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Nonprofits, non-governmental organizations (NGOs), charities, government agencies, schools and other mission-based organizations, no matter what that mission is, needs to be aware of persuasive technologies and how that tech is being used to gather data and use it to target people to get them to buy or do something. You should even consider how you can educate your board, your other volunteers and your clients about persuasive tech and they can better recognize such.
We are as concerned as you are about the harms caused by persuasive technologies. A key lever in our theory of change at the Center for Humane Technology is applying pressure on technology companies by educating policy-makers. When government officials understand the harms more deeply, they can create guardrails to protect society.
On June 25, Tristan Harris, a co-founder of the Center for Humane Technology, testified on Capitol Hill in the U.S. Senate Commerce subcommittee hearing, “Optimizing for Engagement: Understanding the Use of Persuasive Technology on Internet Platforms” with Rashida Richardson (AI Now Institute), Maggie Stanphill (Google, Inc.) and Dr. Stephen Wolfram (Wolfram Research). Tristan’s opening statement argued that persuasive technology platforms have pretended to be in an equal relationship with users, while actually holding the upper hand in an asymmetric relationship. Paired with an extractive business model that is based on predicting and controlling people’s choices in the name of maximizing engagement, this inevitably causes serious harm. Algorithms like YouTube recommendations suggest increasingly extreme, outrageous videos to keep us glued to tech sites. In the hearing Tristan said, “Because YouTube wants to maximize watch time, it tilts the entire ant colony of humanity towards crazytown.”
While many people feel they are opting in as an equal, in reality, algorithms hold asymmetric power over us — they know more about us than we know about ourselves — even predicting when we are going to quit our jobs or are pregnant. As platforms gain the upper hand over the limits of human brains and society, they cannot be allowed to have an extractive relationship but a “Duty of Care” or a “Fiduciary” relationship.
The Gizmodo article does a great job of showing that, the longer you spend in these social media ecosystems, “just scrolling”, the more machine learning systems learn about you. They build a profile of you, based on what you are looking at, what you have “liked,” what your friends have liked, etc. Think of that profile as an avatar – as, Tristan Harris, the executive director of the Center for Humane Technology, puts it, “a voodoo doll-like version of you inside of a Google server. And that avatar, based on all the clicks and likes and everything you ever made—those are like your hair clippings and toenail clippings and nail filings that make the avatar look and act more and more like you—so that inside of a Google server they can simulate more and more possibilities about ‘if I prick you with this video, if I prick you with this video, how long would you stay?’ And the business model is simply what maximized watch time…”
“Without any of your data I can predict increasing features about you using AI… All I have to do is look at your mouse movements and click patterns […] based on tweet text alone we can know your political affiliation with about 80-percent accuracy. [A] computer can calculate that you’re homosexual before you might know you’re homosexual. They can predict with 95-percent accuracy that you’re going to quit your job, according to an IBM study. They can predict that you’re pregnant.
Lawmakers weighed in on the issues as well:
Sen. Schatz (D-Hawaii) “Companies are letting algorithms run wild and only using humans to clean up the mess. Algorithms are amoral. Companies designed them to optimize for engagement as their highest priority, and in doing so eliminated human judgment as part of their business model.”
Sen. Thune (R-South Dakota) “The powerful mechanisms behind these platforms meant to enhance engagement also have the ability, or at least the potential, to influence the thoughts and behaviors of literally billions of people.”
Sen. Tester (D-Montana) “I’m probably going to be dead and gone—and I’m probably thankful for it—when all this s— comes to fruition, because I think that, this scares me to death.”
So… what can you do?
Consider creating a workshop jointly with other agencies to educate volunteers and clients about how social media is used to gather information about them and their children, and how that technology is designed to encourage them into action and beliefs in ways they may never have realized.
Write your elected national representatives and tell them you believe these companies should be required, by legislation, to do a better job of talking about how they target users to keep them engaged.
Create a written social media policy that makes a commitment to never “like” or share any information on social media that does not fit absolutely into the mission of your organization and that cannot be verified. Know what your social media manager is doing (watch, don’t just ask). If a board member or prominent volunteer asks you to share something via the organization’s social media account that you feel does not meet that criteria, be prepared to explain to that board member why you will NOT be sharing such.
Create a page on a private GoogleDoc or a public web page that has a list of links to the Facebook pages you want to check in regularly regarding news and updates instead of liking those pages on Facebook (I have a private page where I have listed the Facebook pages of all of the city and county governments of my area, political groups I support, nonprofits I want to keep an eye on, sports teams I like, etc.). Any time you want to get an update, you just go to that page you’ve created and click on the link of any group or office you are interested in. Unlike every Facebook page except those you want to publicly, officially endorse by doing so. The result: you are more likely to get the updates you want from the groups you most want, because you aren’t relying on Facebook to show such in your timeline.
Get rid of your Facebook group for volunteers, clients, etc. Facebook data mines every post made to these groups, even if you set the account to private. Also, not everyone wants to use Facebook, because of its data-mining/profile-building and selling practices. Free alternatives include YahooGroups, Groups.io, and MeWe. Or consider making the investment for a completely private platform to create an online space for working with your volunteers or clients – my favorite is Basecamp.
Be flexible about how you communicate directly with volunteers and clients online and be ready to use whatever tool they seem most engaged in – and be ready to change as they change. That may mean using WhatsApp for a year or two to send direct messages to volunteers or clients and then switching to Telegram because that’s what your volunteers or clients are switching to.
Keep using Facebook if its proven to be a good way to get your message out and engage with others, but never use it as your only avenue for online outreach: your web site should be always up-to-date, you should post to Twitter and create content for YouTube, and you should post information, as appropriate, to online communities on other platforms, like Reddit and even Craigslist. I find places to potential new places online to post information by asking clients or volunteers where they are getting ANY information.
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The world is experiencing a trust crisis. People don’t trust their national governments nor their local governments – not elected officials and not public sector employees. People don’t trust established media outlets. People are pushing back against science and historical facts being taught in schools. People will believe an unverified viral video or social media post shared by a friend or family member but not an article by a journalist or peer-reviewed academic paper by a scientist.
In addition, in the USA, there has never been a time where there have been as many opportunities to talk directly to elected officials, via council meetings, town halls, open houses, social media, email, surveys and citizens’ advisory committees, yet people are staying away from these. Officials are talking to largely empty auditoriums and rooms and getting low returns for any surveys inviting feedback about projects.
Skepticism can be a healthy thing: it can encourage people asking questions that very much need to be asked and force a project designer to improve a design before anything gets built or launched. Answering questions can make the reason to do something even stronger. But these days, people aren’t even asking questions: they are dismissing outright anything government representatives or academic institutions or news sources say. They are saying civic participation doesn’t really matter.
I grew up in rural Kentucky, in a civically-minded family: one of my great-grandmothers worked for a local county government, one of my grandfathers was a city council member and active member of and volunteer with a variety of civic groups (he even helped rally support for a school tax back in the 1950s), my other grandfather was a minister and outspoken in the community on a variety of issues, my mother was a deputy sheriff and then assistant to the head of the county government for many years, my father was the local head of a political party in Western Kentucky, and both of my parents sometimes attended and often talked about local government and school board meetings they had attended. I always knew who was running in every local election long before I could ever vote. Politics and values – but never facts – were frequently debated at family gatherings. No one was discouraged from working on a political campaign, from writing a letter to the editor of the local paper, from voting, etc. I never once heard It doesn’t matter. It won’t make a difference Why bother? from anyone. My family didn’t always like what local government agencies or public schools did, but they believed it mattered to use official channels to find out what was happening and to let their opinions be known. I also got my undergrad degree in journalism from a university that, at the time, was widely known for its journalism training, worked at a few newspapers, have worked with journalists for decades, and have idolized journalism, when it is at its best, for most of my life. I have always had a paid subscription to a newspaper, even if, now, it’s entirely online.
In the eight years I lived outside the USA, I was often working on initiatives that encouraged civic engagement in other countries, and people – particularly women – seemed hungry to take part, and encouraging their government to be more transparent via its own publications and via its interactions with the media. It was incredibly energizing to encourage the kind of civic participation I had grown up with and to see people from a variety of cultures and economic levels jumping in and doing it their own way. As a result, when I moved back to the USA in 2009, I was inspired to do my best to be a part of local government, as a citizen and resident and maybe as a government employee, if I found the right position. In the first town I lived in Oregon, I joined the local government’s bicycle and pedestrian advisory committee. In the next town I lived, I joined the local government’s public safety advisory committee, the county’s public arts coalition and the local chapter of the League of Women Voters. I also went through the county sheriff’s 12-week citizens’ academy. I attended city council meetings and political candidate forums. And I have, indeed, applied for a few government jobs.
I’ve known where to look for these kinds of opportunities to observe government, and participate in such, because of my background. And I’ve come to it with a trust in the people that staff government, public schools and media outlets, a trust that was long-cultivated. I’ve never thought of them as anything but people, with strengths and weaknesses just like anyone, just like me. But I’ve realized most people my age and younger aren’t like me: they have a built-in distrust of these institutions. They also need more than one post to a Facebook page or one tweet announcing a meeting to be motivated enough to attend. They need more than one notice in their utility bill to be inspired to do anything. They need more than whatever worked 20 years ago to get them to that meeting, that open house, that presentation. Because for every one official message from a government office or school, they have gotten probably a dozen from family and friends about how whatever it is that office is doing isn’t in the public’s best interest, isn’t trustworthy, has nefarious intentions, or just really doesn’t matter.
Governments and public schools: in your outreach planning, you not only need strategies for meeting your legally-mandated public communications requirements and for letting people know about your events and activities, you also need strategies for cultivating, even rebuilding, trust with the community. And this is something you need to hire someone to do – don’t think you can get an intern to manage your social media and make it happen.
Cultivating or rebuilding community trust takes multiple steps and ongoing efforts – not just one public meeting or open house. You have to think not only about how you will invite public comment on activities but also how you will regularly show how public comment has influenced decision-making. You have to have strategies to make yourself aware of misinformation campaigns about your efforts and strategies to address them. How will you leverage speeches, presentations and meetings with civic groups, social media posts, surveys, community meetings and more not only to share information but to also find out what trust gaps exist and to address those gaps? I research and compile recommendations for trust-building on my web site about how to folklore, rumors, urban myths and organized misinformation campaigns interfere with aid and government initiatives, and those recommendations, which come from a variety of organizations, can be adapted to help any agency craft its own strategy for addressing the trust crisis.
Here are my related resources, which aren’t just my own ideas, but ideas from a variety of resources, with an abundance of links to other articles and web sites (and I would welcome suggestions for other resources as well):
If you have benefited from this blog or other parts of my web site and would like to support the time that went into researching information, developing material, preparing articles, updating pages, etc. (I receive no funding for this work), here is how you can help.
