In one of the best posts by it, Austrian Airlines has abandoned Elon Musk’s increasingly lawless X (formerly Twitter) by tweeting its final post with the photo of a cabin crew in action: “We took a moment to locate our nearest X-it!” Social media, once hailed as the ultimate digital frontier, now resembles a chaotic battleground. Platforms that promised connection, transparency, and democratised information are grappling with misinformation, toxic content, and growing disillusionment among users.

Austrian Airlines’ X-exit encapsulates the sentiment of a growing number of brands and individuals who are questioning the viability of traditional social media platforms. But how did we get here, and where might we go next?

The transformation of social media into a divisive and often toxic space has been gradual but inevitable. Platforms designed to build global community have evolved into amplifiers of polarisation, rewarding outrage and misinformation over nuanced discourse. A Pew Research study found that 64 per cent of Americans believe social media has a negative impact on society, citing the spread of fake news and cyberbullying as primary concerns. This erosion of trust is exacerbated by the disappearance of shared truths.

Social media has increasingly become the primary source of news for 62 per cent of adults, yet the ecosystem lacks the rigorous editorial standards of traditional journalism. Viral content, regardless of its accuracy, dominates, driving agenda-driven narratives that peddle sensationalism over substance.

Moreover, it is taking a profound toll on mental health. Platforms like Instagram and TikTok encourage relentless social comparisons through curated feeds that amplify perfection. For teenagers, in particular, the consequences have been dire. Jonathan Haidt, in The Anxious Generation, illustrates how smartphones and social media have reshaped the mental well-being of youth, correlating with increased rates of loneliness, anxiety, and even self-harm. The addictive architecture of these platforms ensures prolonged engagement but at a cost.

The transcendence of social media’s role as a tech tool to a battleground for values, governance, and corporate ethics is worrying brands and individuals alike. Elon Musk’s acquisition of Twitter exemplifies how the leadership of a platform can polarise its user base, shaping not just its policies but its perception. Cory Doctorow coined the term “enshittification” to describe the lifecycle of platforms: initially prioritising users, then advertisers, and eventually their own bottom line, frequently to the detriment of both users and advertisers. Most stakeholders are disillusioned as platforms chase profits at the expense of ethical considerations.

Bluesky, a decentralised social media initiative incubated by Twitter co-founder Jack Dorsey, represents a radical departure from the centralised platforms that dominate currently. Bluesky’s model distributes power across the network. Users can retain control of their data, customise their feeds, and even switch between applications without losing their connections or content.

Its open-source nature makes it “billionaire-proof,” ensuring no single entity can dominate the ecosystem. This approach is ideal for innovation, enabling developers to create niche solutions tailored to diverse user needs.

Surge in growth

The decline of Twitter under Musk’s leadership created an opportunity for Bluesky to rise. Prior to the US election campaigning, Bluesky’s user base surged by 500 per cent, with daily growth rates exceeding a million new users. This exodus shows a growing demand for transparency, user control, and ethical practices.

Safety and privacy are also central to many users today, which is largely missing in X, which has controversially removed key safety features. Bluesky offers robust anti-toxicity tools, such as detaching posts from quote tweets to mitigate harassment

Bluesky’s rejection of advertising as a revenue model is one of its boldest departures from traditional platforms. However, the lack of advertising raises questions about sustainability. To remain viable, it may need to explore alternative revenue streams, such as subscriptions or strategic partnerships, while maintaining its commitment to user-centric principles.

Despite its promising start, Bluesky faces significant hurdles. Scaling a decentralised platform while maintaining its core values of openness and user empowerment is no small feat. Early adopters, while passionate, are not representative of the broader user base, and as the platform grows, balancing inclusivity with safety will be critical. Further, the complexity of decentralised protocols could alienate less tech-savvy users accustomed to the simplicity of centralised platforms. Bridging this gap will require intuitive design and seamless on-boarding processes.

Bluesky’s rise reflects a broader shift in the digital zeitgeist. Users are no longer content to be passive participants in systems that exploit their data and put profit over well-being. As Austrian Airlines’ witty farewell to X suggests, the tides are shifting. The era of monolithic social media giants is giving way to a fragmented ecosystem of innovative alternatives.

The social media revolution is far from over. This time, it’s the users — armed with choice and agency — who are shaping the future.

Rita is professor at Columbia Business School and founder of Valize, and Muneer is Co-Founder of the non-profit Medici Institute for Innovation

The transcendence of social media’s role as a tech tool to a battleground for values, governance, and corporate ethics is worrying brands and individuals alike

Published on December 19, 2024