Facebook’s stated mission is “to give people the power to build community and bring the world closer together.”
It also has an unstated mission: To make a shedload of money.
It is incredibly successful at both.
There are 2.2 billion active Facebook users. Mark Zuckerberg is worth $67.7 billion.
But the rest of society is discovering that there is a price to be paid in invasion of privacy and erosion of political liberties.
The problem is that the posted holiday snaps, political opinions and declarations of love don’t belong to you. They belong to Facebook who run the data through clever algorithms to work out just what you are likely to want to buy. They sell that analysis to advertisers who use the information to micro-target consumers on Facebook.
No longer do advertisers have to spend tens of thousands of dollars for a page in a glossy magazine to reach 200,000 users of which possibly only two percent will be interested in their product. They now pay a fraction of the old price to reach 200,000 Facebook users whose information that they entered on their Facebook page reveals them as a prime target.
What is wrong with that? Advertisers reach a highly targeted international market which opens the possibility of global trade while consumers are offered the opportunity to buy the sort of goods and services they want at the best possible price.
That must be a good thing. Yes it is. Unfortunately it does not stop there.
Enter Cambridge academic Professor Aleksandr Koga and Cambridge-based digital analytical firm Cambridge Analytica. Dr Koga, a psychology professor who invented an app which extracted information on 250,000 Facebook users AND all of their connections—a total of 50,000,000 Facebook users. He said he wanted the information to produce psychological profiles.