Public Relations & Social Marketing Insight

Since Tuesday’s election, there’s been a lot of finger pointing, and many of those fingers are pointing at Facebook, arguing that their newsfeed algorithms played a major role in spreading misinformation and magnifying polarization.

Some of the articles are thoughtful in their criticism, others thoughtful in their defense of Facebook, while others are full of the very misinformation and polarization that they hope will get them to the top of everyone’s newsfeed. But all of them seem to me to make a fundamental error in how they are thinking about media in the age of algorithms.

Consider Jessica Lessin’s argument in The Information:

"I am deeply, deeply worried about the calls I am hearing, from journalists and friends, for Facebook to intervene and accept responsibility for ensuring citizens are well-informed and getting a balanced perspective….

Facebook promoting trustworthiness sounds great. Who isn’t in favor of accepting responsibility and ferreting out misinformation? But major moves on Facebook’s part to mediate good information from bad information would put the company in the impossible position of having to determine “truth,” which seems far more objective than it really is. Moreover, it would be bad for society.”

My response: Facebook crossed this river long ago. Once they got into the business of curating the newsfeed rather than simply treating it as a timeline, they put themselves in the position of mediating what people are going to see. They became a gatekeeper and a guide. This is not an impossible position. It’s their job. So they’d better make a priority of being good at it....