The Filter Bubble - Eli Pariser [15]
Facebook was hardly the first social network: As Zuckerberg was hacking together his creation in the wee hours of the morning, a hairy, music-driven site named MySpace was soaring; before MySpace, Friendster had for a brief moment captured the attention of the technorati. But the Web site Zuckerberg had in mind was different. It wouldn’t be a coy dating site, like Friendster. And unlike MySpace, which encouraged people to connect whether they knew each other or not, Facebook was about taking advantage of existing real-world social connections. Compared to its predecessors, Facebook was stripped down: the emphasis was on information, not flashy graphics or a cultural vibe. “We’re a utility,” Zuckerberg said later. Facebook was less like a nightclub than a phone company, a neutral platform for communication and collaboration.
Even in its first incarnation, the site grew like wildfire. After Facebook expanded to a few select Ivy League campuses, Zuckerberg’s inbox was flooded with requests from students on other campuses, begging him to turn on Facebook for them. By May of 2005, the site was up and running at over eight hundred colleges. But it was the development of the News Feed the following September that pushed Facebook into another league.
On Friendster and MySpace, to find out what your friends were up to, you had to visit their pages. The News Feed algorithm pulled all of these updates out of Facebook’s massive database and placed them in one place, up front, right when you logged in. Overnight, Facebook had turned itself from a network of connected Web pages into a personalized newspaper featuring (and created by) your friends. It’s hard to imagine a purer source of relevance.
And it was a gusher. In 2006, Facebook users posted literally billions of updates—philosophical quotes, tidbits about who they were dating, what was for breakfast. Zuckerberg and his team egged them on: The more data users handed over to the company, the better their experience could be and the more they’d keep coming back. Early on, they’d added the ability to upload photos, and now Facebook had the largest photo collection in the world. They encouraged users to post links from other Web sites, and millions were submitted. By 2007, Zuckerberg bragged, “We’re actually producing more news in a single day for our 19 million users than any other media outlet has in its entire existence.”
At first, the News Feed showed nearly everything your friends did on the site. But as the volume of posts and friends increased, the Feed became unreadable and unmanageable. Even if you had only a hundred friends, it was too much to read.
Facebook’s solution was EdgeRank, the algorithm that powers the default page on the site, the Top News Feed. EdgeRank ranks every interaction on the site. The math is complicated, but the basic idea is pretty simple, and it rests on three factors. The first is affinity: The friendlier you are with someone—as determined by the amount of time you spend interacting and checking out his or her profile—the more likely it is that Facebook will show you that person’s updates. The second is the relative weight of that type of content: Relationship status updates, for example, are weighted very highly; everybody likes to know who’s dating whom. (Many outsiders suspect that the weight, too, is personalized: Different people care about different kinds of content.) The third is time: Recently posted items are weighted over older ones.
EdgeRank demonstrates the paradox at the core of the race for relevancy. To provide relevance, personalization algorithms need data. But the more data there is, the more sophisticated the filters must become to organize it. It’s a never-ending cycle.
By 2009, Facebook had hit the 300 million user