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If you use social media to threaten to 'stab' someone, it’s not down to Facebook, Twitter or TikTok to save you from yourself

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Facebook, Google, Twitter, TikTok and all those other tech behemoths hosting social-media platforms are facing an existential crisis, the outcome of which could shape how they work for years to come… if they’re still around, that is.

External efforts to tackle “hate speech’’ online, particularly at Facebook – led largely by advertisers boycotting the platform, but also attracting the attention of their royal wokenesses, Harry and Meghan – will fail. And they will do so because of the nature of the individuals using social media,

not because of weaknesses in the platform itself. We need to be promoting personal accountability, not corporate accountability.

While the self-appointed guardians of global morality – such as Coca-Cola, Ford, LEGO and, erm, Dunkin’ Donuts – push for social media to police their platforms, hunt down those saying harmful things and block their accounts, Twitter, TikTok and Facebook users will continue to choose the libertarian route and say whatever the hell they want, offence be damned.

There is some irony in producers of unhealthy sugary food products, fossil-fuel burning automobiles and microplastics using a boycotting campaign as a woke badge of honour, attempting to distract us from the harm they themselves are causing elsewhere. But that’s a separate issue.

The pressure is building on the tech companies, and there is some mawkish pleasure to be had from the awkward squirming of geeks like Mark Zuckerberg as he faces US Senate inquiries, or from his underlings dispatched around the globe, to explain Facebook’s dealings to various governmental committees.

Their behaviour shows exactly how ill-equipped the pioneers of social media are in dealing with anything that’s, well, truly social. Give them an algorithm and they’ll make you a fortune. Give them two warring woke........

© RT.com