Members of Congress questioned leaders of social media companies this week. In contrast to what legislators suggested, Mark Zuckerberg said Facebook has one particular goal:
Focusing on the attention-driven business model seems to have been a coordinated strategy among the committee’s Democrats, but they were not alone. Bill Johnson, a Republican from Ohio, compared the addictiveness of social platforms to cigarettes. “You profit from hooking users on your platforms by capitalizing off their time,” he said, addressing Dorsey and Zuckerberg. “So yes or no: Do you agree that you make money off of creating an addiction to your platforms?”
Both executives said no. As they did over and over again, along with Pichai, when asked straightforwardly whether their platforms’ algorithms are optimized to show users material that will keep them engaged. Rather than defend their companies’ business model, they denied it.
Zuckerberg, in particular, suggested that maximizing the amount of time users spend on the platform is the furthest thing from his engineers’ minds. “It’s a common misconception that our teams even have goals of trying to increase the amount of time that people spend,” he said. The company’s true goal, he insisted, is to foster “meaningful social interactions.” Misinformation and inflammatory content actually thwarts that goal. If users are spending time on the platform, it simply proves that the experience is so meaningful to them. “Engagement,” he said, “is only a sign that if we deliver that value, then it will be natural that people use our services more.”
Zuckerberg has said this for years; see this earlier post. Facebook and other social media platforms have the opportunity to bring people together, whether that is through building upon existing relationships or interacting with new people based on common interests and causes.
Has Facebook delivered on this promise? Do social media users find “meaningful social interactions”? The research I have done with Peter Mundey suggests emerging adult users are aware of the downsides of social media interactions but many still participate because there is meaning or enough meaning.
I suppose it might come down to defining and measuring “meaningful social interaction.” Social interaction can take many forms, ranging from carrying on social media mediated relationships through simply viewing images and text over time to less personal interaction in commenting on or registering a reaction to something like hundreds of others to direct interaction to people through various means. Is a negative response meaningful? Does a positive direct interaction count more? Can the interaction be more episodic or is it sustained over a certain period of time?
One possible path: ask for the evidence of Facebook, Twitter, Instagram, and Snapchat users (among others) having meaningful interactions alongside evidence of how these platforms count and measure capturing attention. Another: ask whether these companies think they have succeeded in creating “meaningful social interactions” and what they would cite as markers of this.