Tag Archives: facebook

How to Make Facebook Show You the Stuff You Really Care About

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Facebook doesn’t really do its job when you ask of it to follow a website for you. Before getting into the reasons and details, here are two images that explain how you can properly follow a page on Facebook. Unless you change your notification settings as shown in the images, the default behavior is that whatever you see in your news feed is at the whim of algorithms designed to extract money out of everybody using the website – users on the one side and advertisers on the other. Sadly Facebook treats as advertisers even non-profit content creators such as myself, but more on that below. However, at least for now, there are still ways to circumvent the algorithms. Here’s what I’m talking about:

How to follow
How to follow, step 1
How to follow
How to follow, step 2

Fueling the division

It’s a pity that I even have to type this but alas, due to the rather unfair algorithms employed by Facebook (and many other social networks), I realize it’s necessary to explain the current situation. Before I start, I’d like to emphasize that I have no problem with Facebook making a profit. As a living commercial entity, it needs to survive in order to evolve. But what will it evolve into? We as users of Facebook need to voice our concerns if we wish to have a say in its evolution. A social network should be the best place to make oneself heard but unfortunately, in the case of Facebook this is increasingly false.

For example even if you follow Mentatul on Facebook, you will still not see all the new posts in your feed because the social network uses a ruthless filtering system that actually separates people into comfort bubbles^. This algorithm has its upsides because it can show users more of the stuff they are actually interested in, but it comes at a great cost.

First of all, it deepens the chasms between social groups, reducing one’s opportunity to discuss with people outside one’s comfort zone. Like any company, Facebook wants its users happy. Happy users spend more time on the website and make the company more money. I’m not saying that the Facebook experience should become a carousel of discomfort, being bombarded with things you don’t care about or even disturb you. But instead of allowing users to become isolated tribes there should be certain topics that can cross all boundaries, especially topics that are important for social development (equal rights, education, ecosystem, anti-corruption, critical thinking).

Perhaps one day AI algorithms will be smart enough to discern between constructive writing (ideas, criticism, analysis) and intellectual poison (false news, hate speech). The question is if the humans sitting at the control panel will allow these algorithms to contribute to educating people. Certain elite groups prefer to dumb down the masses so that they are easily controllable. But there are also those that have realized that an educated population can be much more profitable for the entire species in the long run.

Making life difficult for non-profits

Another way Facebook algorithms are hurting is treating non-profits as if they were advertisers. The website is built quite “intelligently” so that it coerces the owners of pages into paying for getting exposure. It’s understandable when we’re talking about commercial, for-profit entities. But sadly, for all its “well meaning”^ attitude, Facebook doesn’t help non-profits much. Most of my posts there hardly reach a third of my followers, with the website constantly nagging me to pay in order to reach more people.

A friendly reminder to PAY
A friendly reminder to PAY

There is zero advertisement on Mentatul and the website doesn’t bring me any money yet, quite the contrary, it consumes time and bandwidth. I will never charge for my work, everything is provided for free, with a possible future option for donations. Unfortunately, Facebook doesn’t care that my page is a non-profit. Even though I’m an independent writer, it still treats me as an advertiser. What a non-profit cares about is for people who are interested in what the non-profit has to say to receive all updates.

A friendly reminder to PAY
Another friendly reminder to PAY (for each post)

When I post something on Mentatul’s Facebook page, it gets shown to a (sometimes very) limited amount of people “following” the page. To make matters worse, I’ve noticed that the most important articles, such as the ones about social issues (consumerism, intellectual diet, cultural and environmental decay) are shared even less. It’s not surprising, because such articles seem to go against Facebook’s profit-driving forces: advertisement.

A friendly reminder to PAY
A friendly reminder to PAY (for sharing original content I created and already paid for… with my time)

This is not a revolution. It’s evolution

What makes me even sadder about this situation is that I’m not even against any company making money! I’m not against advertisement at all. Treating our consumerism problem for example doesn’t mean there won’t be advertisement or profits anymore.

It simply means that companies should be encouraged to produce higher quality products with replaceable parts at increased cost. The increased cost is a profit driver that will allow companies to cover for the R&D investment required for providing better quality and the infrastructure required for maintaining products for a longer time.

Competition means that there will always be winners and losers. Curing consumerism will still be done by companies, but it has to be us, the buyers of products, who make sure that non-consumerist companies succeed. Facebook still has a place in that world, so does advertisement and corporations. But it can all be done in a much better fashion in order to safeguard our ecosystem and continued quality of life on this planet.

And this is how I turned a post about how to follow a website into a philosophical discussion about economy, advertisement and the artificial intelligence used by social networks. Seriously though, if you like what I write here, please go through the trouble of following my Facebook page properly :D.

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About Zuckerberg’s Global Community Vision

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Two weeks ago Mark Zuckerberg, CEO of FaceBook, dropped what I consider to be an ideological bombshell on the tech industry and on business in general. It doesn’t even matter what the true intentions behind it are. It grabbed attention and dared to change – at least for a little while – the tune of the global business discourse.

Mark’s Global Community^ post is very well written and published at the ideal time to provide maximum PR value. I’m not surprised that some have even seen it as a sort of political statement. I liked how this article^ from The Guardian explores the text.

Perhaps this is indeed the beginning of the age of corporations governing the planet publicly (rather than from the shadows). If it is, I’d definitely have Mark run the show rather than somebody like Trump. I try to keep a balanced tone on this website but even though I can understand why Trump has become the man he is (given the society that shaped him), I do believe it’s healthier to leave his world ideology behind and advance to something more akin to what Mark is envisioning.

Mark’s “manifesto”, as some in the press have called it, is of course rich with positive examples about FaceBook’s achievements. What I really appreciated though is the fact that it acknowledged some serious issues with the website, such as the fact that some people’s posts get censored when they shouldn’t and posts that should be removed are not. Mark’s explanation for this makes a lot of sense: “we’re operating at such a large scale that even a small percent of errors causes a large number of bad experiences.”

Still, FaceBook does censorship. It has a special kind of censorship but it’s still censorship. And I don’t mean this respected author^ getting banned for saying bad things about Trump’s supporters. Perhaps that was a good way to break the circle of insults. What I mean is how FaceBook prevents people from being exposed to other opinions, keeping them inside their comfort zones, blissfully unaware of the storm raging outside. I call this phenomenon ideological clumping. FaceBook engages in this probably because a happy user generates more revenue for the company.

This issue of ideological clumping is addressed in the manifesto so I’m curious how FaceBook will deal with it in the future, especially given the fact that its financial model is based on convincing creatives to pay money in order to get their content in front of their followers. By this I mean how the default follow command on FaceBook only means that a user allows the application’s algorithms to sometimes show posts from a followed person, page or group.

The manifesto also addresses the issue of fake news. The viral spread of misinformation using social media is an intellectual disease that has given Trump more than a few votes – granted, he wasn’t the sole benefactor of this phenomenon. Sadly, this is a problem that Mark & co. will have to work much harder to fix than by writing a goody two shoes manifesto.

Last but not least, FaceBook’s visionary CEO mentions artificial intelligence quite often. Trusting A.I. to do the very hard work of curating content is a risky bet with a lot of unknowns – something he acknowledges, but not strongly enough I think. If A.I. were truly intelligent I’d be more inclined to trust it, but right now, we’re talking about some closed-source (sometimes buggy) algorithms that are controlling the information people are exposed to, not to mention able to shut people up. There’s less intelligence in there than there is manipulation for the advertisers’ interests.

I’m quite sure the company has plenty of ulterior motives when it wants to offer free internet to people. Mark actually made some parallels to television in his text. Well, television was free in many countries if only to make it easier to manipulate the masses. “Connect the world” they say. But FaceBook is not only a tool for change. It’s also an advertisement platform, let’s not forget that. And the kind of product that political parties have to sell is much more dangerous than a brand of bad detergent.

When it’s all said and done, I think that Mark’s step forward volunteering to do what can be done in helping with global problems is a positive example for corporate responsibility. This manifesto was needed and I’m truly happy it’s out there. For this reason, I’m going to give Mark & co. the benefit of the doubt. Let’s see what the future holds. So far, score 1 for FaceBook.

Oh, and one more thing. I am really curious to see how other corporations will respond to this and if they even will. I’m thinking especially about Google, whose “do no evil” mantra 5 to 10 years ago was heading the company towards the same style of social action that FaceBook is doing today. But now-a-days Google’s execs seem even more uninspiring than Microsoft’s.

Today FaceBook has something way more powerful than Google: it has people’s lives, not only their web searches. Combine this with a bright CEO that has a very skilled PR team behind him and you get yourself a serious challenger to tech leadership. If Mark showed anything to these behemoths it’s the fact that in the 21st century a CEO is as much a public figure as any politician and perhaps even more needed.

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