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Facebook gained the headlines with the global press after internal documents had been published showing the company’s bad practices that could result in mental health problems and even put democracies at risk. But the discussion about how social media platforms can increase harm, hate speech, fake news, and silence minorities only grew in the last quarter when the controversial owner of Tesla, the billionaire Elon Musk, bought Twitter. All this at almost the same time that LinkedIn blocked inclusive job posts. There are a total of 5 billion people connected to the internet. With this number, we might think the digital world is a place where everyone is welcome (if you have a connection and a device… you’re in!). At least it’s a place where anyone can find a community. For brands and creators, it means a sea of possible clients they can interact with.
As in real life, we face misinformation and discrimination in the digital world. The difference is that this type of content can spread millions of times faster, and what might look like a harmless action (after all, “it’s just a post”) can lead to massive damage to an individual’s life. So, who’s to blame? The social platforms themselves? Governments and the lack of digital laws? Users? What is the responsibility of each of these related fronts, and more importantly, how can we, as marketers and members of society, contribute to building a better social media environment? Let’s discuss it.