Challenging the blue checkmark: how to design ethical status on social media
How UX designers can leverage status games, social capital, and network effects in the design of social platforms.
As a society, we are constantly seeking ways to differentiate ourselves from others and assert our social status. This desire for status has always been present in human nature, but in today’s digital age, it has taken on a whole new level of importance in consumer social products and social media. Some of the most powerful digital products ever built use ‘Network Effects’ to create addictive artificial status games.
Online social platforms like Twitter, Instagram, Facebook, and even video games have become an integral part of our daily lives. Despite all the positives, these platforms have also given birth to artificial ‘status games,’ where users compete for attention and validation through likes, comments, and followers. While participating in these status games may seem harmless, they can have unintended consequences for our mental health and well-being.
After reading Eugene Wei’s famous Status as a Service (StaaS) article and reflecting on what I learned designing consumer experiences at Facebook and consulting for several consumer startups, I wanted to write about my takeaways on designing for ‘status’ and how to do it in a more ethical and sustainable way.
Status Games and Social Capital
Most (if not all) people are involved in multiple status games at a time. A status game is a competition in which people seek to increase their social status or perceived value within a particular group or community. The amount of social capital an individual has compared to others within a status game determines their social status.
Social capital varies between different platforms and is only relevant to users who participate in that particular status game. For example, on Twitter, social capital refers to the number of followers a user has, while in a video game, it might refer to a player’s level or rank.
For social status to have meaning, there have to be some individuals with more of it, and some individuals with less of it. While intangible and hard to measure, as social creatures, we can feel the transfer of social capital status and the social status of individuals within a status game.
Younger people tend to be more engaged in artificial status games on social media because it offers more opportunities for them to increase their status (since they may not have as much real-world status or wealth). This can be powerful and addictive because it fulfills our intrinsic desire to find and connect with a group of peers as a high-status member.
Designing the Transfer of Social Capital
Within the context of social platforms, individuals must put forth some sort of effort or show ‘Proof of Work (PoW)’ in order to gain social status. Using social media platforms as an example, users might follow a user (transfer social capital) because they like their content (PoW).
Proof of Work must require some sort of ‘skill and effort’ in order for it to be rewarded to those who deserve it. For example, let’s look at why Prisma (a photo filter app) failed to pivot to a social network while Instagram succeeded. Prisma failed to transition into a social network because there was no ‘skill-based’ proof of work since anyone could create a masterpiece by clicking a button. Therefore, there was no reason to follow one Prisma user over another. As a result, since nobody could accumulate followers there was no transfer of social capital, and therefore no status game that could be played. On the other hand, Instagram had lots of success because although there were filters, it couldn’t elevate a poor photo into a masterpiece and the burden of proof of work was still on its users (hence there was a status game that could be played).
By carefully considering how PoW within a platform should be rewarded, you can control how social status is transferred and what behaviors should be rewarded or punished. With a bit of intentionality, designers can create environments that are more positive and positive for users.
Network Effects
The larger a particular group or community is, the more attractive its social capital and afforded status is to existing and aspiring members. This is often seen with social media platforms, where the more people that are on the platform, the more attractive it becomes for others to join and participate. Platforms leverage network effects to accumulate users and elevate the attractiveness of the status game it offers. Network effects refer to the phenomenon where a platform becomes more valuable as more people use it.
Network effects can make the competition for social capital and status even more intense. For example, if a particular social media platform has a large user base, there may be more competition among users to get likes, comments, and followers.
Segmentation of Status Games to Improve UX
One way to improve the user experience of status games in social media is to segment the status game into smaller segments. This can be done by creating different levels or tiers within the status game, each with its own set of rules and rewards.
Video games do a fantastic job at this by segmenting their status games into smaller chunks to make them more accessible and engaging for a wide spectrum of players (i.e., using levels or ranks within the game).
For example, in a first-person shooter game, players may start at a beginner level and work their way up through the ranks by improving their KDA (kill-death ratio). As they progress, they may unlock new weapons, perks, or other in-game rewards. This can help to keep the game interesting and engaging for players, as they have a clear sense of progression and can see their progress reflected in the game.
On the other hand, imagine a video game without segmented status games where experienced players would easily dominate new players due to a lack of a progression system. In such a game, all players would be on an equal footing, regardless of their skill level or experience. This can create a number of problems for new players, who may feel overwhelmed or discouraged by the more experienced players. Without any way to progress or earn rewards within the game, new players may feel like they have no way to catch up or compete with the more experienced players. This can lead to a lack of engagement and enjoyment for new players, as they may feel like they have no chance of success within the game.
This is exactly how existing social media platforms are designed. Users with large followings tend to get even more engagement, while those who have smaller followings struggle to get noticed.
As a designer, we should consider how social platforms can also segment their status games in similar ways. Some examples of segmented status games include: 1) creating different ‘tiers’ based on account age or follower count (example: newbie, intermediate, and advanced forums), 2) creating different verticals each with their independent status game (example: Subreddits on Reddit), 3) allowing users to create their own status games within the platform (example: Discord communities), 4) time-based status game resets (example: timebound challenges and leaderboards).
Indicating Status on Social Media
Designers create indicators of social status and accumulated social capital using visual cues to communicate a person’s social status within a given community. Some common examples of these indicators include:
- A large number of followers or likes
- Access to exclusive tags like ‘Top Writer on Medium’
- Tagging users in high-status events or features like ‘Featured on ______’ or ‘Top profiles for ______’
- Verified account checkmarks
This not only serves as a way to reward high-status users, but it also gives others something to aspire to, creating a positive feedback loop that encourages participation and engagement.
The Negative Impact of Status Games
While status games in social media can provide a sense of accomplishment and a way to connect with others, they can also have negative impacts. One potential negative effect is the creation of a hierarchy within a community, where some users have higher status than others. This can lead to feelings of inadequacy or exclusion among those with lower status and can contribute to a negative social environment.
Another issue is the potential for users to engage in unethical or harmful behavior in order to increase their status. This could include cyberbullying, spreading misinformation, or exploiting the platform’s rules in order to gain an advantage.
Another consequence to consider is the phenomenon known as ‘Tall Poppy Syndrome,’ in which people who achieve high levels of success or recognition are often met with resentment or jealousy from their peers. This can lead to a negative social environment where people are discouraged from trying to stand out or achieve success, as they fear being cut down by others.
Creating Positive and Ethical Status Games
To make status games more positive for users, there are several approaches to consider. The first approach is to design for ‘status equality,’ which involves creating a level playing field for all users and avoiding the creation of too many ‘winners’ or ‘losers.’ For example, Instagram has experimented with hiding the number of likes on posts. Another approach is to reframe ‘status mobility’ with a focus on personal improvement rather than competition with others. For example, imagine a weight-loss community can focus on celebrating each user’s relative improvement rather than ranking users based on objective measures of fitness.
The second approach is to encourage ‘status generosity,’ where users are recognized and rewarded for helping and supporting others rather than just focusing on their own status. This can foster a more positive and collaborative social environment. For example, imagine a forum where instead of using status indicators like ‘most active’ or ‘top contributor’ you have tags for ‘most helpful’.
The last approach is to promote ‘status sustainability’ which involves creating a system that rewards behaviors that are sustainable in the long term. Particularly on social media, instead of creating an environment where users feel pressured to post daily or create ‘perfect content’ we could do the opposite. An example of this is the introduction of ‘stories’ on Instagram and other social media where users could post temporary ‘imperfect’ content with reduced pressure without sacrificing opportunities to connect with other users on the platform (i.e., story replies and likes).
Conclusion
Overall, designing for status in consumer social products and social media is a complex and multifaceted task. But by considering the various ways in which people seek to increase their social status, and by finding ways to encourage positive and healthy behaviors, designers can create platforms and products that foster a more positive and supportive social environment.
So the next time you log onto your favorite social media platform or fire up that new social game, take a moment to consider the role that status plays in your experience. And remember, while it’s natural to want to stand out and receive recognition, it’s important to do so in a way that is respectful and considerate of others. After all, we’re all just trying to feel accepted in our own little corner of the internet — let’s do it in a way that benefits everyone.
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