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Google had a built-in disadvantage in the social networking sweepstakes. It was happy to gather information about the intricate web of personal and professional connections known as the “social graph” (a term favored by Facebook’s Mark Zuckerberg) and integrate that data as signals in its search engine. But the basic premise of social networking—that a personal recommendation from a friend was more valuable than all of human wisdom, as represented by Google Search—was viewed with horror at Google. Page and Brin had started Google on the premise that the algorithm would provide the only answer. Yet there was evidence to the contrary. One day a Googler, Joe Kraus, was looking for an anniversary gift for his wife. He typed “Sixth Wedding Anniversary Gift Ideas” into Google, but beyond learning that the traditional gift involved either candy or iron, he didn’t see anything creative or inspired. So he decided to change his status message on Google Talk, a line of text seen by his contacts who used Gmail, to “Need ideas for sixth anniversary gift—candy ideas anyone?” Within a few hours, he got several amazing suggestions, including one from a colleague in Europe who pointed him to an artist and baker whose medium was cake and candy. (It turned out that Marissa Mayer was an investor in the company.) It was a sobering revelation for Kraus that sometimes your friends could trump algorithmic search.

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The firm did this at the local level, creating right-wing pages with vague names like Smith County Patriots or I Love My Country. Because of the way Facebook’s recommendation algorithm worked, these pages would pop up in the feeds of people who had already liked similar content. When users joined CA’s fake groups, it would post videos and articles that would further provoke and inflame them. Conversations would rage on the group page, with people commiserating about how terrible or unfair something was. CA broke down social barriers, cultivating relationships across groups. And all the while it was testing and refining messages, to achieve maximum engagement. Now CA had users who (1) self-identified as part of an extreme group, (2) were a captive audience, and (3) could be manipulated with data.

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Aza [Raskin] said: 'For instance, Facebook tomorrow could start batching your notifications, so you only get one push notification a day ... They could do that tomorrow.' ....So instead of getting 'this constant drip of behavioural cocaine,' telling you every few minutes that somebody liked your picture, commented on your post, has a birthday tomorrow, and on and on - you would get one daily update, like a newspaper, summarising it all. You'd be pushed to look once a day, instead of being interrupted several times an hour. 'Here's another one,' he said 'Infinite scroll. ...it's catching your impulses before your brain has a chance to really get involved and make a decision.' Facebook and Instagram and the others could simply turn off infinite scroll - so that when you get to the bottom of the screen, you have to make a conscious decision to carry on scrolling. Similarly, these sites could simply switch off the things that have been shown to most polarise people politically, stealing our ability to pay collective attention. Since there's evidence YouTube's recommendation engine is radicalising people, Tristan [Harris] told one interviewer: 'Just turn it off. They can turn it off in a heartbeat.' It's not as if, he points out, the day before recommendations were introduced, people were lost and clamouring for somebody to tell them what to watch next. Once the most obvious forms of mental pollution have been stopped, they said, we can begin to look deeper, at how these sites could be redesigned to make it easier for you to restrain yourself and think about your longer-term goals. ...there could be a button that says 'here are all your friends who are nearby and are indicating they'd like to meet up today.' You click it, you connect, you put down your phone and hang out with them. Instead of being a vacuum sucking up your attention and keeping it away from the outside world, social media would become a trampoline, sending you back into that world as efficiently as possible, matched with the people you want to see. Similarly, when you set up (say) a Facebook account, it could ask you how much time you want to spend per day or per week on the site. ...then the website could help you to achieve your goal. One way could be that when you hit that limit, the website could radically slow down. In tests, Amazon found that even 100 milliseconds of delay in the pace at which a page loads results in a substantial drop-off in people sticking around to buy the product. Aza said: 'It just gives your brain a chance to catch up to your impulse and [ask] - do I really want to be here? No.' In addition, Facebook could ask you at regular intervals - what changes do you want to make to your life? ...then match you up with other people nearby... who say they also want to make that change and have indicated they are looking for the equivalent of gym buddies. ...A battery of scientific evidence shows that if you want to succeed in changing something, you should meet up with groups of people doing the same. At the moment, they said, social media is designed to grab your attention and sell it to the highest bidder, but it could be designed to understand your intentions and to better help you achieve them. Tristan and Aza told me that it's just as easy to design and program this life-affirming Facebook as the life-draining Facebook we currently have. I think that most people, if you stopped them in the street and painted them a vision of these two Facebooks, would say they wanted the one that serves your intentions. So why isn't it happened? It comes back... to the business model.

It might look like a good thing if you go to a restaurant because you saw many friends recommend it on Facebook. Or when you made a purchase because of what an Instagram influencer said about a brand. One week you liked a page because someone invited you and from then on you started being exposed to their messages too. Then, you read a scary tweet about how something we all do daily might be harmful and started making plans on how to break the habit without doing your own research.

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