The social media model has come under increased scrutiny following revelations of data misuse and news of executives reneging on some security commitments. People expecting to change the situation will need to address how social media works. This means changing not just the business model, which describes how a social media business makes money, but the fundamental technology model too. You can trace some of social’s troubles to the free use and advertising business model. Social media companies have developed businesses dependent on user data.