▁her ▁book ▁" The ▁Culture ▁of ▁Connect ivity " ▁( 2 0 1 3 ) ▁that ▁to ▁understand ▁the ▁full ▁weight ▁of ▁social ▁media , ▁their ▁techn ological ▁dimensions ▁should ▁be ▁connected ▁to ▁the ▁social ▁and ▁the ▁cultural . ▁She ▁crit ically ▁describes ▁six ▁social ▁media ▁platforms . ▁One ▁of ▁her ▁find ings ▁is ▁the ▁way ▁Facebook ▁had ▁been ▁successful ▁in ▁fr aming ▁the ▁term ▁' sh aring ' ▁in ▁such ▁a ▁way ▁that ▁third ▁party ▁use ▁of ▁user ▁data ▁is ▁neglect ed ▁in ▁favor ▁of ▁int ra - user ▁connected ness . ▁ ▁Ess ena ▁O ' Ne ill ▁attract ed ▁international ▁coverage ▁when ▁she ▁explicitly ▁left ▁social ▁media . ▁ ▁Trust worth iness ▁and ▁reli ability ▁ ▁There ▁has ▁been ▁spec ulation ▁that ▁social ▁media ▁has ▁become ▁perce ived ▁as ▁a ▁trust worth y ▁source ▁of ▁information ▁by ▁a ▁large ▁number ▁of ▁people . ▁The ▁continuous ▁inter person al ▁connect ivity ▁on ▁social ▁media , ▁for ▁example , ▁may ▁lead ▁to ▁people ▁regarding ▁peer ▁recommend ations ▁as ▁indic ators ▁of ▁the ▁reli ability ▁of ▁information ▁sources . ▁This ▁trust ▁can ▁be ▁explo ited ▁by ▁mark eters , ▁who ▁can ▁util ize ▁consumer - created ▁content ▁about ▁br ands ▁and ▁products ▁to ▁influence ▁public ▁per ception s . ▁ ▁Trust worth iness ▁of ▁information ▁can ▁be ▁improved ▁by ▁fact - check ing . ▁Some ▁social ▁media ▁has ▁started ▁to ▁employ ▁this . ▁ ▁Ev gen y ▁Mor oz ov , ▁a ▁ 2 0 0 9 – 2 0 1 0 ▁Y