Category Archives: News & Content

I’m not a Doctor, But I Play One on Social Media

Step 1. You have a cough
Step 2. You Google It
Step 3. You spend 3 hours learning about a rare condition you have never heard of before today but are now convinced you have.

We all joke about Doctor Google. The health anxiety business is booming, thanks to online diagnostic tools that convince us that we have a rare disease that affects about .002% of the population.

It you end up on WebMD, at least they suggest talking to a doctor. But there’s another source of medical information that offers no such caveats – social media influencers.

As healthcare becomes an increasingly for-profit business there are a new band of influencers who are promoting dubious tests and procedures because there is a financial incentive to do so.  They are also offering their decidedly non-expert opinion on important health practices such as vaccination. Unfortunately, people are listening.

During Covid, we saw how social media fostered antipathy towards vaccinations and public health measures such as wearing face masks. These posts ran counter to the best advice coming from trusted health authorities and created a distrust in science. But that misinformation campaign didn’t stop when the worst of Covid was over. It continues to influence many of us today.

Take the recent measles outbreak in Texas. As of the writing of this, the outbreak has grown to over 250 cases and 2 deaths. Measles cases across the US have already surpassed the number of cases for all of 2024. Vaccination rates for children in the US seem stuck at the 90% range and have been for a while. This is below the 95% vaccination rate required to stop the spread of measles.

One of the reasons is a group of social media influencers who have targeted women and spread the false impression that they’re being “bad moms” if they allow their children to be vaccinated. According to a study by the University of Washington, these posts often include a link to a unproven “natural” or homeopathic remedy sold through an affiliate program or multi-level marketing campaign.

Measles was something the medical community considered eradicated in North America in 2000. But it has resurfaced thanks to misinformation spread through social media. And that’s tragic. The first child to die in the most recent outbreak was the first measles related fatality in 10 years in America. The child was otherwise healthy. It didn’t have to happen.

It’s not just measles. There is an army of social media influencers all hawking dubious tests, treatments and tinctures for profit. None of them have the slightest clue what they’re talking about. They have no medical training. They do – however – know how to market themselves and how to capitalize on a mistrust of the medical system by spreading misinformation for monetary gain.

A recently published study looked at the impact of social media influences dispensing uneducated medical advice. They warned, “alarming evidence suggests widespread dissemination of health-related content by individuals lacking the requisite expertise, often driven by commercial rather than public health interests.”

Another study looked at 1000 posts by influencers to a combined audience of 194 million followers. The posts were promoting medical tests including full-body MRI scans, genetic screening for early detection of cancer, blood tests for testosterone levels, the anti-Mullerian hormone test and a gut microbiome test. 85 percent of the posts touted benefits without mentioning any risks. They also failed to mention the limited usefulness of these tests. Lead study author Brooke Nickel said, “These tests are controversial, as they all lack evidence of net benefit for healthy people and can lead to harms including overdiagnosis and overuse of the medical system. If information about medical tests on social media sounds too good to be true, it probably is.”

Social media misinformation is at epidemic levels. And – in the case of medical information – it can sometimes be a matter of life and death.

Trump, The Media and the Problem of “Pretty Good.”

A number of years back, I was in China for a conference and during a dinner thrown by the hosts for their international presenters, I was lucky enough to find myself sitting next to James Fallows, who was in China on assignment for the Atlantic. His dispatches back eventually became the book Postcards from Tomorrow Square: Reports from China.

It was my first trip to China and I was stunned by the apparent contradiction of the most entrepreneurial society I had ever seen under the rule of a Communist Regime. I asked James how China’s then leader, Hu Jintao, managed to maintain that seemingly impossible balance without widespread insurrection. He said something I’ll always remember: “As long as the Chinese people believe that their lives today are better than they were yesterday, and that they will be even better tomorrow, they will continue to follow their leader.”

That same very simple equation is what populists, some of whom may eventually become dictators, depend on – promising to make life better for their base. If you were Hitler, or Mussolini, or Francisco Franco, that was easy to do. Each of those countries and their economies were fundamentally broken in the 1920’s or 30’s. You didn’t have to be a genius to make things better for the average German, Italian or Spaniard. Just getting trains to run on time was a pretty big step in the right direction.

But that’s not the U.S.A. Things there are (or were) pretty good. Perfect? Not by a long shot. But pretty good.

You disagree? The plain facts are that at no time in history have people ate more, had more, did more or lived longer than right now. And that is doubly true for the U.S., who has about 5% of the world’s population but consumes about 20 to 25% of the world’s resources. Yes, there’s a lot that can be fixed (for instance, there are huge disparities in wealth and consumption), but things are pretty good. Especially in the U.S. of A.

So where does that leave a populist like Trump? Populists say that they – and they alone – can make life better tomorrow for their base. But when things are pretty good already, that’s a hard promise to keep. The U.S. – and the rest of the world – is a complex place that exists thanks to complex systems. The economy, financial markets, diplomacy, healthcare, immigration, education – all of these things are complex. And because of this complexity, the problems that do exist are what are called “wicked” problems – problems that have no quick or simple solution. In fact, they may have no solution at all.

Someone like Trump has no clue about complexity. He will spout inanely ignorant “fixes” and back them up with talking points that have no basis in reality.

Take Trump’s insanely stupid “tariff” solution he imposed just over a week ago. It wasn’t even 24 hours old when he started pulling it back because the U. S. economy started running off the rails. As I said a month ago, imposing a 25% blanket tariff is like doing open heart surgery with a hand grenade

And this is a big problem for Trump. He has no idea how to keep his promise to make life better for people in a complex environment.  It’s not just tariffs. The flurry of executive orders and the chainsaw massacre that is DOGE are similarly stupid solutions to complex issues. They are doomed to fail, which means the U.S. will inevitably slip backwards, rather than leap forward.

Trump will blunder for mistake to mistake, blowing up all the systems that made things “pretty good” in America. He is bulldozing through the complex international relationships that have enabled the U.S. to perch on top of the world order for 100 years. He is blowing up trade agreements and mutual defense pacts. He is pissing off every other country in the world with the exception of one: Russia.

As the Canadian prime minister Justin Trudeau just said – “Make that Make Sense.”

It would be easy to blame Donald Trump. But I won’t. He’s just being Trump, just like a shark is just being a shark. It would also be easy to blame the Republican sycophants that are letting him do this. But again – sharks will be sharks. They have evolved to swim towards blood. No, to truly assign blame, we have to ask “why” a few times.

Why was Trump put in the position where he could do this? He’s there because 77 million Americans voted for him. And why did they vote for him? Because they believed he could make things better tomorrow than they are today. It’s a pretty simple equation.

Let’s ask why one more time.  Why did they believe that Trump could save them? Ah! Now, we’re getting somewhere. The Media – our media – built this belief. They built it because there is no profit in saying things are “pretty good.”  The Media thrives by creating conflict. And so they built the belief that things were fundamentally broken and needed fixing. They created the illusion that there are simple solutions to complex problems. They allowed ignorance to flourish in an absence of reliable and objective reporting. They gave Trump the air he needed to breath.

The media – especially social media – also planted the false notion that we deserve better than “pretty good.” It has fostered the nonsensical equation that all of us should have the same as the richest of us.  We are entitled to it. And if we don’t get it, somebody is to blame. No one stops to think that the equation is mathematically impossible.

That is what we have to fix.

Curation is Our Future. But Can You Trust It?

 You can get information from anywhere. But the meaning of that information can come from only one place: you. Everything we take in from the vast ecosystem of information that surrounds us goes through the same singular lens – one crafted by a lifetime of collected beliefs and experiences.

Finding meaning has always been an essentially human activity. Meaning motivates us – it is our operating system. And the ability to create shared meaning can create or crumble societies. We are seeing the consequences of shared meaning play out right now in real time.

The importance of influencing meaning creates an interesting confluence between technology and human behavior. For much of the past two decades, technology has been focusing on filtering and organizing information. But we are now in an era where technology will start curating our information for us. And that is a very different animal.

What does it mean to “curate” an answer, rather than simply present it to you? Curation is more than just collecting and organizing things. The act of curation is to put that information in a context that provides additional value by providing a possible meaning. This crosses the line that delineates just disseminating information from attempting to influence individuals by providing them a meaningful context for that information. 

Not surprisingly, the roots of curation lie – in part – with religion. It comes from the Latin “curare” – “to take care of”. In medieval times, curates were priests who cared for souls. And they cared for souls by providing a meaning that lay beyond the realms of our corporal lives. If you really think about religion, it is one massive juxtaposition of a pre-packaged meaning on the world as we perceive it.

In the future, as we access our world through technology platforms, we will rely on technology to mediate meaning. For example, searches on Google now include an “AI Overview” at the top of the search results The Google Page explaining what the Overview is says it shows up when “you want to quickly understand information from a range of sources, including information from across the web and Google’s Knowledge Graph.” That is Google – or rather Google’s AI – curating an answer for you.

It could be argued that this is just another step to make search more useful – something I’ve been asking for a decade and a half now. In 2010, I said that “search providers have to replace relevancy with usefulness. Relevancy is a great measure if we’re judging information, but not so great if we’re measuring usefulness.” If AI could begin to provide actionable answers with a high degree of reliability, it would be a major step forward. There are many that say such curated answers could make search obsolete. But we have to ask ourselves, is this curation something we can trust?

With Google, this will probably start as unintentional curation – giving information meaning through a process of elimination. Given how people scan search listings (something I know a fair bit about) it’s reasonable to assume that many searchers will scan no further than the AI Overview, which is at the top of the results page. In that case, you will be spoon-fed whatever meaning happens to be the product of the AI compilation without bothering to qualify it by scanning any further down the results page. This conveyed meaning may well be unintentional, a distillation of the context from whatever sources provided the information. But given that we are lazy information foragers and will only expend enough effort to get an answer that seems reasonable, we will become trained to accept anything that is presented to us “top of page” at face value.

From there it’s not that big a step to intentional curation – presenting information to support a predetermined meaning. Given that pretty much every tech company folded like a cheap suit the minute Trump assumed office, slashing DEI initiatives and aligning their ethics – or lack of – to that of the White House, is it far-fetched to assume that they could start wrapping the information they provide in a “Trump Approved” context, providing us with messaged meaning that supports specific political beliefs? One would hate to think so but based on Facebook’s recent firing of its fact checkers, I’m not sure it’s wise to trust Big Tech to be the arbitrators of meaning.

They don’t have a great track record.

Strategies for Surviving the News

When I started this post, I was going to unpack some of the psychology behind the consumption of the news. I soon realized that the topic is far beyond the confines of this post to realistically deal with. So I narrowed my focus to this – which has been very top of mind for me lately – how do you stay informed without becoming a trembling psychotic mess? How do you arm yourself for informed action rather than becoming paralyzed into inaction by the recent fire hose of sheer WTF insanity that makes up the average news feed.

Pick Your Battles

There are few things more debilitating to humans than fretting about things we can’t do anything about. Research has found a strong correlation between depression and our locus of control – the term psychologists use for the range of things we feel we can directly impact. There is actually a term for being so crushed by bad news that you lose the perspective needed to function in your own environment. It’s called Mean World Syndrome.

If effecting change is your goal, decide what is realistically within your scope of control. Then focus your information gathering on those specific things. When it comes to informing yourself to become a better change agent, going deep rather than wide might be a better strategy.

Be Deliberate about Your Information Gathering

The second strategy goes hand in hand with the first. Make sure you’re in the right frame of mind to gather information. There are two ways the brain processes information: top-down and bottom-up. Top-down processing is cognition with purpose – you have set an intent and you’re working to achieve specific goals. Bottom up is passively being exposed to random information and allowing your brain to be stimulated by it. The way you interpret the news will be greatly impacted by whether you’re processing it with a “top-down” intent or letting your brain parse it from the “bottom-up”

By being more deliberate in gathering information with a specific intent in mind, you completely change how your brain will process the news. It will instantly put it in a context related to your goal rather than let it rampage through our brains, triggering our primordial anxiety circuits.

Understand the Difference between Signal and Noise

Based on the top two strategies, you’ve probably already guessed that I’m not a big fan of relying on social media as an information source. And you’re right. A brain doom scrolling through a social media feed is not a brain primed to objectively process the news.

Here is what I did. For the broad context, I picked two international information sources I trust to be objective: The New York Times and the Economist out of the U.K. I subscribed to both because I wanted sources that weren’t totally reliant on advertising as a revenue source (a toxic disease which is killing true journalism). For Americans, I would highly recommend picking at least one source outside the US to counteract the polarized echo chamber that typifies US journalism, especially that which is completely ad supported.

Depending on your objectives, include sources that are relevant to those objectives. If local change is your goal, make sure you are informed about your community. With those bases in place, even If you get sucked down a doom scrolling rabbit hole, at least you’ll have a better context to allow you to separate signal from noise.

Put the Screen Down

I realize that the majority of people (about 54% of US Adults according to Pew Research) will simply ignore all of the above and continue to be informed through their Facebook or X feeds. I can’t really change that.

But for the few of you out there that are concerned about the direction the world seems to be spinning and want to filter and curate your information sources to effect some real change, these strategies may be helpful.

For my part, I’m going to try to be much more deliberate in how I find and consume the news.  I’m also going to be more disciplined about simply ignoring the news when I’m not actively looking for it. Taking a walk in the woods or interacting with a real person are two things I’m going to try to do more.

The Problem with Leaders Who Make Stuff Up

Note: The writing of this post has been challenging because of the unpredictability of Trump’s “in the moment” trade policies. For instance, late yesterday Trump “paused’ the tariffs til March. If anything else is out of date by the time you read this – well – I tried.

The US has a $100 Billion Trade Deficit with Canada

Correction: The US has a $200 Billion Trade Deficit with Canada

Correction: The US has a $250 Billion Trade Deficit with Canada.

Correction: It’s not a trade deficit. It’s a subsidy.

Correction: This isn’t about the economy, it’s about protecting America from the flood of transients and fentanyl coming across the Canadian border.

None of that is true. But they are all things that Donald Trump has said at one time or another. Those statements are his justification for a 25% tariff on Canada which he imposed this past weekend. And the reason the numbers keeps changing is that he just made them up. He pulled them out of thin air. Like his toupee, those numbers flew from the top of his head.

This is the way Trump operates. There is no need for the truth when you’re negotiating. And in the Trump Playbook, it’s all cool because it’s part of a negotiating strategy called “anchoring.”  Here’s the rational. Throw an outrageous number out there and it suddenly becomes the baseline for negotiating, rather than any starting point based on rationality or logic. It’s classic Trump.

If you’re in the US, you might say, “Good for Trump! If it gets a better deal for us, what’s the harm?”

There’s a lot of harm – billions of dollars’ worth – on both sides of the border. And it’s all completely useless. This bogus trade war is total waste of time that impacts real people and will cause extreme financial hardship.

And it’s all because Trump doesn’t believe in the truth.

Here are the facts. The US does have a trade deficit with Canada. Last year, according to TD Economics, it was about $45 Billion dollars. And a lot of that was due to exports of crude oil to the US to be refined in US refineries. That created US jobs. If you take that out of the mix, Canada actually has a trade deficit with the US, not the other way around.

The US trades with a lot of countries. We (in Canada) are the US’s second biggest trading partner, behind China. And – given that – the imbalance is pretty minimal. If you look at China, who is the biggest trading partner, the deficit is actually about $250 billion.

Also, it’s a deficit, not a subsidy. It’s simply a difference between what was exported to Canada and what was imported. No one in the American government is writing anyone in Canada a check. Calling it a subsidy is just wrong.

And the total amount of fentanyl seized trying to get across the US/Canadian border for most of last year? About 43 pounds. Compare that to the 21,100 pounds seized coming across the Mexican border. It’s not nothing, but it’s definitely not justification for starting a trade war.

So, let’s get to the harm done by Trump’s bluster, bullying and bullshit. Given that the US and Canada are each other’s biggest export markets, our economies are intricately intertwined. Putting a 25% tariff on Canadian imports, which has been met with a retaliatory set of tariffs on US exports to Canada, is like trying to do open heart surgery with a grenade. It’s insanely stupid. Everyone in the Canadian government gets that. Most people in the US government get that. Almost every economist in the world gets that. The governors of the 36 states that have Canada as their biggest export market get that. The only one who doesn’t get it is Donald Trump.

What is also sheer insanity is the fact that when Trump pulls these numbers when he’s in front of a camera, he backs himself into a corner. If he threatens something, he loses face when he doesn’t follow through with the threat. In Canada’s case, someone obviously told him about the whole crude oil thing, because he eventually dropped that tariff to 10%, making it marginally less stupid. But otherwise, he’s ploughing ahead with a trade war for no other reason than because he made some shit up.

The US and Canada does about $1 trillion in trade. And in that total, there are millions of small businesses on both sides of the borders. They don’t have the option of looking for another market. This will put them out of business. It will tear apart families. It will inflict untold suffering. All for absolutely no reason other than that Donald Trump wanted a meaty soundbite.

We can’t accept this, because to accept it is to normalize it. This is just one example of the real harm done when a leader loses all regard for anything resembling the truth and imposes policies on an ignorant whim. That harm will cause trillions of dollars in economic damage and untold personal suffering. We all deserve better – whether we’re Canadians, Americans or any other nationality.  We must demand better.

Getting Tired of Trying to tell the Truth

It’s not always easy writing these weekly posts. I try to deal with things of consequence, and usually I choose things that may be negative in nature. I also try to learn a little bit more about these topics by doing some research and approaching the post in a thoughtful way.  All of this means I have gone down several depressing rabbit holes in the course of writing these pieces over the years.

I have to tell you that, cumulatively, it takes a toll. Some weeks, it can only be described as downright depressing. And that’s just for myself, who only does these once a week. What if this were my full-time job? What if I were a journalist reporting on an ever more confounding world? How would I find the motivation to do my job every day?

The answer, at least according to a recent survey of 402 journalists by PR industry platform creator Muck Rake, is that I could well be considering a different job. Last year, 56% of those journalists considered quitting.

The reasons are many. I and others have repeatedly talked the dismal state of journalism in North America. The advertising-based economic model that supports true reporting is falling apart. Publishers have found that it’s more profitable to pander to prejudice and preconceived beliefs than it is to actually try to report the truth and hope to change people’s minds. When it comes to journalism, it appears that Colonel Nathan R. Jessup (from the movie A Few Good Men) may have been right. We can’t handle the truth. We prefer to spoon fed polarized punditry that aligns with our beliefs. When profitability is based on the number of eye-balls gained, you get a lot more of them at a far lower cost by peddling opinion rather than proof. This has led to round after round of mass layoffs, cutting newsroom staffing by double digit percentages.

This reality brings a crushing load of economic pressure down on journalists. According to the Muck Rake survey, most journalist are battling burnout due to working longer hours with fewer resources. But it’s not just the economic restraints that are taking their toll on journalists. A good part of the problem is the evolving nature of how news develops and propagates through our society.

There used to be such a thing as a 24-hour news cycle which was defined by a daily publication deadline, whether that was the printing of a newspaper or the broadcast of the nightly news. As tight as 24 hours was, it was downright leisurely compared to the split-second reality of today’s information environment. New stories develop, break and fade from significance in minutes now rather than days or weeks as was true in the past. And that means that a journalist that hopes to keep up always has to be on. There is no such thing as downtime or being “off the grid.” Even with new tools and platforms to help monitor and filter the tidal wave of signal vs. noise that is today’s information ecosystem, a journalist always has to be plugged in and logged on to do their job.

That is exhausting.

But perhaps the biggest reason why journalists are considering a career change is not the economic constraints nor the hours worked. It’s the nature of the job itself. No one choses to be a journalist because they want to get rich. It’s a career built on passion. Good journalists want to do something significant and make a difference. They do it because they value objectivity and truth and believe that by reporting it, they can raise the level of thought and discourse in our society. Given the apparent dumpster fire that seems to sum up the world today, can you blame them for becoming disillusioned with their chosen career?

All of this is tremendously sad. But even more than that, it is profoundly frightening. In a time when we need more reliably curated, reliably reported information about the state of affairs than ever before, those we have always trusted to provide this are running – in droves – towards the nearest exit.

Is This The Time to Say No?

I like to be agreeable. I’m not really into rocking boats or stirring things up. If there is a flow to be found, I will usually be found going with it.

But today, one day after Trump v2.0 became official, I’m wondering if I should change my tune and say “no” more often. Trump hasn’t even been president for 24 hours yet and already the world seems to be changing, and not in any way I’m comfortable with.

There has been a lot of talk about how Big Tech is embracing the wild and wacky world of misinformation in the new era of MAGA. Musk’s malevolent makeover of X has proven to be prescient rather than puerile. Mark Zuckerberg is following suit by sending Meta’s Fact Checkers packing. Jeff Bezos first blocked the Washington Post from endorsing Kamala Harris and then dialed back diversity, equity and inclusion at Amazon to be better aligned with Trumpian sensibilities.

All of these moves are driven purely by business motives. The Tech Broligarchs (the worlds most exclusive white male club) are greasing the wheels for maximum profitability over the next 4 years for their respective empires. They are tripping over each other rushing to scatter rose petals at Trump’s toes. When collectively those three are worth close to 1 trillion dollars – well – a dude has the right to protect his assets, doesn’t he?

No. I don’t think so. I’m not okay with any of this. As Big Tech primes the profitability pump by pandering to the new president, we are all going to pay a much bigger price. The erosion of social capital is going to be massive. And so, I feel the time has come to say when I don’t agree with something. And I don’t agree with this.

We all somehow believe that free markets will eventually lead us to the best moral choice. And nothing could be further from the truth. Nobel prize winning economist Milt Friedman was wrong when he said, “an entity’s greatest responsibility lies in the satisfaction of the shareholders.” This doctrine has guided the corporate world for half a century now, towing along our western governments in its wake. The enshrining of profits as more important than social responsibility has led us inevitably to where we are now, where the personal worth of a handful of tech billionaires is judged as more important than the sustainability and fairness of our own society.

Normally, we would rely on our governments to put in place legislation to protect us from the worst instincts of big business. But yesterday, with the second swearing in of Donald Trump as president, we saw that dynamic flipped on its head. For the next four years, the U.S. will have a sitting president that will be leading the way in the race to the bottom. Corporate America will be hard pressed to keep up.

So, if big business is not looking out for us, and our government is looking the other way, who should we turn to? The answer, sadly, is there is no one left but ourselves. If we don’t agree with something – if the world is going in a direction contrary to our own values – we have to say something. We also have to do something. We have to become a little more defiant.

That is the theme of the brand-new book “Defy” by organizational psychologist Dr. Sunita Sah. She says that we are typically hard-wired to comply rather than defy, “There are situations where you want to defy, but you go along with it. Maybe the costs are too great, the benefits too meager, or the situation is dangerous. We all have to do that at times, even our defiant heroes like Rosa Parks. How many times did she comply with the segregation laws? A lot, but there comes a moment when we decide now is the time to defy. It’s figuring out when that time is.”

For myself, that time has come.

2024: A Media Insider Review

(This is my annual look back at what the MediaPost Media Insiders were talking about in the last year.)

Last year at this time I took a look back at what we Media Insiders had written about over the previous 12 months. Given that 2024 was such a tumultuous year, I thought it would be interesting to do it again and see if that was mirrored in our posts.

Spoiler alert: It was.

If MediaPost had such a thing as an elder’s council, the Media Insiders would be it. We have all been writing for MediaPost for a long, long  time. As I mentioned, my last post was my 1000th for MediaPost. Cory Treffiletti has actually surpassed my total, with 1,154 posts. Dave Morgan has written 700. Kaila Colbin has 586 posts to her credit. Steven Rosenbaum has penned 371, and Maarteen Albarda has 367. Collectively, that is well over 4,000 posts.

I believe we bring a unique perspective to the world of media and marketing and — I hope — a little gravitas. We have collectively been around several blocks numerous times and have been doing this pretty much as long as there has been a digital marketing industry. We have seen a lot of things come and go.  Given all that, it’s probably worth paying at least a little bit of attention to what is on our collective minds. So here, in a Media Insider meta analysis, is 2024 in review.

I tried to group our posts in four broad thematic buckets and tally up the posts that fell in each. Let’s do them in reverse order.

Media

Technically, we’re supposed to write on media, which, I admit, is a very vaguely defined category. It could probably be applied to almost everything we wrote, in one way or the other. But if we’re going to be sticklers about it, very few of our posts were actually about media. I only counted 12, the majority of these about TV or movies. There were a couple of posts about music as well.

If you define media as a “box,” we were definitely thinking outside of it.

It Takes a Village

This next category is more in the “Big Picture” category we Media Insiders seem to gravitate toward. It goes to how we humans define community, gather in groups and find our own places in the world. In 2024 we wrote 59 posts that I placed in this category.

Almost half of these posts looked at the role of markets in in our world and how the rules of engagement for consumers in those markets are evolving. We also looked at how we seek information, communicate with each other and process the world through our own eyes.

The Business of Marketing

All of us Media Insiders either are or were marketers, so it makes sense that marketing is still top of mind for us. We wrote 80 posts about the business of marketing. The three most popular topics were — in order — buying media, the evolving role of the agency, and marketing metrics. We also wrote about advertising technology platforms, branding and revenue models. Even my old wheelhouse of search was touched on a few times last year.

Existential Threats

The most popular topic was not surprising, given that it does reflect the troubled nature of the world we live in. Fully 40% of the posts we wrote — 99 in total — were about something that threatens our future as humans.

The number-one topic, as it was last year, was artificial intelligence. There is a caveat here. Not all the posts were about AI as a threat. Some looked at the potential benefits. But the vast majority of our posts were rather doomy and gloomy in their outlook.

While AI topped the list of things we wrote about in 2024, it was followed closely by two other topics that also gave us grief: the death knell of democracy, and the scourge of social media.

The angst about the decay of democracy is not surprising, given that the U.S. has just gone through a WTF election cycle. It’s also clear that we collectively feel that social media must be reined in. Not one of our 28 posts on social media had anything positive to say.

As if those three threats weren’t enough, we also touched briefly on climate change, the wars raging in Ukraine and the Middle East, and the disappearance of personal privacy.

Looking Forward

What about 2025? Will we be any more positive in the coming year? I doubt it. But it’s interesting to note that the three biggest worries we had last year were all monsters of our own making. AI, the erosion of democracy, and the toxic nature of social media all are things which are squarely within our purview. Even if these things are not created by media and marketing, they certainly share the same ecosystem. And, as I said in my 1000th post, if we built these things, we can also fix them.

My 1000th Post – and My 20 Year Journey

Note: This week marks the 1000th post I’ve written for MediaPost. For this blog, all of those posts are here, plus a number that I’ve written for other publications and exclusively for Out of My Gord. But the sentiments here apply to all those posts. If you’re wondering, I’ve written 1233 posts in total.

According to the MediaPost search tool, this is my 1000th post for this publication. There are a few duplicates in there, but I’m not going to quibble. No matter how you count them up, that’s a lot of posts.

My first post was written on August 19th, 2004. Back then I wrote exclusively for the emerging search industry. Google was only 6 years old.  They had just gone public, with investors hoping to cash in on this new thing called paid search. Social media was even greener. There was no Facebook. Something called Myspace had launched the year before.

In the 20 years I’ve written for MediaPost, I’ve bounced from masthead to masthead. My editorial bent evolved from being Search industry specific to eventually find my sweet spot, which I found at the intersection of human behavior and technology.

It’s been a long and usually interesting journey. When I started, I was the parent of two young children who I dragged along to industry events, using the summer search conference in San Jose as an opportunity to take a family camping vacation. I am now a grandfather, and I haven’t been to a digital conference for almost 10 years (the last being the conferences I used to host and program for the good folks here at MediaPost).

When I started writing these posts, I was both a humanist and a technophile. I believed that people were inherently good, and that technology would be the tool we would use to be better. The Internet was just starting to figure out how to make money, but it was still idealistic enough that people like me believed it would be mostly a good thing. Google still had the phrase “Don’t be Evil” as part of its code of conduct.

Knowing this post was coming up, I’ve spent the past few months wondering what I’d write when the time came. I didn’t want it to be yet another look back at the past 20 years. The history I have included I’ve done so to provide some context.

No, I wanted this to be what this journey has been like for me. There is one thing about having an editorial deadline that forces you to come up with something to write about every week or two. It compels you to pay attention. It also forces you to think. The person I am now – what I believe and how I think about both people and technology – has been shaped in no small part by writing these 1000 posts over the past 20 years.

So, If I started as a humanist and technophile, what am I now, 20 years later? That is a very tough question to answer. I am much more pessimistic now. And this post has forced me to examine the causes of my pessimism.

I realized I am still a humanist. I still believe that if I’m face to face with a stranger, I’ll always place my bet on them helping me if I need it. I have faith that it will pay off more often than it won’t. If anything, we humans may be just a tiny little bit better than we were 20 years ago: a little more compassionate, a little more accepting, a little more kind.

So, if humans haven’t changed, what has? Why do I have less faith in the future than I did 20 years ago? Something has certainly changed. But what was it, I wondered?

Coincidentally, as I was thinking of this, I was also reading the late Philip Zimbardo’s book – The Lucifer Effect: Understanding How Good People Turn Evil. Zimbardo was the researcher who oversaw the Stanford Prison Experiment, where ordinary young men were randomly assigned roles as guards or inmates in a makeshift prison set up in a Stanford University basement. To make a long story short – ordinary people started doing such terrible things that they had to cut the experiment short after just 6 days.

 Zimbardo reminded me that people are usually not dispositionally completely good or bad, but we can find ourselves in situations that can push us in either direction. We all have the capacity to be good or evil. Our behavior depends on the environment we function in. To use an analogy Zimbardo himself used, it may not be the apples that are bad. It could be the barrel.

So I realized, it isn’t people who have changed in the last 20 years, but the environment we live in. And a big part of that environment is the media landscape we have built in those two decades. That landscape looks nothing like it did back in 2004.  With the help of technology, we have built an information landscape that doesn’t really play to the strengths of humanity. It almost always shows us the worst side of ourselves. Journalism has been replaced by punditry. Dialogue and debate have been pushed out of the way by demagoguery and divisiveness.

So yes, I’m more pessimistic now that I was when I started this journey 20 years ago. But there is a glimmer of hope here. If people had truly changed, there is not a lot we can do about that. But if it’s the media landscape that’s changed, that’s a different story. Because we built it, we can also fix it.

It’s something I’ll be thinking about as I start a new year.

The Strange Social Media Surge for Luigi Mangione

Luigi Mangione is now famous. Just one week ago, we had never heard of him. But now, he has become so famous, I don’t even have to recount the reason for his fame.

But, to me, what’s more interesting than Mangione’s sudden fame is how we feel about him. According to the Network Contagion Research Institute there is a lot of online support for Luigi Mangione. An online funding campaign has raised over $130,000 for his legal defense fund. The hashtag #FreeLuigi, #TeamLuigi and other pro-Luigi memes have taken over every social media channel. Amazon, Etsy and E-Bay are scrambling to keep Luigi inspired merchandise out of their online stores. His X (formerly Twitter) account has ballooned from 1500 followers to almost half a million.

It’s an odd reaction for someone who is accused of gunning down a prominent American businessman in cold blood.

The outpouring of support for Luigi Mangione is so consequential, it’s threatening to lay a very heavy thumb on the scales of justice. There is so much public support for Luigi Mangione, prosecutors are worried that it could lead to jury nullification. It may be impossible to find unbiased and impartial jurors who would find Mangione guilty, even if it’s proven beyond a reasonable doubt.

Now, I certainly don’t want to comment or Mr. Mangione’s guilt, innocence or whether he’s appropriate material from which to craft a folk hero. Nor do I want to talk about the topic of American Healthcare and the corporate ethics of United Healthcare or any other medical insurance provider.  I won’t even dive into the admittedly juicy and ironic twist that our latest anti-capitalist hero of the common people is a young, white, male, good looking, wealthy and privately educated scion who probably leans right in his political beliefs.

No, I will leave all of that well enough alone. What I do want to talk about is how this had played out through social media and why it’s different than anything we’ve seen before.

We behave and post differently depending on what social platform we’re on at the time. In sociology and psychology, this is called “modality.”  How we act depends on what role we’re playing and what mode we’re in. The people we are, the things we do, the things we say and the way we behave are very different when we’re being a parent at home, an employee at work or a friend having a few drinks after work with our buddies. Each mode comes with different scripts and we usually know what is appropriate to say in each setting.

It was sociologist Erving Goffman who likened it to being on stage in his 1956 book, The Presentation of Self in Everyday Life. The roles we choose to play depends on the audience we’re playing too. We try to stay consistent with the expectations we think the audience has of us. Goffman said, “We are all just actors trying to control and manage our public image, we act based on how others might see us.”

Now, let’s take this to the world of social media. What we post depends on how it plays to the audience of the platform we’re on. We may have a TikTok persona, a Facebook persona and an X persona. But all of those are considered mainstream platforms, especially when compared to platforms like 4Chan, Parler or Reddit. If we’re on any of those platforms, we are probably taking on a very different role and reading from a different script.

Think of it this way. Posting something on Facebook is a little like getting up and announcing something at a townhall meeting that’s being held at your kid’s school. You assume that the audience will be somewhat heterogenous in terms of tastes and ideologies, and you consider your comments accordingly.

But posting something on 4Chan is like the conversation that might happen with your 4 closest bros (4Chan’s own demos admit their audience is 70% male) after way too many beers at a bar. Fear about stepping over the line is non-existent. Racial slurs, misogynistic comments and conspiracy theories abound in this setting.

The thing that’s different with the Mangione example is that comments we would only expect to see on the fringes of social media are showing up in the metaphorical Town Square of Facebook and Instagram (I no longer put X in this category, thank to Mr. Musk’s flirting with the Fringe). In the report from the Network Contagion Research Institute, the authors said,  “While this phenomenon was once largely confined to niche online subcultures, we are now witnessing similar dynamics emerging on mainstream platforms, amplifying the risk of further escalation,”

As is stated in this report, the fear is that by moving discussions of this sort into a mainstream channel, we legitimize it. We have moved the frame of what’s acceptable to say (my oft referenced example of Overton’s Window) into uncharted territory in a new and much more public arena. This could create an information cascade, when can encourage copycats and other criminal behavior.

This is a social phenomenon that will have implications for our future. The degrees of separation between the wild, wacky outer fringes of social media and the mainstream information sources that we use to view the world through are disappearing, one by one. With the Luigi Mangione example, we just realized how much things have changed.