I like everything. Or at least I did, for 48 hours. Literally everything Facebook sent my way, I liked—even if I hated it. I decided to embark on a campaign of conscious liking, to see how it would affect what Facebook showed me. I know this sounds like a stunt (and it was) but it was also genuinely just an open-ended experiment. I wasn’t sure how long I’d keep it up (48 hours was all I could stand) or what I’d learn (possibly nothing.)
See, Facebook uses algorithms to decide what shows up in your feed. It isn’t just a parade of sequential updates from your friends and the things you’ve expressed an interest in. In 2014 the News Feed is a highly-curated presentation, delivered to you by a complicated formula based on the actions you take on the site, and across the web. I wanted to see how my Facebook experience would change if I constantly rewarded the robots making these decisions for me, if I continually said, “good job, robot, I like this.” I also decided I’d only do this on Facebook itself—trying to hit every Like button I came across on the open web would just be too daunting. But even when I kept the experiment to the site itself, the results were dramatic.THERE IS A VERY SPECIFIC FORM OF FACEBOOK MESSAGING, DESIGNED TO GET YOU TO INTERACT. AND IF YOU TAKE THE BAIT, YOU’LL BE SHOWN IT AD NAUSEAM.
The first thing I liked was Living Social—my friend Jay had liked it before me and it was sitting at the top of my feed. I liked two more updates from friends. So far, so good. But the fourth thing I encountered was something I didn’t really like. I mean, I don’t truly like Living Social either, whatever the hell that is, but who cares. But this fourth thing was something I sort of actively disliked. A bad joke—or at least a dumb one. Oh well. I liked it anyway.
One thing I had to decide right away was what to do about the related items that appear after you’ve liked something. Let’s say you like a story about cows that you see on Modern Farmer. Facebook will immediately present you with four more options to like things below that cow story, “relateds” in Facebook parlance. Probably more stories about cows or agriculture.
Relateds quickly became a problem, because as soon as you like one, Facebook replaces it with another. So as soon as I liked the four relateds below a story, it immediately gave me four more. And then four more. And then four more. And then four more. I quickly realized I’d be stuck in a related loop for eternity if I kept this up. So I settled on a new rule: I would like the first four relateds Facebook shows me, but no more.
Really interesting but also cringeworthy experiment! I don’t know if I could hack it for 48 hours.