Scenario: You maintain a profile on a social media platform. You use an email and password to log in, but the platform stores and controls your profile data.

Self-Custody is Control: You log into your social media profile with credentials, but the platform provider controls the infrastructure and data. The provider holds authority over your account, meaning they can suspend, delete, or restrict your profile based on community guidelines or internal policies. You are responsible for managing your login credentials and adhering to platform rules, while the provider is responsible for hosting and protecting your profile data. Enforcement is carried out by the platform, which can suspend or ban accounts, delete content, or restrict features if terms of service are violated.

Self-Custody is a Spectrum: The parties involved are you, the user, and the social media platform. The platform has an unfair advantage because they control the infrastructure that hosts your profile. They can revoke access or delete your data, meaning your self-custody is low. You rely on them entirely, placing you low on the self-custody spectrum.

Self-Custody is Recursive: Social media profiles are critical to building and maintaining your personal or professional brand. Platforms like Facebook, Instagram, or LinkedIn hold an unfair advantage by controlling the access and visibility of your profile. If self-custody over your social media profile is compromised—whether through a platform suspension or hacking—your entire brand is at risk. A compromised profile can lead to identity theft, loss of followers, or even reputational damage if the profile is used maliciously. For influencers or businesses, losing control of a social media account can result in a loss of revenue, advertising deals, and client trust. The magnitude of this loss can extend to your entire digital persona, which could take years to rebuild.