Opinion | Genova: Who really decides what we see online?
Social media began with a simple purpose: helping people connect with friends and family. MySpace introduced millions to online networking, and when Facebook expanded beyond college campuses in 2006, it made staying in touch and building communities easier than ever.
The smartphone changed everything. Instead of checking social media occasionally, people began carrying it with them all day. As Instagram, Snapchat, TikTok and other platforms grew, social media evolved from a communication tool into a constant source of news, entertainment, shopping, and advertising.
Advertising became the engine behind this transformation. Rather than showing posts in chronological order, platforms now use algorithms to decide what people see. These systems are designed to keep users engaged because more time on a platform generates more advertising revenue. As a result, content that sparks strong emotional reactions often receives more attention than thoughtful or balanced discussion.
This has created both opportunities and challenges. Small businesses, nonprofits, and local organizations can now reach audiences at a fraction of the cost of traditional advertising. Here in the Vail Valley, local restaurants, retailers, ski instructors, guides, artists, and community groups rely on social media to connect with residents and visitors. During emergencies, such as wildfire seasons, road closures, or severe winter storms, these platforms also help spread important information quickly.
At the same time, algorithms can narrow the range of information people see by repeatedly showing similar content. Over time, this can reduce exposure to different perspectives and make respectful conversations more difficult. False or misleading information can also spread rapidly when it attracts attention and engagement.
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Researchers have also raised concerns about the effects of excessive social media use, especially among teenagers and young adults. Constant comparison with carefully edited online lives, cyberbullying, and the pressure to stay connected can contribute to anxiety, loneliness, and lower well-being.
Technology’s impact depends on how it is designed and how we choose to use it. Technology companies can improve transparency about how their algorithms work, while users can help by checking information before sharing it, seeking out different viewpoints, and engaging respectfully with others.
Communities like ours thrive when neighbors trust one another, support local businesses, volunteer, and solve problems together. Social media can strengthen those connections — or weaken them — depending on what it encourages and what we reward.
Social media is no longer just a communication tool. It has become a place where people exchange ideas, learn about current events, and build communities. The question is not whether it will influence our future — it already does. The real question is whether these platforms will continue rewarding content that maximizes engagement at any cost or evolve to encourage informed discussion, respectful conversation, and genuine human connection. That is a choice not only for technology companies, but for all of us.
John Genova
Vail
