SOCIAL MEDIA, HANDLE WITH CARE

The first bound yearbook appeared at Yale in 1806. Following that, school yearbooks became commonplace, collections of pictures and stories, a way to remember schools and classmates.

Facebook brought the yearbook into the 21st century. With the internet, it allowed users to share pictures and stories easily. It was the beginning of social media and a great way to stay connected. Other platforms followed.

Before long, the world recognized the potential of social media. Facebook and the other platforms began to monetize themselves. Advertising appeared. Political parties and foreign states posted information and misinformation, their identities often hidden behind fake names and bots. Influencers and celebrities with many thousands of followers promoted products and opinions. Political pollsters pored over posts, searching for opportunities. Porn, hate and cyber bullying became issues. Some users, especially teens, became addicted to watching videos.

What made all this so concerning was the speed and reach of social media. The way in which stories could “go viral”. Mark Zucherberg famously said, “move fast and break things”. Social media was far ahead of any move to control it.

Voices rose, alarmed by the dangers of social media. At first, platform owners refused to take responsibility for their users’ posts. But eventually, social pressure and laws forced them to regulate their platforms.

Social media can still be used like the original yearbook, loved by those who enjoy keeping in touch. The problems of advertising, misinformation, misuse and addiction remain. Like many new technologies, social media can be a force for both good and bad.