Social Influence on Social Media Platforms

In the digital age, social influence on social media is pervasive. These platforms allow for rapid content sharing, making it easier for individuals, groups, and organizations to influence the thoughts, actions, and behaviours of vast audiences.

Content Sharing and Virality

One of the most visible forms of social influence is content sharing. When a post resonates with users, it can spread quickly, going viral through likes, shares, retweets, and comments. Virality amplifies the influence of the original content creator, allowing their message to reach a much larger audience than they might have otherwise.

Influencer Marketing

Influencers are individuals with substantial online followings and the power to sway their audiences. Brands often collaborate with influencers to promote products, services, or causes. The persuasive power of influencers stems from their perceived credibility, authority, and personal connection with followers, making them ideal agents of social influence in commercial and cultural contexts. Influencer marketing is cover in more detail in Section Buzz (word-of-mouth)/Influencer Marketing of Chapter Digital Marketing.

Peer Influence and Social Proof

People tend to be influenced by the actions and opinions of their peers. Social proof, or the idea that people look to others’ behaviour to guide their own, is a significant factor on social media. For example, when users see their friends engaging with certain content or brands, they may feel more inclined to do the same, reinforcing social norms and trends.

Algorithmic Influence

Social media platforms use algorithms to decide what content users see based on their past interactions, interests, and preferences. These algorithms exert significant influence by curating content that reinforces users’ existing beliefs and behaviours, creating echo chambers where certain ideas, products, or viewpoints dominate.

Social Movements and Activism

Social media has become a powerful tool for organizing social movements and activism. Campaigns such as #MeToo and #BlackLivesMatter have successfully leveraged the collective power of online communities to drive social change, amplify marginalized voices, and raise awareness about critical social issues. Social movements and activism is covered in more detail in Section Uprisings of Chapter New Media.

Organized Social Influence on Social Media

In some cases, social influence on social media is orchestrated or manipulated by entities with specific agendas. These organized efforts can take various forms, from astroturfing (fake grassroots movements) to more covert influence operations run by state actors or corporations.

Astroturfing and Manipulation

Astroturfing involves creating the illusion of widespread public support through fake accounts, bots, or paid influencers. Such tactics are often used to amplify certain messages and distort organic user interactions, giving the impression of popularity where none exists.

• Fake Reviews or Comments: Using false public feedback to influence opinions (e.g., on consumer websites, political comment sections).
• Front Groups: Organizations posing as grassroots movements, but actually funded by corporations or political entities. For example, “The Global Climate Coalition”, an organization that opposed the idea that human activity was causing climate change, was revealed to be heavily funded by the fossil fuel industry. They presented themselves as a group of concerned citizens and scientists, but their primary goal was to spread doubt about climate science to delay regulatory action.
• Social Media Manipulation: Creating fake social media accounts, bots, and sponsored influencers to simulate public support or opposition.
• Lobbying disguised as grassroots: Corporate-backed lobbying efforts disguised as grassroots advocacy.

Social Media Manipulation and Influence Operations

Political actors and interest groups often use social media to conduct influence operations, spreading propaganda, misinformation, or disinformation to sway public opinion or achieve strategic goals. Examples include Russia’s interference in the 2016 U.S. elections and China’s covert efforts to shape global narratives on sensitive topics.

Covert Marketing

Covert marketing involves influencers or content creators promoting products or services without disclosing their commercial relationships. This deceptive practice blurs the lines between genuine recommendations and paid endorsements, making it difficult for audiences to discern the true intent behind the content they consume.