Is Social Media the Manipulation of Human Behaviour for Profit?
John-Paul Drake
Director of Drakes Supermarkets. LinkedIn Top Voice. Red Bull Commercial Athlete ?? Retail World Cover Boy.
It’s amazing to think that Facebook, Instagram, LinkedIn - this very platform that you are reading this on - gives us the illusion that we are more connected than ever before.
Lies.
What are we really connected to? A virtual world where we only see people living their best lives? Filters on photos that give us unrealistic expectations of what “beauty” should be? How real is the content you see on social media?
How much do you let it influence the way you think and feel about yourself?
Here’s the harsh reality: It’s probably more than you think. Behind the innocuous “communications” device that is your phone is a highly sophisticated network of Artificial Intelligence - algorithms that decide what you want to see next based on what you have looked at in the past. Platforms like Facebook, Instagram, YouTube, LinkedIn - even Netflix - all have a team of thousands working on your addiction to their platform. A like here, a notification there, the infinite scroll; even down to the pull-down refresh that’s like playing the slots. Forget the colourful screens and music of the pokies - your own phone is more addictive now than ever before. Their only goal is to keep you staring at your screen for as long as possible because the longer you’re on your device, the more advertising content you will see. And the more money THEY make.
I can’t even begin to tell you how many times I have fallen down the TikTok rabbit hole, only to resurface 4 hours later having watched what the platform has fed me. Or how good it feels when I start to rack up views on something I’ve uploaded. Why do I care so much about getting approval from the thousands of strangers watching my 15 second video? What real connection have they offered me?
Here’s a staggering statistic: since Facebook surged in popularity in 2009, the suicide rate in American girls between the ages of 10-14 has increased by 151%. All signs point to social media and the way that it is programming our kids to think, and the ease in which they can access the Instagram realities of others. It’s alarming to think what this figure might be when my own girls hit this age range. It breaks my heart to think that they could become a statistic - all because these platforms want to make money by selling - and influencing - our behaviour. It’s the manipulation of human behaviour for profit.
I know what you’re thinking - you don’t PAY to use these services. They’re free. They’re a great way to stay connected with my family and friends. You may not be splashing the cash for these services, but you are paying for them in your behaviour. That's the currency these platforms deal in.
If you’re not paying for the product, you ARE the product. Turn off your notifications. Forget the filters. Be authentic. Be the you that the people around you get to see. Understand that these platforms heavily influence your behaviour. Put your phone down.
Don't be the product.
If you haven’t watched it yet, check out The Social Dilemma, streaming now on Netflix. I’m turning off my notifications now.
Kitchen Hand at Tattersall's Club
4 年John-Paul Drake of course it is. You would never write bad things about where you work on linkedin . Or write things that need improving either. No one would! You write good things. You would never write negative things about yourself on social media. No one does. We all try to write something that shows us in the best light. Which is why I write I am stupid all the time. Because I hate this 'I am perfect' bullshit. This is why I am hard on Trump Supporters on social media and 'all lives matter' because they think its a good thing. Otherwise they would not write it
Risk management & Assurance | GenAI Champion |CIA | PMP | CIMA P1 | BI
4 年But could it be both worlds - like having a social media profile to positively impact communities and profit on it as well?
An experienced hand helping you face-fears and grow in an uncertain world | Strategy Recovery and Marketing Turnaround
4 年It's about getting people to do what you want them to do, whilst leaving them to feel in control of the decision making process.
Principal + Director at Branded Culture | Certified Brand Strategist
4 年The Social Dilemna had most succinct articulation of how social media companies and their algorithms work: “The monetisation of disinformation.”
Managing Director at Garden Goodness Australia & Australian Worm Firm
4 年That's a powerful message JP. I think your analysis is spot on. I've gone down the social media rabbit hole a few times, particularly on YouTube watching videos. Sure, I learned interesting information, but I didn't use my time as I should have. The good is the enemy of the best. That time is better spent with family, working on projects or reading a book. If I need to find out something I'll look it up of my own volition, at the right time. Meanwhile I'm switching off most of my notifications.