The Social Media Complaint Department

Welcome to the social media com­plaint department.

Oh, haven’t you heard?

Social media algorithms are divis­ive and make us hate ourselves — and each other.

Oh, and excess­ive screen time is des­troy­ing our youth. It’s all a glob­al Pavlovian exper­i­ment on our online brains.

Don’t for­get that Mark Zuckerberg is a robot.

Meanwhile, they’re all spy­ing on us.

Sure, I get it. I’m not dis­put­ing that some cri­ti­cisms are highly rel­ev­ant. (Except per­haps for that part about The Zuck. It’s not evid­ent that he is a mighty AI over­lord — yet.)

For bet­ter or worse — wel­come to the internet.

When I star­ted my PR career in 2005, I res­isted my intro­ver­ted nature. I pro­claimed my mes­sage from the bar­ri­cades to any­one will­ing to listen: our soci­ety’s digit­al­isa­tion isn’t some­thing the PR industry can ignore.

The days of the hip­pie web are long gone, but there was a time when digit­al-first was not appar­ent to everyone.

As a res­ult, many of my busi­ness acquaint­ances are sur­prised when they hear me dis­cuss social media from a crit­ic­al per­spect­ive. “Wait, Jerry, I thought you loved everything digital?!”

To be clear, I’m not blam­ing any­one but myself for mani­fest­ing this gen­er­al per­cep­tion. I did tell hun­dreds of organ­isa­tions to adapt to digit­al-first. My mes­sage was­n’t gentle; I gave them an ulti­mat­um — adapt or die.

Does this mean that I love everything about social media? Does this mean that I love algorithms and fil­ter bubbles? Does this mean that I love … the Zuck-bot?

I’m still a PR pro­fes­sion­al, goddammit.

My job is to help organ­isa­tions nego­ti­ate vari­ous media chan­nels and to pro­tect them when the media gets things wrong (which still hap­pens all the time, by the way).

Case in point: I think journ­al­ism is essen­tial for demo­cracy, but that does­n’t mean journ­al­ists always get things right. They don’t.

It’s not ration­al to con­vince your­self that journ­al­ists are either saints or sin­ners. Clinging to such simplist­ic dicho­tom­ies is a poor busi­ness mindset.

So, why con­vince your­self that social media must be altru­ist­ic or mali­cious? That, too, is a poor busi­ness mind­set. It’s just your per­son­al bias on the mat­ter get­ting in the way.

Do social media algorithms make you feel bad about your­self? Does most of the con­tent you’re exposed to seem point­less or dumb? Is no one inter­ested in the con­tent you share?

Don’t get mad.
Get smarter.
And skip the drama, please.

I don’t love it when journ­al­ists get things wrong.
I don’t love it when social media gets things wrong.

I’m only advising organ­isa­tions to stop com­plain­ing and deal with whatever is in front of them. I was back then, and I am now.

I’m advoc­at­ing a bal­anced view. Because the inter­net isn’t going anywhere.

I think of Jan Stenbeck (1942 – 2002), the legendary Swedish entre­pren­eur. His busi­ness philo­sophy, as described by bio­graphy author Per Andersson, can be summed up: ¹Jan Stenbeck. (2023, December 26). In Wikipedia. https://​en​.wiki​pe​dia​.org/​w​i​k​i​/​J​a​n​_​S​t​e​n​b​eck ²Per Andersson (journ­al­ist). (2024, January 10). In Wikipedia. https://​sv​.wiki​pe​dia​.org/​w​i​k​i​/​P​e​r​_​A​n​d​e​r​s​s​o​n​_​(​j​o​u​r​n​a​l​ist)

Because guess what? 

The play­ing field is the same for every­one. There are going to be win­ners and losers. Some will fig­ure things out, and some won’t. Information tech­no­logy is a rising tide, and while it’s not a law of nature, it’s a law of mod­ern civilisation.

Contrary to pop­u­lar belief, it’s not evid­ent that Facebook, TikTok, or any social net­work is try­ing to enslave our minds or mould us into pass­ive, mind­less consumers. 

Mostly, they’re just try­ing to show us ads.

Old-school politi­cians struggle to grasp social media. I can still hear the echo of Mark Zuckerberg’s words, “Senator, we run ads.”

So, the prob­lem isn’t that these social net­works are evil. A con­trari­an ana­lys­is would sug­gest that social net­works are highly effi­cient ser­vice pro­viders. The prob­lem is that they’re too good at what they do. 

This is also what I tell friends and fam­ily who feel like “algorithm vic­tims.” And what I tell par­ents who hate their chil­dren’s smart­phones, pads, and gam­ing stations.

Stop com­plain­ing and get busy win­ning instead.

What should you study next?

Spin Academy | Online PR Courses

Spin’s PR School: Free Social Media PR Course

Discover this free Social Media PR Course and mas­ter the art of digit­al pub­lic rela­tions on social net­works and plat­forms. Explore now for valu­able insights!

Social Media Mechanics

• How Social Media Algorithms Rule Our Lives
• The Silent Switch
• Why Subscriber Counts Matter Less
• Why Social Media Algorithms Are Basic
• Dark Social: The Online Interaction We Can’t See

Social Media Psychology

• Social Media Naturals
• The Narcissistic Principle
• The Selfie Generation
• Emotional Maturity and Social Media
• Attention Spans in the Social Media Age

Social Media Management

• Social Media Must Be Managed
• The Follower Contract
• A Community Manager’s Job Description
• No Brand Community for You
• Critical Mass: How Many Social Media Followers Do You Need?

Social Media Issues

• The Social Media Complaint Department
• The List of Social Media Issues
• How Ghost Followers Destroy Your Social Accounts
• Social Media Myths in PR
• Facebook Zero: Your First Fix Was Free

Learn more: All Free PR Courses

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