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."
After a year of uncertainty and unhappiness, the president is reportedly feeling more comfortable—but has he really mastered the job?
It was a fun weekend for Donald Trump. Late on Friday, Attorney General Jeff Sessions fired Andrew McCabe, the outgoing FBI deputy director whom Trump had long targeted, and the president spent the rest of the weekend taking victory laps: cheering McCabe’s departure, taking shots at his former boss and mentor James Comey, and renewing his barrage against Special Counsel Robert Mueller.
Trump’s moods shift quickly, but over the last week or so, a different overarching feel has manifested itself, a meta-mood. Although he remains irritated by Mueller and any number of other things, Trump seems to be relishing the latest sound of chaos, “leaning into the maelstrom,” as McKay Coppins put it Friday. This is rooted, Maggie Haberman reports, in a growing confidence on the president’s part: “A dozen people close to Mr. Trump or the White House, including current and former aides and longtime friends, described him as newly emboldened to say what he really feels and to ignore the cautions of those around him.”
A new six-part Netflix documentary is a stunning dive into a utopian religious community in Oregon that descended into darkness.
To describe Wild Wild Country as jaw-dropping is to understate the number of times my mouth gaped while watching the series, a six-part Netflix documentary about a religious community in Oregon in the 1980s. It’s ostensibly the story of how a group led by the dynamic Bhagwan Shree Rajneesh purchased 64,000 acres of land in central Oregon in a bid to build its own utopian city. But, as the series immediately reveals, the narrative becomes darker and stranger than you might ever imagine. It’s a tale that mines the weirdness of the counterculture in the ’70s and ’80s, the age-old conflict between rural Americans and free love–preaching cityfolk, and the emotional vacuum that compels people to interpret a bearded mystic as something akin to a god.
Invented centuries ago in France, the bidet has never taken off in the States. That might be changing.
“It’s been completely Americanized!” my host declares proudly. “The bidet is gone!” In my time as a travel editor, this scenario has become common when touring improvements to hotels and resorts around the world. My heart sinks when I hear it. To me, this doesn’t feel like progress, but prejudice.
Americans seem especially baffled by these basins. Even seasoned American travelers are unsure of their purpose: One globe-trotter asked me, “Why do the bathrooms in this hotel have both toilets and urinals?” And even if they understand the bidet’s function, Americans often fail to see its appeal. Attempts to popularize the bidet in the United States have failed before, but recent efforts continue—and perhaps they might even succeed in bringing this Old World device to new backsides.
How evangelicals, once culturally confident, became an anxious minority seeking political protection from the least traditionally religious president in living memory
One of the most extraordinary things about our current politics—really, one of the most extraordinary developments of recent political history—is the loyal adherence of religious conservatives to Donald Trump. The president won four-fifths of the votes of white evangelical Christians. This was a higher level of support than either Ronald Reagan or George W. Bush, an outspoken evangelical himself, ever received.
Trump’s background and beliefs could hardly be more incompatible with traditional Christian models of life and leadership. Trump’s past political stances (he once supported the right to partial-birth abortion), his character (he has bragged about sexually assaulting women), and even his language (he introduced the words pussy and shithole into presidential discourse) would more naturally lead religious conservatives toward exorcism than alliance. This is a man who has cruelly publicized his infidelities, made disturbing sexual comments about his elder daughter, and boasted about the size of his penis on the debate stage. His lawyer reportedly arranged a $130,000 payment to a porn star to dissuade her from disclosing an alleged affair. Yet religious conservatives who once blanched at PG-13 public standards now yawn at such NC-17 maneuvers. We are a long way from The Book of Virtues.
The strange, cosmic reason our evolutionary path will look ever luckier the longer we survive
It was hard times for the bomber pilots that floated over Europe, their planes incinerating cities below, like birds of prey. Even as they turned the once-bustling streets beneath to howling firestorms, death had become a close companion to the crews of the Allied bombers as well. In fact, surviving a tour with the Bomber Command had become a virtual coin flip. While their munitions fell mutely from bomb bays, an upward sleet of fire from smoldering city grids and darkened farmland shot the planes out of the sky like clay pigeons. For recruits encountering the freshly empty bunk beds of dead airmen, morale was sapped before they could even get in the cockpit. Hoping to slow this attrition, Allied officers studied the pattern of bullet holes in returning aircraft for vulnerable parts to reinforce with armor.
Among the more practical advice that can be offered to international travelers is wisdom of the bathroom. So let me say, as someone who recently returned from China, that you should be prepared to one, carry your own toilet paper and two, practice your squat.
I do not mean those goofy chairless sits you see at the gym. No, toned glutes will not save you here. I mean the deep squat, where you plop your butt down as far as it can go while staying aloft and balanced on the heels. This position—in contrast to deep squatting on your toes as most Americans naturally attempt instead—is so stable that people in China can hold it for minutes and perhaps even hours ...
U.S. forces invaded the country 15 years ago this week—and left behind a booming trade in looted artifacts.
She can’t remember the exact date of her kidnapping. But it was springtime when the blur of bodies burst into her home, breaking first the silence, then the stone and glass. Someone rushed at her with outstretched hands, grabbed her head, and pulled. She was whisked outside—brief breeze of warm spring air!—then stuffed into a car. A man carried her to the back of a farm and buried her. It was months before the dirt above her face began to shift. Another pair of hands grabbed her head and pulled. Again outside—autumn air this time. Again into a car. Out the window Baghdad appeared, and then, at last, her home: the National Museum of Iraq.
This is the story of the Lady of Warka, also known as the Mona Lisa of Mesopotamia. A priceless Sumerian artifact dating back to 3100 B.C., it’s the earliest known representation of the human face. It was looted from the museum in Baghdad—along with 15,000 other antiquities—in the chaotic aftermath of the U.S. invasion of Iraq. Soon after, a tip from an Iraqi informant led American and Iraqi investigators to raid a nearby farm. They found the Lady of Warka intact. In September 2003, it was returned to the museum.
Inside Germany’s high-stakes operation to sort people fleeing death from opportunists and pretenders
Three years ago, overcome by the squalor of my home, I decided to hire a cleaner. I scanned Craigslist, feeling a prick of guilt; few things arouse class angst as reliably as the purchase of domestic help. Then I remembered another option. Near my Connecticut home was a refugee-resettlement center. On weekdays, dozens of recent arrivals loitered there, eager for work. This seemed to offer a solution to both my squalor and my angst. To pay a Craigslist gig worker felt a little icky. To pay a refugee—well, that felt magnanimous, almost patriotic.
I wrote to the resettlement center, which sent me a stack of résumés. Even the ones from Congolese herders were well formatted and in English—the result, surely, of polishing by the center’s staff. The stories, I found, made propulsive reading, despite the outline form. I was tempted to request more résumés for the understated drama alone. Each was the timeline of a life interrupted in a distant, volatile land and now picked up, improbably, in a snowy New England town.
Facial-recognition technologies are proliferating, from airports to bathrooms.
Dystopia starts with 23.6 inches of toilet paper. That’s how much the dispensers at the entrance of the public restrooms at Beijing’s Temple of Heaven dole out in a program involving facial-recognition scanners—part of the president’s “Toilet Revolution,” which seeks to modernize public toilets. Want more? Forget it. If you go back to the scanner before nine minutes are up, it will recognize you and issue this terse refusal: “Please try again later.”
China is rife with face-scanning technology worthy of Black Mirror. Don’t even think about jaywalking in Jinan, the capital of Shandong province. Last year, traffic-management authorities there started using facial recognition to crack down. When a camera mounted above one of 50 of the city’s busiest intersections detects a jaywalker, it snaps several photos and records a video of the violation. The photos appear on an overhead screen so the offender can see that he or she has been busted, then are cross-checked with the images in a regional police database. Within 20 minutes, snippets of the perp’s ID number and home address are displayed on the crosswalk screen. The offender can choose among three options: a 20-yuan fine (about $3), a half-hour course in traffic rules, or 20 minutes spent assisting police in controlling traffic. Police have also been known to post names and photos of jaywalkers on social media.