I suppose you could call it ironic. There was a story from a ‘friend’ on my Facebook news feed today called “Quitting the Like” all about escaping Facebook’s data collection processes by simply not “liking” items or comments you see.
Right below this ostensibly anti-Facebook story were three related links produced by one of the Facebook data-collection bots all about the same thing: breaking free from Facebook’s data mining. I suspect the FB programmers hadn’t planned it that way. But aside from the irony, it caused me to read them all.
The first story, fully titled “I Quit Liking Things On Facebook for Two Weeks. Here’s How It Changed My View of Humanity” is by blogger Elan Morgan who explains:
I no longer wanted to be as active a participant in teaching Facebook how to advertise to me as I had been in the past, but another and much larger issue was my real curiosity: how was my Facebook experience going to change once I stopped feeding its engine with likes?
Her conclusion is that by not feeding the bots through the automatic reflex of clicking “like” below a ‘friend’s’ (real or artificial) post or comment, and instead by writing something positive in a comment, you can increase the human interaction on FB and reduce the generated noise.
Quit the Like and experiment with amplifying a better signal. What will happen to your Facebook without your likes? What will happen to your perception of not only your Facebook friends but the world at large? What will happen to us?
That’s an interesting approach, one I had considered but never taken. It encourages me to try it, but I also wonder if sharing a post also generates the same sort of algorithmic reaction. Is a ‘share’ a formulaic equivalent to a ‘like’ or are they weighted in some manner? And I am not sure the algorithms don’t also track comment density and content: is replacing ‘like’ with a comment merely a cosmetic change, or does it have a significant effect?
Gizmodo reported FB is doing some automatic liking for you, behind the curtain:
You might think clicking “Like” is the only way to stamp that public FB affirmation on something—you’re wrong. Facebook is checking your private messages and automatically liking things you talk about.
What I’d really like to know is how FB’s bots manage all the content, beyond the like button. So they weigh keywords, track what we post, how we comment, share and so on? I suspect they do, but how they parse the results is a fascinating, sometimes a bit scary mystery.