alt Hacker NewsThe Twitter social graph was an amazing data asset. I worked at a consumer insights firm and the data on followers/followings was quite powerful.
Using a custom taxonomy of things (celebrities, influencers, magazines, brands, tv shows, films, games, all kinds of things), we could identify groups of people who liked certain things, and when you looked at what those things were, it gave you a way of understanding who those people were.
With that data, you could work out:
- What celebrities/influencers to use in marketing campaigns - Where to advertise, and on which tv/radio channels - What potential brands to collaborate with to expand your customer base - What tone of voice to use in your advertising - In some cases, we educated clients about who their actual customers were, better than they understood themselves.
One scenario, we built a social media feed based on the things that a group of customers following a well-known Deodorant brand in the UK would see.
When we presented that to the client, they said “Why are there so many women in bikinis in this feed?”
The brand had repositioned themselves to a male-grooming focussed target market, but had failed to realise that their existing customer base were the ones that had been looking at their TV adverts of women on beaches chasing a man who happened to spray their Deodorant on them. Their advertising from the past had been very effective.
That was the power of Twitter’s data, and it is an absolute shame that Twitter went the way that it did. Mark Zuckerberg once said that Twitter was like “watching a clown car driven into a gold mine”.
I’m pretty sure he must be delighted with how things have panned out since.
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In other words, using flash-in-the-pan data to build an advertising goldmine.
That Zuckerberg quote was published in 2013 and supposedly was made a year or more before. Was it about when Dick Costolo was CEO (2010-2012)?
This reads very dystopian. You are not optimizing to understand people, you are optimizing to weaponize that understanding against them.
When you know what someone will buy based on exploiting their unconscious preferences, and you are paid to increase sales, you will do it. Especially if your competitors are doing it too.
And this happens at scale, invisibly. People never see the manipulation.
In any case, it is not useful for most people. It is useful for the people doing the deceiving.
It's definitely very valuable, but for what AI model? How does any of that lead to AGI, or even just a good coding agent?
As an aside that quote from MZ does bother me. There's more to making a web-scale human rights respecting (because it has to, it's the internet, social media needs guidelines) than just making money (which Zuck doesn't seem to care much about anyway if he's sinking apparently billions into metaverse while having no account support)
Of course he would only see it through the lens of cash. I have no idea how profitable Twitter was under Dorsey but it felt the spirit of the company at first was relatively neutral, it was a tool, it was what Jack came up with
Zuck replaced people's email addresses[1], the feed has been wildly unchronological for years. Fix some of those problems wrt. lack of user respect and maybe you can make statements like "all else being equal, clown car goal mine". Or was it "dumb fucks"[2]?
[1] https://news.ycombinator.com/item?id=4151433 [2] https://news.ycombinator.com/item?id=1692122
It _was_ a great asset, however, just like models need proper data, as soon as musk removed the clamps on valuable social signals, well, he basically took a dump where he intended to eat.
That entire description sounds worthless to any positive direction of humanity. Therefore probably rapaciously profitable
Very sad face.