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_The cost of failure for automation is extremely high in the context of social media where an audience is completely unable to distinguish an automated post from a post which originated the person him/herself._When a system optimizes for X (e.g. likes and followers) a designer should consider the externalities associated with that optimization, which humans perhaps take for granted; a bot meant to optimize for any kind of performance likely does not have social mores within its scope of concern. The contextual awareness of the even the most advanced personal assistants today is still extremely poor.
_If augmenting social relationships is the goal of a product, quality may be more important than quantity. Despite our scientifically proven obsession with “likes” and the ability of an influx of likes to increase serotonin and dopamine levels in the brain, longterm human wellbeing is strongly associated with having strong dependable relationships in one’s life. These are people that we could ask for a loan, or go to for advice. Designers should consider how to build meaningful longterm relationships rather than fleeting moments of instant gratification.
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