Mark Zuckerberg Doth Protest Too Much

A few years ago, when volunteer Reddit moderators revolted, I wrote an article about how Reddit’s business model effectively created this situation and that it was NOT inevitable that online communities and engagement become a dumpster fire of trolling, negativity, and sarcasm. I got a call within minutes from a journalist at the San Jose Mercury News who said that she was literally just about to post an article saying that this was inevitable.

This position was essentially echoed by Mark Zuckerberg this week but he framed it as a first amendment issue — and tried to distract us from the very real power and responsibility Facebook has in shaping behaviors. The truth is much less appealing for Facebook because it would require them to take on the responsibility — and the expense — of fixing what they broke.

The truth is that people drive on roads. Facebook built and paved certain roads and not others. They created a system where it was easy to share fake news and which made it easy for others to socially reward that behavior. They paved the way for sharing fake news at alarming rates.

Now Mark Zuckerberg demurs and suggests it would be morally objectionable to pave a different road — one that slows down and inhibits fake news. I call BS. If he doesn’t understand that his choices have been driven by the advertising-based business model on which he has grown wealthy, then he is a very dangerous man. Either he doesn’t understand his impact or he is hiding from it.

I have been building and implementing digital technologies for 25 years. I have been working with online engagement and communities for 15. Our research shows that well-managed communities have ZERO negative impact on culture and brand.

Do not tell me we just have to live with it.