Remember the Facebook experiment in 2010 turned out 340,000 extra voters with a single message tweak? 2012 repeat: turned out 270,000 more.pic.twitter.com/xDAYYMZVvS
Complex systems, wicked problems. Society, technology, science and more. @UNC professor. @NYTimes columnist. My newsletter is @insight: http://www.theinsight.org
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Remember the Facebook experiment in 2010 turned out 340,000 extra voters with a single message tweak? 2012 repeat: turned out 270,000 more.pic.twitter.com/xDAYYMZVvS
Important finding: a small tweak in a message shown *once* to FB users turned out twice the number of voters as decided the 2016 election.
The paper. It's really, really well-done. Don't get mad at the researchers: we should study and understand all this.http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0173851 …
It was @Mlsif who kept track of this and I just learned from him that it was published! Important that people pay attention to all this.
zeynep tufekci Retweeted Cloud Nein
Yep. I believe the studies we do have (and only ones with FB cooperation can deeply study this) are clear now.https://twitter.com/AmbientLion/status/908050933883342848 …
zeynep tufekci added,
zeynep tufekci Retweeted Nitin Borwankar
They made a lot of money last election from both parties, for sure.https://twitter.com/nitin/status/908057908310446080 …
zeynep tufekci added,
We now have TWO careful experiments that confirm a tweak on a "go vote" message on FB shown *once* turns out hundreds of thousands more.
Facebook ads are not just ads: they live in a social context; can be shared & move peer-to-peer. IMO media effects research not applicable.
On the one hand: good that Facebook allowed this research. Can't truly study this without cooperation from them or a really giant budget.
OTOH: Facebook isn't publishing this stuff anymore (or I don't know anyone who is now allowed to do careful studies like this and publish.)
Deep research into this topic is imperative. Existing media research don't work as social media doesn't at all work like TV. Here we are.
I just cannot imagine a TV ad, shown once or a hundred times, having the kind of effect Facebook feed events can have. Different mechanism.
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