Trust in social media is slowly eroding, even as global engagement continues to rise. After more than 15 years studying digital ecosystems, Loud does not frame the current state of social media as a failure of intent. Loud believes the next generation of social media will be shaped by a different competitive advantage. This outlook informs his broader vision for social media as a force for connection rather than division. “The next era of social media will be defined by the incentives platforms choose to reward,” Loud says.