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."
Trump’s greatest gift to the GOP may be the distraction he’s provided from other party meltdowns.
Even though 2016 appears to be the year of painful, public disqualification from higher office, you may be forgiven for not noticing the extraordinary implosion of New Jersey Governor Chris Christie. After all, the Trump surrogate and White House Transition chair has benefitted from his early endorsement of the Republican presidential nominee in unusual fashion: Christie’s power in the Grand Ole Party has decreased, rather than increased. The likelihood of a plum position in the Trump administration—Attorney General, perhaps, since Christie was spurned as the Republican running mate—is decidedly dim, what with the presently apocalyptic predictions about November 8.
Instead, Trump’s gift to Christie has been shadow: the top Republican’s national meltdown has obscured that of the one-time rising Republican star and sitting New Jersey governor. But make no mistake—Christie’s is a fall of epic proportions, precipitated by an unfathomably petty revenge plot. The contrast of the two, the top-heavy-ness of the fallout compared to the insignificance of the initial transgression, would be comic, were it not so tragic. Remember that in November of 2012, Governor Christie had a 72 percent approval rating. Today, it stands at 21 percent.
Some researchers believe that the microbiome may play a role in regulating how people think and feel.
By now, the idea that gut bacteria affects a person’s health is not revolutionary. Many people know that these microbes influence digestion, allergies, and metabolism. The trend has become almost commonplace: New books appear regularly detailing precisely which diet will lead to optimum bacterial health.
But these microbes’ reach may extend much further, into the human brains. A growing group of researchers around the world are investigating how the microbiome, as this bacterial ecosystem is known, regulates how people think and feel. Scientists have found evidence that this assemblage—about a thousand different species of bacteria, trillions of cells that together weigh between one and three pounds—could play a crucial role in autism, anxiety, depression, and other disorders.
Services like Tinder and Hinge are no longer shiny new toys, and some users are starting to find them more frustrating than fun.
“Apocalypse” seems like a bit much. I thought that last fall when Vanity Fair titled Nancy Jo Sales’s article on dating apps “Tinder and the Dawn of the ‘Dating Apocalypse’” and I thought it again this month when Hinge, another dating app, advertised its relaunch with a site called “thedatingapocalypse.com,” borrowing the phrase from Sales’s article, which apparently caused the company shame and was partially responsible for their effort to become, as they put it, a “relationship app.”
Despite the difficulties of modern dating, if there is an imminent apocalypse, I believe it will be spurred by something else. I don’t believe technology has distracted us from real human connection. I don’t believe hookup culture has infected our brains and turned us into soulless sex-hungry swipe monsters. And yet. It doesn’t do to pretend that dating in the app era hasn’t changed.
The rise of Donald Trump has left the speaker of the House, and the Republican Party, in an almost impossible situation.
What happens to the Republican Party after November 8, particularly if Donald Trump loses? One clue comes from a recent Bloomberg Poll: When asked which leader better represents their view what the Republican Party should stand for, 51 percent of likely voters who lean Republican or identify as Republican picked Trump, while 33 percent picked House Speaker Paul Ryan (15 percent said they weren’t sure.)
Paul Ryan: The highest ranking Republican elected official, the former vice presidential standard bearer, perhaps the leading elected policy intellectual in the GOP, who is now being attacked regularly by the party’s current presidential standard bearer; who has Breitbart.com calling him a secret supporter of Hillary Clinton, and Sean Hannity calling him a “saboteur” who needs to be replaced; who has both conservative Freedom Caucus members and other discontented Trump-supporting colleagues ripping him and threatening to vote against him when the vote for Speaker occurs on the House floor on January 3 next. The Paul Ryan, who has struggled manfully to walk the fine line between Trump supporters and Trump himself, getting distance from Trump without renouncing him, and who has tried even harder to turn the focus to the policy plans of his House party.
In the 1970s, a new wave of post-Watergate liberals stopped fighting monopoly power. The result is an increasingly dangerous political system.
It was January 1975, and the Watergate Babies had arrived in Washington looking for blood. The Watergate Babies—as the recently elected Democratic congressmen were known—were young, idealistic liberals who had been swept into office on a promise to clean up government, end the war in Vietnam, and rid the nation’s capital of the kind of corruption and dirty politics the Nixon White House had wrought. Richard Nixon himself had resigned just a few months earlier in August. But the Watergate Babies didn’t just campaign against Nixon; they took on the Democratic establishment, too. Newly elected Representative George Miller of California, then just 29 years old, announced, “We came here to take the Bastille.”
The radical, unlikely, democratic experiment in northern Syria
At long last, the operation to liberate Mosul from the Islamic State (ISIS) has begun. As an unlikely and uneasy coalition of the Iraqi Army, Shia militias, and Kurdish peshmerga grinds toward the city, all under the aegis of American airpower, civilians caught in the crossfire are fleeing for safety. The lucky ones have found an unlikely haven in neighboring Syria, a place hardly synonymous with physical well-being in the popular imagination. But there is one pocket of the country where the desperate and dispossessed are still welcome. This is Rojava, where the Kurds have established a relative oasis of security and opportunity in a desert of anarchy and oppression. With their backs against the wall, they rescued the Yazidis of Sinjar from annihilation by ISIS, and have sheltered refugees through years of civil war in Syria and Iraq. Now, they’ve opened their arms to those fleeing Mosul.
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.
In the Republican nominee’s nostalgia-fueled campaign, older voters see their last chance to bring back the 1950s. But he could be starting to lose them, too.
PANAMA CITY, Florida—The crowd at the Donald Trump rally was a sea of gray and white. They hobbled on walkers and canes into the massive amphitheater, searching for a place to sit on the lawn.
They were old enough to remember a different America—an America that was great. A place of strength and confidence, where men were men and women were women, where people respected the flag and their elders and prayed to God. That was not the America they saw today.
“I am 72 years old, and I have seen our country absolutely fall apart,” Jim Smith, a gray-haired grandfather with an eagle on his T-shirt, told me. Smith retired to the beach after a career in the Army that took him all over the world; at one point, he worked for NATO running logistics in Bosnia. But today, he did not like what he saw all around him.
Hillary Clinton and Donald Trump prepare for the final sprint to Election Day.
It’s Monday, October 24—the election is now less than three weeks away. Hillary Clinton holds a lead against Donald Trump, according to RealClearPolitics’ polling average. We’ll bring you the latest updates from the trail as events unfold. Also see our continuing coverage:
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.