Here's a Look Inside Facebook's Data Wars - The New York Times - 0 views
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On one side were executives, including Mr. Silverman and Brian Boland, a Facebook vice president in charge of partnerships strategy, who argued that Facebook should publicly share as much information as possible about what happens on its platform — good, bad or ugly.
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On the other side were executives, including the company’s chief marketing officer and vice president of analytics, Alex Schultz, who worried that Facebook was already giving away too much.
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One day in April, the people behind CrowdTangle, a data analytics tool owned by Facebook, learned that transparency had limits.
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They argued that journalists and researchers were using CrowdTangle, a kind of turbocharged search engine that allows users to analyze Facebook trends and measure post performance, to dig up information they considered unhelpful — showing, for example, that right-wing commentators like Ben Shapiro and Dan Bongino were getting much more engagement on their Facebook pages than mainstream news outlets.
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These executives argued that Facebook should selectively disclose its own data in the form of carefully curated reports, rather than handing outsiders the tools to discover it themselves.Team Selective Disclosure won, and CrowdTangle and its supporters lost.
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the CrowdTangle story is important, because it illustrates the way that Facebook’s obsession with managing its reputation often gets in the way of its attempts to clean up its platform
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The company, blamed for everything from election interference to vaccine hesitancy, badly wants to rebuild trust with a skeptical public. But the more it shares about what happens on its platform, the more it risks exposing uncomfortable truths that could further damage its image.
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Facebook’s executives were more worried about fixing the perception that Facebook was amplifying harmful content than figuring out whether it actually was amplifying harmful content. Transparency, they said, ultimately took a back seat to image management.
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the executives who pushed hardest for transparency appear to have been sidelined. Mr. Silverman, CrowdTangle’s co-founder and chief executive, has been taking time off and no longer has a clearly defined role at the company, several people with knowledge of the situation said. (Mr. Silverman declined to comment about his status.) And Mr. Boland, who spent 11 years at Facebook, left the company in November.
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“One of the main reasons that I left Facebook is that the most senior leadership in the company does not want to invest in understanding the impact of its core products,” Mr. Boland said, in his first interview since departing. “And it doesn’t want to make the data available for others to do the hard work and hold them accountable.”
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Mr. Boland, who oversaw CrowdTangle as well as other Facebook transparency efforts, said the tool fell out of favor with influential Facebook executives around the time of last year’s presidential election, when journalists and researchers used it to show that pro-Trump commentators were spreading misinformation and hyperpartisan commentary with stunning success.
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“People were enthusiastic about the transparency CrowdTangle provided until it became a problem and created press cycles Facebook didn’t like,” he said. “Then, the tone at the executive level changed.”
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Facebook was happy that I and other journalists were finding its tool useful. With only about 25,000 users, CrowdTangle is one of Facebook’s smallest products, but it has become a valuable resource for power users including global health organizations, election officials and digital marketers, and it has made Facebook look transparent compared with rival platforms like YouTube and TikTok, which don’t release nearly as much data.
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Last fall, the leaderboard was full of posts by Mr. Trump and pro-Trump media personalities. Since Mr. Trump was barred from Facebook in January, it has been dominated by a handful of right-wing polemicists like Mr. Shapiro, Mr. Bongino and Sean Hannity, with the occasional mainstream news article, cute animal story or K-pop fan blog sprinkled in.
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But the mood shifted last year when I started a Twitter account called @FacebooksTop10, on which I posted a daily leaderboard showing the sources of the most-engaged link posts by U.S. pages, based on CrowdTangle data.
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The account went semi-viral, racking up more than 35,000 followers. Thousands of people retweeted the lists, including conservatives who were happy to see pro-Trump pundits beating the mainstream media and liberals who shared them with jokes like “Look at all this conservative censorship!” (If you’ve been under a rock for the past two years, conservatives in the United States frequently complain that Facebook is censoring them.)
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Inside Facebook, the account drove executives crazy. Some believed that the data was being misconstrued and worried that it was painting Facebook as a far-right echo chamber. Others worried that the lists might spook investors by suggesting that Facebook’s U.S. user base was getting older and more conservative. Every time a tweet went viral, I got grumpy calls from Facebook executives who were embarrassed by the disparity between what they thought Facebook was — a clean, well-lit public square where civility and tolerance reign — and the image they saw reflected in the Twitter lists.
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Mr. Boland, the former Facebook vice president, said that was a convenient deflection. He said that in internal discussions, Facebook executives were less concerned about the accuracy of the data than about the image of Facebook it presented.“It told a story they didn’t like,” he said of the Twitter account, “and frankly didn’t want to admit was true.”
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Several executives proposed making reach data public on CrowdTangle, in hopes that reporters would cite that data instead of the engagement data they thought made Facebook look bad.But Mr. Silverman, CrowdTangle’s chief executive, replied in an email that the CrowdTangle team had already tested a feature to do that and found problems with it. One issue was that false and misleading news stories also rose to the top of those lists.“Reach leaderboard isn’t a total win from a comms point of view,” Mr. Silverman wrote.
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executives argued that my Top 10 lists were misleading. They said CrowdTangle measured only “engagement,” while the true measure of Facebook popularity would be based on “reach,” or the number of people who actually see a given post. (With the exception of video views, reach data isn’t public, and only Facebook employees and page owners have access to it.)
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Mr. Schultz, Facebook’s chief marketing officer, had the dimmest view of CrowdTangle. He wrote that he thought “the only way to avoid stories like this” would be for Facebook to publish its own reports about the most popular content on its platform, rather than releasing data through CrowdTangle.“If we go down the route of just offering more self-service data you will get different, exciting, negative stories in my opinion,” he wrote.
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there’s a problem with reach data: Most of it is inaccessible and can’t be vetted or fact-checked by outsiders. We simply have to trust that Facebook’s own, private data tells a story that’s very different from the data it shares with the public.
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Mr. Zuckerberg is right about one thing: Facebook is not a giant right-wing echo chamber.But it does contain a giant right-wing echo chamber — a kind of AM talk radio built into the heart of Facebook’s news ecosystem, with a hyper-engaged audience of loyal partisans who love liking, sharing and clicking on posts from right-wing pages, many of which have gotten good at serving up Facebook-optimized outrage bait at a consistent clip.
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CrowdTangle’s data made this echo chamber easier for outsiders to see and quantify. But it didn’t create it, or give it the tools it needed to grow — Facebook did — and blaming a data tool for these revelations makes no more sense than blaming a thermometer for bad weather.
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It’s worth noting that these transparency efforts are voluntary, and could disappear at any time. There are no regulations that require Facebook or any other social media companies to reveal what content performs well on their platforms, and American politicians appear to be more interested in fighting over claims of censorship than getting access to better data.
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It’s also worth noting that Facebook can turn down the outrage dials and show its users calmer, less divisive news any time it wants. (In fact, it briefly did so after the 2020 election, when it worried that election-related misinformation could spiral into mass violence.) And there is some evidence that it is at least considering more permanent changes.
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The project, which some employees refer to as the “Top 10” project, is still underway, the people said, and it’s unclear whether its findings have been put in place. Mr. Osborne, the Facebook spokesman, said that the team looks at a variety of ranking changes, and that the experiment wasn’t driven by a desire to change the Top 10 lists.
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This year, Mr. Hegeman, the executive in charge of Facebook’s news feed, asked a team to figure out how tweaking certain variables in the core news feed ranking algorithm would change the resulting Top 10 lists, according to two people with knowledge of the project.
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As for CrowdTangle, the tool is still available, and Facebook is not expected to cut off access to journalists and researchers in the short term, according to two people with knowledge of the company’s plans.
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Mr. Boland, however, said he wouldn’t be surprised if Facebook executives decided to kill off CrowdTangle entirely or starve it of resources, rather than dealing with the headaches its data creates.