Commentary

Facebook Needs You Now

The other day, a friend of mine who has covered tech for a long time said what I know many of you are thinking: “Maybe it’s time to delete my Facebook account?”

Honestly, I understand his feeling. The latest round of investigative reporting by the New York Times uncovers some stories about the inner workings of the social network that are troubling.

So I decided to step back and take a look at where Facebook came from, and just how powerful and pervasive it’s become. When I released my book “Curation Nation,” I did a round of public speaking about the importance of curated content.

I found a slide deck from 2012, where I breathlessly revealed that Facebook’s photo collection was 250 million photos. For effect, I added: “If printed, the stack would be as tall as 80 Eiffel Towers.” Wow.

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Today, Facebook receives 300 million photos a day. That’s 109 BILLION a year. Staggering growth in just six years.

So, let’s dig into the facts, as reported by Zephoria:

Worldwide, there are over 2.27 billion monthly active Facebook users for Q3 2018 (Facebook MAUs), which is a 10% increase year over year.

1.49 billion people on average log onto Facebook daily and are considered daily active users (Facebook DAU) for September 2018, which represents a 9% increase year over year.

There are 83 million fake profiles, according to CNN.

Every 60 seconds on Facebook, 510,000 comments are posted, while 293,000 statuses are updated.

Think about that in terms of how you manage things in your business. If you went from serving 200 customers a day to serving 200K, how would you scale? How would you hire to meet that growth, how would you automate, train, manage massive inputs?

And what if one of those 293,000 status updates in the last 60 seconds had the world “kill” or “suicide” or “bomb”? Would you automatically call local authorities? Would you filter for the phrase: “that band is da bomb” or "I was on stage at the comedy club last night, but I bombed" or for that matter: “I killed.”

So, when you read a headline like: "Facebook Failed to Stop Bride Auction,” it’s worth understanding just how impossible it must be to find bad behavior in the massive avalanche of traffic, and the shift from AI review, to human intervention. (Just for context: the post came from South Sudan, where a man from Juba placed the high bid of $10,000 for 530 cows and three land cruisers.)

Oh, and let’s not forget foreign languages. In 2007, Facebook was only available in English. In 2016 Facebook was available in 101 languages with the addition of Maltese (the official language of Malta, which has more than 400,000 native speakers), Pulaar (a dialect of Fula spoken by more than 7 million across West and Central Africa), and Corsican (spoken by some 200,000 people), according to USA Today.

Facebook estimated that 2.6 billion people use Facebook, WhatsApp, Instagram, or Messenger each month, and more than 2 billion people use at least one of the Facebook family of services every day on average.

But it’s worth understanding that the massive size Facebook has achieved, makes review and creation of overall “community standards” virtually impossible.

Which brings me back to my friend.

I wrote him an impassioned plea. I said I hoped he’d stay. Because the most dangerous thing that could happen to Facebook is if thoughtful, reasonable, engaged people drop out of the platform.

Facebook wouldn’t go away of course, and advertisers wouldn’t stop pouring money into it. What would happen is that the human element that embraces reasonable debate and dialogue would abandon it, leaving just extreme voices to be amplified to a global audience of easily influenced social media consumers.

In my mind, that would be a terribly dangerous outcome.

Facebook has problems created by its massive, almost uncontrollable growth. People want to connect -- and we should be there to meet them.  Facebook needs you, now more than ever.

3 comments about "Facebook Needs You Now".
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  1. Ken Kurtz from creative license, November 26, 2018 at 5:35 p.m.

    Dig into the facts about Fakebook? The only fact that matters worth a hill of beans is that time spent on Fakebook unequivocally diminishes human beings, and their ability to engage in real, loving, and empathetic human interaction. 

    Like my wife, prone to UTI's, invariably developing yeast infections while being "treated" by antibiotics for her UTI's (antibiotics diminish the human body's natural ability to fight off bacteria, after all)... the more one engages with Fakebook, the less able that person becomes at meaningful, real life interaction. The ability is diminished by the fake friends, and fake engagement, and fake feelings of well being resulting from dopamine release resulting from fake validation via fake "likes."

    The studies on this are in agreement. You go, Rosenbaum. Encourage that diminishment. Encourage what is false, fake, and absent meaning. It's so very left of you...

  2. Steve Rosenbaum from NYC Media Lab replied, November 26, 2018 at 6:04 p.m.

    Kenny - you do realize there's more than a bit of irony in the fact that you're writing big long comments on a website, and with a moment's looking at your profile, you've been doing that other posts as well (often the same argument - with the same sentences. Ie: Acosta assaulted an intern.) So if you think that having people connected via the internets is somehow a health risk, you can simply sign off. Then, no problem with Facebook for you any longer. 

  3. Ken Kurtz from creative license, November 27, 2018 at 10:48 a.m.

    More than a bit of irony? I think not.

    Having people connected digitally is one thing. I receive e-mail notices from MediaPost when new articles are put up. If you find it ironic that I clear my e-mail Inbox every morning prior to starting my workday (e-mail has been, and remains the quintessential business communication tool for over two decades now), well, then, your definition of irony (truth) is different than mine. Of course, your definition appears to be driven by ideology.

    There is no health risk to conducting the business that one has been hired to conduct (and is remunerated for). Not being connected digitally via e-mail, one could argue, could actually prove to be detrimental to one's economic health (one would not be able to conduct business effectively,and efficiently). Termination notices have been known to cause stress related health problems galore.

    You article appears to be about how important staying enegaged with Fakebook is. That great TIME SUCKER that, studies are demonstrating, IS ALSO GETTING PEOPLE FIRED for poor performance on the job.

    You appear to be comparing clearing one's e-mail box, dotting the i's and crossing the t's on that day's business communications to making a conscious decision to LOG IN to the TIMESUCK Fakebook, and spending time there in that phony world getting dopamine hits from fake friends posting fake "likes."

    That comparison is false. The studies that I allude to, and that you are well aware of, do not speak to deleterious effects attached to getting one's work done effectively, and efficiently (with assistance from e-mail). Those studies revolve around conscious decisions to engage in fake worlds, where fake friends tell you how great you are, and which diminish the ability to interact constructively, lovingly, and personally with other human beings. It is FAKE.

    Thus, yours is a false equivocation. It is fake. It is part and parcel to the GLUT of "fake news" that is out there.

    I deleted my Fakebook account years ago. As such, I have no problem with Fakebook any longer. Today's problem is with people that propagate FAKENESS by claiming its "importance." It is society's problem, and you are feeding it...

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