Does Social Media Actually Keep us Connected?

We all sign up for social media for different reasons, but very commonly, in an attempt to bring us closer to others or to connect with people. While it may do this, recent talk amongst marketers has brought a darker side to social media into the light.

With recent political polarization, people have scrambled to figure out who to blame. What could have possibly caused the recent riot at the capital? Politicians? The pandemic? Social Media? Maybe a mix?

If you have kept up with Facebook's algorithms, you may have found that they generate content that is likely to interest you. For example, if I like an image about healthy eating, Facebook is likely to present me with similar posts that also endorse a healthy lifestyle. If I like a post about conspiracy theories, they are more likely to provide me with convincing arguments as to why conspiracy theories are true.

The same idea holds true for newsworthy events. If I like posts from a news source that is slightly democratic, the algorithm will provide me with similar posts. While I might like the content, it will simply confirm my previous beliefs and biases rather than challenge them. I will never see the other side to the issue. While the social media platforms may connect people virtually, marketers should also consider how this confirmation of biases could be aiding in political polarization. In other words - marketers should consider not only how social media platforms can bring us together, but also how they can tear us apart. In a world where there are so many different people with so many different experiences, it is important to listen and understand each other in order to connect.

An article posted by Social Media Today noted that Facebook recognized consumers' distaste for so much political content on their news feed. Moving forward Mark Zuckerberg plans to pilot test a reduction of political news in Canada, Brazil, and Indonesia. If the pilot test is a success, Facebook plans to roll out the same reduction of political posts in the United States.

Could this reduce political polarization? Although the algorithm will still present favorable posts, it might reduce the number of extremists by "adding less fuel to the fire." Maybe eventually, marketers will find a way to please consumers while also providing an evenly distributed news feed.

If consumers are exposed to more than one side of the story, is it likely that we can find more compassion for the other side? As a marketer, these are serious issues that we should all consider. If we have a chance to make the world a better place, shouldn't we take it?

Source: https://www.socialmediatoday.com/news/facebook-announces-that-it-will-reduce-political-content-in-news-feeds-as-p/594878/