Nestle Wants To Help You Relieve Social Media Fatigue
May 11, 2012

Nestle Wants To Help You Relieve Social Media Fatigue

Derek Walter for

Kit Kat wants you to take a break -- a social break that is. The purveyor of tasty crunchy chocolate bars has now released a desktop app that will post to your social networks so you can give it a rest (and hopefully enjoy some Kit Kat bars).

The application is part of a campaign by the company to highlight the stress involved with trying to keep tabs on an excessive number of social networks. What used to be a fun way to keep tabs with friends has now morphed into what can feel like an overwhelming, intrusive invasion of one´s life.

For example, over 50 percent of 19 to 26-year-olds living in China, Singapore, and the United States said that social media is becoming too time consuming and stressful, according to research by JWT Singapore. The survey was administered to over 900 individuals among the three countries.

It isn´t just young people who feel the pressure. The survey results also indicated that over 65 percent of Chinese employees feel pressure to be in constant contact via their social networks. Also, even 53 percent of the respondents said they felt guilty if they did not immediately respond to a social media message instantaneously.

The results also indicated that social media is disrupting what should be private moments. In the survey 13 percent said they use social media during a date; even seven percent confessed to doing so in the midst of “intimate moments.”

After installing the application for Windows or Mac, decide how frequently you want Kit Kat to take over your social posting duties. When the Kit Kat bot goes to work, it will do a series of automatic responses to Facebook, Twitter, or LinkedIn. It may not be a permanent solution to cutting oneself loose from too much posting, but it could be the start that one needs.

There is not much personalization available — the choices are pretty much limited to a series of options for canned responses. For example, set up your Facebook account for the app to automatically “like” photos or check-in in which you are tagged by your friends. It can also post similar kinds of updates to Twitter or LinkedIn.

Of course, the goal behind the project was not necessarily to build a killer piece of software. It is more of a tongue-in-cheek promotion to highlight the sometimes-ridiculous amount of time we spend on social media. The Kit Kat site that contains the download is filled with the survey data in an effort to poke fun at the excessive amount of time that we spend reading one another´s´ updates and sending our own.

The best way to “take a break” is to do exactly that: find time during the day to disconnect oneself from Facebook, Twitter, Instagram, or whichever network takes up the largest amount of one´s time.