Last week, Instagram, Whatsapp, and Facebook suffered a massive outage around the world that lasted for most of the day. In typical Internet fashion, frustrated users took to Twitter to vent their feelings. A common thread throughout all of the dumpster fire gifs was the implication that these social media platforms were a necessary outlet for connecting people with information—as well as being an emotional outlet for whatever they felt like they needed to share.

It’s this dual nature of social media, both as a vessel for content that people consume, as well as a product that they share personal data with (for followers, but also knowing that the data is collected and analyzed by the companies) that confuses people as to what these things actually are. Is social media a form of innovative technology, or is it more about the content, is it media? Is it both?

Well, the answer depends on how you want to approach it.

Although users may say that content is what keeps them using the apps, the companies themselves purport that the apps are technology. We’ve discussed this distinction before, and how it means that the social media giants get to skirt around having more stringent regulation. 

But, as many point out, if the technology is dependent on content for its purpose (and the companies’ profit): where does the line between personal information and corporate data mining lie?

Should social media outlets known for their platform being used to perpetuate “fake news” and disinformation be held to higher standards in ensuring that the information they spread is accurate and non-threatening?

As it currently stands, social media companies don’t have any legislative oversight—they operate almost exclusively in a state of self-regulation.  This is because they are classified as technology companies rather than media outlets.

This past summer, Senator Mark Warner from Virginia suggested that social media, such as Twitter, Facebook, and Instagram, needed regulation in a widely circulated white paper. Highlighting the scandal by Cambridge Analytica which rocked the polls and has underscored the potential of social media to sway real-life policy by way of propaganda,

Warner suggested that lawmakers target three areas for regulation: fighting politically oriented misinformation, protecting user privacy, and promoting competition among Internet markets that will make long-term use of the data collected from users.

Warner isn’t the only person who thinks that social media’s current state of self-regulation unmoored existence is a bit of a problem, but the problem only comes from what would be considered a user-error: The people using social media have forgotten that they are the product, not the apps.

Technically, many users of social media have signed their privacy away by clicking “accept” on terms and conditions they haven’t fully read.* The issues of being able to determine whether or not a meme is Russian propaganda isn’t a glitch in code, it’s a way to exploit media illiteracy and confirmation bias.

So, how can you regulate human behavior? Is it on the tech companies to try and be better than the tendencies of the people who use them? Ideally they wouldn’t have to be told not to take advantage of people, but when people are willingly signing up to be taken advantage of, who do you target?

It’s a murky question, and it’s only going to get trickier to solve the more social media embeds itself into our culture.

*Yes, I’m on social media and I blindly clicked it too! He who is without sin, etc.

Deepfakes — a technology originally used by Reddit perverts who wanted to superimpose their favorite actresses’ faces onto the bodies of porn stars – have come a long way since the original Reddit group was banned.

Deepfakes use artificial intelligence (AI) to create bogus videos by analyzing facial expressions to replace one person’s face and/or voice with another’s.

Using computer technology to synthesize videos isn’t exactly new.

Remember in Forrest Gump, how Tom Hanks kept popping up in the background of footage of important historical events, and got a laugh from President Kennedy? It wasn’t created using AI, but the end result is the same. In other cases, such technology has been used to complete a film when an actor dies during production.

The difference between these examples and that latest deepfake technology is a question of ease and access.

Historically, these altered videos have required a lot of money, patience, and skill. But as computer intelligence has advanced, so too has deepfake technology.

Now the computer does the work instead of the human, making it relatively fast and easy to create a deepfake video. In fact, Stanford created a technology using a standard PC and web cam, as I reported in 2016.

Nowadays, your average Joe can access open source deepfake apps for free. All you need is some images or video of your victim.

While the technology has mostly been used for fun – such as superimposing Nicolas Cage into classic films – deepfakes could and have been used for nefarious purposes.

There is growing concern that deepfakes could be used for political disruption, for example, to smear a politician’s reputation or influence elections.

Legislators in the House and Senate have requested that intelligence agencies report on the issue. The Department of Defense has already commissioned researchers to teach computers to detect deepfakes.

One promising technology developed at the University of Albany analyzes blinking to detect deep fakes, as subjects in the faked videos usually do not blink as often as real humans do. Ironically, in order to teach computers how to detect them, researchers must first create many deepfake videos. It seems that deepfake creators and detectors are locked in a sort of technological arms race.

The falsified videos have the potential to exacerbate the information wars, either by producing false videos, or by calling into question real ones. People are already all too eager to believe conspiracy theories and fake news as it is, and the insurgence of these faked videos could be created to back up these bogus theories.

Others worry that the existence of deepfake videos could cast doubt on actual, factual videos. Thomas Rid, a professor of strategic studies at Johns Hopkins University says that deepfakes could lead to “deep denials” – in other words, “the ability to dispute previously uncontested evidence.”

While there have not yet been any publicly documented cases of attempts to influence politics with deepfake videos, people have already been harmed by the faked videos.

Women have been specifically targeted. Celebrities and civilians alike have reported that their likeness has been used to create fake sex videos.

Deepfakes prove that just because you can achieve an impressive technological feat doesn’t always mean you should.

If you’re thinking about hiring a social media professional – or are one yourself – take some tips from the experts.

We asked a number of entrepreneurs specializing in marketing and social media how they separate the wheat from the chaff when it comes to social media managers, and they gave us some hints about how to spot whose social media game is all bark and no bite.

According to our experts, the first thing you should do if you’re hiring a social media professional is to check out their personal and/or professional social media pages.

Candidates with underwhelming, non-existent, out-of-date, or just plain bad social media pages should obviously get the chop.

“If they have no professional social presence themselves, that’s a big red flag,” says Chelle Honiker, CEO at Athenia Creative.

Another entrepreneur, Paul O’Brien of Media Tech Ventures, explains that “the only way to excel is to practice…. If you excel, why would you not be doing so on behalf of your personal brand?”

In other words, if someone can’t make their own social media appealing, how can they be expected to do so for a client?

These pros especially hated seeing outdated icons, infrequent posts, and automatic posts. Worse than outdated social media pages were bad social media pages. Marc Nathan of Miller Egan Molter & Nelson provided a laundry list of negative characteristics that he uses to rule out candidates, including “snarky,” “complaining, unprofessional” “too personal” “inauthentic,” and “argumentative.”

Besides eliminating candidates with poor social media presence, several of these pros also really hated gimmicky job titles such as “guru,” “whiz,” “ninja,” “superhero,” or “magician.”

They were especially turned off by candidates who called themselves “experts” without any proof of their success.

Jeff Fryer of ARM dislikes pros who call themselves experts because, he says “The top leaders in this field will be the first to tell you that they’re always learning– I know I am!” Steer clear of candidates who talk themselves up with ridiculous titles and who can’t provide solid evidence of their expertise.

According to our experts, some of them don’t even try. To candidates who say “’Social media can’t be measured,’” Fryer answer “yes it can[. L]earn how to be a marketer.”

Beth Carpenter, CEO of Violet Hour Social Marketing, complains that many candidates “Can’t talk about ROI (return on investment),” arguing that a good social media pro should be able to show “how social contributes to overall business success.” Good social media pros should show their value in both quantitative and qualitative terms.

While our experts wanted to see numerical evidence of social media success, they were also unimpressed with “vanity metrics” such as numbers of followers.

Many poo-pooed the use of followers alone as an indicator of success, with Tinu Abayomi-Paul of Leveraged Promotion joking that “a trained monkey or spambot” can gather 1,000 followers.

Claims of expertise or success should also be backed up by references and experience in relevant fields.

Several entrepreneurs said that they had come across social media managers without “any experience in critical fields: marketing, advertising, strategic planning and/or writing,” to quote Nancy Schirm of Austin Visuals. She explains that it’s not enough to know how to “handle the technology.” Real social media experts must cultivate “instinct borne from actual experience in persuasive communication.”

So, if you’re an aspiring social media manager, go clean up those pages, get some references, and figure out solid metrics for demonstrating your success.

And if you’re hiring a social media manager, watch out for these red flags to cull your candidate pool.