Ethics

If the Medium is the Message, What Message Is Social Media Sending?

Book about technology's impact on society.
~ K. Quesenberry ~ 1 Comment

I typically focus on the positive use of social media to help organizations achieve objectives. I’ve also discussed how social media professionals must act ethically to build trust in brands and their professions. I haven’t talked about the negative aspects of social media itself.

Yet, evidence of the negative effects of social media on mental health and society is increasing. Is there something unique about social media as a technology and a form of communication that may be causing negative, unintended consequences?

Book about technology's impact on society.
I’ve been reading and revisiting some books recently on technology and society.

The Medium Is The Message.

In 1964 Marshall McLuhan first expressed the idea “The medium is the message” in Understanding Media. He said, “The ‘message’ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.” The idea is that a message comes with any new technology or way to communicate beyond the content. The characteristics of the medium influence how the message is perceived.

In 1984 Neil Postman furthered the idea in Amusing Ourselves To Death. Postman said, “The medium is the metaphor.” He observed a connection between forms of human communication and the quality of a culture where the medium influences “the culture’s intellectual and social preoccupations.” He was concerned TV and visual entertainment, consumed in smaller bits of time, would turn journalism, education, and religion into forms of show business.

Is Social Media The Message?

A key to a successful social media strategy is understanding each social media platform has unique characteristics in the form of content (video, image, text standards, and limits) and in the algorithm that determines what posts are seen by who.

These characteristics and metrics create incentives that motivate behavior. In social media that can be engagement (likes, comments, shares, views), sales (products, services), and advertising revenue (audience size, time). The distinct characteristics and incentives encourage the creation of certain types of content and messages over others.

The message of the medium becomes what the platform and its users say is important – what increases response metrics. It could be “a curated, filtered, perfect life”; “an authentic, 100% transparent sharing of personal struggles”; or “criticisms of out-groups to signal tribe membership.”

As an exercise fill in the Table below.

Consider each social platform and the content that gets results. Are there noticeable patterns or themes? From your observations describe what you believe is the overall message the platform is sending.

Spend an hour on each social media platform and see where the algorithm takes you.

Could social media also send its own message by guiding the type of content that gets posted and disseminated? Consider the types of content that get posted and disseminated on social media versus other forms of traditional media and personal communication. What message does it send and what are the fruits of that message?

There are plenty of positives of social media. It enables us to connect with family/friends, find new communities of similar interests, promote important causes, get emotional support, and learn new information, plus it provides an outlet for self-expression and creativity.

A study found that social media can play a positive role in influencing healthy eating (like fruit and vegetable intake) when shared by peers. Yet, the same study also found that fast food advertising targeting adolescents on social media can have a negative influence on unhealthy weight and disease risks.

Negative Effects of Social Media Research.

Below is a highlight of recent studies. All research has its critics and many point out that social media isn’t the exclusive cause of all negative consequences. Social media also has a lot of positive effects on individuals, businesses, organizations, and society. But we should consider its negative effects – something more people are noticing, studying, and feeling.

People Feel Social Media Isn’t Good.

A 2022 Pew Research survey in the U.S. found:

  • 64% feel social media is a bad thing for democracy.
  • 65% believe social media has made us more divided in our political opinions.
  • 70% believe the spread of false information online is a major threat.

Political Out-Group Posts Spread More.

Research on Facebook/Twitter in Psychological And Cognitive Sciences  found:

  • Political out-group posts get shared 50% more than posts about in-groups.
  • Out-group language is shared 6.7 times more than moral-emotional language.
  • Out-group language is a very strong predictor of “angry” reactions.

False Posts Spread Faster Than The Truth.

Research in Science of verified true/false Twitter news stories found:

  • Falsehoods are 70% more likely to be retweeted than the truth.
  • It took truth posts 6 times longer to reach 1,500 people.
  • Top 1% false posts reach 1,000-10,000 people (Truth posts rarely reach 1,000).

Algorithms Incentivize Moral Outrage.

A Twitter study in Science Advances found:

  • Algorithms influence moral behavior when newsfeed algorithms determine how much social feedback posts receive.
  • Users express outrage when in ideologically extreme networks where outrage is more widespread.
  • Algorithms encourage moderate users to become less moderate with peers expressing outrage.

Social Media Affects Youth Mental Health.

A 2023 U.S. Surgeon General advisory warned social media can pose a risk to the mental health of children and adolescents. Now 95% of 13–17-year-olds use social media an average of 3.5 hours a day. While acknowleding social media benefits, the advisory warned it may also perpetuate body dissatisfaction, disordered eating, social comparison, and low self-esteem.

Adults  are especially concerned about social media’s effect on teens and children.

The advisory warns of relationships between youth social media with sleep difficulties and depression. Other highlights include:

  • Adolescents who spend more than 3 hours a day on social media double their risk of depression and anxiety.
  • 64% of adolescents are “often” or “sometimes” exposed to hate-based content through social media.
  • 46% of adolescents say social media makes them feel worse about their bodies – just 14% said it makes them feel better.

A 2023 survey of U.S. teen girls reveals 49% feel “addicted” to YouTube, 45% to TikTok, 34% to Snapchat, and 34% to Instagram. Yet another survey of teens found they believe social media provides more positives (32% mostly positive) versus negatives (9% mostly negative). They feel it’s a place for socializing and connecting with friends, expressing creativity, and feeling supported.

Bubbles, Chambers, and Bias.

Why are we seeing both positive and negative results? Social media’s unique environment can be very supportive, keeping you connected and helping you express yourself. It can also encourage you to improve your life like peers getting you to eat healthier and improve society by making people aware of important causes.

The same social media environment has also created filter bubbles and echo chambers. Technology can knowingly or unknowingly exploit human vulnerabilities that may accentuate confirmation bias and negativity bias.

  • A filter bubble is an algorithmic bias that skews or limits information someone sees on the internet or on social media.
  • An echo chamber is ideas, beliefs, or data reinforced through repetition in a closed system such as social media that doesn’t allow the free flow of alternative ideas.
  • Confirmation bias is the tendency of people to favor information that confirms their existing beliefs.
  • Negativity bias is the tendency for humans to focus more on the negative versus the positive.

Social media algorithms make it easier to produce filter bubbles that create echo chambers. Over time social media chambers lead to confirmation bias loops of negativity incentivized by engagement metrics.

A detailed article from the MIT Technology Review seems to indicate the problem is it’s difficult for AI machine learning algorithms to minimize negative human consequences when growth is the top priority. Much of what is bad for us and society seems to be what keeps us scrolling the most.

Reducing harm may go against growth objectives and current incentive structures for tech companies to produce mega revenue increases. Social media companies like Facebook, now Meta, continue to say they are doing everything they can to reduce harm despite layoffs.

Social Media Fills Our Spare Time.

While the most popular reason for using social media is to keep in touch with family and friends (57%), the second is to fill spare time (40%). What do we fill our spare time with? With a high percentage of social media revenue depending on advertising (96% of Facebook’s and 89% of Twitter’s) newsfeeds fill with what grows engagement to serve more ads to increase revenue.

That seems to be sensationalized content that stokes fears. Shocking content hacks attention playing into our negativity bias. Perhaps Postman’s prediction of everything becoming show business is true. We’re all chasing TV ratings in the form of likes, comments, and shares.

Recently Elon Musk and Mark Zuckerberg challenged each other to an MMA fight. What greater spectacle than two billionaire owners of competing social media platforms fighting each other in a PPV UFC cage match? Italy’s culture minister even said that it could happen in the Roman Colosseum. I wonder what Neil Postman would say if he were alive?

Journalism Isn’t Immune To Engagement.

As news moves online organizations chase clicks and subscribers through social media. With so many options, news subscribers increasingly seek sources based on confirmation bias. Andrey Mir in Discourse describes a shift to divisive content, “because the best way to boost subscriber rolls and produce results is to target the extremes on either end of the spectrum.”

With 50% of adults getting news from social media sites often or sometimes their stories no longer compete with just other news sites. Stories compete for clicks with the latest viral TikTok and YouTube influencers’ hot takes. A study in Nature found news headlines with negative words improved reading the article. Each negative word added increased the click-through rate by 2.3%.

Are There Legal Limits Coming?

The U.S. Supreme Court sent a case back to lower courts that would have addressed whether social media companies can be held accountable for others’ social media posts. A 1996 law known as Section 230 shields internet companies from what users post online. Lawsuits have been filed alleging that social media algorithms can lead to the radicalization of people leading to atrocities such as terrorist attacks and mass shootings.

The Supreme Court ruled there was little evidence tying Google, the parent company of YouTube, to the terrorist attack in Paris. The lower court ruled that claims were barred by the internet immunity law. Many internet companies warned that undoing or limiting Section 230 would break a lot of the internet tools we have come to depend upon.

While no legislation has passed there seems to be bipartisan support for new social media legislation this year like the Kids Online Safety Act (KOSA). KOSA would require social media companies to shield minors from dangerous content, safeguard personal information, and restrict addictive product features like endless scrolling and autoplay. Critics say KOSA would increase online surveillance and censorship.

Can Algorithms Change People’s Feelings?

A Psychological And Cognitive Sciences study found when the Facebook News Feed team tweaked the algorithm to show fewer positive posts, people’s posts became less positive. When negative posts were reduced people posted more positive posts.

Postman said we default to thinking technology is a friend. We trust it to make life better and it does. But he also warned there is a potential dark side to this friend. To avoid Postman’s fears, perhaps we need to return to McLuhan who said an artist is anyone in a professional field who grasps the implications of their actions and of new knowledge in their own time.
What do you think?

What research is there for or against the negative effects of social media on mental health and society? Should anything be done to combat the negative consequences? What can be done and who should do it?

This Was Human Created Content!

Social Media Etiquette & Ethics: A Guide for Personal, Professional & Brand Use.

~ K. Quesenberry ~ 11 Comments

With 73% of the world’s Internet users active in social media, 83% of Fortune 500 companies with social media accounts and 92% of recruiters using social media to find candidates it is too important not to carefully consider your actions. Social media brings together our personal, professional and working lives in a way no other medium has before. How do we navigate this social landscape where our worlds collide and brands communicate like people in one-on-one conversations with consumers?

Click here for an updated version of this article and template.

Etiquette is the proper way to behave and Ethics studies ideas about good and bad behavior. Both combine into Professionalism, which is the skill, good judgment, and polite behavior expected from a person trained to do a job such as social media marketing. Because social media blurs the lines between our personal and professional lives it is useful to look at actions in social media from three perspectives: Personal (as an individual), Professional (as an employee or perspective employee) and Brand (as an organization). To simplify the discussion I have created questions for each category in the Social Media Etiquette and Ethics Guide below.

Personal Social Use

If you think what you do in social has to do only with your personal life, there are facts you should consider: 60% of employers use social sites to research job candidates, 41% say they use social networking sites to research current employees and 26% have found content online that caused them to reprimand or fire an employee. Even if you try to keep your social profiles completely private 41% of employers say they are less likely to interview someone if they find no information about that person online.

The top types of content that turns employers off should not surprise you: Inappropriate photographs, videos, drinking/using drugs, discriminatory comments, bad-mouthing a previous company or fellow employee, and poor communication skills. The good news is employers can find information that causes them to hire a candidate including: background supports job qualifications, a professional image, personality fits company culture, a well-rounded range of interests, and great communication skills.

What about ranting? Rants blow off steam and make you feel better right? Research has found people’s moods decline after reading rants, and after writing rants they became more angry, not less. Forum moderator Bill Horne describes ranting as “watching others being burned at the electronic stake as they abandon logic, courtesy, common sense and self-respect.” In the end no one feels better. Recruitment professional Kate Croucher says about candidates, “If they are sharing lots of interesting things, and making insightful comments or forming strong opinions, and interacting with others in a positive way, it shows their ability to rally people behind them and develop effective relationships.”

Before you post or comment in a personal capacity consider:

  1. Is it all about me? No one likes someone who only talks about themselves. The same applies in social media. Balance boasting with complimenting.
  2. Am I stalking someone? It is good to be driven and persistent but be careful not to cross the line into creepy. Don’t be too aggressive in outreach.
  3. Am I spamming them? Not everything or even the majority of what you post should ask for something. Don’t make everything self-serving.
  4. Am I venting or ranting? Venting and ranting may feel good, but research says it doesn’t help and no matter how justified you feel, it never presents you in a positive light. Do not post negative comments or gossip.
  5. Did I ask before I tagged? You had a great time and want to share those memories, but your friends, family or employer may have different standards. Check before you tag people in posts.
  6. Did I read before commenting or sharing? Don’t make yourself look foolish by not fully reviewing something you are commenting on or sharing with others. Don’t jump to conclusions.
  7. Am I grateful and respectful? Don’t take people for granted. Respond and thank those who engage with you.
  8. Is this the right medium for the message? Not everything should be said in social media. Consider the feelings of the other person. Some messages should be given in person, by phone or email.
  9. Am I logged into the right account? There are too many corporate examples of embarrassing posts meant for personal jokes that went out on official brand accounts. Always double check which account you are on. Don’t post personal information on brand accounts.

Professional Social Use

As seen above, social media has blurred our personal and professional lives. As an employee or contractor you should consider how your social use impacts your employer. When hired you should always refer to the company’s social media policy, but here are some general guidelines to consider. Not only should your social media not hurt the company, but many companies today see your active personal social media use as a medium of advocacy for the brand. Also, anything you post now may impact your professional image as a potential employee at another company or organization.

Before you post or comment as a professional consider:

  1. Does it meet the Social Media Policy? Most organizations have official social media policies that you probably received when hired. Don’t assume you know what the policy says. Many employees have been fired for not following company social media regulations. Make sure you know and follow employer or client requirements.
  2. Does it hurt my company’s reputation? No matter how many disclaimers you put on your accounts such as “views are my own” certain content and behavior will negatively impact your employer. If your bio states where you work, your personal account represents your employer.
  3. Does it help my company’s marketing? Employee advocacy is an important strategy. Have a positive impact on your company’s image and when you can advocate for your brand in social.
  4. Would my boss/client be happy to see it? You may not have “friended” your boss or client but a co-worker may have and your post is only a share or screen grab away. Even private accounts are never fully private.
  5. Am I being open about who I work for? It is good to post positive content about your employer and it is nice to receive gifts, but if you are trying to pass it off as unbiased opinion that is wrong. Be transparent about your financial connections.
  6. Am I being fair and accurate? Everyone is entitled to their person opinion, but if your opinion tends to always be unfounded and seems to have an agenda it will reflect negatively upon you. Criticism is welcome when it is constructive and opinion is backed by evidence.
  7. Am I being respectful and not malicious? People can get very insensitive, judgmental and angry in social media posts. That does not convey a professional image. Don’t post what you wouldn’t say in person. Even an outburst in person fades in memory, but a malicious post is there forever.
  8. Does it respect intellectual property? Not everything on the Internet is free. Check for or get permission to post company or client brand assets and content.
  9. Is this confidential information? As an employee or contractor you are granted access to privileged and confidential information. Don’t assume it is fine to share. Do not disclose non-public company or client information.

Brand Social Use

For those who are responsible for creating and sharing brand social media content there are additional considerations to ensure you are helping to meet business goals and following laws and regulations. With 92% of S&P 500, 100% of Down Jones companies active on social media and 91% of retail brands using two or more social channels chances are your company is participating in social media through brand accounts.

Before posting or commenting as a brand on a social account consider:

  1. Does it speak to my target market? Social media is unique from traditional marketing and requires a different perspective to be effective. Be sure to focus on your target’s wants and needs not yours.
  2. Does it add value? Social media only works if people view and share it. Make your content educational, insightful or entertaining to grab interest and draw engagement.
  3. Does it fit the social channel? Don’t post content ideal for Twitter on Instagram or Reddit. Each channel has its own culture and community. Make sure each post fits the channel’s environment, mission and policies or standards.
  4. Is it authentic and transparent? Trying to trick people into clicking a link or making a purchase will get you nowhere. Don’t hide or exclude any relevant information.
  5. Is it real and unique? Bots can automate tasks and be a great time saver, but use them for the right actions. Don’t use auto responses and create anything that could be perceived as spam.
  6. Is it positive and respectful? It may be fine to talk trash about competitors or complain about customers in the office, but not in social media. Don’t badmouth the competition or customers.
  7. Does it meet codes of conduct? As professionals we are part of trade associations that set standards of conduct. Be sure you are meeting these ethical standards such as the Word of Mouth Marketing Association’s Code of Ethics.
  8. Does it meet all laws and regulations? Government has been catching up with social media and have issued regulations and laws you must follow. See guides on requirements like the FTC social media endorsement guidelines.
  9. Does it meet the Social Media Policy? Most likely your brand or a client’s brand has a social media policy. Ensure you follow your own company standards.

The last consideration in all social media action from a personal, professional or brand perspective has to do with listening. A recent study showed that listening can influence up to 40% of a leader’s performance. Listening improves relationships and social media is based on relationships with friends, colleagues and customers.

The last question to ask before posting or commenting in social media is:

10. Have I listened twice as much as I am talking? Do you fully understand the person, organization or situation you are commenting about? We have two ears and one mouth for a reason. Taking the time to pause and listen has saved many a person or brand from putting their foot in their mouth and given valuable insight into creating successful social media efforts.

This guide just touches the surface of social media etiquette, ethics and professionalism. For formal legal advice you should consult the official documents or more in-depth resources. The lesson here is to take the time to ask questions and think before you post.

To consider the bigger picture in social media marketing Ask These Questions To Ensure You Have The Right Strategy.