The Power of Choice: Follow or Watch on Social Media
In the ever-evolving world of social media, the words we use can shape perceptions, influence behavior, and define how we interact with one another. One such word, “follow,” has become a staple of digital engagement. But does it send the right message? Increasingly, the answer appears to be no.
A shift in terminology from “follow” to “watch” has been proposed to better reflect the nuances of online interactions. However, a hybrid solution—offering both “follow” and “watch” options—might be an even more effective approach, accommodating a range of user intentions while addressing issues of misrepresentation and inflated influence.
The Problem with “Follow”
To “follow” someone traditionally implies alignment, respect, or even loyalty. But on social media, users follow accounts for a wide variety of reasons—many of which have nothing to do with support or agreement. A journalist might follow a controversial politician to monitor their statements, or a user might follow a contentious public figure out of curiosity or research.
The problem arises when this act is misconstrued. To the outside world, “followers” often appear to be supporters, reinforcing the narrative that the account enjoys widespread approval. This is especially problematic for politicians and influencers who rely on follower counts to project influence and legitimacy. Worse, it can embolden controversial figures to adopt more extreme rhetoric, falsely believing they have widespread backing.
Why a Hybrid Option Works
Offering both “follow” and “watch” buttons would allow users to clearly communicate their intent. This hybrid approach could provide significant benefits:
- Clarity of Intent
- Follow: This option would retain its traditional meaning, signaling alignment, support, or admiration.
- Watch: This option would indicate passive observation, without implying endorsement or agreement.
- Balanced Engagement
With both options available, users could feel more comfortable engaging with accounts they find controversial or divisive. This could lead to more critical observation and informed dialogue, reducing the echo chambers that can result from hesitation to “follow.” - Improved Metrics
Separating followers from watchers would provide a clearer picture of an account’s actual influence. A high number of followers would genuinely reflect support, while a high number of watchers would indicate interest—whether positive, negative, or neutral. This distinction could be particularly valuable for public figures, organizations, and researchers. - Politician Accountability
Politicians would no longer be able to conflate follower counts with unanimous support. A large number of watchers might suggest public scrutiny rather than approval, encouraging more responsible rhetoric and behavior. - User Empowerment
Users would feel more empowered to engage without fear of being misrepresented. They could choose to watch accounts for informational purposes or follow accounts they genuinely support, with their intentions clearly communicated.
Precedents for Offering User Choices
Social media platforms have successfully introduced user-choice features in the past:
- Facebook’s Reaction Options: Moving beyond the simple “like,” Facebook added reactions to allow users to express emotions like anger, sadness, or joy, providing more nuanced engagement.
- Instagram’s Hidden Likes: Instagram’s option to hide public like counts allows users to customize their experience and reduce the pressure to conform to popularity metrics.
- LinkedIn’s Connection Options: LinkedIn offers both “connect” and “follow” options, allowing users to differentiate between professional networking and passive observation.
These examples demonstrate that hybrid options can enhance user experience and foster more meaningful interactions.
How Governments Could Support the Hybrid Model
Governments could play a role in promoting transparency and accountability through this hybrid approach:
- Legislation for Clear Metrics:
Governments could mandate that social media platforms differentiate between “followers” and “watchers” in their metrics. This would ensure that public figures, particularly politicians, cannot misrepresent their support base. - Algorithm Transparency:
Laws like the EU’s Digital Services Act already push for transparency in algorithmic recommendations. Including a distinction between followers and watchers could further align with these goals, ensuring that influence is not overstated. - Mandating User Choice:
Regulators could require platforms to provide users with more nuanced engagement options, reducing the likelihood of misrepresentation and fostering healthier digital discourse.
The Benefits of a Hybrid Approach
Combining “follow” and “watch” options provides the best of both worlds:
- For Users: Greater freedom to engage without fear of misrepresentation, empowering critical observation.
- For Platforms: Improved metrics that better reflect the diversity of user intent, fostering trust and transparency.
- For Public Figures: A clearer distinction between genuine support and public scrutiny, encouraging more responsible behavior.
By adopting this model, social media platforms can reflect the complex ways in which people engage with content, ensuring that their tools align with users’ intentions and societal expectations.
A Call for Change
Social media has become a cornerstone of modern communication, but its tools must evolve to meet the challenges of the digital age. Offering both “follow” and “watch” options would be a simple yet powerful step toward fostering transparency, accountability, and critical engagement.
Governments and platforms alike have a role to play in making this change. Legislators can push for greater transparency and nuanced engagement metrics, while platforms can innovate to better serve their users.
By giving users the choice to “follow” or “watch,” we can move closer to a healthier, more transparent digital landscape—one where intentions are clear, influence is earned, and the public square is truly open to all.
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