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."
Scientists are starting to uncover the genetic basis of the Bajau people’s incredible breath-holding abilities.
The Bajau people of southeast Asia are among the most accomplished divers in the world. In the summer of 2015, Melissa Ilardo got to see how good they are firsthand. She remembers diving with Pai Bayubu, who had already gone fairly deep when he saw a giant clam, 30 to 50 feet below him. “He just dropped down,” Ilardo recalls. “He pointed at it, and then he was there. Underwater, the Bajau are as comfortable as most people are on land. They walk on the sea floor. They have complete control of their breath and body. They spear fish, no problem, first try.”
Sometimes known as “sea nomads,” the Bajau have lived at sea for more than 1,000 years, on small houseboats that float in the waters off Indonesia, Malaysia, and the Philippines. Traditionally, they came ashore only to trade for supplies or to shelter from storms. They collect their food by free-diving to depths of more than 230 feet. They have no wetsuits or flippers, and use only wooden goggles and spear guns of their own making. Sometimes, they rupture their own eardrums at an early age to make diving easier.
The former New York mayor is the splashy hire, but the addition of two other attorneys to the president’s team may say more about where the Mueller probe is going.
Sometimes the biggest news items on a given day aren’t the most telling ones.
Consider three stories on Thursday about President Trump’s legal issues. First, Bloomberg reported that Deputy Attorney General Rod Rosenstein told the president last week that he is not a target of either special counsel Robert Mueller’s investigation nor of a separate investigation in Manhattan that produced a raid on his longtime fixer, Michael Cohen.
A few hours later, Rudy Giuliani, the former New York City mayor, U.S. Attorney, and presidential candidate, said he was joining Trump’s legal team, telling The Washington Post, “I’m doing it because I hope we can negotiate an end to this for the good of the country and because I have high regard for the president and for Bob Mueller.”
Floyd Landis, a former teammate of the cyclist’s, just won more than $1 million in a legal case against Armstrong. Here are his thoughts on the suit, cycling, and his onetime rival.
At 5:19 p.m. on Friday, April 30, 2010, Floyd Landis hit send on what would prove the most consequential email of his life. Addressed to the then-CEO of USA Cycling, Steve Johnson, the email bore the subject line “nobody is copied on this one so it’s up to you to demonstrate your true colors….” It went on to detail, year by year, how Landis and other members of the United States Postal Service team had used illegal performance-enhancing drugs and methods to dominate the sport of cycling and claim victories at the sport’s premier event, the Tour de France. The email, later included in Landis’s 2012 affidavit for a United States Anti-Doping Agency (usada) investigation, clearly implicated many of his former teammates—most famously, the seven-time Tour winner Lance Armstrong (who declined to comment for this article).
With friends like these, the president should probably reconsider his messaging strategy.
The presumption of innocence is essential to the American legal system. Sometimes prosecutors and the press need to be reminded of this. It’s not as often that the allies of a defendant, or even a prospective defendant, forget.
Yet allies of President Trump have made some peculiar comments over the last few days, as Jonathan Chait, Josh Barro, and Orin Kerr note. Anthony Scaramucci says Michael Cohen would not flip on Trump because he is “a very loyal person.” Alan Dershowitz, enjoying a strange encore act as Trump’s most prominent legal defender, told Politico, “That’s what they’ll threaten him with: life imprisonment. They’re going to threaten him with a long prison term and try to turn him into a canary that sings.”
A crop of books by disillusioned physicians reveals a corrosive doctor-patient relationship at the heart of our health-care crisis.
For someone in her 30s, I’ve spent a lot of time in doctors’ offices and hospitals, shivering on exam tables in my open-to-the-front gown, recording my medical history on multiple forms, having enough blood drawn in little glass tubes to satisfy a thirsty vampire. In my early 20s, I contracted a disease that doctors were unable to identify for years—in fact, for about a decade they thought nothing was wrong with me—but that nonetheless led to multiple complications, requiring a succession of surgeries, emergency-room visits, and ultimately (when tests finally showed something was wrong) trips to specialists for MRIs and lots more testing. During the time I was ill and undiagnosed, I was also in and out of the hospital with my mother, who was being treated for metastatic cancer and was admitted twice in her final weeks.
To get a job at the Museum of Ice Cream, hopeful future employees show up at the weekly casting call, Tuesdays at noon. They head to the former Savings Union Bank in San Francisco’s financial district, where pink banners announce, in minimalist font, the name of the employer-to-be. Inside, there are giant animal cookies on carousel mounts. Gardens of gummies. A minty scent wafting through a jungle of mint leaves. Each day, roughly 1,700 people pay $38 a ticket to march through the maze of rooms, licking pink vanilla soft-serve cones, following instructions from a cotton candy server to text someone in their life whom they consider the “cherry on top,” and, all the while, angling for photos. It is as if Willy Wonka had redesigned his factory for the selfie age.
It only took five minutes for Gavin Schmidt to out-speculate me.
Schmidt is the director of NASA’s Goddard Institute for Space Studies (a.k.a. GISS) a world-class climate-science facility. One day last year, I came to GISS with a far-out proposal. In my work as an astrophysicist, I’d begun researching global warming from an “astrobiological perspective.” That meant asking whether any industrial civilization that rises on any planet will, through their own activity, trigger their own version of a climate shift. I was visiting GISS that day hoping to gain some climate science insights and, perhaps, collaborators. That’s how I ended up in Gavin’s office.
Just as I was revving up my pitch, Gavin stopped me in my tracks.
The company is facing multiple lawsuits from brands who say it does not do enough to prevent fakes from being listed on its website.
A decade ago, when I was a reporter for the Los Angeles Times, I tagged along with Chris Johnson, an attorney representing True Religion jeans, as he searched for counterfeits in the stores of Santee Alley, Los Angeles’s hub for knockoffs. We’d go into a store undercover, look around, and ask if they sold any True Religion jeans. The store owner would sometimes lead us into a back room where the fakes were kept, and Johnson would buy them, and then inspect the jeans and see if they were indeed counterfeit.
Today, though, the process of finding people and businesses selling counterfeit versions of your product is much, much more difficult. The rise of e-commerce sites like Amazon and eBay have essentially helped created millions of such stores online—a seemingly infinite number of doors to knock on to check for fakes. Shut down one storefront for selling counterfeits, and the seller can just create a new account and open a new store. “Amazon has made it extraordinarily difficult to enforce against counterfeiters,” Johnson, who now works on online anti-piracy cases with the law firm Johnson and Pham, told me recently.
In 2003, Congress passed legislation to eliminate sexual assaults against inmates. One young man’s story shows how elusive that goal remains.
Three years ago, the young man who would later be known as John Doe 1 shuffled into the Richard A. Handlon Correctional Facility in Ionia, Michigan. The town of 11,000 residents, which sits in the remote center of the state, houses five prisons, and over the years, it has earned the nickname “I Own Ya.” John, who was 17, had already gotten over the initial fear of going to an adult prison—he had spent several months at a county jail near Detroit and an intake facility in Jackson—but he also knew he would be spending longer at this lonely outpost, a minimum of three years for a couple of home invasions. It was still wintery in April, and his state-issued jacket was poor protection against the drafts coming through the broken windows, shattered by men who had passed through before. “It was pretty ragged,” he recalled recently, “a tear down.”
Maynard James Keenan’s second-most-influential band is back after 14 years to elegantly vent about iPhones and plastic surgery.
Something long buried in me shivered when I first listened to “TalkTalk” off A Perfect Circle’s new album, Eat the Elephant. “Get the fuck out of my way,” Maynard James Keenan shouts, seeming to expel a mouthful of ashes, stretching the final syllable so that it merges with the jet-roar guitar tone below. The emotion expressed felt more complex than rage; the way it was rendered as slow-motion eruption carried mysterious power. What was I hearing?
“There’s bass, guitar, drums, and a guy singing and then sometimes screaming,” Keenan said in a phone interview after I tried to articulate this reaction. “I guess that’s a cliché for me. If you responded to those moments of mine in previous incarnations over the years, I suppose you’re going to have that sense memory.”