Posts Tagged ‘Sheryl Sandbeg’

Experimental Evidence of Massive-Scale Emotional Contagion Through Social Networks

April 2, 2019

This is the sixth post based on an important book by Roger McNamee titled “Zucked: Waking Up to the Facebook Catastrophe.” In 2014, Facebook published a study called “Experimental Evidence of Massive-Scale Emotional Contagion Through Social Networks.” “This experiment entailed manipulating the balance of positive and negative messages in News Feeds of nearly seven hundred thousand users to measure the influence of social networks on mood. The internal report claimed the experiment provided evidence that emotions can spread over its platform. Facebook did not get prior informed consent or provide any warning. Facebook made people sad just to see if it could be done. Facebook was faced with strong criticism for this experiment. Zack’s right hand lady, Sheryl Sandberg said: “This was part of ongoing research companies do to test different products, and that was what it was; it was poorly communicated. And for that communication we apologize. We never meant to upset you.”

Note that she did not apologize for running a giant psychological experiment on users. Rather, she claimed that experiments like this are normal “for companies.” So she apologized only for the communication. Apparently running experiments on users without prior consent is a standard practice at Facebook.