ABSTRACT
Social media can do wonderful things for people and brands. From a corporate stance, social media has given massive exposure for brands and provides for psychographic and behavioral targeting with a relatively low advertising investment. Most notably, Diamond Reynolds, the girlfriend of Philando Castile who was fatally shot by police in 2016, posted a Facebook Live video showing the social media world a glimpse of the effects of the tragedy on a community and their loved ones. Social media has transformed the way we communicate with each other and brands. Opportunities to digitally engage consumers present new risks with newer media platforms that are intertwined with social media and gaming. Businesses, brands, and media organizations must think deeply about any dark side of the new way of news delivery via social media. It is plausible however that the dark side attitudes and behaviors seen in the working framework were always present.
