We do Facebook’s work in exchange for using its tools for sharing.
For brands and publishers, the game is similar. The quid pro quo for providing content on Facebook is the return of awareness and engagement, which Facebook guarantees with dollars spent.
If both personal users and brands stopped publishing on Facebook, it would go out of business. But Facebook is indispensable, an alternative email address for the web. It guarantees connection. In some countries, Facebook is trying to act as the web.
Social media is a zero sum game where the platform always wins. We’ll never get as much in return for the content we give Facebook. We’re the ads and Facebook can sell us how it wants. But Facebook’s hegemony stabilizes a chaotic Internet with surfeit communication tools.
…when the future looks so fragmented, those tools can be hard to resist.” – via
AI, AR, the future portends that humans will make Facebook more famous than it’s ever been.