I read today that Facebook values each user at $20 per year. That may be a figure for US users, but it will do for now. The $20 is dwarfed by our value to Google, which makes about six times as much ad revenue from its users, so perhaps we average $120 per year on Google. If you search for information on something expensive (like a rare drug for your life-threatening disease) then your value to Google jumps enormously, as they sell your details to the vendors and you get deluged with ads for rare drugs.
So for Facebook, there are 1,600,000,000 users worldwide – one in six people on earth. That’s 1.6 billion people’s personality profiles, demography, geography, habits, personal history and preferences divided into the amount of advertising revenue generated, I guess. Each person is, of course, only targeted with a tiny proportion of all the advertising FB carries – after all, why would I want to see ads right wing political organisations in America, for instance? That means our value can be split among those advertisers whose suggested posts and FB Ads clutter up our news feed. When I advertise my small business, I pay about 30-40 cents per click through to my site, and as little as about 0.01 cents per ‘impression’ – the chance to put my promotion in front of someone on their screen, albeit for the moment it takes for them to scroll past it. My moment of exposure takes place during each user’s half-hour a day spent wading thought the poo that occupies most of FB – those fatuous videos and viral platitudes. Viral refers to infectious spreading…
So, about 30 minutes per day of each person’s attention. But I assume that $20 is annual, so we’re each effectively earning 10.9 cents per hour for Facebook and in return we’re getting lots of garbage interspersed with personally useful, sometimes valuable, insights and connections. Would you pay 5.5 cents per day to use Facebook if you didn’t EVER have your personal information stored, or used to sell you things? If the average number of searches I make on Google is 10 per day, then I’m worth 3.2 cents per search to them in ad revenue. Assuming they alter the results of every search I make, based on who wants to advertise to me, then for that 3.2 cents, I’m getting distortions to the ‘truth’ of what’s available on and through the internet. My searches and your searches using the same search criteria produce different results. Would you pay 3.2 cents per search to have the results untainted? Do you really want to see the same world I see?
So let’s say we all agree that paying for the internet is better than being controlled by it. Can you reverse what has become established as a currency? Your identity in exchange for free access to a substitute for personal interaction, free access to some parody of reality? Would you switch if you could? After all, it’s only a matter of them offering you a choice – the advertising model or the subscription model – micro-bill me for ‘pay-as-you-go’ truth or spoon-feed me the bigoted pap for free.
Hang on. This blog is not personal interaction – it’s a diatribe spouted in the privacy of my own head. But once I press ‘publish’, it’s linked to my social media, and FB and Twitter lead people to read it, and those people might comment, and so it becomes a social, not to say personal, interaction of sorts. I have communicated with my Friends (not to say friends) for a fee which I haven’t paid in cash but in identity exploitation. Let’s say the extract of this blog post is read by 100 Friends on their news feeds – that being a proportion of everyone who links to me – the rest either skip over it, or more likely don’t go onto FB at the right time of day to have it in the top eighteen inches of stuff they’re prepared to wade through in their 30 minutes. Now suppose I boost this post, so that I am buying the exposure to a much larger audience of people whose thinking I want to influence. Maybe they’re undecided voters in an election, or political extremists in their closets waiting for guidance. Do the algorithms vet my intentions and assess my advertising worth? Do they apply their own ‘political weighting’ to the import of my message? I’m going to sway voters towards a regime that supports low corporate tax rates. I’m going to engage sufferers from expensive diseases to follow my blog – now that’s going viral! My value to FB and Google might go up so much that they’re prepared to give me free exposure, rather than me having to pay for it… hang on, that’s what they’re already doing in listing ‘top stories’ over ‘most recent’ stories on peoples’ walls, and in manipulating the Google rankings.
Maybe I’ll de-couple from this technology and write hand-written letters which I’ll post to my friends (not to say Friends) and that will generate revenue for An Post which will ensure that the postman keeps his job and spends his hard-earned in the economy and his income taxes will underwrite the Irish infrastructure, and An Post will make profits which will attract corporation taxes within the country, rather than in the cloud which Google and FB occupy. Maybe I will re-gain my identity control. Maybe not.