Type at least 1 character to search



Illusion of Connectedness

The Context

According to a nationwide survey (Global health service company, Cigna), America is currently undergoing a “loneliness epidemic” with almost 50% of participants feeling lonely. Internet users grew from 413 million in 2000 to almost 5 billion in 2020. This “loneliness epidemic” seems counterintuitive given that there is more connectivity there ever. 

The Question

In a sense, social media platforms have been promoting social distancing for several years and it seems that social media platforms have contributed to the ‘Illusion of Connectedness’. How do we make social media platform connections meaningful?

Heuristic 1: Engage with purpose

Have a reason to engage with reciprocal value in mind. Connecting is not about you, it’s about them.

Heuristic 2: Be intentional

Be deliberate about why and who you connect to (Requests sent and received)

Heuristic 3: Be authentic

Communicate in an open and honest manner. Don’t be afraid to be vulnerable. Avoid sales pitches.

Heuristic 4: Engage outside social media

As soon as you can, and have consent, make contact by phone or video call. Nothing beats face-to-face interaction, albeit virtual.

Heuristic 5: Take your time

Be patient and follow-up. Relationships are not built overnight.

Illusion of Connectedness:

  • Engage with purpose
  • Be intentional
  • Be authentic
  • Engage outside social media
  • Take your time


ontwerp assists customers to tell their brand stories better.


Written by