Overconnected isolation

"US psychologists claim that social media increases loneliness"
That's what the headlines of this article appeared on BBC News state (March 6th). How can that be possible?
That's not a simple issue though.What comes first, isolation or overconnection? Is it an option for people not to get engaged with social media nowadays?

Here's what Jonathan Freeman, Professor of Psychology at Goldman University in London, suggests reminding yourself about social media in order to make it work for you.