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 president’s belief in policies that can benefit all Americans is being repudiated by voters, in favor of a vision of politics as a zero-sum game.
The 2016 presidential race represents a vivid rejection of the Obama style. This is easy to miss: His approval ratings are climbing, and Hillary Clinton won the Democratic primary by running as his successor. But the two most dramatic and portentous campaigns of the year, Donald Trump’s vertiginous win and Bernie Sanders’s astonishing insurgency, both flew in the face of the Obama era’s premises.
The Obama style had two pillars. He brought to apotheosis the American political tradition of redemptive constitutionalism. This is the creed of Abraham Lincoln’s Gettysburg Address and Second Inaugural, Martin Luther King Jr.’s “I Have a Dream” speech, and Lyndon Baines Johnson’s nationally televised speech on the Voting Rights Acts of 1965, in which he promised, “we shall overcome.” Redemptive constitutionalism holds that democracy and equal freedom really are the nation’s foundations, that slavery and Jim Crow were terrible deviations from these principles, and that, if we manage to take them seriously, to live by them, Americans will finally be free together.
Ask yourself, is all that wasted time really rewarding? And other tips from Charles Duhigg, who wrote the book on productivity.
Why is it that the more work I have to do, the more the Internet beckons me into its endless maw of distraction? Oh Lord, I will say, appealing both to myself and to whatever blog-God might be listening, I have an hour to finish this article.
But first, isn’t this Tasty video fascinating? I’ve never thought about making buffalo-fried cheese nuggets before, but now that I’ve watched a pair of disembodied hands prepare them so expertly, I should definitely head over to Amazon and Prime me some buffalo sauce.
This is how I found myself, exhausted after leaving work at 8 p.m. one day recently, flopping onto my bed, still in my pencil skirt, and clicking open a horrific, traffic-mongering slideshow linked from the bottom of an article I was reading. It was about Stars Without Makeup or What Child Stars Look Like Now or some other rancid meat for my hungry lizard brain.
It’s known as a modern-day hub of progressivism, but its past is one of exclusion.
PORTLAND, Ore.— Victor Pierce has worked on the assembly line of a Daimler Trucks North America plant here since 1994. But he says that in recent years he’s experienced things that seem straight out of another time. White co-workers have challenged him to fights, mounted “hangman’s nooses” around the factory, referred to him as “boy” on a daily basis, sabotaged his work station by hiding his tools, carved swastikas in the bathroom, and written the word “nigger” on walls in the factory, according to allegations filed in a complaint to the Multnomah County Circuit Court in February of 2015.
Pierce is one of six African Americans working in the Portland plant whom the lawyer Mark Morrell is representing in a series of lawsuits against Daimler Trucks North America. The cases have been combined and a trial is scheduled for January of 2017.
Research suggests the movement affects voting behavior among African Americans in different ways.
The Democratic National Convention begins this week, with tense race relations as its backdrop. Black Lives Matter, born of police and vigilante violence against black Americans, has shed light on race issues in recent years and is expected to hold demonstrations in Philadelphia where the convention will be held. But while politicians and pundits treat the movement as a proxy issue for the broader problem of racial inequality in the United States to garner electoral support, it may not carry the level of influence over black Americans’ voting behavior that they often credit it with.
Republicans and Democrats remain divided on the acceptance of the Black Lives Matter movement, how to address black Americans’ concerns, and the best way to improve race relations. This as the number of Americans who worry “a great deal” about race relations in the United States doubled from 17 percent in 2014 to 35 percent in 2016, after the advent of Black Lives Matter, according to a Gallup poll. A Pew Research Center survey found, however, that only 4 in 10 Americans support Black Lives Matter, with 40 percent of whites backing the movement compared to 65 percent of blacks. When partisanship is added to the mix, the polarization is particularly stark: 64 percent of white Democrats support the movement while 52 percent of white Republicans oppose it.
The State Department is reopening its investigation into Hillary Clinton’s emails, just as she puts a Justice Department investigation behind her.
Hillary Clinton is out of the frying pan and into the fire. On July 6, Attorney General Loretta Lynch announced that the Justice Department would not pursue criminal charges against the presumptive Democratic presidential nominee for her use of a private email server at the State Department. But the following day, with that criminal investigation closed, the State Department reopened its own probe into the emails, the AP reported.
State Department spokesman John Kirby told the AP that it would be looking at potential mishandling of classified information by Hillary Clinton and her top aides. Former officials could face administrative sanctions, including a loss of their security clearances—a step that would be both politically embarrassing for Clinton, and complicate efforts to staff a national-security team should she prevail in November.
The discrimination young researchers endure makes America’s need for STEM workers even greater.
When Joan was an undergraduate, in the 1970s, she asked her boyfriend why one of his roommates was finishing up a Ph.D. while another, in the same department, still had several years left.
“Barbara’s rigid,” her boyfriend said. His other roommate, Karen, had slept with her advisor, but Barbara refused to sleep with hers. Chuckling with approval, the boyfriend recounted how Karen had asked to use his waterbed, and left a pair of sexy underwear scrunched in his sheets.
Today, this kind of quid pro quo may be less common, but sexual harassment at universities persists. The spate of lawsuits, investigations, and recent resignations at the University of California, Berkeley, University of Chicago, and UCLA, accompanied by older cases leaked to the press and an increase in women going public about their experiences, have made that clear. Graduate students and postdocs are particularly vulnerable, because their futures depend so completely on good recommendations from professors. And STEM (science, technology, engineering, and math) students are more dependent than others. Their career progress hinges on invitations to work on professors’ grants or—if students have their own projects—access to big data sets or expensive lab equipment controlled by overwhelmingly male senior faculty.
Even as long-neglected maintenance threatens to further escalate the price of higher education, universities continue to borrow and spend record amounts on new buildings.
Akerman Hall is a gateway to the complex that houses the University of Minnesota’s Department of Mechanical Engineering. But wandering through it is more like an experience in archeology.
First, there’s the former airplane hangar, built in 1948 and renovated five years ago with alumni contributions into a state-of-the-art student lounge, faculty office, and lab. Then come drab cinderblock corridors and classrooms that also date from the 1940s and don’t look anywhere near as glamorous. Behind them, however, are more than $5 million of unseen upgrades the university was forced to make to elevators, sprinklers, fire alarms, and ventilation systems so old the school was buying replacement parts on eBay.
Why Millennials aren’t buying cars or houses, and what that means for the economy
In 2009, Ford brought its new supermini, the Fiesta, over from Europe in a brave attempt to attract the attention of young Americans. It passed out 100 of the cars to influential bloggers for a free six-month test-drive, with just one condition: document your experience online, whether you love the Fiesta or hate it.
Young bloggers loved the car. Young drivers? Not so much. After a brief burst of excitement, in which Ford sold more than 90,000 units over 18 months, Fiesta sales plummeted. As of April 2012, they were down 30 percent from 2011.
Don’t blame Ford. The company is trying to solve a puzzle that’s bewildering every automaker in America: How do you sell cars to Millennials (a k a Generation Y)? The fact is, today’s young people simply don’t drive like their predecessors did. In 2010, adults between the ages of 21 and 34 bought just 27 percent of all new vehicles sold in America, down from the peak of 38 percent in 1985. Miles driven are down, too. Even the proportion of teenagers with a license fell, by 28 percent, between 1998 and 2008.
Biology textbooks tell us that lichens are alliances between two organisms—a fungus and an alga. They are wrong.
In 1995, if you had told Toby Spribille that he’d eventually overthrow a scientific idea that’s been the stuff of textbooks for 150 years, he would have laughed at you. Back then, his life seemed constrained to a very different path. He was raised in a Montana trailer park, and home-schooled by what he now describes as a “fundamentalist cult.” At a young age, he fell in love with science, but had no way of feeding that love. He longed to break away from his roots and get a proper education.
At 19, he got a job at a local forestry service. Within a few years, he had earned enough to leave home. His meager savings and non-existent grades meant that no American university would take him, so Spribille looked to Europe.