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Facebook's PR feels broken

352 points| cjbest | 6 years ago |themargins.substack.com | reply

242 comments

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[+] jyrkesh|6 years ago|reply
> I’m sure, internally, it’s looked at as the “mainstream media trying to get clicks...

I interviewed with FB shortly after the Cambridge Analytica stuff came out (but long enough after that it was clear to everyone that FB had screwed up big time).

When it was my turn to ask questions in one particular interview, I gave a standard fallback when I have nothing else: "[despite all the blahblah positives], having worked at other technology companies, what's your least favorite thing about working at FB?"

This guy was a FB vet (maybe 5 or 10 years? Very long in FB time, I think). He gives me this spiel about how hard the teams work to maintain user privacy and how unfairly they're being treated by the public and the media, and how hard it is to work in an environment where everyone treats you so unfairly.

I was floored. Not even a hint of apology, remorse, or "we could have done X better". "Unfair. Fake news. We're doing great things, and no one thanks us enough." And from someone that had probably made a mint having been around at FB near-IPO time. It was my first or second of the day, and while no one else was so blatant, the sentiment persisted throughout the rest of the day.

I bombed the interviews hard, they didn't want me back, but I had basically decided I'd never work there by the time lunch rolled around.

[+] manfredo|6 years ago|reply
Someone who worked at Facebook for the better part of a decade responded that they felt the media coverage was unfair to Facebook. You were suprised by this response because from an outsider's perspective you felt that Facebook employees should be apologetic? What makes you more qualified to judge whether the public perception was accurate as compared to someone who actually worked there - an "FB vet" in your own words?

Having dug into the Cambridge Analytica story, I can see a number of reasons why Facebook workers would feel wronged by the coverage. In particular, many outlets omitted or downplayed the fact that Cambridge Analytica had lied about the purpose of their data collection, falsely claiming that it was for academic research. Dozens of other academic institutions were similarly allowed to solicit data from users, yet those go unmentioned because most people don't see users voluntarily sharing their data for academic purposes. But that's what Cambridge Analytica was, from Facebook's perspective. The picture painted by the media was one where Facebook brazenly sold people's data to nefarious actors, when in reality Facebook treated Cambridge Analytica just like other academic organizations in allowing them to solicit users for data - except it turned out that CA had lied about the purpose of its data collection.

This story leaves makes me more empathetic towards your interviewer. If my company was so throughly demonized by the media such that candidates discount my own experience actually working at the company and are "floored" when when I tell them that the reality is different from public coverage, I'd be pretty salty too.

[+] ganstyles|6 years ago|reply
I interviewed there this summer because the position/compensation offered was just too good to not consider seriously. Like, top 10% at FB kind of money, which is a lot. During the interview process, I asked many FB employees about their thoughts on FB in the news, the headlines, scandals, etc. All super smart and dedicated people, but anecdotally there was no hint of them thinking they had done anything wrong. They explained for example how Cambridge Analytica was totally overblown in the media, specifically because users opted in, and the media was just bashing them. They did say they wouldn't follow the same route again, but didn't seem to consider themselves responsible ethically/morally. I can see how one might debate whether having an opt-in absolves FB of responsibility, but it had a smell to it and didn't necessarily jive with my personal ethical framework. I did get an offer, and not necessarily for that reason ended up declining. But it parallels what you said except in May 2019. I would consider taking a job there in the future and I got the sense that they're working to turn things around, but what high level people at FB said to me largely seemed to mirror your experience many years later so I thought I'd share.
[+] dannyr|6 years ago|reply
I shared a Lyft ride with a Facebook employee right after the CA controversy. I asked her what do employees think about it.

She told me that people are really worried about how the controversy affected the stock price. (Facebook stock was down around that time.)

I'm not sure how many employees worry about stock price than the supposed effect of the CA controversy but I was disappointed to hear that from a Facebook employee.

[+] jariel|6 years ago|reply
How was Facebook an 'horrible actor' in the CA scandal exactly?

Facebook had relatively permission APIs. The entire world knew it. Journalists, developers, Big Cos.

Nobody was screaming that there was a problem. Though there were a few issues around privacy, there wasn't really any public dialog specifically around the nature of those APIs.

CA found a sneaky way to take advantage of somewhat open APIs.

As the world started to become somewhat more concerned, and FB saw some room for potential abuse - FB rightly tightened up the APIs a little. This was long before the CA scandal blew up.

Then it became public that CA was doing some sneaky things with the data. It's actually highly debatable if they did anything wrong within the context of the information available - or at least outside of industry norms -> what CA was doing with data from FB is what everyone is and was doing with data from similar sources.

FB called on CA to erase the data, and checked that they did. It turns out, CA lied and did not.

FB did the right thing every step of the way in the CA scandal. APIs of every kind err a little bit one way or the other over time and as issues surfaced, FB moved in the right direction without coaxing.

The media absolutely misrepresented the entire issue. They didn't really make it clear what happened, nor did they clarify what exactly FB did wrong, but most importantly, they misled the public with respect to a separate, secondary issue which was 'special API access'.

The 'scandal' is that there are tons of companies like CA using private data for all sorts of reasons, it's mostly not FB.

There are definitely privacy issues around FB, and I'm not fan of them, but those are a separate issue.

[+] mehrdadn|6 years ago|reply
I'm guessing it might be that the people working hard on maintaining user privacy are not the same as the people making the decisions, so the former feels they're treated unfairly.
[+] 6gvONxR4sf7o|6 years ago|reply
I feel pretty contrarian about this piece. In the same piece that talks about how dangerous it is and how regulation is needed because facebook has the ability to influence public opinion, they talk about how "totally normal" it is for the media to act as mouthpieces for whomever wants to pay. No mention of how Fox News can swing public opinion, and really needs to be unbiased and in fact needs regulation to that end. Or any number of other media. And then it includes a gif making fun of zuckerberg for being robotic while complaining about him writing a post that was human instead of corporate.
[+] acjohnson55|6 years ago|reply
I think you may be missing the point. The subject of the piece is whether Facebook comms has gone off the rails, not necessarily policy.
[+] hogFeast|6 years ago|reply
Comment talking about bias, only mentions Fox News. Welcome to hell (imo, this is what you get when you don't teach people how to argue and feed them too many Disney films).

No, the press shouldn't be regulated. Yes, bias is normal. No, Fox News doesn't "swing public opinion" (they reflect views that already exist, and pander to them). Life is difficult, you have to think for yourself.

[+] cjbest|6 years ago|reply
This part really struck me:

> It feels like finance in 2009.

> One one side, you had smart, ambitious people who ended up there simply because you were told to go. On the other, you had the classic Gordon Gekko-ish types reciting Liar’s Poker anecdotes ad nauseam.

> Enter the crisis and everyone was equally tarred as the bad guys. The former have slowly made their way out (mostly over to tech), while the latter remain[...]

It does feel like the tide of public opinion might be turning from "too uncritical" to "too critical".

At least, as somebody who spends too much time on both Hacker News and Twitter, this seems believable to me.

[+] ogre_codes|6 years ago|reply
One thing this piece really brings home to me is how unethical it is for media to sell sponsored content intermixed and indistinguishable from their own content. How do you trust a media outlet when their content is for sale? I know this practice pre-dates the internet, but it's hugely damaging to people's faith in the media.

I think Facebooks' failure in PR is more a symptom of how far Facebook has slid down the ethical slope into outright corruption. As you do more and more heinous things, it becomes more difficult to defend those actions.

[+] rhubarbquid|6 years ago|reply
It's almost like there's a reason the FTC requires disclosure of paid content...
[+] inetknght|6 years ago|reply
> how unethical it is for media to sell sponsored content intermixed and indistinguishable from their own content

Some forms of media advertisements are unethical, you say?

[+] drewrv|6 years ago|reply
It still amazes me that the line of reasoning they publicly went with, around their decision not to fact check political advertisements, is that no one company should have that amount of power. The logical conclusion of their own argument is that Facebook should be broken up.
[+] farisjarrah|6 years ago|reply
While I agree Facebook is doing a bad job with regards to political advertising, I am actually really glad facebook isnt stepping in and deciding whats truthful or not. Does anyone really think that we should give Facebook any power over our political system or give them the power to be the gatekeepers of what political ads we see? I think facebook should do what twitter did and just totally get out of the political ads game, however, since theyre not, call me crazy but I am kinda glad they arent deciding whats "right" and whats "wrong". Facebook has already proved to us over and over that they don't know the difference between right and wrong and that they make decisions that are bad for society.
[+] root_axis|6 years ago|reply
How does breaking up Facebook change anything in this context? Unless you're suggesting that the government seize and shut down the facebook domain and brand in addition to breaking up Facebook.
[+] OnlineGladiator|6 years ago|reply
> The logical conclusion of their own argument is that Facebook should be broken up.

Luckily you don't need logic when you can just throw money at lobbying. Sadly, this is incredibly effective in the US today.

[+] LanceH|6 years ago|reply
I think logically the government shouldn't be threatening anyone with a breakup based upon speech. I'm not sure how you get there as a logical conclusion.

I would rather risk total garbage in the public forum than establish a ministry of truth.

[+] biznickman|6 years ago|reply
LOL "Before 2019, it felt like the Facebook communications machine was a well-oiled, unstoppable juggernaut." Umm how about Cambridge Analytica?

Facebook's PR has been troubled for a very long time. To suggest that they has a stellar image before 2019 is a joke. I can list many other slip ups where Facebook could have come out and said something (or even better, did something) and then weeks later they come up with a weak statement. If that's great PR, I'd like to offer my services to anybody who needs it.

While I'd agree that "No one ever broke rank. The messaging was crystal clear.", the message was always an awful one and now they have a relatively negative reputation despite being a remarkable success.

[+] creaghpatr|6 years ago|reply
>Boz posted an explanation on Facebook, where he advertises the post as an organizational, internal call-to-debate. But while it's great to have a safe space for internal, organizational debates, it's still hugely concerning when that internal debate is whether we should all have a free and fair election in the U.S.

Was Facebook having an internal debate over whether we should all have a free and fair election in the U.S.?

[+] rhubarbquid|6 years ago|reply
I've worked in media, and I can confirm the "packages" that sponsors buy as described are totally normal in media.

There's a reason editorial departments are totally separate from ad sales.

FTC disclosure of paid content is extremely important and taken very seriously (at least where I worked and by the FTC).

IMHO Facebook doesn't have any reputation left to tarnish, but Teen Vogue screwed themselves here, badly.

[+] vwcx|6 years ago|reply
In my experience, editorial departments of most outlets are no longer separate from ad sales. On paper, maybe, and as a concept/line that too brass can say publicly, but the four major outlets I’ve worked all had edit staffs that end up being influenced heavily by the business side. Sometimes censorship, sometimes decision making and influence.
[+] mola|6 years ago|reply
Is it just me, or is this completely bonkers? Let's say that teen Vogue were transparent about the article being sponsored. Meaning it would have had a tiny print somewhere saying that the article is part of a partnership with Facebook. How would that matter? Most people reading it would hardly notice it, even if they do notice it , it will hardly change the way they process the information in the piece. Our mind have a hard time knowing where certain facts it recalls came from. The bad thing is not the non cohesion of the Facebook PR it's the total lack of regard for truth and ethics that these corporate MBA and media types have. If it gets the job done then it becomes good, as in: morally good. Even if you manipulate the truth, bend the mind of the masses towards misconceptions, but do it well, then you are being ethical and good. Only if you fail then something is not good. That's a pretty messed up moral system.

Corporate shouldn't be able to buy anything from media outlets other than Ads that look.like ads and completely visually separate from actual journalistic pieces. Anything else is just unethical.

[+] blackbrokkoli|6 years ago|reply
I feel like the actual change is not really Facebook PR but the reporting about it? The TeenVogue affair seems to have caused a dam-break which shifted "reporting facebook as disfunctional" right into the middle of the Overton window all across the board regarding online media.

Facebooks strategy was always running away from a trail of PR bodies via sheer sized based on "customers" (which should be called products, to be honest) which did and do not care. I mean sure, this PR debacle is not a bath in glory by any means. But I can not think of any PR campaign in response to the countless past scandals which made me think "Wow, nice catch". At least in Germany, their response to the accusation of manipulating elections was a billboard campaign advertising that in Facebook you have a settings page where you can click switches and thus be in full control of your privacy (:D).

Was there ever any effective response to Zuckerberg abusing his company data to crack journalists accounts? I can even remember an age old thing where Facebook made all your posts visible forever on your board or something which was just drowned in the ongoing unchallenged growth of Facebook after some time...

To clarify, I am glad that media is finally elevating from lizard memes but I reject the notion that this current affair is the first visible crack of rotten foundations one could have observed.

[+] wffurr|6 years ago|reply
I was wholly unsurprised to see that last tweet coming from someone on the Hillary 2008 campaign. It reads just like the kind of defensive use women as human shields to deflect criticism attitude that came from the campaign when faced with a real primary challenge both in 2008 and 2016.
[+] muglug|6 years ago|reply
Facebook is just transitioning to becoming the digital equivalent of an oil company. They make a product that billions consume, but that many people think is doing damage to the environment (even though many of those critics still consume the product).

That's why their PR machine is now switching to these slightly astroturfy campaigns. The next step is an advert along the lines of "They call it pollution. We call it life".

[+] webdva|6 years ago|reply
> Facebook is just transitioning to becoming the digital equivalent of an oil company. They make a product that billions consume, but that many people think is doing damage to the environment (even though many of those critics still consume the product).

I like that analogy or narrative. The aesthetic value of the analogy is appealing to me.

[+] Spooky23|6 years ago|reply
I’d argue that’s an improvement, their previous PR regime sounded like the Soviet information ministry.
[+] notadoc|6 years ago|reply
> Facebook is just transitioning to becoming the digital equivalent of an oil company.

Seems more analogous to a tobacco company. Some people think it's bad and they use it anyway.

[+] zartar|6 years ago|reply
One interesting aspect of FB's externalized cost structure is that the damage is both to society (like pollution as you mention) and also the individual consumer (more like cigarettes) because the product is designed to be addictive and while releasing momentary dopamine to the user, makes them more depressed on the whole.
[+] protastus|6 years ago|reply
Oil so useful that modern society would collapse without it.

Facebook is not meeting a core need. It's peddling something entirely optional to society. At best it provides entertainment value, while being extremely addictive and dangerous.

Facebook is like crack.

[+] tempsy|6 years ago|reply
i don't think FB ever had great PR.

The Social Network was largely a negative portrayal of Zuck and FB.

I remember when FB bought Instagram there was a lot of initial backlash.

Most of the positive stuff around Facebook was mainly due to the huge upward movements in it's stock price post IPO that solidified Zuckerberg and Sandberg as business geniuses. Would argue that their individual profiles became much more positive as the stock price increased, but would not really ever say Facebook the company was really perceived in a positive light outside of business community.

[+] bhl|6 years ago|reply
Ben Mezrich, author of the Accidental Billionaires which was later adapted into the Social Network, has a differing opinion: like Liars Poker and Wall Street, the movie made Facebook and Mark Zuckerberg more well known and popular than before.
[+] JohnFen|6 years ago|reply
In my opinion, the problem with Facebook isn't really the PR. Yes, Facebook's PR is broken as the article describes, but the real problem started years ago, back when it was a "well-oiled machine".

The problem is that there is a huge distance between what Facebook PR says and what Facebook does. The constant apologies for misbehaviors that never are never corrected, the apparently deliberate misinterpretations of much of the criticism leveled at Facebook, the continual discovery of new misbehaviors that should have been stopped, and so forth.

That Facebook has now taken an official public stance of being antagonistic, dismissive, and condescending is bad, but it's just bad icing on an already bad cake.

[+] duxup|6 years ago|reply
Yeah it seems like whatever rules there are ... there aren't many.

The whole VPN they ran that tracks kids ... that's not even a mystery as far as being a terrible idea.

Then Apple told them to knock it off.

So Facebook renamed it (sloppily too) and put it up on the app store again until they got caught again.

Kids, users, other companies, they don't care.

How can a PR person even craft a response like "hey we did wrong but we're sure we won't ... well yeah we probabbly will do that again, maybe immediately"

[+] ar_lan|6 years ago|reply
The beginning of this article really plays out like the author is just against Zuckerberg simply talking to people with conservative viewpoints.

Being willing (and encouraging) others to listen to other viewpoints should not be considered a PR issue.

[+] DevKoala|6 years ago|reply
The author reads way too much on Zuckerberg’s response. It Makes me question their perception of the events and as a result, the analysis as a whole.
[+] stronglikedan|6 years ago|reply
If I'm interpreting it correctly, it appears that the author is actually offended at the suggestion of listening to viewpoints that conflict with their own in order to possibly learn things from it.
[+] nabla9|6 years ago|reply
From 2017:

Facebook’s Mark Zuckerberg Is Hiring a Team Worthy of a 2020 Presidential Campaign - Facebook CEO Mark Zuckerberg's latest hire is further fueling speculation that he could be planning a 2020 presidential bid https://people.com/politics/facebook-mark-zuckerberg-team-20...

>Zuckerberg and wife Priscilla Chan have hired Democratic pollster Joel Benenson, a former top adviser and longtime pollster to President Barack Obama and the chief strategist of Hillary Clinton’s 2016 presidential campaign, as a consultant,

>In January , Zuckerberg, 33, and Chan, 32, hired David Plouffe, campaign manager for Obama’s 2008 presidential run, as president of policy and advocacy. They also brought on Amy Dudley, a former communications adviser to Virginia Democratic Sen. Tim Kaine. Ken Mehlman, who ran President George W. Bush’s 2004 reelection campaign, is also on the charity’s board.

>And Zuckerberg’s personal photographer, Charles Ommanney, was the photographer for Bush and Obama’s presidential campaigns, Business Insider reported.

Joel Benenson and David Plouffe are working elsewhere now. Amy Dudley is still the spokesperson for Zuckerberg iniative.

Zuckerberg has had incredible PR army working just for him, not for Facebook. I think there has been switch in his personal ambitions and change in PR people.

[+] throwaway122378|6 years ago|reply
Facebook’s PR isn’t broken, Facebook’s just doing some really bad stuff