Facebook tries to give you the impression that you share this only with friends. Mark Zuckerberg saw threats to his vision of an open and connected world. At Black-owned funeral homes in New Orleans, COVID-19 has reshaped the grieving process. So I’ve been going around to different states for my personal challenge for the year to see how, you know, different communities are working across the country. What? However, at a certain point, I just got a text message from the data protection authority saying they’re not available to speak to me anymore. I am an analyst by training and profession and so my job is to watch and interpret. Facebook offers various ways for its users to interact. A million migrants are coming over the wall and they’re going to like, rape your children. We’ll ring this bell and we’ll, we’ll get back to work. You can test all kind of nonsenses and understand to which nonsense people do not believe…. How could it be surprising that if you’re becoming the world’s information source that there may be a problem with misinformation? …that they’d come to believe it as akin to the law of gravity – that, of course, technology makes the world a better place. What Facebook does is profile you. I kind of wanted a semester off so I actually went to California to Santa Clara University in the Silicon Valley. It’s 5,000 people in the middle of nowhere. If you only give us everything, we will give you free stuff. Has there ever been a minute where you’ve questioned the mission, you know, internally? Should it be valued at that? Actually, I’m going to mention the beer. MARIA RESSA, Executive Director, Rappler Media: In a year, I probably met with more than 50 different officials, high-ranking officials, including Mark Zuckerberg. In May of 2012, the company finally went public. KARA SWISHER, Executive Editor, Recode Media: Privacy was my number one concern back then. Instead, Facebook’s editor was its algorithm, designed to feed users whatever was most engaging to them. [subtitles] They nailed him like Jesus to the board. But I think when you ask then the next question, which is the harder and the more important question was, which is: So what do you do about it? There was this, definitely this feeling of everything for the company, of this, you know, world-stirring vision. We also briefed Congress. Now I’m going to exploit that to craft my message so that it resonates most exactly with that community, and I’ll do that for every single community. One of the big factors that emerged in the election was what, what started to be called hyperpartisan Facebook pages. At Cambridge Analytica we are creating the future of political campaigning. Unlike the Social Dilemma filmmakers, Zhang showed her work — first to her bosses, and then, inadvertently, to the world. Gleicher says his team continues to find foreign actors using the platform to spread disinformation, Iran was revealed to be a new player in worldwide disinformation campaigns and on top of this, we…. …think the, the interesting thing is that… You know, so I started this when I was, you know, started working on this type of stuff when I was 18. NATHANIEL GLEICHER, Facebook Head of Cybersecurity Policy: GUY ROSEN, Facebook Vice President of Product Management: Mark has said this, that we have been slow. Facebook knew that the system plays in their favor, so even if you violate the law, the reality is it’s, it’s very likely not going to be enforced. Yes. ELIZABETH LINDER, Facebook Politics and Government Specialist, 2008-2016: How could you not? Now there's no guarantee that we get this right. I think he didn’t understand what he had built or didn’t, didn’t care to understand or wasn’t paying attention and doesn’t… They, they really do want to pretend, as they’re getting on their private planes, as they’re getting, going to their beautiful homes, as they’re collecting billions of dollars, they never want to acknowledge their power. Facebook – is it worth $100 billion? The tough part is trying to decide where you’re going to put your focus. CHRISTOPHER WYLIE, Cambridge Analytica whistleblower: This is a company that specializes and would advertise itself as specializing in rumor campaigns. The Russian propaganda had its intended effect – helping to sow distrust and fear of the Ukrainian government. Waltzman says Facebook wouldn’t provide data to help his research. Facebook on Friday offered a rebuttal to the hit Netflix documentary-drama, “The Social Dilemma.” The movie revealed, perhaps for the first time to … It made sense for them to be there to help us make sure how we spent it right and then did it right. “Crucified child by Ukrainian soldiers,” which is totally nonsense. Are you a head of household? SHERYL SANDBERG, Facebook Chief Operating Officer: At Facebook we have a broad mission: We want to make the world more open and connected. I needed to find the right people and the right places and show them the right message. Is he not recognizing the importance of his platform in our democracy at that point in time? At least send in somebody to investigate. Let me see. Fake news just seemed like the right term to use. I think it’s more useful to, like, make things happen and then, like, apologize later than it is to make sure that you dot all your i’s now and then, like, just not get stuff done. When I got on TV and told everybody after my interview of what we did at Facebook, it exploded. Inside Facebook, however, with the IPO on the horizon, they were also under pressure to keep monetizing all that personal information, not just fix the FTC’s privacy issues. A much bigger problem was the ability for someone to say they were James in Washington, D.C. but it was actually Boris in St. Petersburg creating a fake persona that would generate followers and then they would seed it with the fake information and the false news and the political content. Comment. And what happens when you bring everyone onto a platform and do not exercise any kind of rules, right, if you don't implement those rules beforehand, you're going to create chaos. Whether anyone has taken a second to step back and say: All right, has this blinded us in some way? I felt like he had a panic attack, is what happened. Because we tend to be more tribal. Show it to more people. I have the pleasure of introducing Mark Zuckerberg, founder of Facebook.com. And we now have a team that is focused on how to deal with exactly that sort of situation. I, I thought he was going to faint. Of course not. YANGHEE LEE, U.N. Special Rapporteur, Myanmar: The ultranationalist Buddhists have their own Facebooks and really inciting a lot of violence and hatred against ethnic minorities. I mean, what I was really trying to do was to help Mark and Sheryl get this thing right. I think, you know, there were real learning points and turning points along the way in terms of, in terms of building things. Should there be any liability or any legal accountability for a company like Facebook when something so disastrous goes wrong on your platform? But from the company’s failure to protect millions of users’ data, to the proliferation of “fake news” and disinformation in the U.S. and across the world, mounting crises have raised the question: How has Facebook’s historic success as a social network brought about real-world harm? And their responses were more or less what I expected, which is to say that what I had seen were isolated problems and that they had addressed each and every one of them. This was the intention with Ukraine. People literally lined up in Times Square around the NASDAQ board. With dozens of original interviews and rare footage, The Facebook Dilemma examines the powerful social media platform’s impact on privacy and democracy in the U.S. and around the world. “The Facebook Dilemma” comes as the company scrambles to improve its image after the revelation earlier this year that Cambridge Analytica accessed up … Like, let’s just go all out. 11 and online at pbs.org/facebookdilemma. To keep the violence from spreading, Sri Lanka also shut down Facebook…. And this morning, I directed our team to provide the ads we’ve found to Congress as well. The reality is, like, yeah, Facebook has a lot of personal data – your chat with your girlfriend or boyfriend, your drunk party photos from college, etc. We were concerned. …social media giant investigated by the FTC and the FBI. Were these things that you just weren’t paying attention to or were these things that were kind of conscious choices to kind of say, “All right, we’re going to kind of abdicate responsibility from those things and just keep growing”? That they’re opening themselves up to being targets for manipulation. And how senior were the senior executives? If you’re building a product that people love, you can make a lot of mistakes. And editors had certain responsibilities for what was going to show up on the first page versus the last page, the relative importance of things, that don’t relate purely to money and don’t relate purely to popularity. That’s basically…. I just don't know. So if you have any best place to show your content, it would be there. And all of that is kept. Facebook eventually changed its data-sharing policies and ordered Cambridge Analytica to delete the data. I spend $100 million on a platform, the most in history. Yeah, for sure. Oh, my god, the inside of the hoodie, everybody. So just to be clear, you’re not going to sell or share any of the information on Facebook? But no one gets a second trick like that.” Well, let’s take a look at how we did. And what sort of response would you get from headquarters? If, like me, you’re following this stuff, you see years and years and years of people begging and pleading with the company, saying, “Please pay attention to this,” at every channel people could find, and basically being ignored. No, no. This is hard stuff. So I got from Facebook about 1,200 pages and I read through it. That's how, that's why we're worth X billion dollars. In my view, we only scratched the surface. SANDY PARAKILAS, Facebook Platform Operations Manager, 2011-2012: There was a sense inside the company that we are building the future and there was a real focus on youth being a good thing. Dozens of original interviews and rare footage show how the company faced claims of misuse while becoming an unprecedented global power. We’re such a ripe target for that sort of thing and the Russians know that. What did you buy in your last grocery run? We’re going to have a team on Election Day focused on that problem. How do we figure out what are the techniques they’re using and how do we make it much harder? Exactly what every news group does, which is take control and be responsible for what you create. We face a number of important issues around privacy, safety and democracy. And I ended up in a meeting with a bunch of the most senior executives at the company and they went around the room and they basically said, “Well, who’s in charge?” And the answer was me because no one else really knew anything about it. Tessa Lyons was chief of staff to Facebook’s number two, Sheryl Sandberg, and is now in charge of fighting misinformation. In fact, Waltzman’s fears were already playing out at a secret propaganda factory in St. Petersburg, Russia, called the Internet Research Agency. But to Parakilas and others inside Facebook, it was clear the business model continued to drive the mission. I just did not want to look back and say that happened and I just didn’t do anything about it. It’s obvious. The social media giant hopes to raise $5 billion. Part One: FRONTLINE investigates the early warnings about Facebook’s impact on privacy and democracy in the U.S. and around the world. …which means they go to the top of the News Feed, which means the most people see them. Ten days before the election, McNamee wrote Zuckerberg and Sandberg about his concerns. Whatever that we, that you are building has massive, serious intend-, in-, unintended consequences on the lives of people on this planet. What I saw over the years of the program was that the medium enables you to really take disinformation and turn it into a serious weapon. “You see they are going to attack. So goes the message of The Social Dilemma, dubbed the most important documentary of the age thanks to its exposés of the techniques used by Big Data. The company’s been dealing with the negative side effects of its product for years. I think there are some good people who are working on this. The responsibilities that they should have taken on are what used to be called editing. This major, two-night event investigates a series of warnings to Facebook as the company grew from Mark Zuckerberg's Harvard dorm room to a global empire. I got the sense that it just, this just wasn’t their priority. They weren't lying about the … The documentary I mentioned above is a two-part Frontline series called "The Facebook Dilemma," which was directed by James Jacoby. And they are promoted on your platform, by very often fake accounts. And then, you know, some of the slogans are pretty well-known. So do you feel like it’s a backlash or do you feel like you’re violating people’s privacy? The hardest part for me was seeing the tool that brought us together tearing us apart. Within days, Ghonim’s online cry had helped fill the streets of Cairo with hundreds of thousands of protesters. They were concerned about revenue growth and user growth. Thirty-nine percent of people get their election news and decision-making material from Facebook. The crowd here at Trump campaign headquarters…, Trump’s targeted ads on Facebook paid off…. Web Site Copyright ©1995-2021 WGBH Educational Foundation. With founder Mark Zuckerberg, ringing the NASDAQ opening bell remotely from Facebook headquarters in Menlo Park, California. With custom audiences, you can get your ads to people you already know who are on Facebook. So she basically said, like, we have to do something. And as Facebook has grown, people everywhere have gotten a powerful new tool for making their voices heard and for building communities and businesses. News Feed’s exponential growth was spurred on by the fact that existing laws didn’t hold internet companies liable for all the content being posted on their sites. They’re going to burn your villages. He said that Facebook knew that a political consulting firm he’d worked for, Cambridge Analytica, had been using the personal data of more than 50 million users to try to influence voters. Sandberg’s team started developing new ways to collect personal data from users wherever they went on the internet, and when they weren’t on the internet at all. We’re talking about integrity of our elections, we’re talking about…. But I, I do think that the overall trend that’s at play here, which is people being able to share what they want with the people who they want, is an extremely powerful thing. So let’s get started. Russian President Vladimir Putin ordered an influence campaign aimed at the presidential election. Using social media, rumors of alleged Muslim wrongdoing spread fast. It’s like I’m, I’m sitting here, smoking these meats and, and just hanging out with 85,000 people who are hanging out with me in my backyard. No matter how they try and move and change things, there will be always unintended consequences. They, they don’t separate between what’s good and bad. That stuff is doing well. It was not crazy. Have you been measuring political conversation on Facebook – the things like the most Likes, interactions, shares? After Wylie came forward, they banned the firm from their site and announced they were ending another controversial practice – working directly with companies known as data brokers. And one thing that’s useful here is we’ve already done this in other elections. The stories are ranked in terms of what’s going to be the most important. When data leaves Facebook servers, there is no way for Facebook to track that data, to know how that data is being used, or to find out how many copies there are. I think there was a certain arrogance there that led to a lot of bad long-term decision-making. Over the course of the 2016 election, there was a lot of news about misinformation. You may decide, or Facebook may decide, it needs to police a whole bunch of speech, that I think America might be better off not having policed by one company that has a really big and powerful platform. Drawing on dozens of original interviews and rare footage, this major, two-part television event investigates a series of warnings to Facebook as the company grew from Mark Zuckerberg’s Harvard dorm room to a global empire. There are some people who made like 200K or something like that. I mean, there doesn’t necessarily have to be more. I don't think any of us, Mark included, appreciated how much of an effect we might have had. More than a dozen developers have worked with us to build social news apps all with the goal of helping you discover and read more news. So I’m here in Palo Alto, California, chilling with Mark Zuckerberg of the Facebook.com and we’re drinking out of a keg of Heineken because… What are we celebrating, Mark? “We’re right, they’re wrong.” But not even just that. So this is an information ecosystem that just turns democracy upside down. It was one of the same groups that had been using Facebook to spread disinformation in Ukraine three years earlier. If you increase the tone of your posts against your opponents, you are going to get more distribution. And as we are identifying misinformation, should we be telling people what we’re finding? And it became a driving force for the product. That doesn’t mean I don’t think we should pass laws to back that up. Sheryl is out there. Send me a manual.” They say, “We don’t have a manual.” I say, “Well, send me a human manual then.”. You know, Black Lives Matter, white supremacists, gun control advocates, gun control opponents. “We hear you, we’re concerned, we apologize. But if you really want to end your addiction to the social media monolith, watch the two-part Frontline documentary The Facebook Dilemma, airing … Our mission is to make the world more open and connected. 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