Recovering From The Weaponization of Social Media

Earlier this yr Jon Henshaw gushed over federated social. I didn’t fairly get it however I managed to create a Mastodon account, which I summarily deserted till Elon Musk bought Twitter.

The acquisition pushed me to determine Mastodon (not as arduous as you may assume) and led me to appreciate what I’d been lacking and simply how corrosive present social networks had turn out to be. I’ve concluded that right this moment’s social media is a nasty batch of Soma produced from Soylent Inexperienced.

Social Media

I’d often begin out with a definition to assist floor the dialogue. However there isn’t a canonical definition of social media from what I can inform.

There’s this definition of social media from

web sites and different on-line technique of communication which might be utilized by massive teams of individuals to share info and to develop social {and professional} contacts

Then there’s Wikipedia’s definition.

interactive media applied sciences that facilitate the creation and sharing of knowledge, concepts, pursuits, and different types of expression by way of digital communities and networks.

Thoughts you, they’re not that dissimilar. However the first doesn’t embody creation of content material and the second doesn’t point out the event of contacts. Ultimately, I discover Wikipedia’s definition to be extra descriptive of right this moment’s social media setting.

I see increasingly folks creating content material on Twitter and LinkedIn. Twitter incentivizes this by imposing a personality restrict. Yeah, yeah, you may create threads however that’s an outlier. And all the platforms work very arduous to maintain the dialog about any content material on their platform.

Did we simply acquiesce to the thought of digital sharecropping? Can we even take into consideration this anymore? Bueller. Bueller. Bueller.

I additionally don’t see most of those platforms as serving to to develop contacts. They assist develop a following or a fan base. You aren’t creating Hank Green as a contact if you comply with him on Twitter. You’re actually not connecting with him both.

Positive, LinkedIn nonetheless pushes of us to develop contacts. However I can’t be the one one who’s had a dialog go as follows:

Them: I see you’re related to so-and-so, how are you aware them?

Me: Who?

Them: so-and-so

Me: *typing title into LinkedIn search and seeing we’re, certainly, related*

Additionally Me: *I’ve no recollection of this particular person*

Each of those definitions make social media seem to be a utopian change of concepts. The vaunted city sq.! Does this jibe with what you encounter on a regular basis? Or are you as a substitute served up influencer content material with a facet serving to of focused advertisements based mostly in your conduct?

Algorithms and Influencers

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I nonetheless imagine that Dunbar had it right, and that the variety of social relationships one can keep just isn’t that top. Know-how may be capable to prolong the quantity previous 150. However it definitely doesn’t attain 1.4 million.

Follower and following numbers are significant solely to the algorithm, permitting it to grasp who may provoke a response and, thereby, create financial worth. This is the reason we’ve got influencers. As a result of social media isn’t actually about being social anymore. It’s about folks.

Positive they wanted content material to get there however increasingly of those platforms need you to create that content material on the platform – whether or not that’s Twitter, Instagram or TikTok. From there the one strategy to revenue from that system is to amass a big sufficient following.

Algorithms create a aggressive incentive to supply content material so customers can seem in subjects that produce monetizable engagement. It’s rather a lot like going to the on line casino. Most individuals lose. A couple of (influencers) win. However the home (platform) all the time advantages.

This nonetheless wouldn’t be an issue if the content material that produced engagement wasn’t, for lack of a greater phrase, poisonous.


What it's like on Twitter

Let me say up entrance that Twitter was excellent to me after I was constructing my model. However it was a unique time and if I have been to construct a model right this moment I believe I’d lean on LinkedIn extra so than Twitter.

I began to make use of Twitter rather a lot much less three to 4 years in the past. Even in the course of the pandemic my utilization stayed about the identical. A part of this was due to the way in which I used Twitter within the first place. I used it for enterprise as a result of I all the time discovered Twitter to be extra akin to a megaphone. It didn’t actually encourage dialog. However it certain helped to get your model out to extra folks!

So I cultivated a presence that was about sharing the perfect of what I noticed in my business. I’ll not have made plenty of mates throughout that point. I regularly ignored requests to Tweet posts from colleagues. I used to be a content material snob. However I believe that made what I did share that rather more beneficial.

I discovered much less and fewer to share over time. Granted, I had much less time to learn, however what I did learn was, to place it properly, not inspiring. So my Tweets floor right down to a trickle. However that doesn’t imply I wasn’t lurking.

I didn’t lurk in my business. I discover search engine marketing squabbles to be unimaginative and boring. As a substitute I’d look in on the traits, notably throughout these tumultuous instances. Man is that unhealthy to your well being.

I’d see Scott Baio trending and I’d click on to see what the fuss was all about. In fact he’d stated one thing silly. And I’d see few zingers confirming my viewpoint. However then I’d see others defending him and, in right this moment’s parlance, I used to be triggered.

Somebody is unsuitable on the Web

Comic from XKCD

This assertion is basically the raison d’etre of Twitter. They create a suggestions loop of tribalism.

Twitter turned a spot to be performative. What witticism or burn may rack up probably the most Retweets? Twitter turned social for sport.

All social media firms are piggybacking on the human want to attach. Star Trek: Discovery explores this theme endlessly and poorly. (I imply, truthfully, you’d be within the hospital with alcohol poisoning when you drank each time they talked about ‘connection’.) However being on Mastodon, I notice that I forgot how satisfying it’s to forge these new connections.

Fb isn’t any angel both. You’ll be able to clearly go down the identical rabbit gap there than you may on Twitter. However for me Fb is reasonably tame as a result of I take advantage of it largely to maintain up with household, outdated classmates and to see heartwarming The Dodo movies. However once more, that’s solely as a result of I’ve been aggressive in not partaking elsewhere in that ecosystem.

I’ll publish an replace in regards to the present state of issues or touch upon a political thread at times. However I generously block folks. In actual fact, it’s gotten to the purpose the place I don’t have interaction in these posts anymore however merely go and block the folks arguing in them as a substitute.

There are different, extra delicate risks surrounding Fb. I imagine that sustaining these connections from the previous typically maintain us again from transferring ahead. I’m not the identical particular person I used to be in highschool. I’m not the identical particular person I used to be in faculty. Not the identical particular person I used to be even a yr in the past. But Fb encourages us to proceed to work together with the cohort of individuals we knew in these eras.

I’m not saying you may not have lifelong mates that you simply sustain with. I’m an introvert so I doubtless have fewer of them than a few of you. However what number of completely different careers have you ever had? I’ve been in promoting, fundraising and advertising and marketing. Ought to I nonetheless be attempting to interact and sustain with colleagues in every of those careers?

I wonder if Fb has stunted the expansion of individuals by having them constantly wanting backward as a substitute of forging forward.


This is Fine Mastodon

I gained’t go into the main points of federated social and the way Mastodon is structured. As a substitute, I need to discuss what it feels like and what it conjures up. Utilizing Mastodon is like going again to the early days of social.

I used to be a giant fan of FriendFeed, a social platform that the majority of you most likely didn’t use or have even heard of prior to now. It was much like Mastodon in that it had a various set of individuals from all walks of life. And from what I recollect it didn’t actually have an algorithm to current content material. As a substitute it was as much as you to comply with the individuals who would assist deliver great things into your feed.

I preferred FriendFeed a lot that I ventured out to satisfy the group on the Peninsula throughout considered one of their occasions. That was an enormous step for this introvert. I felt super-awkward at that occasion however it was attention-grabbing to satisfy and chat (or witness them chatting) with Paul Buchheit and Bret Taylor.

However right here’s the factor. FriendFeed went the way in which of the Dodo hen and it’s not misplaced on me that Bret Taylor wound up at Fb and, in the end, on Twitter’s board.

The one different social platform that felt related was Google+. As soon as once more, that platform labored based on the standard of these you adopted. I didn’t must comply with everybody within the search engine marketing neighborhood. I simply wanted to comply with those who would share the vital posts they discovered.

What each of these platforms had in frequent, for my part, was that customers have been in command of configuring their very own ‘algorithm’. Who you adopted formed your feed. So following turned much less about being good and doling out a pellet of ego to others than to easily improve your personal feed.

Who you adopted was a really egocentric endeavor. It was about me, and what I noticed due to them.

Configuration and Ego

Configuration can be confusing

Two issues spring from this completely different dynamic. First is that including configuration to any platform goes to make it tougher. I’ll name it like I see it, Mastodon is tougher. It’s simpler to let an algorithm study what you want and return related content material based mostly in your specific and implicit tastes.

The second is that with out an algorithm surfacing content material, the variety of folks you comply with will doubtless, and ought to, shrink. Mastodon is extra in regards to the content material folks share reasonably than the individuals who share it.

Currently I’ve seen the concept the ‘customers are the product’ on social media platforms. And that works once they’re all competing to be the chosen one to be featured by the algorithm. However I see nice content material on Mastodon by following a user who has, on the time of writing, 114 followers. It’s meaningless how many individuals comply with them. I comply with them as a result of they put attention-grabbing content material into my feed. In the event that they cease doing so I’ll most likely unfollow them.

Will sufficient folks be keen to configure their feed with out an ego based mostly algorithm fueling competitors? The one platform that comes shut is Reddit. In some ways you may consider subreddits as an analog to a Mastodon server/occasion with the house feed aggregating these cases.

Reddit continues to be working to monetize their ecosystem. Oddly, there’s a cottage business on the market that takes Reddit threads and turns them into articles that may be monetized. It’s annoying for Reddit on the company degree however doubtlessly a strong sign for the neighborhood.

I say this as a result of it implies that the discussions on Reddit are taking place not as a result of it’s going to produce monetizable engagement however regardless of it.

The larger drawback with Mastodon is the shortage of ego. Don’t get me unsuitable, a few of it’s going to all the time exist in a single type or one other. We’re solely human. However it’s a content material first universe with no actual rewards for reputation.

In actual fact, to get geeky, reputation may produce some issues given the way in which Mastodon and federated social works. An individual with a big following may tax smaller servers since each side must retrieve that content material. For that purpose, there’s already an admonishment to not add video.

However I digress. We’ve turn out to be inured to social media that rewards tribal content material from influencers. We have fun after we go a milestone for variety of followers or subscribers. I’m not saying I’m proof against these issues. It feels good to be … validated. However I’m all the time on guard to make certain I don’t produce or share content material to succeed in these metrics.

However it may be tougher for others to let go of these vainness metrics. I’m not saying it’s going to be straightforward. I’m saying it’s going to be price it.


One Thing Leads to Another by The Fixx

For those who can, I believe you’ll discover that Mastodon is extra optimistic, extra numerous and produces extra actual interplay. I gained’t say it’s the perfect place to have a full-blown dialog but. It’d by no means be.

As a substitute it’s like having an attention-grabbing discuss with a stranger you meet on an airplane. You may not communicate however you stroll away feeling optimistic and amazed by the world we dwell in and the way completely different however alike all of us are on the similar time.

As a substitute of being power fed content material about Kanye, Kate Middleton or Kyrsten Sinema I discover details about CRISPR advances, a captivating story in regards to the Battle of Halfway and a tremendous portray of an octopus on the underside of a resort desk.

These items make me blissful and in addition assist me make disparate connections with different issues in my life and work. Serendipity is a characteristic and never a bug.


Social Media doesn’t need to be dictated by algorithms that reward influencers who produce divisive and monetizable content material. However options like Mastodon which might be extra in regards to the content material folks share than the individuals who share it’s going to require extra work by customers each technically and personally.

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