Are we witnessing the beginning of the end of social media? Probably not

In the last few weeks, many people around the globe have suffered, once more, the consequences of an industry that has been designed, as many others, for one purpose: vertical revenue generation. We're dealing with a huge industry that won't disappear any time soon. In particular, media companies will survive for as long as we, users, keep agreeing to their terms and conditions.

Although the alleged scope of social media is to narrow the physical boundaries of socialization, it is clear that these companies have their own agenda; an agenda that does not prioritize people and welfare. Disguised as community and networking enablers, social media platforms are but another billion-dollar industry.

The feelings of loneliness and despair among thousands, or even millions, of followers and connections increases proportionally to the technological advancements in these platforms. Algorithm improvements are meant to replace typical human actions; thus optimizing profitability. The so-called 'influencers' have turned the use of social media platforms into their own business, promoting questionable principles and a hollow lifestyle. The result of these practices has already been established by design: revenue generation at a seemingly small cost for social media users, data.

However, social media companies, as all others, need to adapt to the needs and expectations of their customers; if they're unable to impose those needs and expectations through unethical, but effective, means. Ads, newsletters, trends, hashtags, and other methods, allow these companies to stay in control, while producing in their users/customers the sense of power over what they do on social media platforms. It all constitutes the never-ending cycle that sustains this highly successful industry.

While it seems almost impossible to change this reality, we still have a few options:

• For a start, the vertical business model that supports most social media companies could be replaced by a revenue share business model. Some big companies have adopted the latter model; although they often end up recreating the former model for those sitting on top.
• Moreover, social media have become a playground for opportunists with the right tools and funds. Subscriptions, likes, shares, etc., are powerful means to lead users into predetermined behaviors. Ethical moderation and common courtesy might return some power of decision to us, users. We regularly give a thumbs-up to whatever we 'like', but there's usually another option that only seems to be clicked by so-called trolls and haters. Both 'thumbs' can be clicked with honesty.
• Finally, social media networking and content exposure is asymmetrical by design, benefiting a few over the majority. A lot of great content drowns in a sea of shinny-looking advertisement for lack of compliance with parameters that have been intentionally established by a few mighty companies. Optimized/quality content is just a fancy name for content that is deliberately produced to fit certain rules that have nothing to do with what used to be called 'good' content. As any other rule or parameter, these can be modified in the benefit of real quality, instead of profitability.

I am writing this very article considering some of those rules and parameters. Although my sincere intention is to invite you to reflect on what's happening these days in the tech world, the success of this write-up, i.e., its chances of reaching your feed, are independent of my intentions.

Sure, we have agreed to certain terms and conditions, but that does not mean that they are right or that they cannot be improved. Let's build meaningful networks, let's make community.

If the above appealed to you in any way, I invite you to join The Art of Living Freely.

#socialmedia #networking #community #layoffs #tech