The Facebook control you didn’t know you were missing

Facebook needs one simple button.

It seems that every few weeks now, we run across some article or other about the angst within the walls of Facebook, about how it can fix some problem or another.

I mean, when you blanket the globe, there are inevitably going to be kinks in the fabric you have to iron out. Smooth and pleasurable experiences keep people coming back for more, and the business model requires the site to be as sticky as possible. Everything from the tones and textures of the notifications, to the layout, to the names of the options you have — all are tested and re-tested to make the place as open and engaging as possible.

Even the algorithm.
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The Social Media Outhouse

This is not an essay about American foreign policy.

This is not an essay about racism.

This is not an essay about what is proper in social discourse.

I will tend to ignore comments about the above, because this is instead about how the White House has made an Outhouse out of social media — and by extension, mainstream media.

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A little less social

I deactivated my Facebook account.

Just got too tired of people yelling at each other over misunderstandings, and failure-to-try-to-understand ings. Then I got weary of making them angry, by not siding with them quickly enough against the latest and greatest existential threat since at least 1:15 this afternoon.

I got exhausted, being a voice for reason and perspective in a wind tunnel that accelerates emotion and blows it back in your face.

I need a break.

If you need me for anything (and Lord knows you really don’t,) you know where to find me.

Try not to wallow in fear. It’s how they control you.

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Five Years Talking

Obviously, I have been talking for much longer than that.

However, today marks five years being a spokesman for Alabama Power.

That’s an odd sort of thing to remember, as it did not involve a massive employment change, or promotion. If you’d like, you could consider it a “battlefield promotion” of sorts.

I was dubbed a company spokesperson at 11:32 a.m. – squarely between two enormous storm systems that struck Alabama on April 27, 2011.

I remember self-deploying to the office at 5 a.m., when I realized we had seven counties with tornado warnings, and 35,000 customers without service. I even stopped in a parking lot on the way, to avoid a coming gust front of more than 90 miles-an-hour.

The deadly wave hit around 3 that afternoon, and continued for hours. With my “promotion” in hand, I suddenly had more leeway with what I could tweet from the @AlabamaPower account, how I could engage, and how to use it to get intelligence. We assured whole neighborhoods, we got pictures directly from the heart of the carnage – and we also shared images of coming recovery and hope.

Who knows what I will be doing five years from now? Probably looking back at ten years after. Because it was that kind of day.

It is rather odd how the days that define us the most can remain so clear, vivid and detailed in our memory.

almost midnightI will be doing more talking in the coming weeks.

And after more than eight sporadic years, I will be doing less talking here.

At some point, this site and archive will be coming down. It’s time to mothball these essays, and figure out what they are and what they mean and what value they might still hold.

Of all the acclaim, I was proudest of something my mother said: “I like how what you write there seems timeless.”

Maybe what passes for my wit and wisdom will retain some of that value, and I can salvage it into something else. A different project, different product, different format.

I have several presentations to wrap up this week, and some conference work. So I don’t know how much longer this Razr will stay sharp.

But it has been one hell of a ride, hasn’t it?

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When Personalization Becomes Impersonal

impersonalIn my daily work, I end up on the receiving end of many solicitations. Often I am not the person they really want to reach, and more often than not what they are pitching has little relevance to my business or my industry.

Sometimes, those pitches are the source of very unintentional humor.

In this case, I will do my best to protect the less-than-innocent.  If you have gotten the same pitch, you might recognize it. Please don’t out them in the comments, but I am very curious to see if you see what I found…

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What Questlove, Nate Silver and Andy Dick taught me about viral headlines

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A Field Guide for Spotting Social Fakery

I have written before about the art of spotting fake online accounts. Many of the tactics the tricksters use remain the same, but get a fresh coat of paint to maintain the illusion of appearances. For the most part, you really don’t even have to know what the intent of the faux-human might be. Just know that you don’t want any part of them.

Your Instant Twin

One of the rampant operations now is impersonating a user. Find an account:

  • that doesn’t post very often
  • that has a few pictures you can scrape
  • that has a public friends list

From that, you create the Doppelgänger page, and start sending Friend requests to those the real individual is connected with. Most of those people will assume that you are starting a new profile, or may have even forgotten that you were already Friends.

This isn’t a “hack” per se, and does not require a complete change-every-password meltdown. This is the equivalent of someone sending letters with your return address on the envelope. You can’t stop them, but they don’t have access to your bank records.

Sometimes, however, the appearance of human-ish behavior may get us to lower our guard just long enough for a malware link to slip through.

Dumping on Groups

There is a wave of this on Facebook right now, and those behind the scheme are using a nice bit of human psychology and engineering: when you click on the link, it propagates itself by “spamming” the message in a Group you are a member of — not directly on your timeline.

Hey, you!
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Most any groups tend to have fewer members, which means you probably won’t have someone immediately bringing it to your attention, letting the malware message sit and marinate. Also, since many groups are closed and even secret, there is a more intimate feel of trust. So curiosity temporarily wins and we click…

There is something more reassuring about not being a lone voice, and specific cues that would ordinarily let us sort the real people from the virtual ones. And that’s where the scammers are getting a little more crafty…

Hunting in Packs

Okay, they aren’t really hunting, per se. But they are emulating the actual Social aspects of social media behavior.

Look at this Twitter reply I got the other day:

(I will provide a screenshot as well, in preparation for the eventual deletion of the not-very-real Diane Hart.)

Looking at that embed, even, you can see that someone apparently liked that tweet enough to re-tweet it. There were two of them.

fake 1

However, looking at those accounts, we can see the chinks in the armor. Neither account has a profile picture. Hovering over them gives you some promising stats…

fake 3 fake 2

Plenty of tweets and follower numbers, right?

Well, not exactly. Nearly every one of those tweets for Louis and Edmund are retweets, which are done by automated script. No telling how many “Diane Hart”-like accounts they are propping up.

The Danger in the Link

I can’t tell you where that link goes. I don’t want to click it. But I can tell you where my informed opinion is derived.

The link “she” shares is a custom Bitly link. If you type that directly into your browser, then add a + to the end before you click enter, it will take you to an in-between information page, where you can see the eventual destination. In this instance, we can even get some information about the marketer involved!


So, now we can derive a little more info. The URL is simply the mobile landing page for this promotion. Everything after the question mark is Google Analytics tracking code – and the strange piece up front is just the acronym for The Home Depot Retool Your School.

Is this malware? No, it isn’t. But I am still not going to click it!

And this “Eric Yee,” is that even a real person with a real name? No idea. The Bitly account was created just last November.

Am I to be angry at Home Depot for sleazy marketing? I can’t even be mad at them, because marketing firms are capable of some real shady things to juice the engagement numbers that a client pays for.

Shady? Yes, I stand by “Shady.”

  • Fake account
  • Spams the same message to a big list of Twitter users
  • Uses other fake accounts for social proof

dianeEither way – we are talking about false pretenses to get you to click on something in which you had no interest.

Oh, and “Diane?” Where to start with you, Diane?

What a lovely profile picture. You look great for an Idaho resident who is now 130 years old.

The profile itself has existed solely to promote this specific campaign, on its second year now. (Makes you wonder how many of Twitter’s hundreds of millions of profiles come out of hibernation from a marketer’s toolbox once a year.)

Apparently, she used to have a successful modeling career. Thanks to Tineye, we can see that she was once featured in the collections of both Shutterstock and BigStockPhoto:



If you go back to her humble beginnings, you can find this tweet:

But after that one message in April of 2013, the next did not arrive until February 2015. I am so glad she found her voice…

Your Turn

If you wanted to tell your Aunt how to avoid online trickery, what advice would you add to this post?

Please add it in the comments!

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