Navigating an Increasingly Complicated Social Media Terrain

Growing scrutiny of major platforms has advertisers reevaluating their social strategies

By Chuck Kapelke

Nearly 20 years after social media channels emerged amid gleeful predictions that they would help to tackle societal problems and bring people together, parts of the market have turned into toxic stews of conspiracy mongering, name calling, and mean-spiritedness — not the best adjacencies for brand advertisers.