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Episode: The Dark Side of PR & Upping Your Social Media Literacy
Host: Jenna Harding (Warriner)
Release Date: February 24, 2025

Introduction to Social Media Literacy

In this enlightening episode, Jenna Warner delves into the hidden manipulations behind public relations and the pervasive influence of social media algorithms. Aimed at empowering business owners and marketers, Jenna emphasizes the importance of understanding the forces shaping online interactions and perceptions.

Behind the Scenes of PR Manipulation

Jenna begins by recounting her early experiences in a massive PR campaign in Toronto. As a young social media manager amidst seasoned professionals, she witnessed firsthand the strategic manipulation involved in shaping public opinion.

“There was an agenda, there were certain answers that they were trying to get out of this group of people...” ([05:30])

She describes attending a focus group where the goal was to extract specific responses to benefit the PR campaign, highlighting the one-sided nature of such endeavors. Jenna reflects on her ethical dilemmas during this period, acknowledging the manipulation she was part of but asserting her commitment to using her expertise for positive outcomes in her current practice.

“I definitely use my powers for good because I have seen the manipulation that's out there...” ([10:45])

Modern Social Media Manipulations and PR Tactics

Transitioning to contemporary issues, Jenna discusses how PR strategies have evolved with the advent of social media. She cites a recent controversy involving Justin Baldoni and Blake Lively to illustrate the covert tactics employed by PR teams to influence public perception online.

“Nathan pitched a four month battle plan with a $175,000 price tag to...create, quote, social fan engagement to go back and forth with any negative accounts...” ([15:20])

Jenna underscores the unethical practices where PR teams may orchestrate campaigns to smear or bolster reputations through platforms like Reddit and TikTok, manipulating narratives to favor their clients.

The Impact of Algorithms and Echo Chambers

A significant portion of the episode is dedicated to exploring how social media algorithms contribute to the formation of echo chambers, reinforcing users' existing beliefs and isolating them from diverse perspectives. Jenna explains the mechanics behind these algorithms, which prioritize content engagement over content quality or truthfulness.

“The algorithm sees that I do that. So instead of sending me funny dog memes that I want, it's sending me all of this divisive content...” ([18:10])

She relates her personal experience with the Threads app, where engaging with contentious posts led the algorithm to serve more divisive content, heightening her frustration. Jenna warns listeners about the deceptive appearance of consensus online, emphasizing that what seems like widespread agreement is often a byproduct of algorithmic manipulation.

“It seems like everybody likes it. That sample size, my friend, is not real. It is totally invented by algorithms.” ([20:05])

Building Better Social Media Literacy

Concluding the episode, Jenna advocates for heightened social media literacy. She urges listeners to critically evaluate the content they consume and to seek information from reputable sources rather than influencers or creators who may have vested interests.

“It's so important to find reputable sources, not creators or influencers. When you're looking for real information, it is so important to question everything.” ([23:50])

Jenna also emphasizes personal responsibility in maintaining integrity online, encouraging business owners to create authentic and honest content. By being mindful of what they share and consume, individuals can contribute positively to the online ecosystem, counteracting the negative impacts of manipulation and echo chambers.

Final Thoughts

Jenna Warner wraps up by reiterating the significance of understanding the dark side of PR and the complexities of social media algorithms. She reinforces the message that while the digital landscape is fraught with challenges, informed and intentional actions can foster a more genuine and trustworthy online environment.

“We can try and be conscious of what we're consuming and be very intentional about what we create to give others to consume.” ([26:15])

This episode serves as a crucial reminder for business owners and marketers to remain vigilant about the manipulative tactics in PR and the subtle influences of social media algorithms. By enhancing social media literacy, listeners can better navigate the digital world, attract genuine clients, and uphold integrity in their marketing strategies.