Facebook Is a Publisher: Let’s Hold Social Media Companies Accountable
Commentary by WEN Editor Tony Zeli
The release of the Facebook Papers, internal research originally leaked to The Wall Street Journal, has put a spotlight on the social media giant. As the documents make their way into public light, they reveal the negative impact Facebook has had on the world. We shouldn’t be shocked. We have allowed a private company with less than 60,000 employees to access billions of users across the globe with absolutely zero accountability. After all, Facebook isn’t a publisher, it’s just a platform.
Carol’s Journey to QAnon
From reporting on the Facebook Papers, we know of an internal researcher who created a false Facebook account for an imaginary mom named Carol Smith. Carol followed a couple conservative media outlets, namely Fox and Sinclair Broadcasting, owners of WGME. Despite never liking similar content, within days Facebook’s recommendation engine had started to push QAnon on Carol. Within weeks the account’s newsfeed had devolved into a cesspool of conspiracy theories and misinformation.
The researcher who created Carol left Facebook in August of 2020, writing in their exit note:
“We’ve known for over a year now that our recommendation systems can very quickly lead users down the path to conspiracy theories and groups. In the meantime, the fringe group / set of beliefs has grown to national prominence with QAnon congressional candidates and QAnon hashtags and groups trending in the mainstream.”
Highlighted by the researcher is Facebook’s power, self-awareness, and complete lack of accountability. Yet it is clear, their algorithms make recommendations that lead users down the rabbit hole.
Holding Facebook Accountable
To hold Facebook accountable, we start by recognizing that it is a publisher. Facebook’s algorithms distribute content based on profit just like printed media, only way more efficiently.
Social media sounds nice. But a true social network is a church or backgammon group. Facebook is a publisher. The company should be treated as such by users, advertisers, and governments.
Luckily, in America we have strong free speech rules. (At least, we do for now. After all, we have an unpredictable, conservative, activist Supreme Court.) Yet, publishers big and large, from Condé Nast to The West End News, are held accountable for what we publish.
As traditional publishers, we have a community to answer to. If we publish content that is harmful, inaccurate, or misleading there are consequences. Advertisers and readers may boycott the product. Or a publisher could end up in court.
Of course, these threats are not the only thing keeping publishers honest. Most immediately, we respond to our readers. In fact, with Facebook, it is the other way around. Users respond to the algorithm, at worst being manipulated by the negative recommendations flooding their virtual worlds. Furthermore, with billions of users and billions in profit, Facebook seems untouchable even from the long arm of government.
Let’s change that. Treat your social media accounts like any other publisher’s account. Remember when you log on, you are visiting a publisher’s page. And as you scroll, think about how you are paying for this experience. No, it’s not with a paid subscription. But you do pay, through freely and mostly unknowingly sharing your personal information with Facebook and its advertisers.
Once social media users shift their attitudes and consider Facebook to be another publishing company, the accountability will follow.
Tony Zeli is publisher and editor. Contact him at thewestendnews@gmail.com.
Facebook Is a Publisher: Let’s Hold Social Media Companies Accountable
Facebook Is a Publisher: Let’s Hold Social Media Companies Accountable
Commentary by WEN Editor Tony Zeli
The release of the Facebook Papers, internal research originally leaked to The Wall Street Journal, has put a spotlight on the social media giant. As the documents make their way into public light, they reveal the negative impact Facebook has had on the world. We shouldn’t be shocked. We have allowed a private company with less than 60,000 employees to access billions of users across the globe with absolutely zero accountability. After all, Facebook isn’t a publisher, it’s just a platform.
Carol’s Journey to QAnon
From reporting on the Facebook Papers, we know of an internal researcher who created a false Facebook account for an imaginary mom named Carol Smith. Carol followed a couple conservative media outlets, namely Fox and Sinclair Broadcasting, owners of WGME. Despite never liking similar content, within days Facebook’s recommendation engine had started to push QAnon on Carol. Within weeks the account’s newsfeed had devolved into a cesspool of conspiracy theories and misinformation.
The researcher who created Carol left Facebook in August of 2020, writing in their exit note:
“We’ve known for over a year now that our recommendation systems can very quickly lead users down the path to conspiracy theories and groups. In the meantime, the fringe group / set of beliefs has grown to national prominence with QAnon congressional candidates and QAnon hashtags and groups trending in the mainstream.”
Highlighted by the researcher is Facebook’s power, self-awareness, and complete lack of accountability. Yet it is clear, their algorithms make recommendations that lead users down the rabbit hole.
Holding Facebook Accountable
To hold Facebook accountable, we start by recognizing that it is a publisher. Facebook’s algorithms distribute content based on profit just like printed media, only way more efficiently.
Social media sounds nice. But a true social network is a church or backgammon group. Facebook is a publisher. The company should be treated as such by users, advertisers, and governments.
Luckily, in America we have strong free speech rules. (At least, we do for now. After all, we have an unpredictable, conservative, activist Supreme Court.) Yet, publishers big and large, from Condé Nast to The West End News, are held accountable for what we publish.
As traditional publishers, we have a community to answer to. If we publish content that is harmful, inaccurate, or misleading there are consequences. Advertisers and readers may boycott the product. Or a publisher could end up in court.
Of course, these threats are not the only thing keeping publishers honest. Most immediately, we respond to our readers. In fact, with Facebook, it is the other way around. Users respond to the algorithm, at worst being manipulated by the negative recommendations flooding their virtual worlds. Furthermore, with billions of users and billions in profit, Facebook seems untouchable even from the long arm of government.
Let’s change that. Treat your social media accounts like any other publisher’s account. Remember when you log on, you are visiting a publisher’s page. And as you scroll, think about how you are paying for this experience. No, it’s not with a paid subscription. But you do pay, through freely and mostly unknowingly sharing your personal information with Facebook and its advertisers.
Once social media users shift their attitudes and consider Facebook to be another publishing company, the accountability will follow.
Tony Zeli is publisher and editor. Contact him at thewestendnews@gmail.com.