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Companies that have gleaned the most from the technology have managed it actively through training, monitoring user behaviour and constant adjustment

it's important to go where users want to go

Collaboration tools also need sponsors - people entrusted with advancing their cause.

Though Facebook will occasionally talk about the transparency of governments and corporations, what it really wants to advance is the transparency of individuals – or what it has called, at various moments, “radical transparency” or “ultimate transparency”. The theory holds that the sunshine of sharing our intimate details will disinfect the moral mess of our lives. With the looming threat that our embarrassing information will be broadcast, we’ll behave better. And perhaps the ubiquity of incriminating photos and damning revelations will prod us to become more tolerant of one another’s sins. “The days of you having a different image for your work friends or co-workers and for the other people you know are probably coming to an end pretty quickly,” Zuckerberg has said. “Having two identities for yourself is an example of a lack of integrity.”

The essence of the algorithm is entirely uncomplicated. The textbooks compare them to recipes – a series of precise steps that can be followed mindlessly. This is different from equations, which have one correct result. Algorithms merely capture the process for solving a problem and say nothing about where those steps ultimately lead.

For the first decades of computing, the term “algorithm” wasn’t much mentioned. But as computer science departments began sprouting across campuses in the 60s, the term acquired a new cachet. Its vogue was the product of status anxiety. Programmers, especially in the academy, were anxious to show that they weren’t mere technicians. They began to describe their work as algorithmic, in part because it tied them to one of the greatest of all mathematicians – the Persian polymath Muhammad ibn Musa al-Khwarizmi, or as he was known in Latin, Algoritmi. During the 12th century, translations of al-Khwarizmi introduced Arabic numerals to the west; his treatises pioneered algebra and trigonometry. By describing the algorithm as the fundamental element of programming, the computer scientists were attaching themselves to a grand history. It was a savvy piece of name-dropping: See, we’re not arriviste, we’re working with abstractions and theories, just like the mathematicians!