In one of its best posts, Austrian Airlines ditched Elon Musk’s increasingly anarchic X (formerly Twitter) by tweeting its latest message with a photo of a cabin crew in action: “We took a moment to locate our nearest X-it! » Social media, once considered the final digital frontier, now resembles a chaotic battlefield. Platforms that promised connection, transparency and democratization of information are grappling with misinformation, toxic content and growing user disillusionment.

Austrian Airlines’ Exit X encapsulates the sentiment of a growing number of brands and individuals who are questioning the viability of traditional social media platforms. But how did we get here and where might we go next?

The transformation of social media into a divisive and often toxic space has been gradual but inevitable. Platforms designed to build global community have become amplifiers of polarization, rewarding outrage and misinformation over nuanced discourse. A Pew Research study found that 64% of Americans believe social media has a negative impact on society, citing the spread of fake news and cyberbullying as top concerns. This erosion of trust is exacerbated by the disappearance of shared truths.

Social media has increasingly become the primary source of information for 62% of adults, but the ecosystem does not meet the rigorous editorial standards of traditional journalism. Viral content, regardless of its accuracy, dominates, fueling agenda-driven narratives that peddle sensationalism over substance.

Additionally, it has serious consequences for mental health. Platforms like Instagram and TikTok encourage incessant social comparisons through curated feeds that amplify perfection. For adolescents in particular, the consequences have been disastrous. Jonathan Haidt, in The anxious generationillustrates how smartphones and social media have reshaped the mental wellbeing of young people, correlating with increased rates of loneliness, anxiety and even self-harm. The addictive architecture of these platforms guarantees prolonged engagement but at a cost.

The transcendence of social media’s role as a technological tool into a battleground for corporate values, governance and ethics is of concern to brands and individuals alike. Elon Musk’s acquisition of Twitter illustrates how a platform’s leadership can polarize its user base, shaping not only its policies but also its perception. Cory Doctorow coined the term “enshittification” to describe the lifecycle of platforms: prioritizing users first, then advertisers, and finally their own bottom line, often to the detriment of users and advertisers. Most stakeholders are disappointed because the platforms seek profit over ethical considerations.

Bluesky, a decentralized social media initiative incubated by Twitter co-founder Jack Dorsey, represents a radical departure from the centralized platforms that currently dominate. Bluesky’s model distributes energy across the grid. Users can stay in control of their data, personalize their feeds, and even switch between apps without losing their connections or content.

Its open source nature makes it “billionaire-proof,” ensuring that no single entity can dominate the ecosystem. This approach is ideal for innovation, allowing developers to create niche solutions tailored to diverse user needs.

Strong growth

The decline of Twitter under Musk’s leadership created an opportunity for Bluesky to rise. Before the US election campaign, Bluesky’s user base had grown by 500 percent, with daily growth rates exceeding one million new users. This exodus shows a growing demand for transparency, user control and ethical practices.

Security and privacy are also essential for many users today, something largely lacking in X, which controversially removed key security features. Bluesky offers robust anti-toxicity tools, such as detaching posts from quote tweets to mitigate harassment

Bluesky’s rejection of advertising as a revenue model constitutes one of its boldest departures from traditional platforms. However, the lack of publicity raises questions about sustainability. To remain viable, it may need to explore other revenue streams, such as subscriptions or strategic partnerships, while maintaining its commitment to user-centric principles.

Despite its promising start, Bluesky faces significant obstacles. Scaling a decentralized platform while maintaining its core values ​​of openness and user empowerment is no easy feat. Early adopters, while passionate, are not representative of the broader user base, and as the platform grows, balancing inclusiveness and security will be critical. Additionally, the complexity of decentralized protocols could alienate less tech-savvy users accustomed to the simplicity of centralized platforms. Bridging this gap will require intuitive design and seamless onboarding processes.

Bluesky’s rise reflects a broader shift in the digital zeitgeist. Users are no longer content to be passive participants in systems that exploit their data and prioritize profit over well-being. As Austrian Airlines’ witty farewell to X suggests, the tides are changing. The era of monolithic social media giants is giving way to a fragmented ecosystem of innovative alternatives.

The social media revolution is far from over. This time, it’s users – armed with choice and action – who shape the future.

Rita is a professor at Columbia Business School and founder of Valize, and Muneer is co-founder of the Medici Institute for Innovation, a nonprofit organization.

The transcendence of the role of social media as a technological tool towards a battlefield for values, corporate governance and ethics worry brands and individuals