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| (cartoon by Bob Cochran) |
What seems obvious to me is that frictionless sharing, much like its legally dubious predecessor Beacon, is an auto-sharing feature that offers direct, massive benefits to Facebook (as a data miner and seller), Facebook's advertisers and social media marketers, market/media researchers, and media content creators (as consumers of all that delicious, detailed, longitudinal user data).
Didya notice a pattern in the list of beneficiaries up there? If your organization wants to sell to, study, or strategize about engaging Facebook users, considering the massive amounts of data being auto-shared by millions of individual consumers, this feature is a friggin' goldmine. If you are merely an average, individual Facebook user, however, I'd say there are more risks involved with this new, hard-to-avoid feature than there are rewards. What sort of risks?
1) Privacy is obvious. I mean, for pete's sake, Congress ALREADY CURTAILED our privacy rights just so this Facebook feature would technically be legal. Though I personally think the settings on Facebook are sufficient to allow those users who are paying attention to limit their sharing as they wish, the simple fact is that, duh, not all Facebook users pay attention to their privacy settings. Thus, people will inevitably auto-share media consumption experiences that they don't necessarily want others to know about. A good example in one article I read was that if your timeline showed you reading a bunch of cancer articles, people could easily make the assumption that you got cancer.
Moreover, even if you don't mind auto-sharing the content that you read or listen to or watch, you can expect people to increasingly, if informally, hold you responsible for that content. If I see that my 12-year-old daughter has explicit music videos popping up on her timeline, you think I'm going to ignore that? If my boss notices that I routinely read pro-marijuana-legalization articles, how could that not, at some level, affect his opinion or assumptions about me?
Even the advertisers and market researchers slurping up your data on the back end will be holding you responsible for implicitly endorsing content that you simply experienced. I'll talk more about this little problem later - it's the reason those benefits I cited above may actually prove illusory to advertisers and other user-data-consumers over the long term. (Also, Paul Spoerry knows what's up - he made some of these same points before I did, but I didn't steal them I promise.)
2) De-friending or ignoring on a massive level due to info overload/lack of personality. If one of my friends is constantly filling up my feeds with trivia about his/her day and I get sick of it eventually, what do I do? I hit the "Hide So-and-So" button and never see another word about him unless I actively seek it out, right? Or maybe I go a step further and fully de-friend him if I don't want my content to go back in his direction. Either way, there could be tons of "sharing" going on, but if everyone you're sharing with has hidden you or de-friended you already and you've done the same, nobody is really paying attention to anybody else anymore.
Also, how can I be sure that my friend even knows what the heck he is sharing anymore? And if he's not consciously sharing it, is it really from him or is it sent to me by Facebook's software? I thought this dilemma was comically understated by Philip Bump in his Atlantic piece: "Facebook moving curation from us to its algorithms means we could lose some of our personality in what we present." Yeah, I'd change that 'could' to a 'will,' Phil.
3) Time wastage/mental effort - from an exponential increase in both banal minutiae, or "lightweight" data as Zuckerberg likes to call it, and in actual content. Plus, there's all the fiddling you're going to have to do to get your privacy settings right and then try to maintain them. At the rate the settings and policies change, it's a fool's errand anyway.
Also, as Nick Bradbury points out, now you'll have to pre-consider whether you want to even watch or read something because as soon as you do, others will see that you have. That's adding a whole other decision criteria for each piece of content I want to consume online (and I dunno about you, but I consume content online like Pac-Man consumes yellow balls and blue ghosts - nom, nom, nom-stop, bitches).
4) Increasingly invasive/creepy/deceptive/individualized marketing. Don't you love getting into intimate, one-on-one relationships with corporations, content producers, and marketing agencies? There's something about getting a personalized message from a monstrous, faceless corporation concerned solely with maximizing profit that really lets me know I'm special. I know you're just like me, and together we'll find it really friendly and appealing and not at all disturbing and stalker-ish when companies start sending us personalized Facebook ads or messages like:
"How's your cat, Butterstuff, doing? He looked cute in that picture you posted yesterday. Why not buy him some Purina-brand Kitty Treats to keep his teeth clean and healthy? Give Butterstuff our love, Your Friends at Purina." [before Purina's lawyers make libelous cat food out of me, I should note that's a fictional ad...for now]
User rewards:
1) Being able to be an even creepier Facebook stalker, yourself.
2) Random exposure to an actually interesting tidbit auto-shared from a friend, now and again.
3) Richard MacManus claims that sometime in the future, users might get special coupons/offers/services in exchange for opting into auto-sharing (ok, that's something at least), but I think his next sentences undermine that aspiration:
"It's important to note that you, the user, will always have to give your permission for frictionless sharing to happen. Over time there will be incentives to do that, in the form of value-added services that exist precisely because of seamless sharing. Sure, that's a rose-colored look at the future of frictionless sharing. But Facebook is well aware that it will need to incentivize its users if it wants this functionality turned on across thousands of content sites. ... Content services want to access Facebook's huge user base and so they will [italics author's]enable this feature. Facebook's size gives it the ability to make this form of sharing the norm for future generations of Internet users.
That's not to belittle the very real concerns about over-sharing and privacy, as stated eloquently by Molly and Marshall. But Facebook has identified the immense value in tapping into media consumption patterns and, in frictionless sharing, it has found an ingenious way to capture that data.
Now Facebook's challenge is to convince its users that some of that value is for the end user. [italics mine] Frictionless sharing is scary, there's no doubt about it. It's also not ideally implemented right now. So Facebook has work to do, both on the implementation and to show people the benefits of this new form of sharing."
4) ????????
But Don't Bust Out the Champagne Just Yet, Media Marketers
Briefly, as promised above, I do have reason to suspect that eventually, advertisers and market researchers might realize they've thrown the baby out with the bathwater by gushing over this frictionless sharing thing (and probably helping Facebook develop it behind the scenes after Beacon failed). The reason is that if content that I consume online is auto-shared to my friends, I'm not consciously, explicitly, or selectively endorsing that content. The only conclusion my friends can draw is that I have had a certain media experience (if I even read or watched the whole thing before it was auto-shared), not what I thought about it or whether I thought it would be interesting to them.
By removing the conscious, explicit, sometimes selective endorsement that came along with actually having to click a button in order to share something with a particular someone, Facebook has actually loosened the relationship between the content that I share and the content me and my friends enjoy. Instead of sharing only the content I like and I think others will like, I'm now sharing all the content I experience (or much more of it, at least) so it is no longer as representative, overall, of my actual interests.
In other words, while the deluge of "lightweight" data might LOOK really granular and appealing to marketers at first, since its no longer a product of conscious endorsement, it no longer has the same marketing value as shared content (or word-of-mouth) did before it was automated. There might be some technical ways to account or adjust for this redefinition of sharing in research/message design, but my basic warning to media makers, marketers, and researchers who can't stop orgasming about frictionless sharing might best be summed up by paraphrasing Inigo Montoya: "You keep using that word - 'sharing.' I do not think it means what you think it means."
So there you have my rant/provocation about frictionless sharing. IMHO, it's clearly more appealing and beneficial to Facebook as a data company and the various data-hungry clients it has than to the average Facebooker. No wonder its reception has been markedly less enthusiastic among the grassroots so far.







