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A plea to Facebook: Everyone knows you’re villains. Just embrace it

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Facebook is through apologizing, and that’s a good thing. What the vast social media empire is doing instead, however, is not.

A bombshell exposé in the New York Times this week, picking up from where another bombshell exposé from the Wall Street Journal left off last week, offers a trove of details about Facebook’s aggressive new PR initiative: Project Amplify. Cooked up at an internal meeting in January, the initiative involves reining in the company’s tendency to apologize on a semi-regular basis—for violating user privacy and spreading misinformation and hate speech—while also pushing pro-Facebook media directly onto its users’ news feeds. While it’s commendable that Facebook appears to realize its apologies have long since become rote and meaningless, the company betrays a fundamental misunderstanding of what’s supposed to happen after one stops apologizing for their behavior. Typically, in such a position, one would either quietly commit to sweeping positive changes . . . or embrace villainy. Given Facebook’s track record, along with many of its........

© Fast Company

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