The confusing rollout of meaningful social interactions—marked by internal dissent, blistering external criticism, genuine efforts at reform, and foolish mistakes—set the stage for Facebook’s 2018. This is the story of that annus horribilis, based on interviews with 65 current and former employees. It’s ultimately a story about the biggest shifts ever to take place inside the world’s biggest social network. But it’s also about a company trapped by its own pathologies and, perversely, by the inexorable logic of its own recipe for success.
Facebook’s powerful network effects have kept advertisers from fleeing, and overall user numbers remain healthy if you include people on Instagram, which Facebook owns. But the company’s original culture and mission kept creating a set of brutal debts that came due with regularity over the past 16 months. The company floundered, dissembled, and apologized. Even when it told the truth, people didn’t believe it. Critics appeared on all sides, demanding changes that ranged from the essential to the contradictory to the impossible. As crises multiplied and diverged, even the company’s own solutions began to cannibalize each other. And the most crucial episode in this story—the crisis that cut the deepest—began not long after Davos, when some reporters from The New York Times, The Guardian, and Britain’s Channel 4 News came calling. They’d learned some troubling things about a shady British company called Cambridge Analytica, and they had some questions.
15 Months of Fresh Hell Inside Facebook
Scandals. Backstabbing. Resignations. Record profits. Time Bombs. In early 2018, Mark Zuckerberg set out to fix Facebook. Here’s how that turned out: