Do It Yourself Content and the Wisdom of the Crowds

Many social media platforms enable (nearly) anyone to post (nearly) anything. One clear downside of this permissiveness is that many people appear bad at determining who to trust online. Hacks, quacks, climate change deniers, vaccine skeptics, and election deniers have all gained massive followings in these free markets of ideas, and many of their followers seem to genuinely trust them. At the same time, there are many cases in which people seem to reliably determine who to trust online. Consider, for example, Do It Yourself (DIY) content about how to play guitar, bake, fix one’s plumbing, or repair one’s car. For these topics, those who have the largest accounts and the most popular content typically possess significant expertise. That is, social media users seem to reliably pick out DIY experts. We thus have a puzzle: why are social media users seemingly competent at identifying DIY experts, but not climate science or vaccine experts? In what follows, we solve this puzzle. We begin by identifying a novel wisdom of the crowds phenomenon: specifically we argue that the crowd (in combination with social media search and recommendation algorithms) reliably picks out DIY experts and serves as a credentialing institution for DIY content. Next, we argue that (a) there are five epistemic factors that determine whether the crowd can succeed at recognizing experts on social media platforms, and (b) while many of those factors are satisfied to a sufficiently high degree by DIY content, they are mostly lacking for content about climate change or vaccines.