Illogical vs logical: Fighting the fear of leaving X

Many have left X, but many more have stayed. Why?

We need to admit something. No one knows what happens if life after X doesn't work out. If the platforms people move to fail.

Rationally, when we introduce people to New Social, we point out the logical argument: that it won't matter because, with New Social, it doesn't matter what platform you're on. You can keep moving until you find 'the one'. You can jump on the newest trend with all your followers.

But, that tech isn't ready yet. Even if it was, it probably wouldn't be enough to convince the masses. Why? Because logic doesn't matter.

Do you remember being scared as a kid, going to secondary school (high school for those outside the UK)? The fear of what happens after primary school, knowing you're moving, but what if it doesn't work out? The people around you say it'll be fine, that if you don't like it or something goes wrong you can move.

That does not help you stop worrying.

What if you never make friends? Worse, what if your new school burns down and your separated from your friends that you worked so hard to make?

That second one, that's the same emotion (on, probably, a much smaller scale) that many are feeling about X. The building is burning but they're not forced to leave, so they hold on, for fear of losing their friends and never making more.

Overcoming fear

How do we help people overcome their fears - without ever exposing them to the fact they're scared? No one is going to admit they're scared of something as superficial as social media failing.

That's what I'm trying to work out. It's not as simple as it seems, I'm working deep behind the scenes here, behind the eyes of the people who believe they make the decisions, into the subconscious.

I am not, and have never been, a behavioural expert (or anything below expert, I can't even convince myself to build a gym routine). But, as we think about this issue, I think we need to start looking for solutions beyond the logical. Into the unconscious motivations that make people do something - the same way the marketing experts do.

"In trying to encourage rational behaviour, don't confine yourself to rational arguments." Rory Sutherland, Alchemy

So, let's lean into the irrational a bit as we look into the main question. Why do we use social media?

Why do we use social media?

• People like to be 'followed' & 'liked'
• It's an easy way to stay in touch
• It helps you keep up with the world

If we strip these ideas down, they reveal the behaviour at the heart:

• People like to feel important
• People don't want to feel alone
• People are nosy

Now, if we think about New Social, the rational arguments solve that human behaviour:

• A bigger network means more 'followers' & 'likes'
• A more social structure, at the core, helps you connect on a deeper level
• With information from multiple platforms and sources, you can better understand what's happening in the world - often from the people experiencing it

So, how do we answer the less rational arguments for the social platforms so many are stuck on?

Why do we use social media (the less logical version)?

• A distraction from reality
• A social excuse (i.e scrolling whilst in the queue for coffee)
• The interface is well-designed
• Peer pressure
• Scrolling is a soothing motion
• We're lazy
• We're bored

I'm sure the list goes on, others will have different viewpoints, so let me know if you think of something. The better idea we have, the better we can present New Social as both a logical and illogical solution to traditional social media.

Turning it irrational

Thinking irrationally and illogically requires practise and a whole lot of self-reflection. It's about understanding why you really do what you do, asking why to every question like a toddler.

An illogical argument won't work for everyone - and it can't be too far from the logical - but this is how the most successful marketing works. This is what New Social (and many other socially beneficial endeavours) could benefit from - just because something is 'good' doesn't mean that people will do it.

When it comes to social media and turning people to New Social, we need to step beyond logical and rationality, to address the concerns of the subconscious.

The fear of what comes after X is a big one, the fear of failure after moving from X even bigger, but there are many more.

For New Social, the Fediverse, the open social web - what is the angle? Does the logic of social media, already served by other platforms, play any part at all? Does the angle involve social media at all? It would be interesting to hear the thoughts of others on this one.

If you're scared of the platforms after X failing, maybe the answer isn't to show the easy switch alternatives, but instead to present the community that remains no matter where you go. Genuine connection, repackaged as loyalty - something much easier for the average Joe to understand.