Are social
networks inherently racist?  How about
sexist?  Anti-Semitic?

Before you
discard these questions as merely inflammatory, take a few moments to study
your own collection of friends and contacts on Facebook, LinkedIn and the other
online communities you participate in. 

I’m going
to bet a fair number of the faces gazing back at you from the screen mirror
your own.  The same can most likely be
said about their backgrounds, interests, and professional and personal
affiliations.

It is
understandable.  Social media is merely
the online extension of the age-old human attribute to align oneself with
others who share a similar background and belief system.  The problem that arises in a homogeneous
community is those who fall outside the accepted norm tend to be shunned and,
in extreme cases, even ridiculed.

Let’s not
pretend this doesn’t happen – regardless of who resides in the White
House. 

I consider
my views on race, religion and gender relations to be rather contemporary.  Yet, I have also found myself at times in
somewhat questionable situations. 

For
instance, in college I was a member of a predominantly Jewish fraternity.  It was not uncommon to hear a derogatory
put-down about those who chose a different religious path.

More
recently, I stood with a group of male executives at an industry event who
found amusement in inappropriate comments about a female attendee. 

I’ve been
thinking about the issue of bias in social networks since coming across an
article (http://industry.bnet.com/travel/10003693/american-airlines-launches-blackatlascom/) about a new online community
created by American Airlines for African-Americans.  Branded “Black Atlas,” the content of this
social network caters to the supposedly unique interests these travelers have
in destinations and accommodations.

While in no
way do I mean to imply that American Airlines is a racist organization.  However, I do question the viability of a
marketing initiative that is so ethnically centered.

Ultimately,
I do not believe racism, sexism or religious intolerance permeates most social
networks.  Online communities reflect the
natural bias and preferences that come with a gathering of individuals who
share so much in common.

Social
media is about people and, after all, we are only human.

Marc Hausman is president/CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, Maryland.  Read more at http://www.strategicguy.blogspot.com.