Social media platforms are rightly being criticised in the wake of the Christchurch tragedy. The good elements of social media are great. The bad are horrific. Being social is an essential part of being human. Collective social effort is what kept us alive when we emerged from caves. Together we protected ourselves from predators and together we hunted and fed more effectively. Soulless corporations are not humans, even if they try to individualise themselves to a Jack or a Zuck or a Tom. (Whatever happened to Tom?)
The social connectivity mega social tech companies enable has industrialised and created a scale that humans are not used to or meant for. Some thinkers reckon we are best in a group of about one hundred. Some more dangerous thinkers would prefer that the hundred would be people we pick and choose or people we are like. I reckon homogeneity is a risk and diversity is a strength. Diverse perspectives and skills strengthen the group, even if it needs a bit more effort to manage. This is true of workteams as it was of our cave groups millennia ago. It’s true of of our social groups now. How are yours?
Please don’t stop critiquing the effort, motivations and performance of Jack and Zuck. It’s woefully inadequate and clearly tremendously damaging, despite the best efforts of their PR damage-control crews. But we are not blameless. Our eyes, clicks, shares and purchases drive their behaviour. When a beloved celebrity is killed in a car crash being chased by paparazzi, the driver and the photographers are very much to blame. But so too is anyone who ever bought a magazine or clicked a link with one of those photos. We may only be individuals but we contribute. Our contribution may be small but collectively and socially they add up. And they have consequences.
Our shares are probably well-intentioned. The photo at the top of this post is a widely shared leadership meme. The basic oft-repeated refrain is that wolfpacks are led by the weakest wolves because they look after them and great teams care about everyone etc. Insert your own glib cliche. It sounds great. Who wouldn’t want that to be true? Who wouldn’t instantly and unthinkingly just click ‘like’ or ‘share’ or ‘retweet’? Who would waste 90 seconds checking it first? It isn’t true. Wolves are wild animals and they are not tree-hugging hippies. It’s made up but it is so on-shared that many people just accept it. Even when confronted with the evidence, the response is often defensive, justifying it on the basis that it’s just a metaphor. The same goes for uncited motivational quotations. Or your friends who constantly fall for those chain posts about FaceBook privacy etc.
I’m guilty of this. I’m trying to be less so. We could all at least try. Then we can focus our criticism on Jack and Zuck with a clearer conscience, and sort out their taxes too.
It’s a small step from inaccurate motivational wolf memes that aren’t true to ‘fake news’ stories and gossip. We shared these in our tribes of 100 and when they turned out to be fake, only a small number of people had their feelings hurt a little bit. Now when we do it by the millions, the consequences can be devastating and severe.
I’m not saying don’t ‘like’ and ‘share’. I am suggesting we all pause and ask a few quick and simple questions. Stop. Think. Act.
Thank you for your time. Please share this post.
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