Are We Closing the Door on the Open Social Media Structure?
Recent observations indicate that social media trends are shifting from an open structure to a preference for the privacy of closed formats. The movement can be seen in the growing popularity of Facebook groups (Zuckerberg himself encouraging the current) and messaging apps such as WhatsApp and SnapChat. People are finding comfort in connecting directly with like-minded individuals and sparing themselves the ugly confrontations that can arise in public forums. As technology reporter Taylor Lorenz recently stated, “Tweeting out your opinions only to be shouted down by Nazis has caused many users to abandon posting on open social networks…” But how will this shift affect communications, the function of social media and the responsibility of those that manage the platforms? Let’s explore the good, the bad and the ugly and consider some tips for navigating our changing horizons.
The Good
A closed system has many beneficial functions such as allowing people to find groups of like-minded individuals, maintaining a direct connection to friends or family and limiting the amount of extraneous stimulus. For example, no one’s about to call me a fantasy nerd within the mermaid appreciation Facebook group I follow. The closed forum format offers a relatively safe space to see aquatic creations, share media or simply get caught up on the gossip.
Private messaging apps and chatbots can also help connect businesses directly to their publics, with mutually beneficial results. Todd Clarke at Hootsuite shows us 8 ways that companies can get creative at connecting from customizable feeds to personal shoppers. When social media users are making deliberate decisions on who to follow, businesses have a leg up on establishing a meaningful relationship with a potential customer.
The Bad
Some worry that the rise of closed social media may come with problematic ramifications. They speculate that privatization could hinder the circulation of information and create polarizing cliques in an already divisive climate. One study out of Nature Journal indicates that closed forums could lead to “hate-highways” with hurtful rhetoric carving online paths around the world bolstered by the support they find in-group.
Additionally, a closed format isn’t a panacea for unfortunate social media encounters. Recently, in the aforementioned mermaid group, a woman posted what she thought was a piece of uplifting body-positive content. Unfortunately, half the audience didn’t agree and the conversation turned so vile that many people ended up leaving the group. If the climate can sour in a well-meaning feed about fanciful fish, no party can be considered safe from controversy.
The Ugly
While it is highly unlikely that my mermaid forum will turn militant, other groups, such as religious extremists or white supremacists, are using closed platforms to rally. A very real threat of private groups is that they can be used as an opportunity to recruit and manipulate violent fundamentalists. One article in Wired demonstrates how ISIS is using the cover of messaging apps to lure unsuspecting users.
Social media can also be used to perfidiously influence political and social conversations through the use of propaganda and “fake news.” With many social media users lacking digital literacy stopping the spread of harmful misinformation becomes critical. Take for example an article by Mashable’s Rachel Kraus discussing how India is taking necessary measures to curb fake WhatsApp accounts before election season. In recent years both Reddit and Facebook have also reported rolling out new measures to curtail hate groups and phony accounts.
Admittedly, social media is rather unpredictable, but if the trend persists closed structures will be the way of the future. Mastering best tactics to negotiate these changes will be ongoing, but in the meantime here are three tips to building a purposeful and safe digital world:
- Continuously demand accountability and transparency from platform hosts and managers. Social media should not be allowed to become a breeding ground for corruption or violence.
- Encourage digital literacy and stay informed. As our communication habits and tools change, so should access to education surrounding best practices. It is in everyone’s interest to learn how to protect oneself from online fraud and manipulation.
- Play nice with others and practice thoughtfulness. Hold your online interactions to the same standards of face-to-face conduct. Don’t engage with trolls, lest you become one yourself.
