Can Zuckerberg really make a privacy-friendly Facebook?
SAN FRANCISCO: After building a social network that turned into a surveillance system, Facebook CEO Mark Zuckerberg says he’s shifting his company’s focus to messaging services designed to serve as fortresses of privacy.
Instead of just being the network that connects everyone, Facebook wants to encourage small numbers of individuals to carry on encrypted conversations that neither Facebook nor any other outsider can read.
It also plans to let messages automatically disappear, a feature pioneered by its rival Snapchat that could limit the risks posed by a trail of social media posts that follow people throughout their lives.
It’s a major bet by Zuckerberg, who sees it as a way to push Facebook more firmly into a messaging market that’s growing faster than its main social networking business.
It might also help Facebook ward off government regulators, although he made clear that he expects the company’s messaging business to complement, not replace, its core businesses.
But there are plenty of obstacles. Facebook has weathered more than two years of turbulence for repeated privacy lapses, spreading disinformation, allowing Russian agents to conduct targeted propaganda campaigns and a rising tide of hate speech and abuse.
Encrypted conversations could alleviate some of those problems, but it could make others worse.
Facebook grew into a colossus by vacuuming up peoples’ information in every possible way and dissecting it to shoot targeted ads back at them.
In an interview, Zuckerberg predicted Facebook’s emphasis on privacy will do more to help the company’s business than hurt it.
He has been telegraphing some of these changes to investors for the past six months, but his blog post is the first time he has explained the idea to the more than two billion people that use Facebook’s services and look at its ads.
If everything falls into place, Facebook will also display similar advertising on the privacy-protected messaging services.
Those services are also likely to offer other moneymaking features, such as a digital wallet, as Facebook attempts to build something similar to Tencent’s popular WeChat service in Asia.
“If you think about your life, you probably spend more time communicating privately than publicly,” Zuckerberg said in his interview.
“The overall opportunity here is a lot larger than what we have built in terms of Facebook and Instagram.” That’s far from proven. While Facebook has already tried to show ads in the Messenger app, it’s seen only limited success, and hasn’t even tested the concept in WhatsApp.
“There are some huge unknowns about how successful Facebook is going to be rolling advertising into a more private messaging environment,” said eMarketer analyst Debra Aho Williamson.