{"id":141,"date":"2018-06-14T19:04:37","date_gmt":"2018-06-14T19:04:37","guid":{"rendered":"https:\/\/pressbooks.ccconline.org\/bus3060\/chapter\/ch08-4\/"},"modified":"2026-02-03T15:42:36","modified_gmt":"2026-02-03T15:42:36","slug":"ch08-4","status":"publish","type":"chapter","link":"https:\/\/pressbooks.ccconline.org\/bus3060\/chapter\/ch08-4\/","title":{"raw":"8.4 Facebook Feeds\u2014Ebola for Data Flows","rendered":"8.4 Facebook Feeds\u2014Ebola for Data Flows"},"content":{"raw":"
\r\n
\r\n
\r\n
\r\n

Learning Objectives<\/span><\/p>\r\n\r\n<\/header>\r\n

\r\n

After studying this section you should be able to do the following:<\/p>\r\n\r\n

    \r\n \t
  1. Understand the concept of feeds, why users rebelled, and why users eventually embraced this feature.<\/li>\r\n \t
  2. Recognize the role of feeds in viral promotions, catalyzing innovation, and supporting rapid organizing.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n \r\n\r\n<\/div>\r\n

    While the authenticity and trust offered by Facebook was critical, offering News Feeds concentrated and released value from the social graph. With feeds, each time a user performs an activity in Facebook\u2014makes a friend, uploads a picture, joins a group\u2014the feed blasts this information to all of your friends in a reverse chronological list that shows up right when they next log on. An individual user\u2019s activities are also listed within a mini feed that shows up on their profile. Get a new job, move to a new city, read a great article, have a pithy quote\u2014post it to Facebook\u2014the feed picks it up, and the world of your Facebook friends will get an update.<\/p>\r\n

    Feeds are perhaps the linchpin of Facebook\u2019s ability to strengthen and deliver user value from the social graph, but for a brief period of time it looked like feeds would kill the company. News Feeds were launched on September 5, 2006, just as many of the nation\u2019s undergrads were arriving on campus. Feeds reflecting any Facebook activity (including changes to the relationship status) became a sort of gossip page splashed right when your friends logged in. To many, feeds were first seen as a viral blast of digital nosiness\u2014a release of information they hadn\u2019t consented to distribute widely.<\/p>\r\n

    And in a remarkable irony, user disgust over the News Feed ambush offered a whip-crack demonstration of the power and speed of the feed virus. Protest groups formed, and every student who, for example, joined a group named Students Against Facebook News Feed, had this fact blasted to their friends (along with a quick link where friends, too, could click to join the group). Hundreds of thousands of users mobilized against the firm in just twenty-four hours. It looked like Zuckerberg\u2019s creation had turned on him, Frankenstein style.<\/p>\r\n

    The first official Facebook blog post on the controversy came off as a bit condescending (never a good tone to use when your customers feel that you\u2019ve wronged them). \u201cCalm down. Breathe. We hear you,\u201d wrote Zuckerberg on the evening of September 5. The next post, three days after the News Feed launch, was much more contrite (\u201cWe really messed this one up,\u201d he wrote). In the 484-word open letter, Zuckerberg apologized for the surprise, explaining how users could opt out of feeds. The tactic worked, and the controversy blew over (Vogelstein, 2007). The ability to stop personal information from flowing into the feed stream was just enough to stifle critics, and as it turns out, a lot of people really liked the feeds and found them useful. It soon became clear that if you wanted to use the Web to keep track of your social life and contacts, Facebook was the place to be. Not only did feeds not push users away, by the start of the next semester subscribers had nearly doubled!<\/p>\r\n\r\n

    \r\n
    \r\n

    Key Takeaways<\/span><\/p>\r\n\r\n<\/header>\r\n

    \r\n
      \r\n \t
    • Facebook feeds foster the viral spread of information and activity.<\/li>\r\n \t
    • Feeds were initially unwanted by many Facebook users. Feeds themselves helped fuel online protests against the feed feature.<\/li>\r\n \t
    • Today feeds are considered one of the most vital, value-adding features to Facebook and other social networking sites.<\/li>\r\n \t
    • Users often misperceive technology and have difficulty in recognizing an effort\u2019s value (as well as its risks). They have every right to be concerned and protective of their privacy. It is the responsibility of firms to engage users on new initiatives and to protect user privacy. Failure to do so risks backlash.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n \r\n\r\n<\/div>\r\n
      \r\n
      \r\n

      Questions and Exercises<\/span><\/p>\r\n\r\n<\/header>\r\n

      \r\n
        \r\n \t
      1. What is the \u201clinchpin\u201d of Facebook\u2019s ability to strengthen and deliver user-value from the social graph?<\/li>\r\n \t
      2. How did users first react to feeds? What could Facebook have done to better manage the launch?<\/li>\r\n \t
      3. How do you feel about Facebook feeds? Have you ever been disturbed by information about you or someone else that has appeared in the feed? Did this prompt action? Why or why not?<\/li>\r\n \t
      4. Visit Facebook and experiment with privacy settings. What kinds of control do you have over feeds and data sharing? Is this enough to set your mind at ease? Did you know these settings existed before being prompted to investigate features?<\/li>\r\n \t
      5. What other Web sites are leveraging features that mimic Facebook feeds? Do you think these efforts are successful or not? Why?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n \r\n\r\n<\/div>\r\n

        References<\/h2>\r\n

        Vogelstein, F., \u201cHow Mark Zuckerberg Turned Facebook into the Web\u2019s Hottest Platform,\u201d Wired<\/em>, September 6, 2007.<\/p>\r\n\r\n<\/div>\r\n<\/div>","rendered":"

        \n
        \n
        \n
        \n
        \n

        Learning Objectives<\/span><\/p>\n<\/header>\n

        \n

        After studying this section you should be able to do the following:<\/p>\n

          \n
        1. Understand the concept of feeds, why users rebelled, and why users eventually embraced this feature.<\/li>\n
        2. Recognize the role of feeds in viral promotions, catalyzing innovation, and supporting rapid organizing.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n

           <\/p>\n<\/div>\n

          While the authenticity and trust offered by Facebook was critical, offering News Feeds concentrated and released value from the social graph. With feeds, each time a user performs an activity in Facebook\u2014makes a friend, uploads a picture, joins a group\u2014the feed blasts this information to all of your friends in a reverse chronological list that shows up right when they next log on. An individual user\u2019s activities are also listed within a mini feed that shows up on their profile. Get a new job, move to a new city, read a great article, have a pithy quote\u2014post it to Facebook\u2014the feed picks it up, and the world of your Facebook friends will get an update.<\/p>\n

          Feeds are perhaps the linchpin of Facebook\u2019s ability to strengthen and deliver user value from the social graph, but for a brief period of time it looked like feeds would kill the company. News Feeds were launched on September 5, 2006, just as many of the nation\u2019s undergrads were arriving on campus. Feeds reflecting any Facebook activity (including changes to the relationship status) became a sort of gossip page splashed right when your friends logged in. To many, feeds were first seen as a viral blast of digital nosiness\u2014a release of information they hadn\u2019t consented to distribute widely.<\/p>\n

          And in a remarkable irony, user disgust over the News Feed ambush offered a whip-crack demonstration of the power and speed of the feed virus. Protest groups formed, and every student who, for example, joined a group named Students Against Facebook News Feed, had this fact blasted to their friends (along with a quick link where friends, too, could click to join the group). Hundreds of thousands of users mobilized against the firm in just twenty-four hours. It looked like Zuckerberg\u2019s creation had turned on him, Frankenstein style.<\/p>\n

          The first official Facebook blog post on the controversy came off as a bit condescending (never a good tone to use when your customers feel that you\u2019ve wronged them). \u201cCalm down. Breathe. We hear you,\u201d wrote Zuckerberg on the evening of September 5. The next post, three days after the News Feed launch, was much more contrite (\u201cWe really messed this one up,\u201d he wrote). In the 484-word open letter, Zuckerberg apologized for the surprise, explaining how users could opt out of feeds. The tactic worked, and the controversy blew over (Vogelstein, 2007). The ability to stop personal information from flowing into the feed stream was just enough to stifle critics, and as it turns out, a lot of people really liked the feeds and found them useful. It soon became clear that if you wanted to use the Web to keep track of your social life and contacts, Facebook was the place to be. Not only did feeds not push users away, by the start of the next semester subscribers had nearly doubled!<\/p>\n

          \n
          \n
          \n

          Key Takeaways<\/span><\/p>\n<\/header>\n

          \n
            \n
          • Facebook feeds foster the viral spread of information and activity.<\/li>\n
          • Feeds were initially unwanted by many Facebook users. Feeds themselves helped fuel online protests against the feed feature.<\/li>\n
          • Today feeds are considered one of the most vital, value-adding features to Facebook and other social networking sites.<\/li>\n
          • Users often misperceive technology and have difficulty in recognizing an effort\u2019s value (as well as its risks). They have every right to be concerned and protective of their privacy. It is the responsibility of firms to engage users on new initiatives and to protect user privacy. Failure to do so risks backlash.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n

             <\/p>\n<\/div>\n

            \n
            \n
            \n

            Questions and Exercises<\/span><\/p>\n<\/header>\n

            \n
              \n
            1. What is the \u201clinchpin\u201d of Facebook\u2019s ability to strengthen and deliver user-value from the social graph?<\/li>\n
            2. How did users first react to feeds? What could Facebook have done to better manage the launch?<\/li>\n
            3. How do you feel about Facebook feeds? Have you ever been disturbed by information about you or someone else that has appeared in the feed? Did this prompt action? Why or why not?<\/li>\n
            4. Visit Facebook and experiment with privacy settings. What kinds of control do you have over feeds and data sharing? Is this enough to set your mind at ease? Did you know these settings existed before being prompted to investigate features?<\/li>\n
            5. What other Web sites are leveraging features that mimic Facebook feeds? Do you think these efforts are successful or not? Why?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n

               <\/p>\n<\/div>\n

              References<\/h2>\n

              Vogelstein, F., \u201cHow Mark Zuckerberg Turned Facebook into the Web\u2019s Hottest Platform,\u201d Wired<\/em>, September 6, 2007.<\/p>\n<\/div>\n<\/div>\n","protected":false},"author":217,"menu_order":4,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[49],"contributor":[],"license":[],"class_list":["post-141","chapter","type-chapter","status-publish","hentry","chapter-type-numberless"],"part":134,"_links":{"self":[{"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/pressbooks\/v2\/chapters\/141","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/wp\/v2\/users\/217"}],"version-history":[{"count":2,"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/pressbooks\/v2\/chapters\/141\/revisions"}],"predecessor-version":[{"id":368,"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/pressbooks\/v2\/chapters\/141\/revisions\/368"}],"part":[{"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/pressbooks\/v2\/parts\/134"}],"metadata":[{"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/pressbooks\/v2\/chapters\/141\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/wp\/v2\/media?parent=141"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/pressbooks\/v2\/chapter-type?post=141"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/wp\/v2\/contributor?post=141"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.ccconline.org\/bus3060\/wp-json\/wp\/v2\/license?post=141"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}