It is necessary to examine how social media can trigger individuals’ emotional and psychological reactions and how these reactions can reverberate widely on a societal level. Social media platforms are filled with content that speaks directly to the subconscious and can easily shape public perception. Behavioral marketing strategies must aim to use this power responsibly and ethically.
The world is going through a difficult time, and nowadays, one of the most prominent terms in newspaper headlines and online platforms is “social media terrorism.” Associating the words social media and terrorism might not have been easy—at least not yesterday. We could have confidently said these terms don’t belong side by side. But today, things are quite different. The terms social media and terrorism are now used together. The greatest danger emerges when terror attacks or chaos-inducing posts are shared via social media, leading users to spread dozens of pieces of information—whether true or false—without questioning them. In some cases, such information can be exploited by the wrong people for personal gain. However, it also raises the question: how should we evaluate users who want to share content freely or access accurate information from alternative sources?
This debate isn’t about instant broadcast bans placed on TV channels. The nature of social media and the internet differs greatly from that of television, newspapers, and radio. Here, the viewer is not just a consumer, but also the creator. Let’s briefly explore this from both psychological and sociological perspectives—and play devil’s advocate when needed.
Freedom and sharing are inherent in the DNA of social media. Sharing on platforms like Facebook, Twitter, and Instagram—each with distinct features yet similar structure—is embedded in human nature. Curiosity and the hunger for real-time information are the biggest triggers. Psychologically, people cannot resist the urge to obtain or share information after a terrorist attack, an earthquake, or a disaster. Beyond that, expressing personal opinions freely should stand in opposition to all bans—at least, this is how individuals perceive it. The snowball effect, naturally present in social media, concerns us from a sociological angle. A striking post can instantly be shared by hundreds of thousands. A single message can potentially be seen by millions in just one day. No other communication tool in history—excluding television—has held this power. The crucial difference here is that the creators of the news are not state channels or media corporations, but ordinary users.
The essence is this: any form of restriction, blocking, or internet slowdown can, rather than forming a protective barrier, create a hateful society. Nonetheless, we must not ignore the power of social media to generate social chaos. Social media, regardless of who controls it, holds the potential to become either a vital or dangerous tool—for good or for evil. It’s not in the hands of an individual, but of a mass force. It functions both as a communication tool and a collective weapon. In this sense, government measures can of course be questioned, but should not be outright labeled as wrong. Through social media, one can share sincere and truthful information, but also malicious content that fuels chaos. The biggest misconception users have is assuming that all posts come from their friends. This is where subconscious behaviors and human responses come into play. Deep down, you know your friends didn’t originate these posts—they were just intermediaries. The original post likely came from somewhere else. Yet your perception doesn’t work that way—and that’s the real danger.
In the 1920s, the post-WWI world was undergoing a major economic shift. The transfer of scientific studies in social psychology into business and politics introduced new phenomena into our lives. Edward Bernays, one of the founders of this field, conducted many studies showing how mass manipulation could be easily managed. This was a subconscious manipulation system. One of Bernays’ most famous campaigns aimed to increase women’s desire to smoke. A cigarette brand seeking to boost sales consulted him. At that time, analysis showed that while men commonly smoked, women’s cigarette consumption was nearly non-existent. Social norms considered women smoking as inappropriate. The goal was to break this taboo. Cigarettes were portrayed as a symbol of male power, thus emphasizing the disempowerment of women. The Easter parade in New York offered the perfect setting. Bernays instructed several elite women to place cigarettes in their coat pockets and light them publicly at the right moment. He informed the press that women would light their “torches of freedom” in protest for their rights. The operation worked—the media’s interest was massive. The women were young, stylish, and from high society—perfect for others to emulate. They advocated for freedom and equality. Dozens of newspapers covered it. Opposing such a message was no longer easy. Smoking turned into an ideology for women. Soon after, cigarette ads began featuring women, promoting a strong female image. In short, the torches of freedom were lit—and the result, as you might expect, was a dramatic rise in cigarette sales. Even more remarkable was how the negative perception of women smoking flipped to a positive one. Now imagine how digital media can be used for similar perception operations. Frightening, isn’t it?
As with many other topics, our biggest weakness here is the lack of education among users—that is, us. We need to teach how to use social media correctly; we need to train people on how to ensure oversight and control. This is not a topic solely for internet or social media experts—it concerns communication, psychology, and sociology scholars as well. As time goes on, technology becomes more embedded in our lives. We use social media apps on our phones obsessively. States, corporations, NGOs, police forces, and even terrorists now hold an immensely powerful mass tool in their hands—yet we still don’t fully grasp how powerful it truly is.
In just one minute, you can turn someone into either a cursed figure or a pop icon. Whether the content is accurate doesn’t seem to matter—because the digital world is instantaneous. Users lack the time or desire to fact-check every post. They scroll, glance, comment, and move on. It’s a mass medium with big results but small individual actions. Research shows that accurate information spreads more slowly than lies. A study analyzing 400,000 tweets from 2016 and 2017 found that false news spreads much faster. A terrifying reality. While psychological responses may differ across cultures, we are all human—and our emotional reactions are the same.
We weren’t born into a world where digital technologies were omnipresent. But look at the new generation. In a few years, this generation will be running the world. How different will their responses be from ours? More intense, more digital, more ruthless. So now is the time to ask: how can we regulate social media without destroying personal freedoms? We need to move beyond dismissive rhetoric like “just a platform for a few kids” and take serious, realistic steps. Isn’t it time we face our fears and produce solutions?
The European Union has already started taking concrete steps on this.
Especially social media companies bear great responsibility. After the tragic Las Vegas shooting in 2017, Facebook launched its “Crisis Response” feature to help users check on loved ones and share accurate crisis-related updates. This tool helped users access verified information during chaos and curbed the spread of false content. Such practices show that using the power of social media ethically is not only a moral necessity but also a strategic advantage.
In summary, social media is full of content capable of triggering users’ emotional responses and behaviors. A tweet or post that includes the right psychological elements can go viral and impact masses. During crises like terror events, malicious actors can exploit social media to spread fear and panic. Platforms like Facebook and Twitter (X) have received harsh criticism for the rapid spread of misinformation about specific events.
This highlights the urgent need to improve content filtering and verification systems.
Behavioral marketing strategies should leverage the power of social media responsibly. Content should aim not to manipulate emotions but to inform accurately and guide positively. This not only protects brand image but also fulfills a duty of social responsibility.
For instance, major American brands like Apple and Nike have effectively addressed social issues in their social media campaigns with a careful tone, increasing both brand value and societal awareness.
In practice, brands must consider user tendencies and psychological triggers in their social media strategies. During crises, providing calming, guiding, and fact-based content contributes to long-term trust building. This is one of the best examples of how social media campaigns can serve not only commercial but also social purposes.
Years from now, instead of regretting missed opportunities, we could proudly say: we educated our youth using this system. Strong societies are built with strong minds. Hopefully, our nation—and the world—can resolve this issue not only through security but by focusing on social development and ultimately succeed.
