独家
Facebook比我们知道的要弱
已经成为一种时尚在Facebook批评者强调该公司的规模和优势,同时抨击其失误。
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Ashwini Vaishnaw袋10点的官员腐败指控
不到16年经验的官员受到缺口,而高级年级有一个长期的经验。凹陷水平相当于政府部门的联合秘书,虽然缺口是在主管级别。
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由凯文自夸
一个可能的方式阅读”脸谱网文件”,《华尔街日报》的优秀的一系列报告基于泄露内部Facebook的研究,是一个故事关于一个不可阻挡的力量推掉了社会银行。
系列暴露了确凿证据表明Facebook有双重司法体制,它知道Instagram在女生中彷佛恶化,它有一个更大的疫苗比它让错误问题,其他问题。和这将是容易认为Facebook是恐怖而强大,和只能实行激进的政府干预。
但还有另一种阅读系列,解释,回荡的声音在我的大脑每一个新的一期已登陆。
不是财务困境,或者法律上的麻烦,甚至senators-yelling-at-Mark-Zuckerberg麻烦。我谈论的是一种缓慢、稳步下降,那些曾经见过死亡公司近距离可以识别。这是一个云笼罩着一个组织的生存恐惧最好的日子还在后面,影响每一个管理优先级和产品决策,导致越来越绝望的试图找到出路。这种下降并不一定从外部可见的,但内部人士看到一百年小,每天都令人不安的迹象——黑客控制增长,疯狂的轴心,执行偏执,有才华的同事们的逐渐磨损。
已经成为一种时尚在Facebook批评者强调该公司的规模和优势,同时抨击其失误。周四在参议院听证会上,议员们烤安提戈涅戴维斯,Facebook的全球主管安全,与公司的上瘾问题影响产品设计和它有超过数十亿的用户。戴维斯的问题很多人怀有敌意,但与大多数大型技术听证会一样,空气中有一种奇怪的想法,尊重,如果国会议员问:嘿,哥斯拉,请停止对东京?
但如果这些泄密文件证明什么的话,那就是un-Godzilla-like Facebook的感觉。文件,共享Frances Haugen与《华尔街日报》:前Facebook产品经理透露公司担心失去权力和影响力,而不是获得,有自己的研究显示,许多产品没有繁荣的有机。相反,它会越来越极端长度改善其不良的形象,并阻止用户放弃应用支持更引人注目的替代品。
你可以看到这个漏洞展出的一期《华尔街日报》的系列上周登陆。文章引述内部Facebook的研究,表明该公司一直策略如何市场本身的孩子,指青春期前的孩子“有价值的但尚未开发的观众。”这篇文章里包含了很多愤怒的素材,包括Facebook表示,研究人员问如果有“一种利用电影来开车的手/增长孩子吗?”
这是个crazy-sounding问题,但它也揭示。将一个自信的,繁荣的社交媒体应用程序需要利用电影,或编造精致的增长战略旨在10岁?如果Facebook是如此势不可挡,它真的会促进自己吞世代中,请阅读这个史蒂夫巴斯米”的声音你好,其他孩子吗?“文化基因——“成人生活教练吗?”
事实是,Facebook的渴望年轻用户与其说是主导一个新的市场,避免无关紧要。青少年使用Facebook在美国多年来一直在下降,预计不久将进一步下降,内部研究人员预测,日常使用到2023年将下降45%。研究人员还透露,Instagram的增长抵消利息下降在Facebook的核心应用多年,失去市场份额TikTok等增长更快的对手,和年轻用户没有发布内容和以前一样多。
“Facebook是老人”是残酷的判决由一个11岁的男孩公司的研究人员,根据内部文件。
想想Facebook的问题的一个好方法是,它们有两种主要形式:用户太多造成的问题,和问题引起的太少的用户希望——culture-creating创新风的,advertiser-coveted年轻的美国人。
Facebook的文件包含两种类型的证据。一期,例如,看公司的拙劣试图阻止犯罪活动和发展中国家的人权——一个问题加剧了Facebook的习惯,开拓国家几乎没有几个员工和当地的专业知识。
但这类问题可以固定,或者至少有所改善,足够的资源和注意力。第二种类型的问题——当你时尚达人放弃集体平台是杀死你。这似乎是一个Facebook高管们最担心的。
接受《华尔街日报》系列的第三篇文章中,揭示出Facebook的2018年决定改变其新闻Feed生成算法强调“有意义的社交互动”而不是愤怒和愤怒。乐动扑克
算法改变当时描绘贵族推动健康的对话。但内部报告显示,这是一个试图扭转万用户参与度下降。喜欢,股票和评论平台在下降,是一个度量称为“原始广播。“高管试图扭转下降调整新闻Feed算法推广内容,获得了大量的评论和反应,这意味着,约,”内容,使人非常生气。”乐动扑克
“保护我们的社区比我们的利润最大化更重要,”乔·奥斯本说,Facebook的一位发言人。“说我们视而不见反馈忽略了这些投资,其中包括40000人在Facebook和安全工作自2016年投资130亿美元。”
这太早期Facebook宣布死亡。公司的股价在过去一年中已上涨近30%,取消通过强有力的广告收入和在流感大流行期间使用的产品。Facebook仍在增长在美国以外的国家,国内能成功,即使它绊跌。和公司大量投资于新举措,增强和虚拟现实等产品,可以扭转局势如果他们成功。
但是Facebook的研究讲述清楚,这并不是一个快乐的人。年轻用户正涌向Snapchat和TikTok及其老年用户发布反疫苗模因和政治争论。一些Facebook产品正在积极萎缩,而其他人只是让用户生气或自我意识。
一个可能的方式阅读”脸谱网文件”,《华尔街日报》的优秀的一系列报告基于泄露内部Facebook的研究,是一个故事关于一个不可阻挡的力量推掉了社会银行。
系列暴露了确凿证据表明Facebook有双重司法体制,它知道Instagram在女生中彷佛恶化,它有一个更大的疫苗比它让错误问题,其他问题。和这将是容易认为Facebook是恐怖而强大,和只能实行激进的政府干预。
不是财务困境,或者法律上的麻烦,甚至senators-yelling-at-Mark-Zuckerberg麻烦。我谈论的是一种缓慢、稳步下降,那些曾经见过死亡公司近距离可以识别。这是一个云笼罩着一个组织的生存恐惧最好的日子还在后面,影响每一个管理优先级和产品决策,导致越来越绝望的试图找到出路。这种下降并不一定从外部可见的,但内部人士看到一百年小,每天都令人不安的迹象——黑客控制增长,疯狂的轴心,执行偏执,有才华的同事们的逐渐磨损。
已经成为一种时尚在Facebook批评者强调该公司的规模和优势,同时抨击其失误。周四在参议院听证会上,议员们烤安提戈涅戴维斯,Facebook的全球主管安全,与公司的上瘾问题影响产品设计和它有超过数十亿的用户。戴维斯的问题很多人怀有敌意,但与大多数大型技术听证会一样,空气中有一种奇怪的想法,尊重,如果国会议员问:嘿,哥斯拉,请停止对东京?
你可以看到这个漏洞展出的一期《华尔街日报》的系列上周登陆。文章引述内部Facebook的研究,表明该公司一直策略如何市场本身的孩子,指青春期前的孩子“有价值的但尚未开发的观众。”这篇文章里包含了很多愤怒的素材,包括Facebook表示,研究人员问如果有“一种利用电影来开车的手/增长孩子吗?”
这是个crazy-sounding问题,但它也揭示。将一个自信的,繁荣的社交媒体应用程序需要利用电影,或编造精致的增长战略旨在10岁?如果Facebook是如此势不可挡,它真的会促进自己吞世代中,请阅读这个史蒂夫巴斯米”的声音你好,其他孩子吗?“文化基因——“成人生活教练吗?”
事实是,Facebook的渴望年轻用户与其说是主导一个新的市场,避免无关紧要。青少年使用Facebook在美国多年来一直在下降,预计不久将进一步下降,内部研究人员预测,日常使用到2023年将下降45%。研究人员还透露,Instagram的增长抵消利息下降在Facebook的核心应用多年,失去市场份额TikTok等增长更快的对手,和年轻用户没有发布内容和以前一样多。
“Facebook是老人”是残酷的判决由一个11岁的男孩公司的研究人员,根据内部文件。
想想Facebook的问题的一个好方法是,它们有两种主要形式:用户太多造成的问题,和问题引起的太少的用户希望——culture-creating创新风的,advertiser-coveted年轻的美国人。
Facebook的文件包含两种类型的证据。一期,例如,看公司的拙劣试图阻止犯罪活动和发展中国家的人权——一个问题加剧了Facebook的习惯,开拓国家几乎没有几个员工和当地的专业知识。
但这类问题可以固定,或者至少有所改善,足够的资源和注意力。第二种类型的问题——当你时尚达人放弃集体平台是杀死你。这似乎是一个Facebook高管们最担心的。
接受《华尔街日报》系列的第三篇文章中,揭示出Facebook的2018年决定改变其新闻Feed生成算法强调“有意义的社交互动”而不是愤怒和愤怒。乐动扑克
算法改变当时描绘贵族推动健康的对话。但内部报告显示,这是一个试图扭转万用户参与度下降。喜欢,股票和评论平台在下降,是一个度量称为“原始广播。“高管试图扭转下降调整新闻Feed算法推广内容,获得了大量的评论和反应,这意味着,约,”内容,使人非常生气。”乐动扑克
“保护我们的社区比我们的利润最大化更重要,”乔·奥斯本说,Facebook的一位发言人。“说我们视而不见反馈忽略了这些投资,其中包括40000人在Facebook和安全工作自2016年投资130亿美元。”
这太早期Facebook宣布死亡。公司的股价在过去一年中已上涨近30%,取消通过强有力的广告收入和在流感大流行期间使用的产品。Facebook仍在增长在美国以外的国家,国内能成功,即使它绊跌。和公司大量投资于新举措,增强和虚拟现实等产品,可以扭转局势如果他们成功。
但是Facebook的研究讲述清楚,这并不是一个快乐的人。年轻用户正涌向Snapchat和TikTok及其老年用户发布反疫苗模因和政治争论。一些Facebook产品正在积极萎缩,而其他人只是让用户生气或自我意识。
By Kevin Roose<\/strong>
One possible way to read \u201cThe Facebook<\/a> Files,\u201d The Wall Street Journal\u2019s excellent series of reports based on leaked internal Facebook research, is as a story about an unstoppable juggernaut bulldozing society on its way to the bank.
The series has exposed damning evidence that Facebook has a two-tier justice system, that it knew Instagram<\/a> was worsening body-image issues among girls and that it had a bigger vaccine misinformation problem than it let on, among other issues. And it would be easy enough to come away thinking that Facebook is terrifyingly powerful, and can be brought to heel only with aggressive government intervention.
One possible way to read \u201cThe Facebook<\/a> Files,\u201d The Wall Street Journal\u2019s excellent series of reports based on leaked internal Facebook research, is as a story about an unstoppable juggernaut bulldozing society on its way to the bank.
The series has exposed damning evidence that Facebook has a two-tier justice system, that it knew Instagram<\/a> was worsening body-image issues among girls and that it had a bigger vaccine misinformation problem than it let on, among other issues. And it would be easy enough to come away thinking that Facebook is terrifyingly powerful, and can be brought to heel only with aggressive government intervention.
<\/div><\/div>But there\u2019s another way to read the series, and it\u2019s the interpretation that has reverberated louder inside my brain as each new installment has landed.
Not financial trouble, or legal trouble, or even senators-yelling-at-Mark-Zuckerberg trouble. What I\u2019m talking about is a kind of slow, steady decline that anyone who has ever seen a dying company up close can recognize. It\u2019s a cloud of existential dread that hangs over an organization whose best days are behind it, influencing every managerial priority and product decision and leading to increasingly desperate attempts to find a way out. This kind of decline is not necessarily visible from the outside, but insiders see a hundred small, disquieting signs of it every day \u2014 user-hostile growth hacks, frenetic pivots, executive paranoia, the gradual attrition of talented colleagues.
It has become fashionable among Facebook critics to emphasize the company\u2019s size and dominance while bashing its missteps. In a Senate hearing Thursday, lawmakers grilled Antigone Davis, Facebook\u2019s global head of safety, with questions about the company\u2019s addictive product design and the influence it has over its billions of users. Many of the questions to Davis were hostile, but as with most Big Tech hearings, there was an odd sort of deference in the air, as if the lawmakers were asking: Hey, Godzilla, would you please stop stomping on Tokyo?
Not financial trouble, or legal trouble, or even senators-yelling-at-Mark-Zuckerberg trouble. What I\u2019m talking about is a kind of slow, steady decline that anyone who has ever seen a dying company up close can recognize. It\u2019s a cloud of existential dread that hangs over an organization whose best days are behind it, influencing every managerial priority and product decision and leading to increasingly desperate attempts to find a way out. This kind of decline is not necessarily visible from the outside, but insiders see a hundred small, disquieting signs of it every day \u2014 user-hostile growth hacks, frenetic pivots, executive paranoia, the gradual attrition of talented colleagues.
It has become fashionable among Facebook critics to emphasize the company\u2019s size and dominance while bashing its missteps. In a Senate hearing Thursday, lawmakers grilled Antigone Davis, Facebook\u2019s global head of safety, with questions about the company\u2019s addictive product design and the influence it has over its billions of users. Many of the questions to Davis were hostile, but as with most Big Tech hearings, there was an odd sort of deference in the air, as if the lawmakers were asking: Hey, Godzilla, would you please stop stomping on Tokyo?
<\/div><\/div>But if these leaked documents proved anything, it is how un-Godzilla-like Facebook feels. The documents, shared with the Journal by Frances Haugen, a former Facebook product manager, reveal a company worried that it is losing power and influence, not gaining it, with its own research showing that many of its products aren\u2019t thriving organically. Instead, it is going to increasingly extreme lengths to improve its toxic image, and to stop users from abandoning its apps in favor of more compelling alternatives.
You can see this vulnerability on display in an installment of the Journal\u2019s series that landed last week. The article, which cited internal Facebook research, revealed that the company has been strategizing about how to market itself to children, referring to preteens as a \u201cvaluable but untapped audience.\u201d The article contained plenty of fodder for outrage, including a presentation in which Facebook researchers asked if there was \u201ca way to leverage playdates to drive word of hand\/growth among kids?\u201d
It\u2019s a crazy-sounding question, but it\u2019s also revealing. Would a confident, thriving social media app need to \u201cleverage playdates,\u201d or concoct elaborate growth strategies aimed at 10-year-olds? If Facebook is so unstoppable, would it really be promoting itself to tweens as \u2014 and please read this in the voice of the Steve Buscemi \u201cHow do you do, fellow kids?\u201d meme \u2014 a \u201cLife Coach for Adulting?\u201d
The truth is that Facebook\u2019s thirst for young users is less about dominating a new market and more about staving off irrelevance. Facebook use among teenagers in the United States has been declining for years, and is expected to plummet even further soon \u2014 internal researchers predicted that daily use would decline 45% by 2023. The researchers also revealed that Instagram, whose growth offset declining interest in Facebook\u2019s core app for years, is losing market share to faster-growing rivals like TikTok, and younger users aren\u2019t posting as much content as they used to.
\u201cFacebook is for old people\u201d was the brutal verdict delivered by one 11-year-old boy to the company\u2019s researchers, according to the internal documents.
A good way to think about Facebook\u2019s problems is that they come in two primary flavors: problems caused by having too many users, and problems caused by having too few of the kinds of users it wants \u2014 culture-creating, trendsetting, advertiser-coveted young Americans.
The Facebook Files contains evidence of both types. One installment, for example, looked at the company\u2019s botched attempts to stop criminal activity and human rights abuses in the developing world \u2014 an issue exacerbated by Facebook\u2019s habit of expanding into countries where it has few employees and little local expertise.
But that kind of problem can be fixed, or at least improved, with enough resources and focus. The second type of problem \u2014 when tastemakers abandon your platforms en masse \u2014 is the one that kills you. And it appears to be the one that Facebook executives are most worried about.
Take the third article in the Journal\u2019s series, which revealed how Facebook\u2019s 2018 decision to change its News Feed algorithm to emphasize \u201cmeaningful social interactions\u201d instead generated a spike in outrage and anger.
The algorithm change was portrayed at the time as a noble push for healthier conversations. But internal reports revealed that it was an attempt to reverse a yearslong decline in user engagement. Likes, shares and comments on the platform were falling, as was a metric called \u201coriginal broadcasts.\u201d Executives tried to reverse the decline by rejiggering the News Feed algorithm to promote content that garnered a lot of comments and reactions, which turned out to mean, roughly, \u201ccontent that makes people very angry.\u201d
\u201cProtecting our community is more important than maximizing our profits,\u201d said Joe Osborne, a Facebook spokesman. \u201cTo say we turn a blind eye to feedback ignores these investments, including the 40,000 people working on safety and security at Facebook and our investment of $13 billion since 2016.\u201d
It\u2019s far too early to declare Facebook dead. The company\u2019s stock price has risen nearly 30% in the past year, lifted by strong advertising revenue and a spike in use of some products during the pandemic. Facebook is still growing in countries outside the United States, and could succeed there even if it stumbles domestically. And the company has invested heavily in newer initiatives, like augmented and virtual reality products, that could turn the tide if they\u2019re successful.
But Facebook\u2019s research tells a clear story, and it\u2019s not a happy one. Its younger users are flocking to Snapchat and TikTok, and its older users are posting anti-vaccine memes and arguing about politics. Some Facebook products are actively shrinking, while others are merely making their users angry or self-conscious.
<\/div><\/div>
You can see this vulnerability on display in an installment of the Journal\u2019s series that landed last week. The article, which cited internal Facebook research, revealed that the company has been strategizing about how to market itself to children, referring to preteens as a \u201cvaluable but untapped audience.\u201d The article contained plenty of fodder for outrage, including a presentation in which Facebook researchers asked if there was \u201ca way to leverage playdates to drive word of hand\/growth among kids?\u201d
It\u2019s a crazy-sounding question, but it\u2019s also revealing. Would a confident, thriving social media app need to \u201cleverage playdates,\u201d or concoct elaborate growth strategies aimed at 10-year-olds? If Facebook is so unstoppable, would it really be promoting itself to tweens as \u2014 and please read this in the voice of the Steve Buscemi \u201cHow do you do, fellow kids?\u201d meme \u2014 a \u201cLife Coach for Adulting?\u201d
The truth is that Facebook\u2019s thirst for young users is less about dominating a new market and more about staving off irrelevance. Facebook use among teenagers in the United States has been declining for years, and is expected to plummet even further soon \u2014 internal researchers predicted that daily use would decline 45% by 2023. The researchers also revealed that Instagram, whose growth offset declining interest in Facebook\u2019s core app for years, is losing market share to faster-growing rivals like TikTok, and younger users aren\u2019t posting as much content as they used to.
\u201cFacebook is for old people\u201d was the brutal verdict delivered by one 11-year-old boy to the company\u2019s researchers, according to the internal documents.
A good way to think about Facebook\u2019s problems is that they come in two primary flavors: problems caused by having too many users, and problems caused by having too few of the kinds of users it wants \u2014 culture-creating, trendsetting, advertiser-coveted young Americans.
The Facebook Files contains evidence of both types. One installment, for example, looked at the company\u2019s botched attempts to stop criminal activity and human rights abuses in the developing world \u2014 an issue exacerbated by Facebook\u2019s habit of expanding into countries where it has few employees and little local expertise.
But that kind of problem can be fixed, or at least improved, with enough resources and focus. The second type of problem \u2014 when tastemakers abandon your platforms en masse \u2014 is the one that kills you. And it appears to be the one that Facebook executives are most worried about.
Take the third article in the Journal\u2019s series, which revealed how Facebook\u2019s 2018 decision to change its News Feed algorithm to emphasize \u201cmeaningful social interactions\u201d instead generated a spike in outrage and anger.
The algorithm change was portrayed at the time as a noble push for healthier conversations. But internal reports revealed that it was an attempt to reverse a yearslong decline in user engagement. Likes, shares and comments on the platform were falling, as was a metric called \u201coriginal broadcasts.\u201d Executives tried to reverse the decline by rejiggering the News Feed algorithm to promote content that garnered a lot of comments and reactions, which turned out to mean, roughly, \u201ccontent that makes people very angry.\u201d
\u201cProtecting our community is more important than maximizing our profits,\u201d said Joe Osborne, a Facebook spokesman. \u201cTo say we turn a blind eye to feedback ignores these investments, including the 40,000 people working on safety and security at Facebook and our investment of $13 billion since 2016.\u201d
It\u2019s far too early to declare Facebook dead. The company\u2019s stock price has risen nearly 30% in the past year, lifted by strong advertising revenue and a spike in use of some products during the pandemic. Facebook is still growing in countries outside the United States, and could succeed there even if it stumbles domestically. And the company has invested heavily in newer initiatives, like augmented and virtual reality products, that could turn the tide if they\u2019re successful.
But Facebook\u2019s research tells a clear story, and it\u2019s not a happy one. Its younger users are flocking to Snapchat and TikTok, and its older users are posting anti-vaccine memes and arguing about politics. Some Facebook products are actively shrinking, while others are merely making their users angry or self-conscious.
<\/div><\/div>
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