My Secret Life as a Social Media Coach

The author, a writer who previously worked as a paid social media coach for about two years, argues that social media rewards whatever users put into it, so the core lesson is what they call a "KARMA philosophy." Clients were told to keep self-promotion to no more than 20% of a freelancer's online activity, with the rest being enjoyable content, and to avoid hostile behavior such as trolling, mocking, and score-settling. The author cites the Stanford prisoner's dilemma tournament, where tit-for-tat won, as evidence that people return the treatment they give.