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<!DOCTYPE html>    <html class="">  <head> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge"/> <meta name="msapplication-config" content="none"/> <title>The Facebook Trap</title> <link rel="canonical" href="https://hbr.org/2021/10/the-facebook-trap"/> <meta name="item-id" content="tag:blogs.harvardbusiness.org,2007-03-31:999.310457"/> <meta property="og:type" content="article"/> <meta property="article:section" content="Technology and analytics"/> <meta name="twitter:site" content="@harvardbiz"/> <meta name="item-name" content="The Facebook Trap"/> <meta name="page-category-name" content="Technology and analytics"/> <meta name="description" content="Facebook has a clear mission: Connect everyone in the world. Clarity is good, but in Facebook’s case, it has also put the company in a bind because the mission — and the company’s vision for creating value through network effects — has also become the source of its biggest problems. As the company moved from connecting existing friends online to making new global connections (both examples of direct network effects) and now to connecting users to professional creators (indirect network effects), it has come under fire for everything from violating individual privacy to bullying small companies as a monopoly to radicalizing its users. Now, it is struggling to find solutions that don’t undercut its mission. The author calls this “the Facebook Trap.” To address the problems created by the platform — and by other social networks, too — it helps to clearly establish where the company should be held accountable. While it’s reasonable to push for changes in how Facebook’s recommendations work, it’s harder to decide how the platform should deal with organic connections, which would likely entail censoring users and blocking them from making connections that they want to make. Facebook isn’t the only company facing the conundrum of needing to undermine its own mission to minimize harm, and companies and governments will need to develop strategies for how to deal with this issue."/> <meta property="article:publisher" content="https://www.facebook.com/HBR"/> <meta property="article:modified_time" content="2021-10-19T12:05:27Z"/> <meta property="og:image" content="https://hbr.org/resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920.jpg"/> <meta name="apple-itunes-app" content="app-id=1445571382, app-argument=https://hbr.org"/> <meta name="twitter:card" content="summary_large_image"/> <meta property="article:published_time" content="2021-10-19T12:05:27Z"/> <meta property="og:url" content="https://hbr.org/2021/10/the-facebook-trap"/> <meta property="article:tag" content="Technology and analytics"/> <meta property="article:tag" content="Strategy"/> <meta property="article:tag" content="Government policy and regulation"/> <meta property="article:tag" content="Business and society"/> <meta property="article:tag" content="Facebook"/> <meta name="twitter:image" content="https://hbr.org/resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920.jpg"/> <meta name="primary-editor" content="182"/> <meta property="og:description" content="Facebook has a clear mission: Connect everyone in the world. Clarity is good, but in Facebook’s case, it has also put the company in a bind because the mission — and the company’s vision for creating value through network effects — has also become the source of its biggest problems. As the company moved from connecting existing friends online to making new global connections (both examples of direct network effects) and now to connecting users to professional creators (indirect network effects), it has come under fire for everything from violating individual privacy to bullying small companies as a monopoly to radicalizing its users. Now, it is struggling to find solutions that don’t undercut its mission. The author calls this “the Facebook Trap.” To address the problems created by the platform — and by other social networks, too — it helps to clearly establish where the company should be held accountable. While it’s reasonable to push for changes in how Facebook’s recommendations work, it’s harder to decide how the platform should deal with organic connections, which would likely entail censoring users and blocking them from making connections that they want to make. Facebook isn’t the only company facing the conundrum of needing to undermine its own mission to minimize harm, and companies and governments will need to develop strategies for how to deal with this issue."/> <meta name="twitter:creator" content="@harvardbiz"/> <meta name="article-content-type" content="Digital Article"/> <meta property="og:site_name" content="Harvard Business Review"/> <meta name="viewport" content="initial-scale=1,width=device-width"/> <meta name="page-category-id" content="391807"/> <meta name="uid" content="D920C8CF636B4C74E007F02E4E558DAA"/> <meta name="shopper-attributes" content="state:guest"/> <meta property="og:title" content="The Facebook Trap"/> <meta name="page-type" content="ITEM"/> <meta name="page-id" content="300"/> <meta name="ox-group" content="537063787"/> <meta name="robots" content="max-image-preview:large">  <script type="text/javascript"> ;window.NREUM||(NREUM={});NREUM.init={distributed_tracing:{enabled:true},privacy:{cookies_enabled:true}}; ;NREUM.loader_config={accountID:"858143",trustKey:"858143",agentID:"16887721",licenseKey:"e93df31780",applicationID:"8171118"}; ;NREUM.info={beacon:"bam.nr-data.net",errorBeacon:"bam.nr-data.net",licenseKey:"e93df31780",applicationID:"8171118",sa:1}; ;/*! 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</div> <div class="headline-container"> <h1 class="article-hed"> The Facebook Trap </h1> </div> <div class="article-dek-group"> <div class="article-dek">Why is it so hard for Facebook to fix itself? Because its biggest problems flow from its core mission of connecting everyone in the world. <div class="article-byline "> <span class="by-prefix">by </span> <ul class="article-byline-list"> <li class="article-author"><a href="/search?term=andy%20wu">Andy Wu</a></li> </ul> </div> </div> </div> <div class="article-byline detached"> <span class="by-prefix">by </span> <ul class="article-byline-list"> <li class="article-author"><a href="/search?term=andy%20wu">Andy Wu</a></li> </ul> </div> <div class="pub-date"> October 19, 2021 </div> </div> </div> </div> <div class="standard--container"> <div class="article-width-wrapper flexed"> <hero-image > <div class="hero-image-content "> <img src="/resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920.jpg" alt="" title="" aria-label="" sizes="(min-width: 64em) 84vw, 100vw" srcset="/resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920.jpg 1200w, /resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-300x169.jpg 300w, /resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-768x432.jpg 768w, /resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-1024x576.jpg 1024w, /resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-500x281.jpg 500w, /resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-383x215.jpg 383w, /resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-700x394.jpg 700w, /resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-850x478.jpg 850w" /> <div class="container--caption-credits-hero "> <span class="credits--hero-image">HBR Staff/Melpomenem/Yougen/Getty Images</span> </div> </div> </hero-image> <page-utils class="article-utils--horizontal-topbar hide-small hide-for-print" data-js-target="page-utils" data-id="tag:blogs.harvardbusiness.org,2007-03-31:999.310457" data-title="The Facebook Trap" data-url="/2021/10/the-facebook-trap" data-topic="Technology and analytics" data-authors="Andy Wu" data-content-type="Digital Article" data-content-image="/resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-383x215.jpg" data-summary="<p>Why is it so hard for Facebook to fix itself? Because its biggest problems flow from its core mission of connecting everyone in the world.</p> "> <ul> <li class="twitter-icon"> <a href="http://twitter.com/HarvardBiz" target="_blank" rel="noopener noreferrer" js-target="twitter-share"> <i class="updated-twitter-x-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-twitter-x-icon"></use></svg> </i> <div class="utility--icon-label">Post</div> </a> </li> <li class="facebook-icon"> <a href="http://www.facebook.com/HBR" target="_blank" rel="noopener noreferrer" js-target="facebook-share"> <i class="updated-facebook-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-facebook-icon"></use></svg> </i> <div class="utility--icon-label">Post</div> </a> </li> <li class="linkedin-icon"> <a href="https://www.linkedin.com/company/harvard-business-review?trk=biz-companies-cym" target="_blank" rel="noopener noreferrer" js-target="linkedin-share"> <i class="updated-linkedin-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-linkedin-icon"></use></svg> </i> <div class="utility--icon-label">Share</div> </a> </li> <li class="annotate-icon hide do-not-show" js-target="annotate-icon"> <a js-target="handle-mindstone-click"> <i class="mindstone-icon-black" js-target="mindstone-icon-black"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#mindstone-icon-black"></use></svg> </i> <div class="utility--icon-label">Annotate</div> </a> <li> <a href="#" target="_blank" rel="noopener noreferrer" js-target="save-flyout"> <i class="updated-save-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-save-icon"></use></svg> </i> <div class="utility--icon-label">Save</div> </a> </li> <li class="pdf-download hide-for-non-subscriber"> <a rel="noopener noreferrer" href="#" js-target="pdf-download-link" data-reprint-product-id="H06NJT-PDF-ENG"> <i class="updated-download-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-download-icon"></use></svg> </i> <div class="utility--icon-label">Get PDF</div> </a> </li> <li class="buy-copies"> <a target="_blank" rel="noopener noreferrer" href="/product/the-facebook-trap/H06NJT-PDF-ENG" js-target="buy-reprint-link" data-reprint-product-id="H06NJT-PDF-ENG"> <i class="updated-buy-copies-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-buy-copies-icon"></use></svg> </i> <div class="utility--icon-label">Buy Copies</div> </a> </li> <li class="print-page"> <a href="javascript:window.print();" js-target="print-article"> <i class="updated-print-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-print-icon"></use></svg> </i> <div class="utility--icon-label">Print</div> </a> </li> </ul> </page-utils> <div class="article-summary" more-caption="more" close-caption="close"> <span class="summary-header font-bold">Summary.   </span> <span class="summary-text"><p>Facebook has a clear mission: Connect everyone in the world. Clarity is good, but in Facebook’s case, it has also put the company in a bind because the mission — and the company’s vision for creating value through network effects — has also become the source of its biggest problems. As the company moved from connecting existing friends online to making new global connections (both examples of direct network effects) and now to connecting users to professional creators (indirect network effects), it has come under fire for everything from violating individual privacy to bullying small companies as a monopoly to radicalizing its users. Now, it is struggling to find solutions that don’t undercut its mission. The author calls this “the Facebook Trap.” To address the problems created by the platform — and by other social networks, too — it helps to clearly establish where the company should be held accountable. While it’s reasonable to push for changes in how Facebook’s recommendations work, it’s harder to decide how the platform should deal with organic connections, which would likely entail censoring users and blocking them from making connections that they want to make. Facebook isn’t the only company facing the conundrum of needing to undermine its own mission to minimize harm, and companies and governments will need to develop strategies for how to deal with this issue.</p> </span> </div> <div class="article-body standard-content"> <div class="left-rail--container "> <page-utils class="article-utils--vertical hide-for-print" data-js-target="page-utils" data-id="tag:blogs.harvardbusiness.org,2007-03-31:999.310457" data-title="The Facebook Trap" data-url="/2021/10/the-facebook-trap" data-topic="Technology and analytics" data-authors="Andy Wu" data-content-type="Digital Article" data-content-image="/resources/images/article_assets/2021/10/Oct21_19_1177763009_164544920-383x215.jpg" data-summary="<p>Why is it so hard for Facebook to fix itself? 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