#EthicsAndSocialImpactInPM: How a responsible PM can save social media from itself

As part of my Digital Product Management classes at SPJIMR, SP Jain Institute of Management and Research, we explored the critical role of responsible product management and how the digital landscape has deteriorated in its absence. Building on what I learnt and as an avid user of X (Twitter), I found it only natural to apply these learnings to explore how responsible PM could help reshape the platform for the better.

How X became a digital wild west and what PMs can learn from it

There was a time when Twitter was the heartbeat of global discourse. A place where news broke, discussions thrived, and movements took flight.

Today, X has become a chaotic battleground of misinformation, political propaganda, and mob-driven discourse. The collapse of moderation, the rise of polarising content, and unchecked algorithmic influence have destroyed trust in information present on the platform. Since Elon Musk’s takeover, features like paid verification, relaxed content policies, and AI-driven recommended content have fuelled the spread of misinformation, empowering hate groups and amplifying extreme narratives.

The consequences? A divided society, manipulation at scale, and eroded credibility of a once-trusted digital platform.

So, how did we get here? And more importantly, how could responsible product management (PM) have prevented this mess?

What is responsible product management?

Responsible product management isn’t just about shipping features that drive growth—it’s about creating products that enhance the user experience while minimising unintended harm. Based on ethical PM principles, it requires:

• Prioritising user well-being: Optimising for meaningful engagement rather than endless scrolling and addiction-driven content loops
• Transparency and control: Giving users insight into how recommendations work, ensuring they have agency over their experience
• Moderation and accountability: Balancing free speech with responsible oversight to prevent the spread of harmful content
• Algorithmic fairness: Ensuring that AI-driven recommendations do not disproportionately favor sensational, polarising or misleading content
• Feedback loops and ethical guardrails: Constantly iterating on platform policies and features to curb unintended negative consequences

Also drawing insights from Nir Eyal’s Hooked, responsible PMs must focus on habit-forming mechanics that benefit users rather than exploit them. The aim should be to build trust and foster healthy interactions rather than manufacture outrage or fuel dopamine-driven doomscrolling.

How a responsible PM could improve X

A responsible PM approach would take a high-level, systemic view of how to rebuild trust and integrity on X.

• Redesigning content discovery: Shifting from engagement-driven recommendations to value-based content that promotes diverse perspectives rather than reinforcing echo chambers.
• Enhanced moderation mechanisms: Balancing AI-assisted moderation with human oversight to detect misinformation and harmful narratives more effectively.
• User-centric algorithmic transparency: Allowing users to customise their feed settings, control how content is surfaced, and opt out of engagement maximisation models.
• Sustainable growth strategies: Prioritising ethical monetisation, where revenue models do not come at the cost of user well-being or information integrity.
• Future-proofing against harm: Implementing real-time monitoring and response systems to mitigate misinformation during crucial events like elections or global crises.

Had these principles been integrated from the start, X could have maintained its status as a trusted global discourse platform rather than deteriorating into chaos. Responsible PM isn’t just about fixing what’s broken—it’s about building sustainability into products, ensuring they evolve with integrity, and creating long-term value for users and society.

The road ahead

Social platforms have a huge impact on how people think, act, and engage with the world. Responsible product managers should play a key role in ensuring these platforms encourage informed and meaningful discussions rather than division and misinformation. By designing responsibly, they can create a better digital space that prioritises truth, fairness, and user well-being.

The future of responsible product management isn’t about limiting freedom—it’s about ensuring that technology serves humanity rather than exploiting it.

Let’s build better. Let’s build responsibly.