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We can get online today, at any time, from any place! So, that means we have no real escape from it unless we have a very strict personality where we can discipline ourselves to ration our time online and not spend our entire time playing with our phones or computers, chatting with friends, playing online games and so forth. People generally have a distinct lack of self-control and I think the downside of the internet is the constant and instant access we have to online media all the time. It’s easy for people with less self-discipline to get sucked into the online world at the expense of quality face-to-face time with family, friends and colleagues. Humans, by nature, can have addictive personalities, so we should all be self-aware and conscious about how we use the internet, when we use it and what we use it for. 

Some people have rather confrontational personalities, or they enjoy provoking people. I think it’s human nature to a certain extent, and I think that in moderation it’s good to be open and honest and express our opinions online and in social media. However, there are also people who are overly negative and take a strange, perhaps even sick pleasure in trolling others online, putting negative remarks on social media and pestering people. There’s a fine line between open and frank debate, and being negative and nasty for the sheer sake of it. And some people cross that line, as I said, because they enjoy provoking others, or because they are frustrated and bored with their own lives.

I think that we have already seen that change in recent years – many companies focusing their advertising campaigns to the online medium rather than traditional forms of advertising. I think that it often works out cheaper and more targeted too. If you post advertising online you can be highly selective of the audience you wish to target and more directly reach the demographic that might want to buy your product. So, it’s not only about the fact that this form of advertising is usually cheaper, it’s also about the fact that it’s more targeted so you can get better, quicker results for your money, more targeted at the people that are most likely to want to buy your product. Social media is going to be the future of business in many ways, and advertising is one of these ways, for sure.