There’s a growing undercurrent of anti-social media resistance among young internet users. The Ritz Carlton marketing exec explains why.

Mark Zuckerberg created Facebook for guys like Sam. A well-heeled, well-educated 28- year-old New York financier. Single and social, he has friends from prep school, from university, and from his club in Darien. He captains his boat “Silver” down the Long Island Sound into the city for all sorts of adventures. But Sam isn’t poking friends or tweeting his every move. He closed his Facebook account and has retreated from social media.

Why?

He says he’s on the social sidelines because he doesn’t want everyone to know everything about him. That’s a powerful position to take considering that everyone he knows is on Twitter and Facebook. This is a young Republican conformist, not a rabble rouser looking to be contrarian. But with 250 million photos being uploaded to Facebook every day, Sam will be seem from all angles, and talked about from all angles. That’s more exposure than he’s comfortable with.

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