The Women Media Center (WMC), Pakistan, in collaboration with the National Endowment for Democracy (NED), Washington D.C., organized a thought-provoking one-day conference titled “Social Media Influencers: Ethics of Authenticity & Production of Content”. Held in Karachi on September 19th, 2024, the event brought together leading figures from the fields of journalism, social media, and digital content creation to address the rapidly evolving landscape of social media and its ethical implications.

The conference began with a keynote address from Fauzia Shaheen, CEO & Founder of WMC, who underscored the significance of social media in Pakistan, stating that 71.7 million active social media users make up 29.5% of the country’s population. She pointed out that YouTube is the most popular platform, used by 64.6% of the internet users in Pakistan. With such massive engagement, Shaheen emphasized the need for educating influencers to uphold ethical standards in their content creation. She highlighted the importance of dialogue, rather than restrictions, as the key to fostering responsible online behavior.

The panel of speakers included notable personalities like Wusat Ullah Khan, a renowned journalist, who raised concerns about how social media’s monetization models are compromising ethics, with influencers prioritizing clicks and views over accurate and well-researched content. Khan urged influencers to embrace a code of conduct to counter the spread of misinformation, warning that failure to do so could result in government-imposed restrictions on freedom of expression.

Asad Ijaz, an emerging podcaster, discussed the segmented nature of social media and the role of algorithms in shaping the content people consume. He called for influencers to take responsibility for providing reliable information to their audiences and building trust. Similarly, Manzar Elahi, head of Geo Digital, highlighted the challenges posed by the overwhelming flow of information and the importance of fact-checking.

The discussions also touched upon the increasing importance of short-form content, as highlighted by influencer Mahem, who noted the growing popularity of serious, research-based content amid the entertainment-driven nature of short videos. Journalist and content creator Faheem Siddiqui shared his own experiences with digital media and stressed that creators who focus on public concerns are the ones who build lasting connections with their audiences.

The event concluded with a strong consensus on the urgent need for ethical guidelines tailored for social media influencers. The panelists collectively agreed that influencers play a crucial role in shaping public discourse, and with that comes the responsibility to ensure their content is both factual and respectful of societal norms.

This conference marked an important step towards creating an environment where influencers can operate with integrity and contribute positively to society, while avoiding the pitfalls of disinformation and unethical practices.