That is not the inevitable fate of all social media. It is a distinctive consequence of the intersection of massive slops of surplus investment capital looking desperately for somewhere to come to rest; the character of Facebook’s niche in the ecology of social media; and the path-dependent evolution of Facebook’s interface.
Analysts and observers who are content with cliches characterize Facebook as sitting on a treasure trove of potentially valuable data about its users, which is true enough. The cliched view is that what’s valuable about that data is names associated with locations associated with jobs associated with social networks, in a very granular way. That’s not it. That data can be mined easily from a variety of sources and has been mined relentlessly for years, before social media was even an idea. If an advertiser or company or candidate wants to find “professors who live in the 19081 area code who vote Democratic and shop at Trader Joe’s in Media” they can buy that information from many vendors. If that were all Facebook was holding, it wouldn’t have any distinctive wares, even imagined, to hock. All it could do is offer them at a bargain rate–and in the global economy, you can’t undercut the real bargain sellers of information. Not that this would keep Facebook from pretending like it has something to sell, because it has a bunch of potentially angry investors ready to start burning effigies.
What Facebook is holding is a type of largely unique data that is the collaborative product of its users and its interface. But if I were a potential buyer of such data, I’d approach my purchase with a lot of caution even if Facebook managed to once and for all trick or force its users into surrendering it freely to anyone with the money to spend. If my goal is to sell something to Facebook users, or to know something about what they’re likely to do in the future, in buying Facebook’s unique data, what I’m actually learning about is a cyborg, a virtual organism, that can only fully live and express inside of Facebook’s ecology. Facebook’s distinctive informational holding is actually two things: a more nuanced view of its users’ social networks than most other data sources can provide and a record of expressive agency.
On the first of these: the social mappings aren’t easily monetized in conventional terms. Who needs to buy knowledge about any individual’s (or many individuals’) social networks? Law enforcement and intelligence services, but the former can subpeona that information when it needs to and the latter can simply steal it or demand it with some other kind of legal order. Some academics would probably love to have that data but they don’t have deep pockets and they have all sorts of pesky ethical restrictions that would keep them from using it at the granular level that makes Facebook’s information distinctive. Marketers don’t necessarily need to know that much about social networks except when they’re selling a relatively long-tail niche product. That’s a very rare situation: how often are you going to be manufacturing a TARDIS USB hub or artisanal chipotle-flavored mustache wax and not know exactly who might buy such a thing and how to reach them?
Social networks of this granularity are only good for one thing if you’re an advertiser or a marketer: simulating word-of-mouth, hollowing out a person and settling into their skin like a possessing spirit. If that’s your game, your edge, the way you think you’re going to move more toothpaste or get one more week’s box office out of a mediocre film, then Facebook is indeed an irresistable prize.
The problem is that most of us have natively good heuristics for detecting when friends and acquaintances have been turned into meme-puppets, offline and online. Most of us have had that crawling sensation while talking to someone we thought we knew and suddenly we trip across a subject or an experience that rips open what we thought we knew and lets some reservoir, some pre-programmed narrative spill out of our acquaintance: some fearful catechism, some full-formed paranoid narrative, some dogma. Or sometimes something less momentous, just that slightly amusing moment where a cliche, slogan or advertising hook speaks itself from a real person’s mouth like a squeaky little fart, usually to the embarrassment of any modestly self-aware individual.
by Timothy Burke, Easily Distracted | Read more:
