COLUMN: Has social media passed its peak?

Saul Klein at the University of Victoria writes about erosion of trust at Facebook and Twitter

Social media share prices took a beating at the end of last week, with Facebook investors losing US$120 billion of share value and Twitter ones losing US$5 billion. Both of these companies lost 20 per cent of their value in a day, along with Snapchat, which lost five per cent.

Are investors waking up to what consumers already know, that social media has passed its peak?

Facebook and Twitter have grown rapidly on the promise of greater connectivity. Along with the benefits, however, the dark side of these new technologies has come to the surface and consumer trust is eroding fast.

The annual Gustavson Brand Trust Index shows how social media brands are perceived by consumers. Of 299 brands surveyed in Canada in 2018, Twitter ranked #296, Facebook ranked # 295, and Snapchat was #294. These are also among the brands that Canadians are least likely to recommend.

If we recognize that people don’t want to do business with brands they don’t trust, the over-inflated growth projections of social media brands was clearly an illusion.

Now that it is becoming clear that the emperor has no clothes, we should expect continuing turbulence in the social media space. Continuing large increases in subscriber growth are unlikely to materialize unless the companies do something about the way they are perceived.

READ MORE: Facebook faces day of reckoning on Wall Street

What was once seen as the advent of a new era of free and open communications has turned into a nightmare of manipulation, loss of privacy and hate-speech.

Rather than new media creating strong alternatives to traditional channels, allowing a greater diversity of views with governments and other powerful stakeholders having less control over access to information, the opposite has happened. Authoritarian regimes are now more able to control content and manipulate readers and viewers.

Without legitimate gatekeepers, truth has evaporated and it is becoming increasingly difficult for consumers to distinguish fake news from any other kind.

What was once seen as a benign tool for people to stay in contact with one another, to build communities around common interests and share experiences, has become a vehicle for unscrupulous agents to use personal information to target and shape opinion. The loss of privacy has led to intervention in our democratic processes and sharp increases in identity theft and online scams.

What was once seen as a boon to free speech has created a platform for vitriol and online bullying.

Where we previously saw self-restraint on the expression of abhorrent opinions, reinforced by social norms, we now see impulsive and imprudent commentary and reaction.

Where we wanted greater diversity of opinion, we now have greater containment of views and are increasingly exposed only to those who share the same opinions as we do, reinforcing the fractionalization of our societies.

Is it any wonder that we have lost trust in social media?

In many cases, the social media brands themselves have aided and abetted the dark side. They have been slow to protect our private information, happy to sell our data to the highest bidder, and tried to avoid taking responsibility for online abuse and the spread of hate-speech.

READ MORE: Bad week in social media gets worse; Twitter hammered on Wall Street

As many other companies have come to appreciate, the route to long-term success is based on serving the needs of one’s consumers, not on manipulating and exploiting them for short-term results.

That requires building trusted relationships and behaving responsibly. Until and unless the social media brands appreciate this reality, their value is likely to continue to slide.

Saul Klein is the dean of the Gustavson School of Business at the University of Victoria

Just Posted

William (Bill) Harris of Ponoka County reported missing

Rimbey RCMP seek public assistance in locating missing male

Rimbey Business Awards Banquet Oct. 18

Rimbey & District Chamber of Commerce present annual awards

Ponoka County fire crews handle second baler fire in 12 hours

Fire crews handled a baler fire just west of Gull Lake

WCPS uses cannabis legislation to fully review drug, alcohol and tobacco policies

Cannabis is not permitted in schools; WCPS focused on providing education and support

Puff, puff, pass: Cannabis is officially legal across Canada

Alberta readies itself for cannabis sales with 17 stores (for now) and a new provincial website

Canada Post strikes leaves small shops in the lurch as holidays approach: CFIB

Rotating strikes began in Victoria, Edmonton, Halifax and Windsor

CFL playoff picture still muddled heading into weekend action

League revealed last week no fewer than 64 potential playoff permutations

New monitoring of vessel noise impact on endangered whales announced

Federal government to monitor underwater ship and mammal noise in B.C.’s Salish Sea

Three men charged in Alberta man’s murder will go straight to trial

The three men are charged with first degree murder in the death a 20-year-old from Alberta.

Liberals write off $6.3 billion in loans as part of money never to be collected

That includes student loans and a $2.6 billion write off that came through Export Development Canada

Trudeau, McKenna to announce compensation for federal carbon plan

Provinces that don’t have a carbon price of at least $20 per tonne of emissions will have Ottawa’s plan forced on them

Harry and Meghan travel in different style on Australia tour

Prince Harry and his wife Meghan are on day seven of their 16-day tour of Australia and the South Pacific.

AP Exclusive: Stephen Hawking’s wheelchair, thesis for sale

The online auction features 22 items from Hawking, including his doctoral thesis on the origins of the universe, with the sale scheduled for 31 October and 8 November.

Most Read