Archives for posts with tag: algorithm


Whenever I go to Facebook, I tend to see the same people on top of my newsfeed (I love you all.) and a lot of (almost) strangers. I met some of them a few years back, made the connection, never to see them again. I know what they are doing each day, what hotel they are staying, what song they are listening to.

But I often don’t see my own wife. Or my best friend.

There’s mounting evidence that Facebook is making assumptions about me – without asking.

Those (false assumptions) are shaping who else I see, meet and talk with and I find that deeply problematic.

Last weekend, while watching football, I went through all my Facebook friends and clicked on the forgotten ones. The ones that I normally don’t see. The ones that I miss. My friends. I was hoping that clicking on their profile would change the algorithm and let Facebook know that I care about these people. Nothing changed. I still see the usual suspects. And the strangers.

Personalization can be very convenient and useful. But it can also be wrong and damaging. Personalization may find you lots of what you like, but look at the ads that you see. They are based on similar assumptions. On my page, it’s the request to like Michelle Obama, some crappy brain enhancing formula and the request to like Kia. I don’t care about Michelle Obama that much, my brain functions very well, thank you very much, and don’t get me started on Kia.

Assumptions behind personalization are wrong all too often.

Those assumptions will push you in a direction that you may not want to head into. I don’t mind reading about strangers but the reason for investing time in Facebook was to stay close to family and friends, wasn’t it? Facebook should offer the option of opting in and give me more freedom. They can ask each of us to confirm assumptions they are making.

Of course they won’t. It’s inconvenient to them in their haste to assume they know what is convenient to us and what is not.

It will get worse.

Rumor says, Facebook will try to get public next year. This will increase the pressure on the platform to improve monetization. The algorithm will be changed to improve opportunities for brands to connect with us. We’ll see more brands/advertising/marketing and less friends. Makes sense for Facebook. Not so much for us.

Is this an eye-opener or just another fact of life?

Kevin Slavin talks about algorithms and how they affect our lives. Worth the 15 minutes of your time.

Slavin explains how the hidden algorithms play a major role in our everyday lives. Algorithms can give us better search results, help us with recommendations for books or cause a financial meltdown. It sounds as if we’re creating a world we have problems controlling.


A friend of mine made a mistake a few years back. Not a criminal mistake but a mistake that makes it hard for him to get hired by any Fortune 500 company. Google his name and that mistake shows up in 6 out of the first 10 results. He tried everything: Create a blog, developed a very sophisticated online presence, paid SEO companies to improve his reputation.

Still: 6 negative out of 10 results.

That’s a common problem.

Just ask James Andrews, tweeting under @keyinfluencer. He tweeted negative comments about the city where one of his clients his headquartered. And Google remembers.

Ask restaurants on Yelp with a few negative reviews. One of my former clients almost had to close down one restaurant because a few people spread the message that the restaurant was closed due to health hazards.

Algorithms are determining our fate and our future.

We have given up control of our reputation, our future and our history. We already have dozens of companies creating garbage content to feed the algorithm monster. We created a new discipline to help us with reputation management. And now we’re starting to hand over our lives to the algorithms.

I love algorithms. They are very helpful, they make my life easier, they help me find things quickly. But algorithms shouldn’t replace human decision and decency. We need to find better ways to humanize the web, make it more adaptable to the human experience.

We start to understand that the “All the base belong to us” phase might not be a solution.

The day the Internet learns to forget is the day a humanized Internet is born.