A group of small advertisers suing the Menlo Park social media titan alleged in the filing that Facebook “induced” advertisers to buy video ads on its platform because advertisers believed Facebook users were watching video ads for longer than they actually were. That “unethical, unscrupulous” behavior by Facebook constituted fraud because it was “likely to deceive” advertisers, the filing alleged.
The War Room Fallacy: Facebook Embraces Its Confidence in Itself
October 19, 2018
I read “Facebook Opens A War Room To Fight Election Interference and Bad PR.” The idea is that a team can solve the problem of humans manipulating Facebook to change opinions, alter elections, or cause some physical or mental reaction.
In some companies, the “war room” lingo is replaced with “clear the decks” or “a SWAT team”. The idea is that a group of insiders can solve a problem. The assumption is, of course, that the insiders are able to resolve a crisis. In many cases, the crisis has been created by those insiders.
In my work career, I have found myself involved in various teams assembled to deal with a problem. One of my former colleagues who was a former TV news anchor, believed that he could solve any problem—yes, any problem—by forming a team to swarm, analyze, and resolve the issue.
I found this belief a little crazy. Consulting firms routinely employ this process clients. After all, who would pay seven figures for a group of MBAs and “really smart people” to to fix a tough problem unless the insiders were desperate. When an insider task force calls for help, the problem is a big one, and only the confidence of the consulting firm can save the day.
So whether the strike force is composed of insiders, just outside experts given the power to solve the problem, or a some hybrid group—the assumption is the same, “We can do it.”
In some cases, the special team can solve a problem, particularly if it is narrow and the team has the expertise to deal with the issue. It is unlikely that a group of MBAs could deal with the nuclear waste generated by the Fukushima disaster, for example. I would assume that the the power company has legions of strike forces at work. How are they doing? Well, check it out from a location well away from the radioactive facility.
The write up explains the Facebook approach:
20 employees — software engineers, threat intelligence and security, data scientists, researchers, lawyers and policy experts — keep their eyes glued to smaller screens. All are coiled tightly and waiting to spring into action when something untoward is spotted on the network.
Yeah, that sounds workable. Smart software cannot reliably identify and act upon weaponized information. Now 20 humans will be able to spot weaponized information and take action. Facebook has tens of millions of users posting content, and 20 people will be able to deal with the content flow? Yeah, that sounds like something a highly confident, somewhat unrealistic individual would cook up.
The article points out:
Facebook’s war room is the nerve center where the company will wage a potentially never-ending battle against disinformation and election interference.
Yeah. Disinformation. No problem.
I highlighted this statement:
The war room is a step in the right direction. It’s infinitely more important that Facebook is making strides in the battle against election interference… but stepping up its efforts — and giving the world a behind-the-scenes look — is a much-needed PR win.
Was it Mao who observed, “The longest journey begins with a single step.”
Yeah, as long as it is in the right direction. I noted the word “infinite.” That’s the scope of the Facebook problem and its strike force in the war room.
Infinite. No problem. 20 people.
Stephen E Arnold, October 19, 2018
Facebook Follies: Consistency, Completeness, and Credibility
October 17, 2018
Years ago, we set up Beyond Search so that posts were distributed to Facebook. The Beyond Search goose assumes that Facebook tracks what it can from our office in rural Kentucky. But Facebook is clogging our Overflight system with factoids and “real” news about a proud company anchored in a Harvard dorm.
For example, I learned today that Facebook said that it would not collect data via its Portal video calling service. Recode, a podcast company, that Facebook will collect data from this service and use it to target ads. One day, no use of data; a few days later, use of data. A misunderstanding or an alternative definition of consistency? The Beyond Search goose is deeply skeptical about the information flowing from Facebook. But the humans on the team love Facebook and can easily see that yes and no are exactly the same.
We also noted a report in the estimable Wall Street Journal. Apparently some advertisers misunderstood the completeness of Facebook’s reports about the number of people who watched the social media giant’s video ads. Some advertisers doubt that Facebook revealed necessary information about the efficacy of the system. With errors, the accuracy and completeness of the Facebook data are questioned. Log files can be baffling, and their data can be misinterpreted. Skeptics might suggest that click data are suggestive, not definitive. When it comes to delivering data about online traffic, complete is complete. Unless it is not. “Facebook Lured Advertisers by Inflating Ad Watch Times Up to 900 Percent: Lawsuit” asserts:
Finally, Axios reported that Facebook is delivering traffic from mobile phones to its publishing “partners.” That makes sense because online access is on its way to being the only way some people will get information, communicate with fellow humans, and output tracking data. Good news. But the Axios report suggests that “Facebook traffic to publishers is down.” Some traffic up, some down. Due to the credibility which clings to Facebook data like lint to black socks on a winter’s morn, it seems as if Facebook is chugging along. Chug, chug goes the credibility engine.
Net net: Facebook manifests itself as an outfit which behaves in a consistent manner, outputs complete information when asked, and maintains a posture which evokes credibility.
The Beyond Search goose believes this.
Stephen E Arnold, October 17, 2018
Facebook: A Rhetorical Punching Bag for Real Journalists
October 17, 2018
I got a kick out of “Facebook’s ‘Spam Purge’ Is Silencing Genuine Debate, Political Page Creators Say.” Years ago I had a teacher named George Harris, I believe. His favorite ploy was to craft “Have you stopped beating your wife?” questions. Nifty game. My response to him was to shift the assumption up a level and direct the question to his inner psychological processes; for example, “That’s interesting. Why do you ask?” He did not like my refusal to play his game. I think he longed for a car battery and, alligator clips, a bucket of water, and some rope. Fascinating idea, but he was a teacher and the methods of interrogators were beyond his reach.
The Guardian story reminded me of good old George. The psychological motivation is not difficult to discern. Facebook is an online information system which makes money by selling ads. Unlike the good old world of “real” journalism, Facebook apologizes and continues on its merry way.
The Facebook money machine had humble beginning in a dorm. The idea was to get information about individuals who might—a conditional idea—want to meet up in the student union and actually talk. From this noble idea has emerged a company which makes some ad starved newspapers green with envy.
The response is to point out that Facebook does not do a good job of balancing information for its users. Of course, when Facebook makes a decision, that decision is going to annoy some of the two billion Facebookers. Even better is that if Facebook does nothing, the company has abrogated its moral responsibility.
News flash: This is a company invented in a dorm and has not outgrown its original DNA.
I learned in the write up:
As a private entity, Facebook can enforce its terms however it sees fit, says the ACLU attorney Vera Eidelman. But this can have serious free speech consequences, especially if the social network is selectively enforcing its terms based on the content of the pages. “Drawing the line between ‘real’ and ‘inauthentic’ views is a difficult enterprise that could put everything from important political parody to genuine but outlandish views on the chopping block,” says Eidelman. “It could also chill individuals who only feel safe speaking out anonymously or pseudonymously.”
I can hear the snorts of laughter in my mind’s reconstruction of several real British newspaper professionals talking about the spike on which Facebook finds itself impaled.
Jolly good I say.
The write up invokes pathos, annoyance, and shock. These are useful rhetorical tricks, particularly when presented by individuals who have been injured in service to their country.
And the coup de grace:
Facebook did not respond to requests for comment.
Well done, old chap. Indeed. Now about throttling your children and that ad revenue, you yob?
Stephen E Arnold, October 17, 2018
HSSCM Method: Update for October 10, 2018
October 10, 2018
The management methods inspired by high school science club behaviors are noteworthy. The goose calls these HSSCM methods or “high school science club management methods” to honor the behaviors of individuals who loved technology but were unfettered by such non essentials as football practice, the student council, and working as a volunteer at the retirement facility near the high school. Chemistry, math, physics, biology—the future.
Two items caught the Beyond Search goose’s attention this fine day.
First, the goose noted “Leaked Transcript of Private Meeting Contradicts Google’s Official Story on China.” The source is one of the popular real news sources associated with some NSA related information. The point of the write up, which the goose assumes is spot on, is:
On Sept. 26, a Google executive faced public questions on the censorship plan for the first time. Keith Enright told the Senate Commerce, Science and Transportation Committee that there “is a Project Dragonfly,” but said “we are not close to launching a product in China.” When pressed to give specific details, Enright refused, saying that he was “not clear on the contours of what is in scope or out of scope for that project.”
Okay, that seems clear.
And, on September 23, 2018, a Googler said:
“Right now, all we’ve done is some exploration,” Gomes told the reporter, “but since we don’t have any plans to launch something, there’s nothing much I can say about it.”
The hitch in the git along surfaces in this comment from the write up:
In July, Gomes had informed employees that the plan was to launch the search engine as soon as possible — and to get it ready to be “brought off the shelf and quickly deployed” once approval from Beijing was received.
The HSSCM method is to say different things to different audiences. That seems similar to practices followed in the high school science clubs with which I am familiar. For example, “Did you hot wire the PA system to play rock and roll during Mr. Durham’s morning announcements?” Our sci club leader said, “No.”
Did not fly.
The second high school science club management method the goose spotted appeared in the real news story “Facebook Isn’t Sorry — It Just Wants Your Data.” Facebook, a firm which has been associated with Cambridge Analytica and the phrase “I’m sorry,” allegedly has created what BuzzFeed calls a “home surveillance device.”
We noted this statement in the write up:
It’s also further confirmation that Facebook isn’t particularly sorry for its privacy failures — despite a recent apology tour that included an expensive “don’t worry, we got this” mini-documentary, full-page apology ads in major papers, and COO Sheryl Sandberg saying things like, “We have a responsibility to protect your information. If we can’t, we don’t deserve it.” Worse, it belies the idea that Facebook has any real desire to reckon with the structural issues that obviously undergird its continued privacy missteps.
The HSSCM method is to do exactly what the science club wants. Need to experiment on pets, not frogs, as part of the biology course of study, have at it. I recall one of our science club members tried this stunt until the teacher learned that the student was expanding beyond the normal frog dissection.
These examples suggest that one just say what’s necessary to be left along. Then move forward. Fortunately the Beyond Search goose (a member, of course) evaded being cooked.
MBA programs may not have textbooks which explain the benefits of this approach. On the other hand, maybe the schools with forward looking professors do.
Stephen E Arnold, October 10, 2018
Tracking Facebook: The Job of a Real Journalist Is Stressful, Alarming
September 30, 2018
Want to know what the life of a “real” journalist is like? Navigate to “Exposing Cambridge Analytica: ‘It’s Been Exhausting, Exhilarating, and Slightly Terrifying.” Here in Harrod’s Creek we believe everything we read online, whether from Facebook, the GOOG, or the Guardian.
The write up is unusual because on one hand, the virtues of being curious and asking questions leads to “terrifying” experiences. On the other hand, the Guardian is just a tiny bit proud that it made the information available.
I learned:
Cadwalladr’s reporting led to the downfall of Cambridge Analytica and a public apology from Facebook’s Mark Zuckerberg who was forced to testify before congress. Facebook has since lost $120 billion from its share price.
That’s nosing into Elon Musk Tweet territory.
I knew social media was a force, but these are big numbers. Perhaps newspaper advertising will reach these heights with “stressful, alarming” assignments for the “real” journalists?
I learned:
It’s got easier every time I’ve published – sunlight is the best disinfectant etc.
Interesting idea in a world which seems to be emulating the fiction of 1984.
I learned what lubricant allowed the “real” journalist to move forward:
I have to say that the support of readers was absolutely crucial and was one of the things that enabled me to carry on. Not just because it helped give me the confidence to keep going, but also because it helped give the organization confidence. It takes a huge amount of resources and resolve for a news organization to keep publishing in the face of the kind of threats we were facing, and the support of the readers for the story and what we were trying to do really did help give my editors confidence, I think. And I’m really grateful for that.
Does this mean that the “real” newspaper was the motive force?
If so, then “real” newspapers are positive forces in today’s world and not conduits for popular culture, sports, and informed opinion.
My thought was, “I wonder if the Babylonian clay tablet brigade voiced similar sentiments when writing on sheepskin became the rage.”
Probably not.
Rah rah for the “real” journalist. Rah rah for the newspaper.
Any rah rahs for Facebook? Nah. Bro culture. Security laughing stock. Sillycon Valley.
But Cambridge Analytica? Yeah, British with a lifeline from some interesting Americans.
Stephen E Arnold, September 30, 2018
Facebook: Interesting Real News Filtering
September 29, 2018
Here in Harrod’s Creek, it is difficult to determine what is accurate and what is not. For example, allegedly a university president fiddled his pay. Then we had rumors of a novel way to recruit basketball players. News about these events were filtered because, hey, basketball is a big deal along with interesting real estate deals in River City.
We read “Facebook Users Unable to Post Story about Huge Facebook Hack on Facebook.” A real news outfit in London noticed that stories about Facebook’s most recent security lapse were not appearing on Facebook.
Another real news outfit reported that some Facebook users saw this message:
“Action Blocked: Our security systems have detected that a lot of people are posting the same content, which could mean that it’s spam. Please try a different post.”
Facebook fans suggested that Facebook was not blocking a story which might put Facebook in a bad light.
Here in rural Kentucky we know that no Silicon Valley company would filter news about its own security problems.
Facebook is a fine outfit. Obviously the news about the security lapse was fake; otherwise, why would the information be blocked?
Just a misunderstanding which the 50 million plus people affected are certain to understand. What’s the big deal with regaining access to one’s account?
The Facebook service is free and just wonderful. Really wonderful.
Stephen E Arnold, September 29, 2018
Academic Sees Facebook Chasing Amazon
September 17, 2018
I assume the one trillion dollar Amazon poobah and the world’s richest hombre will not friend Facebook. The assumption is that the information in “How Facebook AI May Help to Change the Way We Shop Online in the Future” is accurate. The author is an accounting instructor at Villanova University. We do not have that type of expert in Harrod’s Creek. We do have some fast money guys from the health care outfits down the road, however.
The main point of the write up is that Facebook has some smart software which will change the way people shop. Maybe not in Harrod’s Creek, but certainly in a big city where the economic action is. (Keep in mind that insurance fraud is a core competency of some in the Commonwealth of Kentucky.)
I learned that:
The most powerful algorithm is called FBLearner Flow: Facebook could use its massive data on user preferences to anticipate the products that consumers want before consumers even realize it, and could work with retailers on predictive shipping.
Facebook also has DeepText and DeepFace. The trio of smart software adds up to a potential threat to Amazon.
The dismal performance of some facial recognition and image analysis systems is not a problem for the Facebook wizards. I learned:
DeepFace is used to identify people in photos and suggest that users tag people they know. In reality, DeepFace can recognize any face in any photograph on its own. This facial recognition algorithm is actually 97 percent accurate, incredibly even higher than humans who fall a close second at 96 percent accuracy, and the FBI at 85 percent.
The write up suggests that Facebook’s technology could, maybe, possibly could edge toward mind control.
Whatever.
My thought is that Facebook can snag more ad revenue. I think that Facebook ad gains might come at the expense of the Google. Google, unlike Amazon, seems to be drifting with Loon balloons, employee push back, and electric scooter investments. Amazon’s ads are just fly wheeling up and trying to build Mr. Bezos’ much beloved momentum.
Our research suggests that Amazon is implementing a game plan that once was associated with the pre 2006 Google; that is, a number of large scale plays for core business expansions. These range from policeware to back office financial services to replacing existing retail infrastructure with the Amazon equivalent of old school retail.
Ads, therefore, will be a billion dollar plus business at Amazon. Are those product listings ads or objective product summaries. That’s a question to ponder.
But ads may not become much more than just another Amazon revenue stream.
Facebook has to find revenue. Amazon, thanks to the cleverness of the happy Amazonians, is wallowing in revenue streams. Some employees may be unhappy, but most customers are thrilled for Amazon’s gentle approach to vendor lock in.
Net net: Facebook will do ads. Facebook will do smart software. Facebook will also have to figure out how to dodge the bullets regulators are now stuffing into regulatory weapons to tackle with “we’re sorry, we’ll do better” approach to business.
Stephen E Arnold, September 15, 2018
Facebook: The Old Is Newish Again
September 14, 2018
Social media giant, Facebook, has been making a very public effort to clean up its act and establish a greater sense of security for users. As this campaign is underway more troubling news recently came out regarding the platform. We learned all the disturbing information from a recent article in The Verge, “How Autocratic Governments Use Facebook Against Their Own Citizens.”
According to the story:
“Armed groups use Facebook to find opponents and critics, some of whom have later been detained, killed or forced into exile, according to human rights groups and Libyan activists…Swaggering commanders boast of their battlefield exploits and fancy vacations, or rally supporters by sowing division and ethnic hatred. Forged documents circulate widely, often with the goal of undermining Libya’s few surviving national institutions.”
While this is indeed interesting news, we’d say that it is not just limited to autocratic regimes. Take, for example, the news that the US government would like to start wiretapping Facebook’s messenger app. Clearly, some governments are using social media for more overt evil, however, we can’t imagine a nation in the world that would overlook this powerful tool and consider ways they can use it for their own good.
Patrick Roland, September 14, 2018
High School Science Club Management Methods: August 30, 2018
August 30, 2018
Years ago, I learned that Google was worried about government regulation. President Trump seems to be making moves in that direction. But my topic today is high school science club management methods or HSSCMM.
The first example is news about a group of Facebook staff who are concerned about the intolerant liberal culture within Facebook. Okay, Facebook is about friends and people who share interests or likes. The notion of a political faction within an online company is one more example of a potential weakness in HSSCM. The idea that an employee worked for a company, had a job description, and received money strikes me as inoperative. The problem is that the needs of the Science Club are not the needs of the people on the football team or the field hockey team. Will the lunchroom have tables for the Science Club folks and other tables for the sports? In my high school, the Science Club was different from the band and the student council. Snort, snort, we said, when asked to coordinate with the booster club to celebrate a big win. Snort, snort.
The second example the story “14 Powerful Human-Rights Groups Write to Google Demanding It Kill Plans to Launch a China Search Engine.” The issue for Google and China is revenue. How will the HSSCM address a group of human rights organizations. I assume that these entities can issue news releases, pump out Twitter messages, and update their Facebook pages. If that sounds like the recipe for information warfare, I am not suggesting such an aggressive approach. What’s important to me is that Google will have to dip into its management methods to deal with this mini protest.
The question is, “Are high school science club management methods up to these two challenges?
My view is, “Sure, really smart people can find clever solutions.”
On the other hand, the very management methods which made Facebook and Google the business home runs each is will have to innovate. Business school curricula may not cover how to manage revolts from unexpected sources.
Stephen E Arnold, August 30, 2018
More Administrative Action from Facebook
August 20, 2018
Rarely do we get a report from the front lines of the war on social spying and fake news. However, recently a story appeared that showcased Facebook’s heavy-handed tactics up close and personal. The article appeared in Gizmodo, titled: “Facebook Wanted to Kill This Investigative Tool.”
The story is about how one designer at Gizmodo tried creating a program that collected data on Facebook, trying to determine what they used their data farms for. It did not go well and the social media giant attempted to gain access to the offending account almost instantly.
“We argued that we weren’t seeking access to users’ accounts or collecting any information from them; we had just given users a tool to log into their own accounts on their own behalf, to collect information they wanted collected, which was then stored on their own computers. Facebook disagreed and escalated the conversation to their head of policy for Facebook’s Platform…”
News such as this has been slowly leaking its way into the mainstream. In short, Facebook has been attempting to crack down on offenders, but in the process might be going a little too far—this is not unlike overcorrecting a car while skidding on ice. Wall Street is more than a little worried they won’t pull out of this wreck, but some experts say it’s all just growing pains.
We think this could be another example of management decisions fueled by high school science club thinking.
Patrick Roland, August 20, 2018