What is the labour encoded in Instagram? It’s easy to see. Every “user” of Instagram is a worker. There are some people who produce photos — this is valuable, it means there is something for people to look it. There are some people who only produce comments or “likes,” the virtual society equivalent of apes picking lice off other apes. This is valuable, because people like recognition and are more likely to produce photos. All workers are also marketers — some highly effective and some not at all. And there’s a general intellect which has been developed, a kind of community expertise and teaching of this expertise to produce photographs which are good at producing the valuable, attractive likes and comments (i.e., photographs which are especially pretty and provocative), and a somewhat competitive culture to become a better marketer.
There you have it: a generalized economic theory of social networks.