Perhaps unsurprisingly, considering the world of disinformation that has been exacerbated because of social media, there are myths galore when it comes to social media companies and social media marketing. I recently chatted about this on Episode 3 of my LIVE Social Studio series (@netanialim), but I figured I’d share it in accessible text form here.
#1 Social media is bad because there are “echo chambers” or “filter bubbles”
So firstly, no one really agrees on a working definition of what an “echo chamber” or a “filter bubble” actually is, and though public discussion often uses these terms interchangeably, there is an important distinction between the two. Both are social structures that contribute to how we operate on our knowledge. But a filter bubble is a structure in which relevant voices have been left out, even accidentally, whereas an echo chamber is a structure in which relevant voices have been actively excluded and discredited. So a bubble means a lack of exposure to information and arguments, and thus not being fully informed, whereas an echo chamber means a systematic distrust of all outside sources. And so echo chambers are much harder to escape, because mere exposure to more evidence can simply reinforce an echo chamber.
But whether or not these echo chambers exist and if so, whether they are the root cause of the problems with social media tools is a different story. In fact, studies show that the influence of social media and echo chambers in undermining democracy are probably overstated, and that people trust search engines to find sources of information. But, fears provoke responses from policymakers, and Google itself uses biased algorithms (this article makes a good point about left-leaning websites and why they often rank higher in algorithms). I also personally think that it’s probably too early to really make a decision on whether social media is undermining democracy or not, though the 2020 US election probably suggests the opposite.
In any case, social media isn’t inherently bad because it’s probably got an echo chamber problem, and people seem to be more aware of the potential for echo chambers on social media and so correct for it. The likely issue is where users are already in echo chambers.
#2 Social media is bad because it’s addictive
Certainly, the capitalist model of social media companies means that every app is vying for your attention (which is not the same as addiction), and studies do show that you get a hit of dopamine when you get a like or a follow, but that doesn’t last long and is certainly not healthy for your self-esteem or your self-worth and does no favours for your mental health either.
At the same time though, using medical illnesses like addiction in describing social media usage habits can be problematic. Diagnosing social media as addictive as drugs is something that has been met with some scepticism. It’s not listed in the latest edition of the DSM-5, the manual that health professionals use to diagnose and classify mental health conditions (the closest is probably internet gaming disorder, and that needs further study for the next edition; an earlier edition listed internet use disorder as also needing further study).
Consider the difficulties in comparing gaming or social media use to substance addictions or behavioural addictions like gambling. Then there’s the wide array of uses of the internet, the inconsistent symptoms with multiple causes (politics and pandemics for starters), and the difficulties in separating symptom from disorder. So the question is whether the internet is inherently addictive or if we can blame the medium through which a disorder presents. There simply isn’t enough research.
#3 The problem with social media is in the algorithms
I’ve debunked this myth before, but it’s worth saying again. Algorithms are maths, so they’re not inherently bad. What’s bad is the unconscious biases that are put into the algorithms, and what results. They have real-life consequences and the only way to actually fix the problem (rather than de-biasing the algorithms) is to have the right people in the room creating the algorithms in the first place.
I also discuss algorithms in my tracking of the US 2020 election to see how they work in practice.
#4 Social media companies are not publishers
Well, that’s what they’d like you to believe. When the internet was first born, US laws, particularly Section 230 of the Communications Decency Act, decided that social media companies are not publishers, but rather simply platforms. Section 230 says that internet platforms (Facebook, Twitter, Youtube, Yelp) that host third-party content are not liable for the content those third parties post. And in the 30 years since this became law, this has been the legal backbone of the internet. Recently, this has evolved into a free speech issue (First Amendment in the US), which is really a false equivalency because there is no free speech right to use social media. You don’t have a HUMAN RIGHT to use social media.
But social media tools aren’t just platforms, and governments are increasingly recognising this in their attempts to force Google and Facebook to pay for news content. Every social media tool is moderating content, whether they own up to it or not, and not only does it have an effect on both employees and volunteers, because of the violent, exploitative content they view and evaluate. But it’s a much bigger problem on live video, where bad actors download video and share it across various platforms. Not only does it incite violence, but it can also be triggering.
#5 Social media is free
NOPE. Not at all. Your use of the platform is only “free” because social media companies make their profits through advertising. But that means their algorithms have objectives that may not really align with your values. In fact, social media companies have to pay shareholders. That money comes from advertising. And that needs eyeballs. Which means algorithms are created and adjusted gain and then retain your attention.
Social media companies are setting up a new economic order, one of surveillance capitalism. They’re betting on human futures, on behavioural predictions, on manipulative psychology. Humans aren’t just the product, we’re the future.
#6 Social Media Managers Just Post A Photo And Type Some Text
Let’s get into myths about social media marketers. Obviously I had to start off with this one, because social media marketers and managers are often the only one on their team, and social media, like it or not, is a 24/7 game that seems like it’s “you just post a photo and type some text, right?”. WRONG. I strategise, I analyse, I upskill. And there are multiple accounts, and my own personal business accounts, and then there’s everyone asking for help, which I don’t at all mind, but it’s also draining, and especially in 2020.
Shouts to Emily in Paris for making it ok to just be on my phone all the time, even though it absolutely is not what a social media manager’s job looks like AT ALL.
#7 You Don’t Need A Plan
LOL if only. I love strategy, but a good social media marketer will tell you that planning is key. You plan every other marketing ad campaign, whether for TV or fashion magazine, why wouldn’t you for social media? You need some goals, you need some audience profiles, and you need some metrics. Successful social media brands use strategy, not tactics, and it’s not about engagement, it’s about the call-to-action—to buy, to click, to sign up, to repost.
You also, by the way, don’t have to create lots of content. Absolutely NOPE. The old adage, quality over quantity, is as good as ever. You don’t have to create lots of content, and in fact you can repeat content, as long as it’s evergreen (ie. continually relevant content). And, you can ask your community to help create content for you, that is, user-generated content. It may sound clinical, but it’s so important in cutting down your workload. Just make sure you have their permission.
#8 You Have To Be On Every Platform
So first up, stop thinking of social media as a platform, it’s a tool, and so it helps you get people to your website or to your shop or whatever it is you want people to do as a result of becoming part of your social media community. It shouldn’t stop at a like or a comment, or you’re not using the full potential of social media, and you’re not using social media strategically. So then, use the social media tools that work for your audience and what you want them to do. Produce a lot of video content? Use TikTok. Share a lot of how-tos? Use Pinterest. Have an audience of stay-at-home mums? Use Facebook Groups.
#9 Metrics Don’t Matter
Hah. I wish. I don’t like numbers, but I do know why they’re important. Again, it goes back to strategy (see a common theme yet?). It’s not just engagement (likes, comments, shares) or follower counts. Measure your social media metrics, like tracking links or pixels for ads, and getting business results, whether it’s growth in your mailing list, purchases or website click-throughs. Then figure out what’s working, what’s not, and what you need to grow even more. And make sure that what you see on your social media brand aligns with your business values and vision.
#10 Social Media Is Just Another Marketing Tactic
The best social media is not just about selling products or services. The best social media is actually storytelling. Telling stories of your brand, products, culture enables your audience to become part of your story. This creates a social media community, where there’s trust and authenticity, and this is how you get long-lasting customers who come back for more, and who tell their friends and family about you. And if that’s not successful business, I don’t know what is.
Got any other myths you want to be debunked? Let me know in the comments below! 👇