Facebook is a daily presence in my life and has been since 2010 when I joined the social medium to post pictures of a trip my wife and I took to the Grammys in Los Angeles. I remember I created an “album” of photos, each carefully captioned: the beach at Malibu; the HOLLYWOOD sign; Tatine meeting Weird Al Yankovic. So exciting!
It was around this time, I suppose, that most of us basically stopped shooting pictures with a camera. You remember that tedious process: You’d take your film to Walgreens, then wait a few days to go pick up your developed pictures (along with the negatives, in case you wanted to go crazy and print another copy). Then you’d sit out in the parking lot, looking through your vacation shots or whatever. No filters, no enhancements. What Walgreens gave you is what you got. How crude.
Now, our phones take care of all of that. Instant sharing! Filters! Video! No more dusty sleeves of old photos stuck in drawers. And Facebook has all our shots organized by date and subject matter and helpfully suggests reposting them as “memories” for us, so we can amuse/bore our friends all over again.
Around the world, three billion people are using Facebook to advertise their lives, faces, interests, writing, families, gardens, pets, food, businesses, music, vacations, politics. And Facebook uses all that free information we provide to make mega-billions of dollars from companies that want to advertise to us. It is a marketing behemoth with algorithms so advanced, you’d swear they’re reading our thoughts. That’s because they are, literally — the ones we write down for them. We are Facebook’s product and they’re getting top dollar for us, but we don’t seem to much care. Check out my new shoes, y’all!
Facebook has made some huge blunders. When the company pushed for a “pivot” to video in 2015, thousands of journalists were laid off, replaced by video “content providers.” Three years later, Facebook had to tell advertisers (and newspapers and media organizations) that video was not working as they’d promised. People actually preferred reading to being spoon-fed videos. Oops, said Mr. Zuckerberg, give us some journalism again, please.
And the company seems a little touchy these days, given all the bad press it’s gotten regarding its failure to remove political disinformation and racist, white-supremacist content from its platform. I have a friend who was reprimanded by the Facebook popo last week for using the word “Chubby” in referencing the Sixties singer, Chubby Checker. Yes, it’s his name, but it breached some sort of algorithmic dog whistle. I’m guessing that typing “Porky Pig” would definitely get you 30 days in the hole.
Two weeks ago, I wrote a column about the daily emails I get from Donald Trump. The Flyer art director illustrated the column with an image of a Trump fundraising ad that had been emailed to me. Normally, when I post my column on Facebook on Wednesday morning, I start getting comments, likes, etc., within minutes, mainly because I’m followed by a few hundred people, so it shows up in their news feed. That week, however, nothing. By mid-morning, I’d had two comments, maybe three or four likes. Facebook was obviously suppressing the distribution of the column.
When I figured it out and changed the art, things got back to normal quickly, but it gave me a real sense of how much Facebook can shape what all of us read in our news feeds — for good or evil.
Here’s hoping they’re as vigilant at stopping nazi memes and hate speech as they are at keeping Donald Trump from getting a free ad — and at protecting Chubby Checker’s feelings.