Social Media’s Power Over Public Opinion

Based on participants and usage, social media is our world’s most powerful form of mass communication. With its ability to connect billions of people at the tap of a screen, it is both transformational and potentially detrimental. With the never-ending expansion of social media, absolutely anyone can amass a following, share an opinion and have millions of people listen. 

An average person consumes 143 to 151 minutes of social media a day. With this much time spent on the Internet, we experience an overload of information daily. From the latest trends and health advice to public controversies and societal norms, we are inundated with information telling us what to think. It’s almost as if, because we have too much to think about, we do not know what to think. Eventually, it just becomes easier to agree with the majority. The majority often agrees with what their idols think, or what the established common belief is. As a result, a natural bias begins to form. We stray away from our own beliefs and choose to side with what others believe is correct. 

This constant stream of media also makes misinformation alarmingly prevalent. Influencers with significant power over their followers can inadvertently—or intentionally—spread falsehoods. Fake headlines and clickbait spread faster than actual news because of its sensational quality. This makes it ten times easier to fall victim to fake news. To counteract this, it is essential to prioritize fact-checking and media literacy. Simple practices like verifying sources or using fact checking tools can help us navigate the inundation of misinformation we receive daily.

One of the most effective business strategies today is to maintain social media. Nearly everyone has access to social media, so it is the easiest way to reach a widespread amount of consumers. Businesses should remain truthful and transparent on social media for ethical reasons. Truthful and transparency is generally a  good business strategy. These qualities instill trust to others. 

Consumers appreciate authenticity. Businesses that promote misleading content risk damaging their reputation and credibility. When businesses contribute to the stream of misinformation, it diminishes consumer confidence in an industry. So, this not only affects the business that is committing false advertising, but it also affects ethical brands trying to connect with their audience. To shape public opinion positively, businesses must embrace integrity. Audiences thrive on authenticity, and in return that business will flourish. 

Social media remains the easiest and most effective way to reach an audience, but it requires vigilance from both creator and consumer. As users, we have a responsibility to evaluate the information we encounter, identify falsehoods, and seek the truth. By staying informed and discerning, we can develop healthier ways to navigate the ever-present influence of social media in our lives.

Madison Ramon

Isabela Fratus is a senior honors student, majoring in public relations.