Even "pushing propaganda" is a bit higher minded than social media seems to be.
It's all about the money. ALL about the money. How do social companies make money? They sell ads.
How do you make more money selling ads? Either you show more ads (increase ad density, or increase eyeball-time-on-platform), or you make more money per ad (I used to see plenty of scam sites - new Kobota tractor for $1500, free shipping, domain registered last week - and far as I can tell, Facebook only cared that their credit card number was good).
More eyeball-time-on-platform requires "engaging" users more - weaponizing psychology, notifications, and A/B testing against them.
Facebook's guiding principles are simple: "What's Good For Zuck is Good For Zuck." The rest are no different.
Don't believe message is more important than ads? Even though everyone is locked down sheltering in place due to COVID pro sports and Hollywood award show ratings are abysmal. If they were all about chasing the almighty dollar there would have been messaging changes well before now.
BTW - there is no better driver of traffic (engagement) to something than a good like/dislike war. This has zero to do with money or they wouldn't be touching it.
It's all about the money. ALL about the money. How do social companies make money? They sell ads.
How do you make more money selling ads? Either you show more ads (increase ad density, or increase eyeball-time-on-platform), or you make more money per ad (I used to see plenty of scam sites - new Kobota tractor for $1500, free shipping, domain registered last week - and far as I can tell, Facebook only cared that their credit card number was good).
More eyeball-time-on-platform requires "engaging" users more - weaponizing psychology, notifications, and A/B testing against them.
Facebook's guiding principles are simple: "What's Good For Zuck is Good For Zuck." The rest are no different.