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The Technology That Connects Us And Controls Us
October 13, 2020
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Facebook recently issued its disapproval over the trending Netflix documentary, “The Social Dilemma.”
If you haven’t yet streamed the documentary-drama – it looks at what they call “the dangerous human impact of social networking, with tech experts sounding the alarm on the platforms they’ve worked on.”
After watching it – it felt a bit too much agenda ridden. Facts felt stretched. Not to imply it’s all questionable – but there were two areas where it was just wrong:
On ADDICTION:
“The Social Dilemma” suggested the News Feed product teams are incentivized to build features that increase time-spent on social media.
That’s not true.
In 2018 Facebook changed their ranking for News Feed to prioritize meaningful social interactions. The change led to a decrease of 50M hours a day worth of time spent on Facebook. That isn’t the kind of thing you do if you are simply trying to drive people to use your services more.
Algorithms don’t create addiction – lack of discipline does.
If You Are Using Social Media Excessively:
- Protect Exposure
Reduce opportunities for social comparison and anger; start spending more quality time with people and brands that make you feel good. - Turn Off Superficial Notifications
None of us need to know someone "liked" our tweet in real time. Turn off all sound and badge notices that do not bring constructive meaning to our days.
On ALGORITHMS:
It’s not ‘mad.’ It keeps the platform relevant and useful.
Algorithms improve platforms. That includes Netflix, which uses an algorithm to determine who it thinks should watch ‘The Social Dilemma’ film, and then recommends it to them.
This happens with every piece of content. Machine learning improves the platforms to show content more relevant to what you’re interested in.
Portraying algorithms as ‘mad’ may make good fodder for conspiracy documentaries, but the reality is a lot less entertaining.
To help heighten the discoverability of your content – “play to the algorithm”
- Be Useful (personal, don’t stray from your brand)
- Be Engaging (back-and-forth dialogue + shares)
- Make the audience feel like they’re part of your inner circle.
“The Social Dilemma” does a good job discussing data mining and other technology around our lives – but for someone leveraging social media to build on audience and brand development – it’s all about learning how to be efficient and effective with our time.
Keep working on high impact tactics that take the least amount of effort and generate the greater good.
Social is an excellent outlet; incredible moments and connections have been created because of it.
But with anything in life, nothing good comes from extreme use.
Let us know how we can help: lori@lorilewismedia.com.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
Please enjoy MERGE archives here.
- Protect Exposure