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."
Years of misleading coverage left viewers so misinformed that many were shocked when confronted with the actual costs of repeal.
As the Republican Party struggled and then failed to repeal and replace Obamacare, pulling a wildly unpopular bill from the House without even taking a vote, a flurry of insightful articles helped the public understand what exactly just happened. Robert Draper explained the roles that Stephen Bannon, Paul Ryan, and others played in deciding what agenda items President Trump would pursue in what order. Politicoreported on how and why the House Freedom Caucus insisted that the health care bill repeal even relatively popular parts of Obamacare. Lest anyone pin blame for the GOP’s failure on that faction, Reihan Salam argued persuasively that responsibility rests with poor leadership by House Speaker Paul Ryan and a GOP coalition with “policy goals that simply can’t be achieved.”
Democrats want the chair of the committee looking into collusion between the Trump administration and Russia to recuse himself, and hearings have ground to a halt for the moment.
Embattled House Intelligence Committee chairman Devin Nunes is now facing Democratic calls for his recusal from an investigation into the Trump administration’s ties to Russia, as the inquiry grinds to what is at least a temporary halt.
The California Republican has been on the hot seat since announcing last week that he had vague but significant information about “incidental collection” of information about Trump transition team members by U.S. intelligence agencies. “Incidental collection” is when the communications of someone who is not the target of surveillance are picked up because they are corresponding with a target.
In the final days of the Obama administration, scholars and journalists took stock of all that he had done to combat the dangerous rise of climate change. Barack Obama, they pronounced, had built up a surprisingly vast array of climate-concerned rules and guidelines across the government. He had turned the many policy-making tools of the many federal agencies toward preparing for this one imminent disaster.
Well, that was then.
On Tuesday, President Donald Trump will sign an executive order that will demolish his predecessor’s attempts to slow the pace of climate change. It is an omnibus directive that strikes across the federal government, reversing major rules that aim to restrict greenhouse-gas emissions while simultaneously instructing departments to ignore or downplay the risks of climate change in their decision-making.
The program is based on the idea that habit-forming behaviors start in childhood.
At a Berlin day-care center, the children packed away all the toys: the cars, the tiny plastic animals, the blocks and Legos, even the board games and most of the art materials. They then stood in the empty classroom and looked at their two instructors.
“What should I do now?” my son, then 5, asked.
He did not get an answer to this question for a long time. His day-care center, or kita, was starting a toy-free kindergarten project. For several weeks, the toys would disappear, and the teachers wouldn’t tell the children what to play. While this practice may seem harsh, the project has an important pedagogic goal: to improve the children’s life skills to strengthen them against addictive behaviors in the future.
Conservatives once warned that Obamacare would produce the Democratic Waterloo. Their inability to accept the principle of universal coverage has, instead, led to their own defeat.
Seven years and three days ago, the House of Representatives grumblingly voted to approve the Senate’s version of the Affordable Care Act. Democrats in the House were displeased by many of the changes introduced by Senate Democrats. But in the interval after Senate passage, the Republicans had gained a 41st seat in the Senate. Any further tinkering with the law could trigger a Republican filibuster. Rather than lose the whole thing, the House swallowed hard and accepted a bill that liberals regarded as a giveaway to insurance companies and other interest groups. The finished law proceeded to President Obama for signature on March 23, 2010.
A few minutes after the House vote, I wrote a short blog post for the website I edited in those days. The site had been founded early in 2009 to argue for a more modern and more moderate form of Republicanism. The timing could not have been worse. At precisely the moment we were urging the GOP to march in one direction, the great mass of conservatives and Republicans had turned on the double in the other, toward an ever more wild and even paranoid extremism. Those were the days of Glenn Beck’s 5 o’clock Fox News conspiracy rants, of Sarah Palin’s “death panels,” of Orly Taitz and her fellow Birthers, of Tea Party rallies at which men openly brandished assault rifles.
The Sony World Photography Awards has announced the winners of its Open categories and National categories for 2017.
The Sony World Photography Awards, an annual competition hosted by the World Photography Organisation, has announced the winners of its Open categories and National categories for 2017. This year's contest attracted 227,596 entries from 183 countries. The organizers have again been kind enough to share some of the winners and runners-up with us, gathered below. All captions below come from the photographers.
On Wednesday, Britain’s exit from the EU becomes very real. That doesn’t mean it’s going to go according to plan.
At 12:30 p.m. on Wednesday afternoon, Sir Tim Barrow, the U.K.’s permanent representative to the EU, will hand-deliver a letter from British Prime Minister Theresa May to the office of European Council President Donald Tusk in Brussels, officially notifying the European Union of the U.K.’s intention to leave the 60-year-old bloc. The delivery of that letter will trigger Article 50, the statute of the EU Lisbon Treaty governing the procedure for the withdrawal of a member state.
The highly anticipated—and, for many, much-dreaded—“Brexit day” has been the subject of endless agonizing and political maneuvering since long before last Monday, when May announced the specific date upon which she will begin the years-long process of removing the U.K. from the EU. Yet many analysts say Wednesday’s invocation of Article 50, the first time a member state has ever signaled its intention to leave the EU, will be uneventful.
President Trump may feel liberated to pursue tax reform after the failure on health care. But the GOP’s to-do list in Congress only gets harder from here.
“In a way I’m glad I got it out of the way,” President Trump told the Washington Post last week in the moments after he and Republican leaders in Congress pulled the plug on their first major legislative priority, repealing and replacing the Affordable Care Act.
Health care was hard. Really hard. “Nobody knew that health care could be so complicated,” the president had said in a now-infamous quote. The health-care legislation was pulled without a vote last week after House Speaker Paul Ryan told the president there were not enough votes from Republicans to pass it.
The implication of Trump’s musings about the difficulty of passing complicated health-care legislation is that he believes the rest of his agenda will be much easier. Tax cuts? Everybody like tax cuts. The legendary border wall. More defense spending. A big, bipartisan infrastructure bill.
The College Board earns over half of all its revenues from the courses—and, in an uncertain environment, students keep being suckered.
Fraudulent schemes come in all shapes and sizes. To work, they typically wear a patina of respectability. That's the case with Advanced Placement courses, one of the great frauds currently perpetrated on American high-school students.
That's a pretty strong claim, right? You bet. But why not be straightforward when discussing a scam the scale and audacity of which would raise Bernie Madoff's eyebrows?
The miscellany of AP courses offered in U.S. high schools under the imprimatur of the College Board probably started with good intentions. The idea, going back to the 1950s, was to offer college-level courses and exams to high-school students. The courses allegedly provide students the kind of rigorous academic experience they will encounter in college as well as an opportunity to earn college credit for the work.
Using machine learning to figure out when the president is writing his own tweets
For at least two years, an open secret lurked in the the metadata behind President Donald Trump’s personal Twitter account. Folks quickly noticed that his boring tweets—event announcements, press releases on polls—were usually sent from an iPhone, probably a staffer’s. The 3 a.m. rants, on the other hand, were generally sent from an Android. Guess which kind of phone Trump uses personally?
This was great for data-minded journalists like myself, because we could infer when Trump himself was tweeting, tapping away at his Samsung Galaxy. Trump tweets were quantifiably different than staffer tweets, angrier and posted later at night (not to mention more poorly spelled).
But in recent weeks, the Android tweets have slowed to a trickle, an indication that the White House might finally be taking the security risks posed by the president’s Twitter account seriously. Trump now appears to post mostly from an iPhone, if he still tweets at all.