Social Media is Free, but What is it Costing Us?

This class lecture was not to discourage my students from using social media but to look at the social media through a prism rather than a one-dimensional lens.

Hey Fam,

Thanks for stopping by.

In my Viral Ventures: Business of Power, Influence, and Attention course, we recently unpacked some of social media’s deeper, often hidden, ethical dilemmas.

To help my students grasp the complexities, we watched the documentary The Social Dilemma and had a discussion that reshaped how many of us view these platforms. The class conversation started with a focus on three key elements of social media: power, influence, and attention. These terms are often used loosely, but they take on a new, layered significance within social media.

Using Power, Influence, and Attention as a Framework

I began the lecture by defining each term and framing it within the context of how it is leveraged on social media platforms.

I explained to my students that power refers to the ability to control or direct people’s behavior or the course of events. On social media, power manifests in shaping conversations, driving narratives, and commanding loyal audiences. Those with power can dictate what trends, who gets visibility, and whose voices are amplified or silenced. Influence is subtler but equally impactful. It’s the capacity to affect people’s thoughts, behaviors, or decisions through persuasion, inspiration, or authority.

Unlike power, which often commands, influence is built on trust. Influencers and brands on social media leverage this trust to shift perspectives, shape trends, and inspire action. Attention, conceivably the most valuable asset in the digital age, refers to the focus individuals or audiences give to content. Attention is what everyone is competing for. Platforms are designed to hold it as long as possible, often blurring the line between user control and algorithm-driven manipulation.

After outlining these concepts, we broke into groups for reflection.

With the help of industry professionals from a leading Boston-based marketing firm, NE Paradigm, and a Four Seasons Hotel social media team member, students were guided through discussions that went beyond the term’s basic definitions.

One of the most thought-provoking quotes from the film served as a foundation for the group work: ?“If you’re not paying for the product, you are the product.”

The class explored this idea, tying it back to the film’s suggestion that the actual product of social media is the gradual, almost imperceptible change in a user’s behavior over time.

Some key questions I posed were:

• If companies profit from changes in user behavior, what ethical issues does that raise? Should they be held responsible for the impact their platforms have on users?
• Is data privacy a human right, or is it something we trade away for the convenience of staying connected online?
• Has social media encouraged narcissism, or is it amplifying tendencies that already exist within our culture?

The responses were insightful and thought-provoking. After reflecting on the question, “If companies profit from changes in user behavior, what ethical issues does that raise?” one group argued that while social media offers unprecedented connectivity, it extracts a price we often don’t recognize our behavior itself becomes a commodity. They suggested that ethical concerns around manipulation and independence surface when companies manipulate user behavior to maximize profit.

Another group discussed the question, “Is data privacy a human right, or is it something we trade for convenience?” They argued that most people unknowingly trade their privacy without fully understanding what they’re giving up, raising important concerns about informed consent in the digital world.

One student reflected on how “Has social media encouraged narcissism, or is it amplifying tendencies that already exist?” applies to our everyday interactions. They shared that how we engage online doesn’t happen by accident, and social media platforms are designed to fuel self-promotion and competition for attention. Algorithms push us in certain directions, often without our conscious awareness, and amplify behaviors like seeking validation through likes or comments.

The Lessons I’ve Learned

Reflecting on the class and the discussions that unfolded, I walked away with a few lessons I want to share with you:

1. Bring industry professionals to work with students as often as possible.

One of the most rewarding elements of this course has been bringing in professionals who are active in the social media space. Rather than speaking at students, these guests spoke with them, offering real-world insights and challenging assumptions.

When students interact with those already working in the industry, they begin to see the practical applications of what they’re learning in real time. It allows them to bridge the gap between theory and practice, providing an opportunity to engage with professionals while still in a safe, learning-focused environment.

2. Encourage ethical thinking and responsibility.

In a world driven by algorithms and profits, we have an obligation to teach students to think ethically. As marketers, influencers, or business leaders, they will hold real power in shaping public opinion and behaviors. But with that power comes responsibility.

We should challenge students to consider the broader implications of their actions or, in some cases, their inaction in deciding what kind of culture they want to build. How will they balance profit with people’s well-being?

3. Create space for innovative, outside-the-box learning.

If social media has taught us one thing, it’s that creativity is the variable. Platforms reward those who push boundaries and think outside traditional models. As educators, we need to promote that same creativity in the classroom. Rather than sticking to rigid curricula, consider creating assignments or projects that allow students to explore real-world issues in new and creative ways.

Encourage them to question the status quo and devise solutions that might seem unconventional but move the conversation forward.

After watching the Social Dilemma and reflecting on the discussions in class, it became clear that power, influence, and attention are not neutral forces. They can build movements, create connections, and inspire change. But they can also manipulate, divide, and distract. In the hands of future leaders like my students, these forces will shape our world. This class lecture was not to discourage my students from using social media but to look at social media through a prism rather than a one-dimensional lens.

The question remains: How can we, as educators, make sure that our students are prepared to succeed in this environment and in a world that doesn’t yet exist while leading it ethically and creatively?

Social media is free, but what does it cost us?

Yes, I know it’s a huge question, and I don’t fully have the answer yet, but I think it’s a question worth asking more often.

Thanks for your time today.

Talk to you soon.

Much Love,

Dr. Jae

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