May 13, 2023
Manmohan Singh
Gone are the days when we had to wait for the newspaper to be delivered to our homes to know the latest happenings around us. If the advent of multiple news channels changed the way news was consumed, social media took it to an all-new level, changing the paradigms of communication altogether. In its true essence, social media made it possible for conversations to happen in real time, with a far-reaching impact.
When you think about it, social media gives everyone the liberty to express their opinions and communicate their ideas across multiple channels. It not only allows individuals to create their distinct identities but also helps businesses build and promote their brands.
How Social Media Redefined Communication
What started with MySpace and Orkut close to 15 years ago is now a landscape housing with more than 15 social media platforms — Facebook, Twitter, LinkedIn, Instagram, and Pinterest among the most popular. But with the internet flooding our homes and staying with us on the move through handheld devices, day in and day out, not even the sky is the limit to the number of social media outlets in the world.
The Upside
Social media has made it a lot easier for people to not just connect with others but also make a difference to society. In the recent past, activism has found a new friend in the form of social media. It has made people realise their thoughts and opinions matter and can make a difference. And when like-minded people come together for a cause, an upheaval in the real world is often just around the corner.
The Arab Spring. A classic case of how freedom of expression, channelised through social media, had an overwhelming effect was during the Egyptian revolution, more popularly known as the Arab Spring. An unsuspecting young man, working as a marketing executive for the world's most popular search engine, started a Facebook page to express his opinion about the ill-treatment meted out to the citizens of Egypt. The page soon had 300 people "liking" it, and within three months, that number grew to more than 250,000. Hundreds of other pages on Facebook and accounts on Twitter soon followed, dedicated to the same cause. This online support transcended into offline support; the revolution spilled onto the streets of the nation, and the incumbent government was brought down.
Closer to home. The social media outburst following the gang-rape of Damini, a 23-year-old medical student from Delhi, is another testament to the power of social media. People across the nation came together to express their anger against the system and voice their support for Nirbhaya. This soon translated into citizens taking to the streets demanding speedy justice, and the impact was visible as the government and lawmakers were compelled to ensure a fast-tracked decision. A colleague drew a parallel with the Jessica Lal murder case, believing that had such social media outlets existed earlier; that case too might have culminated in a verdict much sooner.
Beyond individuals. The beauty of social media is that its power isn't restricted to individuals alone. Companies across the world have realised the potential of adding social media to the marketing mix of every business aspect. Because it's a free medium, it allows brands to reach a much larger audience, though "free medium" shouldn't be confused with social media marketing being free.
Social media has also helped bridge the communication gap between brand and end users. Because it's a two-way, open channel, it enables users to share their feedback and experience directly with companies, giving a whole new meaning to consumer participation and helping brands get better.
On the Other Hand…
There is a very fine line separating the use and abuse of social media. Topics are often blown out of proportion; conversations pulled out of context, and things spiral out of control. And once something is out in the virtual world, it's very hard to pull back. This tips the scale and begs the question: is social media too free?
A few days before this article was originally written, the social media world in India was abuzz with condolences on the death of Sunanda Tharoor, wife of politician Shashi Tharoor. Among the many headlines that caught public attention, a few, such as "Death by Twitter", still linger. Social media was being blamed for having played the role of villain in this episode. A day prior to her death, a series of tweets regarding her marital life attracted comments both from social networking enthusiasts and the media at large, some bordering on social media bullying.
(Editorial flag: this section references an unresolved legal matter involving a real, named public figure — recommend legal/editorial review before republishing. See note above.)
Privacy erosion. There have been several other instances where personal photographs and videos of individuals have been circulated on Facebook, Twitter, and YouTube — content that was personal and private, shared with the deliberate intent to defame. These instances raise real questions about whether the lines of privacy are blurring with the explosion of social media. Every public figure is now subject to public scrutiny, round the clock, around the world. And in the absence of moral censorship, the very medium hailed as an asset can just as easily turn into an enemy.
Provocative content and real-world harm. There have also been instances where objectionable and provocative content shared on social media channels has resulted in communal violence. It raises the question: while these technologies were built to enhance our lives, have we forgotten to address their drawbacks in the process?
Corporate sabotage. Brands and businesses have had instances of public shame when their social media channels were mismanaged. But more worrying than mismanagement are cases where brands are exposed to deliberate corporate sabotage: competitors posing as anonymous users, or fake profiles hijacking social media campaigns and posts. There's a clear and present danger of brands being maligned by fake feedback that can be misleading and damaging in nature.
Disgruntled employees. It doesn't stop there. There have also been incidents of disgruntled employees resorting to unwelcome comments on company pages to get back at employers. Although cyber laws exist to protect companies against unwarranted outbursts, once damage is done online, it's almost irreversible and can significantly impact a brand.
A Double-Edged Sword
To sum up: social media is not just about technology, and it's not just an innovative communication medium either. It is what it is because the users make it social.
To quote a cliché, it's a double-edged sword. A boon when used right, and a bane when misused with the wrong intentions. Used well, it can serve as a watchdog for society and help uphold values. But left uncontrolled, it will only create more problems and unpleasant experiences for both individuals and brands.
It's therefore important to educate and promote the right usage of social media. That requires conscious self-censorship by individuals, but also stringent and effective laws to keep troublemakers at bay. Freedom of expression is upheld by every social media channel, but it's our duty and obligation as individuals to ensure its rightful use, and to understand where the line needs to be drawn.