The most recent user uproar against Facebook and its increasingly cryptic privacy settings spurred the New York Times to collect questions from concerned users and posed them to Elliot Schrage, vice president for public policy at Facebook. He responded quite eloquently in this recent article, but unsurprisingly his words have done little to calm the masses.
It has taken me a long time to figure out what I think about Facebook, and I have read enough articles to make me yearn for a nice 20-page End User License Agreement. In this post I will respond to the Schrage article from my perspective as a human-centered designer, in the hopes of shining a light on why Facebook never seems to get it right.
For many people, Facebook represents the way they define their lives, and I mean that to be as profound as it sounds. Because of this, Facebook should seek to cultivate a better understanding of society and culture – Facebook as a social space in 2010 is a far cry from its origins in 2003′s Facemash. I may be wrong, but it seems that Facebook understands people and culture with all the nuance of a 19 year-old Mark Zuckerberg illegally accessing student information and photos in order to evaluate students based on if they were “good-looking.”
I don’t mean to suggest that Mark or Facebook haven’t matured since then, but I do think that Schrage’s response conveys a Facebook that doesn’t acknowledge its social and civic responsibility. It is absolutely true that Facebook has created a social space that adds a lot of value to people lives, but it is clear that the service and company still have a lot of growing up to do. One might make the case that Facebook has no responsibility to “do the right thing,” however that is not the message that Schrage delivered. Not to mention that a non-attempt to do the “right thing” is essentially a conscious choice to do the wrong thing.
I think the first step is to stop assuming so many things about people based on “user data” and “user activity.” It is good that they care about their users, but they seem to only see them as “users of Facebook” instead of individual people. No amount of digital data in the world will tell you why someone “liked” something, it will only tell you that they clicked a button. No amount of options, drop-down menus, or “Facebook Site Governance Pages” will provide the transparency and user-centeredness that Schrage claims to have.
Here are a few suggestions that I think would work, although this is hardly an all-encompassing solution. They should 1) bring in some designers who are trained in real empathic research methods (not just developers and graphic designers), 2) allow them to carry out qualitative and quantitative research about users, culture, and society, and 3) actually incorporate the findings about what people as a culture (not just users) care about into a long-term plan to make Facebook a social space that enhances our lives instead of complicating them.
