Yes, we have come to depend on social networks, but instead of accepting an inherently flawed Facebook monopoly, what we most need now is a new generation of social media platforms that are fundamentally different in their incentives and dedication to protecting user data. Barring a total overhaul of leadership and business model, Facebook will never be that platform.
…we are not speaking of a few missteps here and there, the misbehavior of a few aberrant employees. The problems are central and structural, the predicted consequences of its business model. From the day it first sought revenue, Facebook prioritized growth over any other possible goal, maximizing the harvest of data and human attention. Its promises to investors have demanded an ever-improving ability to spy on and manipulate large populations of people. Facebook, at its core, is a surveillance machine, and to expect that to change is misplaced optimism.
Facebook, in fact, claims lofty goals, saying it seeks to “bring us closer together” and “build a global community.” Those are indeed noble purposes that social media can serve. But if they were Facebook’s true goals, we would not be here.
If we have learned anything over the last decade, it is that advertising and data-collection models are incompatible with a trustworthy social media network. The conflicts are too formidable, the pressure to amass data and promise everything to advertisers is too strong for even the well-intentioned to resist.
Facebook, with its 2.2 billion users, will not disappear, and it has a track record of buying or diminishing its rivals (see Instagram and Foursquare). But as Lyft is proving by stealing market share from Uber, and as Snapchat proved by taking younger audiences from Facebook, “network effects” are not destiny.
When a company fails, as Facebook has, it is natural for the government to demand that it fix itself or face regulation. But competition can also create pressure to do better. If today’s privacy scandals lead us merely to install Facebook as a regulated monopolist, insulated from competition, we will have failed completely.