Just When I Was Working Up Some Sympathy for Mark Zuckerberg—Facebook Blows It Again

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the company either doesn’t understand or doesn’t care how real Internet users think. As Nick Saint put it in BusinessInsider this week, “Facebook’s two least favorite words in the English language [are] opt in.”

It’s in part because of Facebook’s inveterate clumsiness with these things that Austin Chang, the co-founder of a Facebook rival called The Fridge, isn’t too worried about being outmuscled by the social-networking giant. The Fridge, which I profiled back in September, allows users to set up what Chang calls “lightweight, single-serving social networks,” often focused around transient events like weddings, group trips, or classes. Groups at The Fridge are private and opt-in by default; you have to get an e-mail invitation to join one, and you’re not part of a Fridge group until you’ve replied. It’s a vision that has so far attracted 10,000 users, including many at non-profit groups and colleges (ironically, Facebook’s original market).

While the new Facebook Group features do mean that users don’t have to go outside Facebook to easily create groups around specific interests, Chang doesn’t think this will destroy the niche The Fridge is trying to fill. “We are not about making lists, but about following the context that you care about,” he says. “It’s opt-in, I’m here because I care, and it’s very clear what this group is going to be talking about.”

Chang’s theory about Facebook isn’t that the company is tone-deaf to users’ concerns about control, but that it’s swept up by its ambition to promote transparency and openness in the process of connecting everyone on the Internet. The force-join problem and the fact that the membership of even closed groups is visible to everyone “are all product things that they could fix, but it goes against the core notion of what Facebook is trying to do, which is to become the White Pages of the Internet,” Chang says. “It actually just reinforces the fact that there is a need here for something different.”

Openness is a lofty and worthwhile philosophy, but maybe Facebook’s problem is that it tries to be so damned efficient about promoting it. In introducing the new Groups features at a Facebook press conference on Wednesday, Zuckerberg said the company considered many ways to promote more group creation on Facebook, including automatic algorithms that would match like-minded people. But it ultimately selected a tagging approach—where people create groups by, in effect, tagging their friends to be members—because it was the most efficient. “Just like [tagged] photos, groups have the property that not everyone has to set it up themselves,” Zuckerberg said, according to CNET’s live-blog report. “People will create a group and add people to it without the others having to do that work.”

But the most efficient approach isn’t always the most respectful of users and their right to control the way their names and their data are used on the site. And if there’s one thing that rings true about The Social Network, it’s the sense that “respectful” isn’t one of Facebook’s, or Zuckerberg’s, distinguishing traits.

Update, 10/8/10: PC World is reporting today that Facebook is aware of the force-join controversy. But in an e-mail to the publication, a Facebook spokesperson placed the burden of dealing with unwanted groups on individual Facebook users. “If you have a friend that is adding you to groups you do not want to belong to, or they are behaving in a way that bothers you, you can tell them to stop doing it, block them or remove them as a friend—and they will no longer ever have the ability to add you to any group,” the spokesperson wrote. “If you don’t trust someone to look out for you when making these types of decisions on the site, we’d suggest that you shouldn’t be friends on Facebook.”

* What upset and surprised me second-most about the movie was its misogyny. With just one exception—the attorney at the final deposition—the women in the film are portrayed as victims, clueless bureaucrats, dance-club floozies, and drug-seeking groupies. And oh yeah, there’s one psychotically jealous girlfriend who sets fire to a bed. And all this from the same writer who created C.J. Cregg, Allison Janney’s character in The West Wing. Incomprehensible.

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Wade Roush is a freelance science and technology journalist and the producer and host of the podcast Soonish. Follow @soonishpodcast

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8 responses to “Just When I Was Working Up Some Sympathy for Mark Zuckerberg—Facebook Blows It Again”

  1. Hey Wade. I haven’t seen the movie but I’ll be glad to have your lens on it before I go. Happily, it will save me from getting angry over the last objection since you already did it for me.

    But here’s an angle to consider on your main point. Namely youthful blinders and limited life experience. Here’s a parallel. When I look at etsy (also a young founder) I see a site with brilliant content and vision but absolutely no clue how their most likely/productive customers need to search and shop. You are “forced” to spend countless hours experiencing unwanted choices because the founder overly prioritizes an open marketplace over customer experience.

    I often see the same in Facebook. A guy with a brilliant vision but not enough life experience to understand diversity. I have seen these blinders in older founders too so perhaps youth is not the issue. But come on! Forced Groups???

    When I was at social network Ziggs we built a beautiful Groups feature (we competed with LinkedIn and they had not touched Groups. They still really haven’t done it well.). As busy adults with multiple social networks of varying importance, the fundamental tenant was “quick, easy, voluntary.” I think Zuckerberg’s only social network is his group of subordinate employees who have to agree with his vision. (And being a fellow entrepreneur, I can see how very easily that could happen, even innocently.) Perhaps that is the reason for his curious inability to prioritize other points of view.

  2. donna says:

    Facebook is like America — it will eventually do the right thing after it does all the wrong things.

    It is still little more than an amusement to me, where things like Twitter and Tumblr have become profoundly interesting parts of my day. The things most people are willing to post in a forum that may include any of their friends or family are rather mundane. The things people post in a forum of interested friends or strangers who choose to follow them or read their blogs are far more intriguing.

  3. Wade RoushWade Roush says:

    @Jules — I think you’re probably right. So many people have come and gone at Facebook, and Zuckerberg is the one constant. He seems to have a Steve Jobs-like commitment to overseeing product development, so it’s probably safe to say he either explicitly or implicitly endorsed the forced groups feature. Objections that seem obvious to outsiders or those with more experience may simply escape him or seem trivial. The odd thing is that COO Sheryl Sandberg, whose role is reportedly to provide some adult supervision and counterbalance Zuckerberg on decisions like this, apparently didn’t step in.

  4. Jules PieriJules Pieri, CEO Daily Grommet says:

    Wade, I thought that exact same thing. OK maybe Mark has never dealt with a Mother-in-law who likes to send too many stupid cat jokes, or a hyper Softball coach who thinks you want to hear from him every day, or a condo association gone militant, but surely Sheryl has. She should understand perfectly well that all groups are not created equal. And that it is awkward to opt out of your psychotic family or PTA group, but pretty easy not to opt in.

    By the way, I admire Mark for staying close to product and that he trusts himself to be the leader. I just think his definition of leader may be too closed-minded.

  5. While facebook has been an interesting case study, complaining about a service that is free to it’s users seems fairly meaningless. As soon as you enter the web you have implicitly given up some aspects of control and/or secrecy about your identity, ranging from your IP, to Geo Location, hosting/isp, bandwidth access, OS, time of day, frequuency, the size of your monitor, the list is almost endless – you’ve (auto) already been recognized as a part of some group whether you like it or not – and the sites you visit will treat you, and serve you according to their wishes – not necessarily yours.

  6. rjr_of_florida says:

    I’m sold on the Frid.ge for staying connected in ad hoc ways with select people. For instance with selected groups such as groups of friends from school–not elementary school friends who look you up from ages ago and latch on to your whole network via other social networking sites. Work groups, task oriented associations, neighborhood friends, mentor/mentee connections, etc. are other viable examples. This company will undoubtedly scale up as it receives more visibility.