The Tyranny of Analytics

In the social media age, the measurability and commoditization of content, in the form of traffic, clicks, and likes, has tethered editorial strategy to analytics like never before. The emphasis on quantifiable metrics stacks the news cycle with stories most likely to generate the highest level of engagement possible, across as many platforms as possible. Things traveling too far, too fast, with too much emotional urgency, is exactly the point, but these are also the conditions that can create harm.
From Executive Summary: The Tyranny of Analytics, in The Oxygen of Amplification: Better Practices for Reporting on Extremists, Antagonists, and Manipulators Online by Whitney Phillips, Data & Society, May 2018

"Friends and other non-professional influencers"

At its core, the social revolution allows people to consume what they want, when they want, and largely on the recommendation of friends and other non-professional influencers.  Attempt to graft old models onto it and you are doomed to struggle; find models that are native to the medium and you will thrive.
— From It’s Not About You: The Truth About Social Media Marketing by Tim O'Reilly, October 2, 2012.