Here's a pocket history of the web, according to many people. In the early days, the web was just pages of information linked to each other. Then along came web crawlers that helped you find what you wanted among all that information. Some time around 2003 or maybe 2004, the social web really kicked into gear, and thereafter the web's users began to connect with each other more and more often. Hence Web 2.0, Wikipedia, MySpace, Facebook, Twitter, etc. I'm not strawmanning here. This is the dominant history of the web as seen, for example, in this Wikipedia entry on the 'Social Web.'
1. The sharing you see on sites like Facebook and Twitter is the tip of the 'social' iceberg. We are impressed by its scale because it's easy to measure.
2. But most sharing is done via dark social means like email and IM that are difficult to measure.
3. According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.
4. Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.
But it's never felt quite right to me. For one, I spent most of the 90s as a teenager in rural Washington and my web was highly, highly social. We had instant messenger and chat rooms and ICQ and USENET forums and email. My whole Internet life involved sharing links with local and Internet friends. How was I supposed to believe that somehow Friendster and Facebook created a social web out of what was previously a lonely journey in cyberspace when I knew that this has not been my experience? True, my web social life used tools that ran parallel to, not on, the web, but it existed nonetheless.
To be honest, this was a very difficult thing to measure. One dirty secret of web analytics is that the information we get is limited. If you want to see how someone came to your site, it's usually pretty easy. When you follow a link from Facebook to The Atlantic, a little piece of metadata hitches a ride that tells our servers, "Yo, I'm here from Facebook.com." We can then aggregate those numbers and say, "Whoa, a million people came here from Facebook last month," or whatever.
There are circumstances, however, when there is no referrer data. You show up at our doorstep and we have no idea how you got here. The main situations in which this happens are email programs, instant messages, some mobile applications*, and whenever someone is moving from a secure site ("https://mail.google.com/blahblahblah") to a non-secure site (http://www.theatlantic.com).
This means that this vast trove of social traffic is essentially invisible to most analytics programs. I call it DARK SOCIAL. It shows up variously in programs as "direct" or "typed/bookmarked" traffic, which implies to many site owners that you actually have a bookmark or typed in www.theatlantic.com into your browser. But that's not actually what's happening a lot of the time. Most of the time, someone Gchatted someone a link, or it came in on a big email distribution list, or your dad sent it to you.
Nonetheless, the idea that "social networks" and "social media" sites created a social web is pervasive. Everyone behaves as if the traffic your stories receive from the social networks (Facebook, Reddit, Twitter, StumbleUpon) is the same as all of your social traffic. I began to wonder if I was wrong. Or at least that what I had experienced was a niche phenomenon and most people's web time was not filled with Gchatted and emailed links. I began to think that perhaps Facebook and Twitter has dramatically expanded the volume of -- at the very least -- linksharing that takes place.
Everyone else had data to back them up. I had my experience as a teenage nerd in the 1990s. I was not about to shake social media marketing firms with my tales of ICQ friends and the analogy of dark social to dark energy. ("You can't see it, dude, but it's what keeps the universe expanding. No dark social, no Internet universe, man! Just a big crunch.")
And then one day, we had a meeting with the real-time web analytics firm, Chartbeat. Like many media nerds, I love Chartbeat. It lets you know exactly what's happening with your stories, most especially where your readers are coming from. Recently, they made an accounting change that they showed to us. They took visitors who showed up without referrer data and split them into two categories. The first was people who were going to a homepage (theatlantic.com) or a subject landing page (theatlantic.com/politics). The second were people going to any other page, that is to say, all of our articles. These people, they figured, were following some sort of link because no one actually types "http://www.theatlantic.com/technology/archive/2012/10/atlast-the-gargantuan-telescope-designed-to-find-life-on-other-planets/263409/." They started counting these people as what they call direct social.
The second I saw this measure, my heart actually leapt (yes, I am that much of a data nerd). This was it! They'd found a way to quantify dark social, even if they'd given it a lamer name!
On the first day I saw it, this is how big of an impact dark social was having on The Atlantic.
Just look at that graph. On the one hand, you have all the social networks that you know. They're about 43.5 percent of our social traffic. On the other, you have this previously unmeasured darknet that's delivering 56.5 percent of people to individual stories. This is not a niche phenomenon! It's more than 2.5x Facebook's impact on the site.
Day after day, this continues to be true, though the individual numbers vary a lot, say, during a Reddit spike or if one of our stories gets sent out on a very big email list or what have you. Day after day, though, dark social is nearly always our top referral source.
Perhaps, though, it was only The Atlantic for whatever reason. We do really well in the social world, so maybe we were outliers. So, I went back to Chartbeat and asked them to run aggregate numbers across their media sites.
Get this. Dark social is even more important across this broader set of sites. Almost 69 percent of social referrals were dark! Facebook came in second at 20 percent. Twitter was down at 6 percent.
All in all, direct/dark social was 17.5 percent of total referrals; only search at 21.5 percent drove more visitors to this basket of sites. (FWIW, at The Atlantic, social referrers far outstrip search. I'd guess the same is true at all the more magaziney sites.)
There are a couple of really interesting ramifications of this data. First, on the operational side, if you think optimizing your Facebook page and Tweets is "optimizing for social," you're only halfway (or maybe 30 percent) correct. The only real way to optimize for social spread is in the nature of the content itself. There's no way to game email or people's instant messages. There's no power users you can contact. There's no algorithms to understand. This is pure social, uncut.
Second, the social sites that arrived in the 2000s did not create the social web, but they did structure it. This is really, really significant. In large part, they made sharing on the Internet an act of publishing (!), with all the attendant changes that come with that switch. Publishing social interactions makes them more visible, searchable, and adds a lot of metadata to your simple link or photo post. There are some great things about this, but social networks also give a novel, permanent identity to your online persona. Your taste can be monetized, by you or (much more likely) the service itself.
Third, I think there are some philosophical changes that we should consider in light of this new data. While it's true that sharing came to the web's technical infrastructure in the 2000s, the behaviors that we're now all familiar with on the large social networks was present long before they existed, and persists despite Facebook's eight years on the web. The history of the web, as we generally conceive it, needs to consider technologies that were outside the technical envelope of "webness." People layered communication technologies easily and built functioning social networks with most of the capabilities of the web 2.0 sites in semi-private and without the structure of the current sites.
If what I'm saying is true, then the tradeoffs we make on social networks is not the one that we're told we're making. We're not giving our personal data in exchange for the ability to share links with friends. Massive numbers of people -- a larger set than exists on any social network -- already do that outside the social networks. Rather, we're exchanging our personal data in exchange for the ability to publish and archive a record of our sharing. That may be a transaction you want to make, but it might not be the one you've been told you made.
* Chartbeat datawiz Josh Schwartz said it was unlikely that the mobile referral data was throwing off our numbers here. "Only about four percent of total traffic is on mobile at all, so, at least as a percentage of total referrals, app referrals must be a tiny percentage," Schwartz wrote to me in an email. "To put some more context there, only 0.3 percent of total traffic has the Facebook mobile site as a referrer and less than 0.1 percent has the Facebook mobile app."
The Party of Lincoln's nominee returned to the site of his greatest speech, to attack the faith in democratic government that Lincoln so carefully fostered.
The world still judges Lincoln by his Gettysburg Address. Now, it may judge Donald Trump the same way—but with strikingly different results.
On Saturday, Trump spoke to supporters in the small Pennsylvania town where, a century and a half before, Americans met in battle. It was a speech that, as much as any in this campaign, offered the very best of Trump, underscoring why so many Americans are drawn to his candidacy. It also offered the very worst.
He began by invoking Lincoln’s fight against division, and framed his run as dedication to something larger than himself. “When I saw the trouble that our country was in, I knew I could not stand by and watch any longer. Our country has been so good to me, I love our country, and I felt I had to act.”
What use is there today for one of the oldest virtues?
As many Americans go about their days, I imagine they have two little angels perched on their shoulders, whispering conflicting messages about happiness and material wealth. One angel is embodied by James Altucher, a minimalist self-help guru recently profiled by The New York Times. Altucher claims to have only 15 possessions, after having unburdened himself a few months ago of 40 garbage bags’ worth of stuff and never looking back. As I read about Altucher, I rolled the numbers 15 and 40 over in my mind, thinking about the belongings in my bedroom and the garbage bags under my kitchen sink.
The other angel is Tyler Brûlé, the editor in chief of the fantastically high-end lifestyle magazine Monocle and a columnist for the Financial Times. He is the sort of writer who tosses off such lines as “I zipped along the autostrada through the Val d’Aosta with the ever-trusty Mario (my Italian driver for the past 20 years) at the wheel” with little regard for how privileged and pretentious he sounds (especially in his superfluous parentheticals). Still, there is something, I’m a little ashamed to say, that I envy about Brûlé’s effortless cosmopolitanism—which, it’s hard to miss, is only made possible by unusual wealth.
Late to this for family reasons, but catching up on an actually astonishing development:
Through the campaign, Donald Trump at times seemed more interested in promoting his business interests than in advancing a political campaign. He took time off this summer to fly to Scotland and tout the opening of a new Trump golf resort. He turned what was billed as a major campaign announcement into a promo for his new DC hotel. A surprisingly large share of the money he’s raised for his campaign’s expenditures has gone to his own businesses (notably Mar-a-Lago).
That is why today’s story, in Travel and Leisure, is so piquant and O. Henry-like. What Trump might have imagined would further burnish his personal brand may in fact be poisoning it. T&L reports that Trump’s new hotels will no longer carry his name!!! Instead they’ll be called “Scion.” Groan, given the actual scions, but fascinating in its own way. From T&L:
These are some reading recommendations that will hopefully provide a deeper look at some of these issues. Books may seem like small comfort. But in a time like this, when it’s hard to understand how American culture became so hate-filled, reading is probably the best possible option—to get off the internet, pick up a book, and think about how the country has gotten here.
Tristan Harris believes Silicon Valley is addicting us to our phones. He’s determined to make it stop.
On a recent evening in San Francisco, Tristan Harris, a former product philosopher at Google, took a name tag from a man in pajamas called “Honey Bear” and wrote down his pseudonym for the night: “Presence.”
Harris had just arrived at Unplug SF, a “digital detox experiment” held in honor of the National Day of Unplugging, and the organizers had banned real names. Also outlawed: clocks, “w-talk” (work talk), and “WMDs” (the planners’ loaded shorthand for wireless mobile devices). Harris, a slight 32-year-old with copper hair and a tidy beard, surrendered his iPhone, a device he considers so addictive that he’s called it “a slot machine in my pocket.” He keeps the background set to an image of Scrabble tiles spelling out the words face down, a reminder of the device’s optimal position.
Narcissism, disagreeableness, grandiosity—a psychologist investigates how Trump’s extraordinary personality might shape his possible presidency.
In 2006, Donald Trump made plans to purchase the Menie Estate, near Aberdeen, Scotland, aiming to convert the dunes and grassland into a luxury golf resort. He and the estate’s owner, Tom Griffin, sat down to discuss the transaction at the Cock & Bull restaurant. Griffin recalls that Trump was a hard-nosed negotiator, reluctant to give in on even the tiniest details. But, as Michael D’Antonio writes in his recent biography of Trump, Never Enough, Griffin’s most vivid recollection of the evening pertains to the theatrics. It was as if the golden-haired guest sitting across the table were an actor playing a part on the London stage.
“It was Donald Trump playing Donald Trump,” Griffin observed. There was something unreal about it.
Choosing a president isn’t easy in this election, but here are three ways a principled conservative might vote.
The day of decision is nearing. All the talk fades, and one mark must be made beside one box on the ballot. Many Republicans are agonizing. They reject Donald Trump; they cannot accept Hillary Clinton. What to do?
I won’t conceal, I’m struggling with this question myself. I’ve listened to those Republicans, many my friends, who feel it their duty to stifle their anger and disappointment, and vote for Trump; to cast a protest vote for the Libertarian Gary Johnson or the independent Evan McMullin; or to cross the aisle and vote for Hillary Clinton as the lesser evil. On the way to my own personal answer, I found it helpful to summarize the best case for each of these options.
Emphasize the word “best.” If your case for Trump rests on the assumption that America is hurtling toward national doom, if your case for McMullin rests on the hope of tossing the election into the House of Representatives, if your case for Hillary argues that she is a large soul eager to work cooperatively with those who think differently from her. I’d say you are not thinking very clearly. Despair and fantasy are misleading counselors.
Can satellite images of our planet's varied terrain make humanity's impact apparent?
Only a handful of people have traveled into space to admire the blue marble we call home. Astronauts who have had this privilege describe the feeling of seeing the Earth from above as humbling; only from afar can one understand just how vast and interconnected everything truly is. And while most of humanity will never make it past the ozone, Benjamin Grant's Instagram project, Daily Overview, has been sharing high definition satellite photographs to give everyone access to this unique perspective. Come October 25, Grant will be publishing “Overview,” a new book that includes more than 200 original images of industry, agriculture, architecture, and nature that highlight graphically stunning patterns across the Earth’s surface. “From a distant vantage point, one has the chance to appreciate our home as a whole, to reflect on its beauty and its fragility all at once,” Grant said. He has shared a selection of those images, some of them previously unpublished, with The Atlantic.
A neuropsychological approach to happiness, by meeting core needs (safety, satisfaction, and connection) and training neurons to overcome a negativity bias
There is a motif, in fiction and in life, of people having wonderful things happen to them, but still ending up unhappy. We can adapt to anything, it seems—you can get your dream job, marry a wonderful human, finally get 1 million dollars or Twitter followers—eventually we acclimate and find new things to complain about.
If you want to look at it on a micro level, take an average day. You go to work; make some money; eat some food; interact with friends, family or co-workers; go home; and watch some TV. Nothing particularly bad happens, but you still can’t shake a feeling of stress, or worry, or inadequacy, or loneliness.
According to Dr. Rick Hanson, a neuropsychologist, a member of U.C. Berkeley's Greater Good Science Center's advisory board, and author of the book Hardwiring Happiness: The New Brain Science of Contentment, Calm, and Confidence, our brains are naturally wired to focus on the negative, which can make us feel stressed and unhappy even though there are a lot of positive things in our lives. True, life can be hard, and legitimately terrible sometimes. Hanson’s book (a sort of self-help manual grounded in research on learning and brain structure) doesn’t suggest that we avoid dwelling on negative experiences altogether—that would be impossible. Instead, he advocates training our brains to appreciate positive experiences when we do have them, by taking the time to focus on them and install them in the brain.
The third episode of the new season is one of the most disturbing of the series.
Sophie Gilbert and David Sims will be discussing the new season of Netflix’s Black Mirror, considering alternate episodes. The reviews contain spoilers; don’t read further than you’ve watched. See all of their coverage here.
David, I agree with you that the ending of “Playtest” fell flat. After so many twists (bullies! spiders! spider bullies! Terminator hookups!), the end didn’t evoke pathos so much as a sense of absurdity. In terms of focusing on the evils of technology, though, it seems to me that Black Mirror has always seen technology as something with the potential to enable and encourage human evil, rather than something that’s inherently evil by itself. It takes our worst instincts as people, as societies, and magnifies them.