, it is only a baby in the universe in the grand scheme of things, but those numbers, those views and those likes are engineered BY US to reflect our interests.

So what can we do?
Here is a great video by Tara Truly Social that covers some of these topics and offers great advice on how to combat the issue.

http://www.trulysocial.ca/

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