Social Media Loafing: The Feedback We’re Missing
When I was studying as an undergraduate, sociology and psychology fascinated me. Even though they were somewhat peripheral to my main area of study, the way that people behave (individually and in groups) has always interested me.
I remember coming across a term social loafing which describes the tendency for individuals to put in less effort (on average) if they are part of a group, compared with if they undertook the same task individually. I was reminded recently that there’s a tangential and conceptual similarity between this and the bystander effect, where individuals are less likely to intervene in a situation if other people are present. For example, if someone collapses and only one person is present, that person will almost certainly call the emergency services. If there are ten people around, each person might assume “somebody else” has made the call.
I was thinking about these concepts recently having very briefly logged into Facebook (a social media network that, in my view, is about 15 years past its usefulness). I made the mistake of looking into a local neighbourhood group. I can almost hear the collective sigh of people reading this—if you’ve ever been part of a neighbourhood FB group you’ll know what’s coming…
While social media has the potential to bring people together and share information (and it does fulfil that, at least to an extent), the group I happened to briefly scroll through seemed to be largely filled with people “shaming” people who park in a particular way, and complaining about things like the refuse collectors missing their individual bin during the weekly collection.
What always fascinates me is how many people jump on to those threads, talking about the time their bin wasn’t collected once seventeen years ago, turning them into a metaphorical ‘pity party’, relentlessly reciting everything that’s wrong with the city. Yet nobody actually reports it. Nobody makes the actual intervention that would solve the immediate problem.
The irony being that the city I live in actually has a reasonably easy to use mechanism for reporting things like missed bin collections. Which leads to the question, why aren’t people using it?




