Academic Director  of SMU Executive Development Dr Michael Netzley said that social-media fatigue is a very real concern for more mature platforms such as Facebook, and fads such as the giraffe challenge help to establish the platform’s position as a social space where ‘we go to get the latest and greatest’. He added, “We like having common experiences with others and openly sharing that we took part in those experiences. It makes us look credible or 'in the know'”.