This story was originally published in the Winter 2023 issue of strategy.

By Sheri Metcalfe

I came across a video recently about the Golden Records sent into space by NASA via the twin Voyager spacecraft in 1977. These time capsules were crafted with 116 images and, if found by intelligent alien beings, would provide an introduction to life on Earth. Carl Sagan, a major contributor said, “Perhaps [the aliens] would recognize the tentativeness of our society, the mismatch between our technology and our wisdom.”

In media landscape presentations, I would remind clients of a similar thought, which is that technology grows at an exponential rate; much faster than our ability to anticipate its potential impact, of good or of harm. Social media is a contemporary example of this paradoxical dynamic.

So, the question becomes: What do we do about it, once we’re faced with such a mismatch?

Some of the good

Though it’s only existed a mere 15 years, it is hard to underestimate the meteoric rise of social media. It has brought communities together, united hobbyists and brave activists alike, while giving rise to critical issues such as #MeToo, #BlackLivesMatter and #EveryChildMatters.

New as of 2021, the Global Alliance for Responsible Media (GARM) report was born. Created by the World Federation of Advertisers and contributed to by all major platforms to eradicate harmful content, GARM is an encouraging proof-point that the platforms aim to build safer online environments. It includes a list of 13 banned topics such as child exploitation, voter fraud, vaccine misinformation, violent rhetoric and extremism.

Further, there is no question that education is of critical importance. Federal Public Safety Minister Marco Mendicino spoke at the G7 summit recently, saying disinformation is “one of the most pervasive threats to all our democracies right now.” Canada will host G7 members next year to, according to The Globe & Mail, “build up digital literacy to equip citizens with the skills to understand what is fact and what is not fact.” Government-led efforts here will help users understand that accessing news on social media, without paying close attention to the legitimacy of source, is not good practice.

Some of the bad

The harmful side of social media has percolated to the surface in recent times. Misinformation, disinformation, bad actors and bots, as well as the platforms’ algorithms have created echo chambers that result in real-world harm.

Twitter: Welcome to Elon Musk’s idea of “Citizen Journalism.” Musk’s takeover feels to me like some sort of bizarre kid’s birthday party: one part Squid Game, one part Lord of The Flies. Musk has re-instated banned accounts, like those of Donald Trump, Jordan Peterson and Kanye West. Fake tweets posted by parody accounts resulted in billions of dollars of market fluctuation for Eli Lily and Lockheed Martin. And then there is his fumbled attempt to create revenue via the blue checkmark. He’s also axed thousands of employees and given an ultimatum to those remaining to work hardcore or take a package.

TikTok: A 60 Minutes report of the difference between the platform in China versus North America was fascinating. Whereas anything goes in North America, in China, the content is mostly educational and access is limited. It has created a gap in users: Chinese youth want to become astronauts and American youth want to become influencers. Also, what is being done with user data? Some U.S. senators are even suggesting that TikTok be banned.

Facebook: The Cambridge Analytica scandal showed that FB allowed access to data without user permission. It pushed controversial content and disinformation, which ultimately gave rise to self-perpetuating echo chambers that pushed rabid conspiracy theories and a tsunami of false information. Frances Haugen, the so-called whistle-blower, summed it up by saying the platform prioritized “profit over safety.” As reported in the GARM report, FB blocks 99% of harmful content, but the platform is so large that even the 1% leakage is significant.

In his book, Reset: Reclaiming the Internet for Civil Society, Dr. Ronald Deibert from the University of Toronto’s Citizen Lab summarizes social media this way: “A vehicle designed to capture and retain people’s attention while serving up a socially useful and entertaining platform has turned out to be a cesspool in which authoritarian practices prosper unhindered.”

During the past quarter, platforms have reduced staff, even in Canada. Will that lead to even less moderation, less oversight and less balance? Either way, it’s a concerning sign. (And you also have to question the manner in which these people were let go – “awful” and “unprofessional” are understatements.)

You’ve got the power

What can advertisers do? In the past, marketers have played a pivotal role in shaping society. In South Africa during Apartheid, it was brands and marketers who led the protest via boycott. This was the spark, one could say, that caused that regime to fall.

Advertisers play a defining role in any platform’s success and/or survival. They are not utilities as some have suggested, but rather, advertising-funded vehicles. How much bad behaviour are brands willing to accept?

Here’s where my experience comes in. After a wonderful 34-year career in advertising, I expedited my resignation from a leadership role at Jungle Media in late 2020, a company and team that I have nothing by admiration and respect for, in no small part due to the societal harm caused by these platforms. I had had enough.

In no way am I suggesting a mass resignation, but I urge marketers to think about how they can influence and improve social media. I am encouraged to see paused Twitter advertising currently and, in the past, Facebook boycotted due to COVID misinformation. I suggest even more radical moves, like pulling out entirely until the social media platforms can ensure safety.

Brands might be shaking in their boots at the notion of not being able to rely on social media. But fear not. Fortunately, there are a myriad of options. In addition to .ca media websites, there are other kinder social media and streaming platforms. Given the advantages of real-time KPI output that the digital ecosystem offers, even “traditional” media is tackling the issue to provide such data. In fact, delivering consumer safety via media investment should be a brand imperative.

It’s time we align around a universally accepted notion of free speech. Is this even solvable? It would be a challenge, but there are guardrails around what is not acceptable, and the GARM report is proof that the industry and platforms can agree amongst themselves.

If a mismatch between technology and wisdom is inevitable, then we need to find a way to pump the brakes before damage is done. At the very least, we should be able to agree on an approach. It is crucial – this is not going to be the last time the marketing industry is faced with this sort of challenge.

Sheri Metcalfe co-founded Jungle Media in 2010 as part of Vision7 (now Plus Company). During her media career, Metcalfe led an award-winning team of media practitioners for blue chip clients such as IKEA, Nordstrom, Nike, The Coca-Cola Company and General Mills, to name a few. Metcalfe was an active member of the advertising industry, serving on and chairing boards such as PMB, COMB and the CMDC.