Is an internal hatred for social media the new dirty secret? Don’t be fooled by the “First Dr. of Social Media” title — I’m not a lover of social media either, but that is what makes me good at my job. If a person says they love social media, my advice is to ask them what they love! In this blog, I discuss why I work in digital behavioural science and, while I might not love social media, I love my career. Not liking social media shouldn’t be a secret. What we really need is an objective view of how we can connect to the world and extract intelligence from digital interactions. Luckily, that’s what I’m here to do!