Living alongside a Spanish Navy base with a large American population for all these years has turned me into “the friend who always stays.” I meet amazing American military-affiliated friends, we bond for the time they have here, and then they move on to their next duty station.
This summer marks my 16-year anniversary of moving to Spain. I have officially lived here longer than any other place in my life. In that time, I’ve said goodbye to some amazing friends.
I keep in contact with many of them to varying degrees. A couple of them I speak to monthly, others quarterly, and still others maybe yearly. Even though these relationships sustained me for a period of time and vice versa, each of my gal-pals has moved on and undoubtedly made new friends at new duty stations or in their civilian lives. Likewise, I have picked up new friends looking for a local companion here. It’s a fact of military life that you must create “framily” wherever you are stationed, so you have a reliable support system while you’re so far from home.
Some of these lovely ladies remain on my friends list on Facebook and we never interact except a like here and there and an annual birthday message. Others I’ve lost contact with completely. But I keep them in my heart, always.
Our shenanigans may prove good book material someday too! Similarly, our shared tears may be shared with future readers via various characters in my fictional works to come.
I love the saying, “God sends us friends for a reason, season, or lifetime.” It also makes me sad, though. I wish I had enough time and energy to keep up with all of my girlfriends, equally. We had some really amazing times together.
Summer is traditionally a high-transfer season for military families. This year, a treasured church buddy moved to the other side of the world.
Even with social media, it’s hard to check up on all my peeps, because Facebook keeps getting noisier and noisier. It was once a place to really connect with family and friends, share life stories, display photos of our latest happenings, and really comment (not just drop an emoji and a word or two and move on).
Have you noticed that social media is barely social these days?
I have to sift through political posts, get past sponsored garbage, climb over individual soapboxes, connect with causes, read newsworthy articles, and check out what some of my favorite pages and groups are up to occasionally. It seems like all these things vie for my attention daily and I forget to visit the people who actually enrich my life.
Most of us are still posting photos and life events, but I get the impression that the majority of the interaction around these posts has become so surface… so superficial.
Aren’t these the sorts of posts for which Facebook was designed?
I mean, it’s become so impersonal that Facebook even gives me suggestions on how to respond to posts by showing me meme options and text/emoji combos and such.
Instead of talking and connecting, I feel we are shouting and subdividing. Instead of sharing our lives with an intimate group, we are sharing our time with strangers on third-party sites. And when it comes time to interact, we are offered rubber-stamp options by an aggregate.
These distractions are only going to get louder and more attention-grabbing as advertisers inundate social media. I know, because I’m learning about social media marketing. There’s a whole field of study into how marketers can target, entice and attract you, and then get you to pass on their message. I think social media marketing has a place, but I also think it should not be given the center stage it has been given in my Facebook feed.
I feel like I’m being smacked with all kinds of ads. They pop up after looking at a friend’s story. They are peppered into my newsfeed. They show up between videos. They top the right side of my computer screen. They even show up in Messenger.
The fact that the ads all relate to things I’ve viewed or discussed with my Facebook framily is creepy. Like… stop monitoring me, please!! Also, stop selling to me while I’m trying to say hello to my fam.
Maybe I’m weird, though. Maybe you like to be sold to all the time. Maybe social media is your one-stop shop for everything: news, entertainment, shopping, and socializing.
If so, you’ll be glad that Facebook has been taking notes for years from various other social media platforms on how to better market things to you. I get the impression from the social media giant that people are no longer viewed as users, but consumers.
According to a study done in Strategic Social Media, Brazil’s former number one social media site, Orkut, shut down in 2014, because other platforms were offering more social features in addition to satisfying the country’s advertising market. With a bit of digging, I learned that the majority of Brazilians switched to Facebook. The platform had apparently successfully merged marketing with social networking, for the perfect online experience.
But why is online marketing so important for Brazilians?
In Brazil, outdoor marketing is banned. Bye-bye roadsigns and billboards. No more posters and publicity. How beautiful their country must look, free of advertising! According to an old BuzzFeed article, people actually started taking notice of Sao Paulo’s architecture, while the advertising industry was forced to move online or indoors.
Sadly for me, the successful fusion of marketing and social networking–as Facebook continues to find ways to monetization my online experience–is really taking away from the social experience the site once offered.
If only there was a way to opt-out of social media marketing, or relegate all that sort of media to a separate feed I could tap into when I have extra time.
If you think that the mixture of social media and marketing doesn’t have an effect on you, I’d beg to differ. If we weren’t being conditioned to absorb advertising constantly, we wouldn’t have started “marketing” our own messages to each other and trying to sell each other on certain issues, people, ideas, movements, products and messages.
I can’t even call up my parents anymore without getting into a debate over something they saw or read on Facebook. I want my family and friends back! I want to talk about the weather, what new recipe they’re gobbling up, what milestones my kids are reaching. I want to find out how their relationships are going, what they’re struggling with, and how I can help. I want social media to enhance these relationships by reducing the miles between us, helping us “see” each other, and engage intimately.
I’m tired of all the “squirrels” that are snagging my attention. I’m weary from all the debate. I’m sick of social media not being social. I want a friendly Facebook experience, and I can’t remember the last time that really and truly happened.
Featured Image Photo by Andrea Piacquadio from Pexels