Mark Zuckerberg, Global Editor-in-Chief

 

Mark Zuckerberg, Global Editor-in-Chief

Not a hot take:  Facebook is a media company

 

Not just a “social” media company. Simply put, they’re the world’s biggest media company.

What about Google?  Not a media company.

But Google Plus?  Irrelevant.  Google News?  Curated differently, and far less — professional media only, promoted based on preferences and relevance.

 

So why Facebook?  Curation.

The day Facebook started curating our feeds is the day it became a media company. I’m not complaining or even suggesting there’s an alternative. Whatever the underlying exact metrics that govern our feeds, they are critical to our use of the platform and FB would be a noisy shit-show without these smart, useful measures.

The fact that these decisions are being made by computers and on the fly doesn’t absolve Facebook of editorial responsibility. The algorithms report to the engineers and the engineers to Mark. So now, as has been the case for a while but was forcefully exposed this fall, he’s got significant editorial responsibility.

Facebook stands alone in its reach, relevance, and responsibility. Mark Zuckerberg is now the world’s Editor-in-Chief.

Think that’s hyperbole? Not with 1.8B MAUs. Not with a market cap over $300B. And not when you’re the founding CEO who is the face of and wield significant shareholder voting control over, the company.

This isn’t simply about fake news, or silos, confirmation bias bubbles and the like. It’s much bigger than what’s trending, how, and why. As the world’s preeminent news organization, Facebook is going to have to figure out all of this and more.

This is a huge, complicated problem. Balancing their business objectives and this enormous responsibility will be difficult, but it’s in their interest, and their customers’ interests, to make the necessary investments in this area. Fortunately, they have billions in cash and many smart people on the team.

 

So Mark — years ago, you probably did imagine yourself in Bill Gates’ shoes. You’ve done that. Awesome. Congrats. Now welcome to a whole new level of responsibility you may never have considered.

Best of luck. The fourth estate may depend on it.

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