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We had a big effort around bullying and harassment. So we launched it at Harvard and within a couple of weeks two-thirds of the school had signed up. And their goal of running ads were to find populations of people who are open to those kinds of messages to get them into those groups and then to deliver content on a regular basis to, to drive them apart. So I sent an email to Facebook saying I want to have a copy of all my data. And of course, the ad revenue spikes. Inside Facebook, however, with the IPO on the horizon, they were also under pressure to keep monetizing all that personal information, not just fix the FTC’s privacy issues. We do know that Facebook-related posts touched about 150 million Americans, that were posts that originated either through Russian fake accounts or through paid advertising from the Russians. Yes. “We hear you, we’re concerned, we apologize. Like, we should all get to the street and we should all bring down Mubarak. And we're going to take a, a number of measures, from building and deploying new AI tools that take down fake news, to growing our security team to more than 20,000 people. Why not him? A million migrants are coming over the wall and they’re going to like, rape your children. Barely two months later, in Washington an even more serious situation was developing. In effect, polarization was the key to the model – this idea of appealing to people’s lower-level emotions; things like fear and anger to create greater engagement and, in the context of Facebook, more time on site, more sharing, and therefore, more advertising value. LONDON — Social media users are re-evaluating whether they should have accounts on platforms like Facebook and Instagram after a new documentary-drama called “The Social Dilemma” dropped on Netflix. There are some people who made like 200K or something like that. That’s what we mean by having an ongoing conversation. That’s the topic of a two-part Frontline documentary called “The Facebook Dilemma,” airing this week on PBS stations. I want to meet Mark Zuckerberg one day and thank him, actually. Clinton has called Trump to concede the election. Available on Blu-ray™, DVD, Digital Download & On-Demand How exciting! By that time in Facebook, you could pay money to promote these stories so your stories emerge on the top lines. We… It’s, it’s a company hoodie. It had to be a, a, a going concern. It was. TESSA LYONS, Facebook Product Manager for News Feed Integrity: Absolutely. And so one change that we’ve made, along with hiring so many more people, is that a lot of these people are based internationally and can give us that insight that we may not get from being here at our headquarters. Activists and civil society leaders would just come up to me and say, you know, “Wow, we couldn’t have done this without you guys.” Government officials, you know, would say, “Does Facebook really realize how much you guys are changing our societies?”. I tried to talk to people who are in Silicon Valley, but I feel like it was not, it was not being heard. And one of the biggest challenges here is that this is really an evolving set of threats and risks. Payal Ganguly 21 Apr, 2021 . What Facebook’s representatives showed them was how to harness its powerful advertising tools to find and target new and receptive audiences. The opportunities for disinformation, for deception, for everything else, are enormous. Facebook would go on to acquire Instagram and WhatsApp on its way to becoming one of the most valuable companies in the world. When Mark Zuckerberg was at Harvard, he was fascinated by hacker culture, this notion that software programmers could do things that would shock the world. So you have this fabulously talented group of mostly 20-somethings who are deciding what speech matters, and they're doing it in real time, all day, every day. Dozens of original interviews and rare footage show how the company faced claims of misuse while becoming an unprecedented global power. And I was trying to get people to pay attention. DMYTRO SHYMKIV, Adviser to president of Ukraine, 2014-2018: There were so many stories that start emerging on the Facebook. Facebook settled with the FTC without admitting guilt and, under a consent order, agreed to fix the problems. For example, a friend of mine was in the closed unit of the, of a psychological hospital in, in Vienna. Not that I was thinking that this Facebook page was going to be effective. “The Facebook Dilemma” comes as the company scrambles to improve its image after the revelation earlier this year that Cambridge Analytica accessed up … [subtitle] Wael is a spy for the Israeli intelligence. Tessa Lyons was chief of staff to Facebook’s number two, Sheryl Sandberg, and is now in charge of fighting misinformation. Why wasn’t that part of the metric earlier in terms of how do you minimize the harm? I think if you ask the question that way, it would have been. So I got from Facebook about 1,200 pages and I read through it. fbphone_1200x630.png. Certainly. With custom audiences, you can get your ads to people you already know who are on Facebook. Hillary Clinton is the most corrupt person ever to seek the office…, And I’ll tell you, some of what I heard coming from my opponent…, …reporter Craig Silverman was sounding alarms that Facebook’s News Feed was spreading misinformation, what he called “fake news.”. That change alone, I think, is a sea change in the way the company felt about its future and the direction it was headed. I definitely think we regret not having 20,000 people working on safety, secur-, and security back in the day. We, we didn’t have a solution for it. Calloo became a victim of India’s fake news. And so there was a big effort to basically pull out all the stops and start experimenting way more aggressively. And, and we’re kind of fundamentally rewiring the world from the ground up. Do you regret choices going backward, decisions that were made about not taking into account risks or not measuring risks? And I was a victim of that page. Right? That’s where they were reading their local newspaper and doing things. Were these things that you just weren’t paying attention to or were these things that were kind of conscious choices to kind of say, “All right, we’re going to kind of abdicate responsibility from those things and just keep growing”? If, like me, you’re following this stuff, you see years and years and years of people begging and pleading with the company, saying, “Please pay attention to this,” at every channel people could find, and basically being ignored. Have you ever think that this could have an impact on revolution? November 17, 2018. So it was a little bit of a renegade philosophy and a disrespect for authority that led to the Facebook motto, “move fast and break things.”. This is something that we need to… As you said, this is serious, this is consequential. I thought Facebook could stand up and say: We’re going to reassess our priorities. And the answer is, this isn’t a problem that you solve. The numbers were showing in the consumer side that people were spending more and more hours of their day consuming Facebook content. FRONTLINE PBS investigates Facebook. Why was it so slow? Facebook was warned as early as 2015 about the potential for a really dangerous situation in Myanmar. Reports later proved to be false that some Muslim man had raped a Buddhist woman was shared on Facebook. ALEX STAMOS, Facebook Chief Security Officer, 2015-2018: We kicked off a big look into the fake news phenomenon, specifically what component of that might have a Russian part in its origin. Making judgment calls, snap judgment calls about: Does it violate our terms of service? You have a manual for you car. But the paid advertising was really a relatively small piece of the overall problem. Our business model is, by far, the most privacy-friendly to consumers. And division and polarization were running through the presidential campaign. We are the youth of Facebook! Exactly what every news group does, which is take control and be responsible for what you create. Should there be any liability or any legal accountability for a company like Facebook when something so disastrous goes wrong on your platform? I thank you for giving me the opportunity to, in my view, clarify. But it ended up being me. Sixty-two percent of Americans say they get their news from social media sites like Facebook. Someone should do something about this. I wanted them to tell me what they thought about it. You’re talking to me and a bunch of the other leaders. …in some cases playing a role in a genocide. They do not have any kind of traditional democratic accountability. What the Internet Research Agency wants to do is they want to create the appearance of legitimate social movements. I didn’t think I was qualified. We are right in the middle of the protest. The crowd here at Trump campaign headquarters…, Trump’s targeted ads on Facebook paid off…. But in this case, it really was. They want commercially interesting data. It is, you know, your customized, optimized vision on the world. We’ve been really focused on the good things. It wasn’t slow, it wasn’t declining, but it wasn’t growing nearly as fast as investors would have guessed. It’s just interesting seeing how it evolves. But here’s the thing. There was certainly awareness that there could be problems related to news or quality of news. Thank you for taking the time to consider an investment in Facebook. But while he was on the road, the news was getting worse. Somebody was going to connect all those people. I don't think any of us, Mark included, appreciated how much of an effect we might have had. The documentary recounted the miraculous rise of the social media giant and the high cost and dramatic issues that came along with its meteoric profit growth, especially after the company went public. One of the big factors that emerged in the election was what, what started to be called hyperpartisan Facebook pages. Another major setback for Facebook, the social media giant…. It took hold with the help of a Facebook page protesting abuses by the regime of Hosni Mubarak. And I ended up in a meeting with a bunch of the most senior executives at the company and they went around the room and they basically said, “Well, who’s in charge?” And the answer was me because no one else really knew anything about it. New Netflix documentary The Social Dilemma takes aim at social media, revealing why Twitter, Facebook, and alike are scarier than they seem. Absolutely. Right? There are going to be actors that are going to try to manipulate that public debate. And it’s now being shared with Facebook so that Facebook can target ads back to the user. You may decide, or Facebook may decide, it needs to police a whole bunch of speech, that I think America might be better off not having policed by one company that has a really big and powerful platform. The pressure heading into the IPO, of course, was to prove that Facebook was a great business. Yes. We met with civil society organizations in Myanmar far before 2015. We relied on what we thought were the public’s common sense and common decency to police the site. You know, there’s a lot of problems here, there, but all these problems get worse when one company has too much power, too much information over too many people. We are announcing a new set of features coming soon. Facebook knew that the system plays in their favor, so even if you violate the law, the reality is it’s, it’s very likely not going to be enforced. Stamos expanded his investigation to look at how the Russian operation may have also used Facebook’s targeted advertising system. What are you doing to, to stem this problem in the Philippines? I think, you know, there were real learning points and turning points along the way in terms of, in terms of building things. The firm had gained access to the data from a third party without Facebook’s permission. Facebook has now turned into a beast than what it was originally intended to be used. But we’re dealing with such consequential issues. Our mission isn’t to be a public company. And this morning, I directed our team to provide the ads we’ve found to Congress as well. It’s a problem that you contain. And, and what do you do about that? In Silicon Valley, those who covered the tech industry had also been confronting Facebook about how it was handling users’ personal data. And so we could hear our message injected inside that stream. But it's clear now that we didn't do enough to prevent these tools from being used for harm as well. Most of them seem hardly political and are usually based around the user, which makes them fun to share with family and friends. But for the good work of the Houston police, you could have had the kind of horrible activity take place then and there that I saw unfortunately take place in Charlottesville in my state last year. They’re going to burn your villages. We’ve seen examples of this in places like Sri Lanka. That line was repeated by all the current officials Facebook put forward to answer questions. And the key to keeping all these new people engaged…. No matter how they try and move and change things, there will be always unintended consequences. There was this, definitely this feeling of everything for the company, of this, you know, world-stirring vision. You have every… I’ve given you everything you need. Right? Facebook continues to crack down on fake political and news accounts. There was a moment that you were being interviewed on CNN. I think Facebook is an online directory for colleges. Making the world more open and connected. JAMES CLAPPER, Director of National Intelligence, 2010-2017: Classical propaganda, disinformation, fake news. I mean, basically, think about this: Russia hacked us. I was extremely naive in way I don’t like, actually, now, thinking that these are liberating tools. Is there going to be real-time monitoring on Election Day of what’s going on on Facebook and how are you going to actually find things that may sow distrust in the election? This has been an intense year! I spend $100 million on a platform, the most in history. Can you explain what is the Internet Research Agency? But I think when you ask then the next question, which is the harder and the more important question was, which is: So what do you do about it? But Mark Zuckerberg’s quest to connect and change the world continues. Well, I, I, you know, I don’t know if he thought about that. In the past year, Facebook says it’s taken down problematic accounts in Myanmar, hired more language experts, and improved its policies. But the uproar was so intense that in April 2018, Mark Zuckerberg was finally called before Congress in what would become a reckoning over Facebook’s conduct, its business model, and its impact on democracy. They traced disinformation to what appeared to be Russian government-linked sources. It explores Facebook’s … How could it be surprising that if you’re becoming the world’s information source that there may be a problem with misinformation? Now I’m going to exploit that to craft my message so that it resonates most exactly with that community, and I’ll do that for every single community. SHERYL SANDBERG, Facebook Chief Operating Officer: At Facebook we have a broad mission: We want to make the world more open and connected. It’s very serious. It’s like I’m, I’m sitting here, smoking these meats and, and just hanging out with 85,000 people who are hanging out with me in my backyard. So if you believe, like I do, that giving people a voice is important, that building relationships is important, that creating a sense of community is important, and that doing the hard work of trying to bring the world closer together is important, then I say this: We will keep building. …of data about personality so you know exactly who to target with exactly what type of message. ANDREW ANKER, Facebook Director of Product Management, 2015-2017: We saw a lot of our numbers growing like crazy, as did the rest of the media and the news world in particular. You know, personally, I think the, the idea that, you know, fake news on Facebook, of which, you know, it’s a, it’s a very small amount of, of, of the content, influenced the, the election in any way, I think, is a, a pretty crazy idea. I would have not have been able to engage with others. No, no. This is America. Metacritic TV Episode Reviews, The Facebook Dilemma (Part 2), Conclusion. I wanted them to know what we were seeing. There were attacks on the way I look, the way I sounded, that I should be raped, that I should be killed. And two days after the election at a tech conference in Northern California, Zuckerberg spoke publicly about it for the first time. “The Facebook Dilemma” comes as the company scrambles to improve its image after the revelation earlier this year that Cambridge Analytica accessed up … ... Facebook privacy — or the lack thereof — has been in the news a lot, which is ironic because Facebook is a platform ostensibly based entirely on sharing. I, I thought he was going to faint. And I just posted an event calling for a revolution in 10 days. It didn’t matter. It wasn’t just politics. You people have to do something. So she basically said, like, we have to do something. Are you a head of household? From FRONTLINE, The Facebook Dilemma (2×54 HD)is the most in-depth investigation of the powerful social media platform’s impact on privacy and democracy in the U.S. and around the world. I love this, all the, all the comments that are, that are coming in. The Facebook Dilemma. It's your personalized newspaper. But from 2012 to 2015, he and his colleagues published more than 200 academic papers and reports about the threats they were seeing from social media. What I recognized was the simple process of marketing. Dmytro Shymkiv, a top adviser to Ukraine’s president, met with Facebook representatives and says he asked them to intervene. He says he later talked to people he knew at Facebook and other companies about what was going on. I think the issue is: You became the head of the biggest social networking company on the planet. But for those inside Facebook, the story began with an intoxicating vision that turned into a lucrative business plan. Right? Sparapani was so uncomfortable with the direction Facebook was going, he left before the company’s work with data brokers took effect. In 2012, Parakilas left the company, frustrated. Almost a year ago, when we were first discussing how to let everyone in the world into Facebook, I remember someone said to me, “Mark, we already have nearly every college student in the U.S. on Facebook. You know, Black Lives Matter, white supremacists, gun control advocates, gun control opponents. This time, using fake accounts, Russian operatives had paid around $100,000 to run ads that promoted political messages and enticed people to join fake Facebook groups. But I will tell you, frankly, that I didn’t appreciate the full magnitude of it until well after. The social media giant hopes to raise $5 billion. You know, what products did you take off the shelf at Best Buy? I was trying to also get Facebook and other companies like Twitter to pay attention to this as well. Was the main intention to make the Ukrainian government look bad? [subtitles] I love Facebook! And that goes for fake news, for foreign interference in elections and hate speech, as well as developers and data privacy. Overall, it was a pretty good documentary. There’s a complete split between the civil community and those who are calling for an Islamic state. Do you remember that? Everybody can say anything.”. But from the company’s failure to protect millions of users’ data, to the proliferation of “fake news” and disinformation in the U.S. and across the world, mounting crises have raised the question: How has Facebook’s historic success as a social network brought about real-world harm? The reality is Facebook is always looking. I definitely think we’ve been paying attention to the things that we know. And suddenly, you start to believe in this and you immediately get immediate response. My background is as a federal prosecutor and I worked specifically in Asia and specifically on violent crimes against people in Asia. ELIZABETH LINDER, Facebook Politics and Government Specialist, 2008-2016: How could you not? Yeah, for sure. And the environment on social media breeded that kind of clash, like that polarization, rewarded it. It would be pretty easy, it would be pretty easy to set up a fake account, and large number of fake accounts, embedded in different communities, and use them to disseminate propaganda. And that was a stream which was controlling the eyeballs of most places that we needed to win. That’s just, I mean, that… Everybody can make that decision for themself. We’ve been stripped of those protections online. The objective of this meeting was, was really to be crystal clear about just how bad the problem was and that the processes that they had in place to try to identify and pull down problematic content, they just weren't working. PBS is a 501(c)(3) not-for-profit organization. But probably the group that holds us the most accountable are the people using the service. And one thing that’s useful here is we’ve already done this in other elections. YANGHEE LEE, U.N. Special Rapporteur, Myanmar: The ultranationalist Buddhists have their own Facebooks and really inciting a lot of violence and hatred against ethnic minorities. They were relatively restrained externally about taking credit for it but internally they were, I would say, very happy to take credit for the idea that social media is being used to effect democratic change. Intelligence agencies were investigating Russian interference in the election and whether social media had played a role. It has not been a good week for Facebook. Facebook’s mission is to give people the power to share… Give people the power to share… In order to make the world more open and connected… More open and connected… Open and connected… More open and connected. I think, I think the, the main response from Facebook was, “We'll need to go away and dig into this and come back with something substantive.” The thing was it never came.

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