Social networks have never left virtually no one indifferent. And like it or not, they have changed us as a society. So much so that some embrace them with all their might while others hate them and try to raise awareness with proposals such as The Dilemma of the Networks, recently released on Netflix. A documentary that highlights some of The biggest challenges facing Facebook and many other platforms.
Facebook and its public image
The company led by Mark Zuckerberg has seen its public image harshly punished in recent years. The reason was none other than the various scandals in which she was involved. Some of them with great impact and others important enough for some to pay attention to them and make content like The network dilemma.
In this documentary that Netflix premiered not long ago, different employees of large technology companies discussed how these platforms work when designing their tools and the user's own interaction. A work that seeks above all the permanence of these the maximum number of time.
This is a big problem, because sometimes the techniques do not seem to be really ethical since they seek to polarize the content or show only what generates some controversy. And although it is not something that only affects Facebook, other networks such as Instagram, Pinterest, Twitter and even Google's Gmail email service is splashed, it is true that Zuckerberg's company is the one that has the most to prove.
Therefore, these are the challenges of Facebook to get out of the dilemma of the networks.
1. Demonstrate that they create useful and non-addictive tools
One of the first challenges is to make users see that all their news seek to be useful and not addictive. This is quite complicated, because from the start most of us think the opposite, that with them all they want is for us to spend more time using the platform.
How to turn this situation around is difficult. They already comment that they incorporate tools to control digital well-being in order to precisely help users control possible addictions.
2. Use of relevant algorithms
Algorithms are already so popular that it is rare to find a service or website that does not use them for some other purpose. The difference is that Facebook has to show that theirs is not just looking to offer content so you can spend more time on it, but rather to find things that really interest you.
The problem is that if they want to achieve this, they will have to provide some kind of additional option, some more control so that users can give precise indications about what they do or don't like and what works. Because if it's not like that, it's worth nothing. And it is that, who has not happened to mark something as not interesting or that they do not like and after a short time it is present again as an announcement, suggestion, etc.
3. Secure the data
You may entrust your data to Facebook? They say yes and third party companies can't access them. But in the past they did, why now we must blindly believe that they won't do it again.
Therefore, another challenge for the company is to demonstrate that this does not happen again and that the data of its users is safe on its servers. Of course they will have to work hard in this regard and improve communication in case something new happens again. Because if this is not the case, we will always have the same feeling, one that other companies do not despite having been wrong as well. But if you are clear it is easier to empathize and think that these are things that can happen to anyone.
4. Eradicate polarization
No network or platform should position itself for or against any issue except for those that are clearly an attack on freedom and human rights. Thus, what Facebook should try is not to give visibility to all that content that, although it falls within freedom of expression, only seeks to polarize the platform.
5. Fight fake news
Fake news or fake news are like the above, a major problem with a difficult solution. Of course, if they themselves enhance their appearance, they do not help to combat them. So, once again, the algorithms need to go into the background and a human team, with adequate tools and clear and public indications for the rest of the industry, legislators and users, know how to act when faced with certain messages.
Lies cannot be allowed, even less if they are things like flat earthing, anti-vaccination, etc.
6. Show that you will never be the product
And the most difficult of all challenges, convincing yourself that you are not the product. How to do this if it turns out that you offer a platform at no cost and you live on advertising revenue that you boost with the information that the users themselves provide while using it?
Well, they will have to find a way to do it, to make the user see that this data can be used completely anonymously. Even if that means lower performance and therefore they have to reduce what it costs advertisers to reach X users with each ad.
In summary, social networks are not going to disappear overnight and much less Facebook, which with platforms like Instagram or WhatsApp have a great weight in society. But they do have to do their part to show the user that their way of managing data is respectful. And if that means earning less at the cost of greater utility and value for them, go ahead.
Will Facebook be able to turn around its reputation?