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Social Media in India: Understanding The Dynamics of ‘Facebook’ and ‘Twitter’

Social media, a double-edged sword, is an evolving forum of communication in the internet media

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Facebook one of the most popular apps in US. Pixabay
Facebook needs to fix itself. Pixabay
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Social media is a strange place that connects millions of people worldwide. It is a platform that keeps people engaged in several trending issues. However, the point of concern being, how do they react? This makes social media a double-edged sword.

Let’s take an example. Once, a photo of a young schoolboy from a poor family went viral. The boy was sitting outside a Noida metro station, trying to earn money through a weighing scale and studying at the same time. He caught the attention of one of the commuters. A picture was taken and uploaded on Facebook. The picture went viral. Now, there were several people who came forward to help. One of them was the then Chief Minister of Uttar Pradesh Akhilesh Yadav, who promised to ensure full opportunity for them to study without having to work.

ALSO READ: Social Media: Here is how it is creating Lifestyle pressure on Youth!

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Twitter, the microblogging site has 23.2 million Monthly Active Users in India, which is 2nd largest in Asia-Pacific after Japan with 26 million MUAs. Pixabay

This was one example or the so-called ‘positive side’ of social media. Now let’s turn the page and look at the other side of the road. Here the ‘other-type’ instances on social media:

  • In 2012, morphed pictures and videos of earthquake victims went viral. The morphed images were aimed to show that these were Muslim victims of civil riots in Assam and Burma. This was done to provoke riots by vested interests.
  • There were instances of hate and revenge messages being spread against Hindu migrants living in South India. This resulted in a mass exodus of people from the North East.
  • At an individual level, there are many examples where when a relationship went sour, one of the partners uploaded intimate pictures, videos or information, in revenge against their former partner.
  • Another point of concern is the easy access to all types of porn by minors. This is resulting in rapidly changing social behaviour and redefining morality.

The major problem being stated is that the society as a larger whole is unable to keep pace and social media is, hence, increasing the gap between older and younger generations rather than bringing them closer.

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There are over 30 Million LinkedIn Users in India, while 467 million users globally. Pixabay

ALSO READ: Teenagers using Social Media more likely to suffer sleep deprivations: Study

Should there be government intervention in the use of social media?

India is witnessing increasing internet and mobile penetration. With first-time users onto these platforms, the risk of mass hysteria or communal reactions increases. It is imperative for the government to get together all stakeholders of civil society and try and address the issue of balancing media freedom with media regulation.

Putting regulations or any type of curbs on the internet will be a sensitive subject in any type of free society and of course, it will result in certain opposition. However, what we need to understand is, each society is different. Therefore, every society has to develop its own mechanism to address the negative consequences of social media.

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There are 16 Million Instagram users in India. Pixabay

For example, the Indian government had blocked internet services in the state of Jammu and Kashmir during the period of eid in 2015. It was a preventive measure. However, despite the ban, there were clashes with the police and violence. The point of concern being, the situation could have been much worse had the internet and social media been accessible.

With the world getting increasingly connected through the web and India on the cusp of a ‘Digital’ revolution, the government must take up establishing clear cybersecurity laws and cyber management policies on an urgent basis. Social media could work as a development catalyst or could become a national threat.

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Facebook rolls Out Several Monetisation Products

Facebook said it will open up the fan subscription feature to more creators

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Facebook rolls Out Monetisation Products Including
Facebook rolls Out Monetisation Products Including "Brand Collabs Manager" ,Pixabay

To give YouTube stiff competition, Facebook has rolled out several monetisation products for its creator community including a “Brand Collabs Manager” that lets brands search and find creators to potentially establish deals and partnerships with.

“We’ve been testing this with a limited set of partners, and will now be opening up more broadly,” Facebook said in a statement on Tuesday.

Facebook said it will open up the fan subscription feature to more creators. The fan subscriptions allows fans to support creators they love by pledging $4.99 per month in exchange for perks like exclusive content and a special badge highlighting their status as a supporter.

“We’re also launching a limited program called Facebook for Creators Launchpad to help support creators we think fans will seek out in Facebook Watch,” Fidji Simo, Facebook’s Vice President of Product and Sibyl Goldman, Director of Entertainment Partnerships, Facebook, stated in a blog post.

When Facebook launched its video-on-demand service, “Facebook Watch”, it started with shows, and while they will continue to have a prominent place in Watch, it will now bring videos from Pages into Watch as well, helping creators connemct with more fans and earning higher revenue.

facebook Marketing
facebook Marketing, Pixabay

As part of the new updates, Facebook also announced new tools to make videos more interactive. It announced a set of new tools — polling for Live and on-demand video and gamification for Live — that are aimed at giving creators the power to create fun, unique, and interactive content for their fans.

“We want to help creators connect with their fans through videos, Live With, Facebook Stories and Watch Party,” Simo and Goldman further wrote.

Also read: Facebook Helps Couple Raise $3.4mn For Reuniting Immigrant Families

“We want to provide different ways for creators to make money on Facebook, so they can choose what makes sense for their content and community,” they added. (IANS)