We live in an era of new technology, an era defined by social media and a previously
unprecedented volume of information sharing and exposure. With such changing
tides of technology comes great possibility. However, equally
vast are the dangers that are inextricably tied to the inherent vulnerability that
characterizes this new digital territory.

Regardless of how one perceives the rise of social media, reality dictates that
technology is an ever-evolving, fluid entity that is not easily hindered. By its very
nature, it will not become static, nor can tangible limits be placed upon its increasing
potential. With this in mind, we as consumers are left only to educate ourselves on
how to navigate the convoluted labyrinth of these new technologies as they emerge.
Armed with a comprehensive awareness of how to yield the benefits of social media
via active participation while also avoiding its inherent risks, we can collectively
learn to embrace the direction in which social media moves us.

Among the many potential issues with social media, perhaps the most glaring is
privacy. In the face of the social media takeover, the desire to portray or create an identity via online information sharing has become more the norm than the
exception, particularly among young people. However, the universal accessibility
of the Internet and social media also applies to information posted by consumers,
thus leading to a free flow of information at the expense of privacy and anonymity.
Indeed, the web is essentially an open book at the disposal of anyone with access to
it. Bearing this in mind, social media consumers are solely responsible for what they
contribute to online discourse, whether in the form of pictures, comments or other
personal information posted via social networking websites.

Although it is easy to overlook the potential consequences of social media use for
future endeavors, young people will likely encounter the greatest issues due to their
disproportionately high consumption and creation of new media. In light of this
reality, it is critical to acknowledge that the days in which resumes and cover letters
were the sole sources of information for employers are over. According to a 2009
CareerBuilder survey, 45 percent of employers reported that they utilize
social networking sites such as Facebook and Twitter to screen potential employees.
Three years later, this percentage is potentially higher due to the escalating use of
social media with no foreseeable decline.

Since its emergence, social media has raised privacy concerns. Indeed, such
concerns are certainly not new. What is new, however, is the direction in which
social networking sites are headed. Facebook, arguably the inaugural powerhouse
in the age of social networking, is in the process of becoming a publicly traded
company according to Mashable. For one that may not understand the gravity of this transition, privacy
issues and whether or not a company is publicly-traded or not are seemingly
unrelated concerns.

However, according to Schaefer Marketing Solutions, a marketing and social media consulting firm, this transition will likely lead to a total transformation in the overall
tone of the company due to an inevitable shift in focus from developing long-term
vision to meeting short-term profit goals for stockholders. This certainly raises
the question: How will this affect us as consumers? The answer is quite simple: The collection of personal information from consumers makes it possible to sell
advertisements, which is the single greatest source of profit for social networking
websites, according to Businessesgrow.com. In other words, the invasion of
consumer privacy is the single most effective approach to increasing company
revenue.

Now, before we as consumers consider opting out of social networking sites
altogether, it is critical that we weigh the counterargument: The benefits
of consuming and participating in social media outweigh the risks. In fact, this
argument is both strong and well founded. Never before have individuals possessed
such limitless power to have an impact on others. Whether in regard to cause
advocacy, political campaigns or interpersonal communication, one’s ability to
reach out to others via social media has become a revolutionary new category of
protected free speech in the broad context of public discourse. This is a previously
inconceivable consequence of prospering new technology. Indeed, social media,
apart from its inherent risks, is in itself truly visionary.

So how can we as consumers protect ourselves while also gaining from the potential
of social media? It begins with achieving understanding, as well as perspective. As
consumers, we must educate ourselves about the features and settings each social
media platform offers. We must also learn about available privacy controls and how
to use them effectively. Through this, we can learn to be active participants in social
media while armed with a comprehensive awareness of how our participation can
be both helpful and hurtful to others and ourselves. By doing this, we can embrace
the benefits, minimize the costs and ultimately thrive as social media consumers
and creators.

Hannah Sleznikow ([email protected]) is a senior majoring in political science.