Conflict Is the Product

A real-time lesson in how Meta manufactures conflict and profits from anger

Yesterday’s post regarding the protest organized by local citizens against military action in Venezuela triggered Meta’s engagement algorithm, and it was flooded by troll and bot accounts on a level we have never seen.

First off, a sincere congratulations and thank you to the organizers, and everyone, who showed up on a dreary Sunday in January to demand this administration improve life here in America instead of spending our tax dollars on regime change operations that prioritize corporate interests over domestic needs.

Now a few take aways...

• We left the post up, despite not having resources to moderate comments, and we encourage everyone to scroll through the comments to see what we are all up against (the collective “we”.)

• Yes, we pulled a bait and switch. We replaced the original protest photo with a picture of two best friends. Once the Meta algorithm decided it would garner more engagement by feeding the post to accounts that would result in conflict, we decided it was time to take back some control. If they’re going to warp the impact of our posts, we’re going to warp the message.

• What you see in those comments is not a statistically accurate reflection of public opinion. It is a manipulated “reality”, created in large part by bot and troll accounts. This is a well documented “feature” of Meta platforms now, and they have no interest in fixing it. This is their business model: conflict generates profit, and it’s how they garner influence and favor with those looking to manipulate public perception.

• Yes, some of the accounts are real people... a few of them might even genuinely be from Traverse City. However, when you dig in just a little bit deeper you find that a majority of them are from out of state (we see you Texas!) What this means is that the algorithm is poaching people they know are the most extreme opposite of what we represent, and pre-disposed to comment or interact in a way that results in conflict engagement. These aren’t your neighbors. They have no stake in Traverse City’s community, yet the algorithm gives them equal, or greater, visibility than local voices. When those people take two minutes to think up a snarky burn, that’s two minutes longer they spent on the platform. Essentially Meta’s algorithm is playing them, because it knows what they will do... When you feel that surge of emotion and start typing a response to a provocative comment, that’s the algorithm winning. That heated exchange keeps both of you scrolling.

Finally, we’re not only sharing this information to be transparent and illustrate one aspect (of many) in the new era of information warfare, but also to hopefully give you tools you can use in your own quest for authenticity.

Don’t give in when the algorithm beckons you to engage. It knows you want to.

Don’t be discouraged by the magician’s flourish. It’s only a trick.

Don’t stop striving for authenticity. It does, and always will exist. (Maybe not so much online anymore.)

But, most of all, don’t stop using your voice. Don’t stop showing up. Don’t let the bastards win.