Today, planet Earth is ruled by social media platforms. No one can resist the pull of these cleverly designed networks, regardless of age, wealth or education.

Obviously, these platforms are anything but social, but they’re still highly addictive. TikTok, YouTube, Instagram, Snapchat and LinkedIn consume millions – no, billions – of hours of our precious time.

We know the economic cost of time spent in traffic, but the price we pay for faffing about on social media is still unknown. Maybe we don’t want to know. 

We’re resigned to our fate. 

They’re a threat to our productivity, mental health and privacy, they undermine our democracy, and yet these ‘social’ media platforms keep growing every year. Bread and circuses, run by a handful of ringmasters in Silicon Valley and Shenzhen.

And yet...

It wasn’t propaganda on X, but a VTM programme – Het Conclaaf – that opened people’s eyes and swayed public opinion during the elections in Belgium.

It wasn’t Google News that brought people in the Netherlands together during the Olympics, but the radio magic of Qmusic.

It wasn’t a TikTok dance, but our radio station JOE’s ‘Pakje van je Hart’ fundraiser that made sure thousands of children living in poverty could still celebrate Christmas.

And that’s why our faith in radio and television is unshakable. Social media, in the real sense of the word, that’s us.