The Google self and the Facebook self, in other words, are pretty different people. There’s a big difference between “you are what you click” and “you are what you share.”
The Filter Bubble by Eli Pariser (2009) looks at how personalization on the Internet transforms the Internet itself, creating a different user experience for everyone.
Through the looking glass and down the rabbit hole, even the major platforms take a different approach.
Pariser posits that Google would say “Don’t be evil” while Facebook’s order to the masses is: “Don’t be lame.”
“You have one identity, Facebook founder Mark Zuckerberg told journalist David Kirkpatrick for his book The Facebook Effect. The days of you having a different image for your work friends or coworkers and for the other people you know are probably coming to an end pretty quickly…. Having two identities for yourself is an example of a lack of integrity.”
That’s lame, Mark. To be fair, Zuckerberg will later disown the force of that sentiment, telling Guy Raz in a public forum, “…I think that was just a sentence I said.” Lame, Mark. Lame.
“According to Facebook engineer Andrew Bosworth, the team that developed the Like button originally considered a number of options—from stars to a thumbs up sign (but in Iran and Thailand, it’s an obscene gesture). For a month in the summer of 2007, the button was known as the Awesome button. Eventually, however, the Facebook team gravitated toward Like, which is more universal.”
“Some say Google is God. Others say Google is Satan,” says Sergey Brin. But all it takes is a single click to go to another search engine. So which one? And why?
Pariser says that Google CEO Eric Schmidt “believes that what customers want is for Google to tell them what they should be doing next.” What product does Schmidt want to build? Google code that will guess what I’m trying to type.
Eric Schmidt in 2010: “When I walk down the street, I want my smartphone to be doing searches constantly—‘did you know?’ ‘did you know?’ ‘did you know?’ ‘did you know?’ In other words, your phone should figure out what you would like to be searching for before you do.”