Today, more than half of America’s adults get their news from social media. Which means for millions upon millions of people, the majority of what we see, read, share and think is determined by a few lines of code carefully hidden within Facebook or another company’s walls. Will Oremus’s insightful article into Facebook’s newsfeed algorithms challenged me to ponder the increasingly important role algorithms play in our digitally evolving world.
What struck me most was how human algorithms really are. No matter how robotic and sci-fi the whole concept of algorithms may sound, they are still ultimately determined by human beings (at least until AI becomes more prominent). In short, humans determine how machines determine what humans see, at least for now. This means that the algorithms are constantly being tweaked and improved to both account for the human errors made in producing the algorithm and the change in behaviors and preferences of Facebook’s human users.
What really intrigued and surprised me was the necessity of not just quantitative, but qualitative factors used in building newsfeed algorithms. It was interesting to see the different ways Facebook grapples with building its one billion plus newsfeeds. In their attempt to make feeds personal and more human, they have to consider likes and time spent on articles, as well as non-empirical factors such as how much and why a user liked or disliked a post. The work of Adam Mosseri, described as “the news feed’s resident philosopher,” showed me that Facebook’s algorithms somehow have to account for things that cannot be statistically quantified. Facebook also faces the challenge of competition from other digital platforms like Twitter and Snapchat, who disseminate information in very different ways. The article mentioned that while Facebook’s algorithms have grown more precise in optimizing the user experience, people are enjoying Facebook less than the early days when crude algorithms or just human intuition were determining the content uses interacted with.
I am noticing Facebook’s struggles first-hand all around me. Less and less of my peers are using Facebook, preferring platforms such as Twitter and Facebook-owned Instagram. While I cannot exactly explain why, Facebook’s audience is increasingly made of older adults, while more and more young adults and teenagers are leaving their accounts inactive, and new entries into social media are less likely to join Facebook than ever. Meanwhile, it seems every other week Mark Zuckerberg is testifying to Congress that Facebook compromised the information of a concerning number of users. While this article gave me a better look at how humans are trying to make Facebook better, I still have yet to be convinced that it is a platform I should spend more of my time on. I find other networks, especially Twitter, more enjoyable and relevant, and Facebook has yet to earn back much of my time.



