The Unconscious Bias In Facebook’s Moderation Problem

Following the recent leak of Facebook’s moderation practices, online community expert, Venessa Paech (pictured below), covers the myriad challenges for the platform, and where to next for Facebook and its users in this guest post for B&T…
Facebook’s moderation practices are in the news yet again, as more detail of their playbook was leaked to the public (aka, their users) recently. They highlight alarming inconsistencies and a disdain for duty of care. But they also illuminate the bias at the heart of the problem.
Technology isn’t neutral. Like any other tool, it’s imbued with the assumptions, expectations, politics and predilections of those who create it. It’s shaped by the experience and perspectives those doing the tooling have lived up to that moment. We’re getting better at recognising and responsibly managing unconscious bias in our businesses and organisations. But we’re pretty ordinary at calling it out when it comes to social networks that feature prominently in our daily lives.
The standard push-back to more responsible content and user regulation on Facebook is concern over censorship (driven primarily by a nativist US perspective). This is, of course, a straw man argument. Facebook policies and positions already ‘censor’. Terms of service prohibit certain behaviours and activities. This is the beginning of curating a culture – at the margins.
When Facebook moderators remove a personal picture of a mother breastfeeding, but not a graphic rape or death threat, they’re making choices and creating cultural norms. These interventions are based on an explicit world view and legal lens particular to a small portion of actual users. They don’t consider community context and they ignore the fact they’re already a form of ‘censorship’.
When someone is intimidated or threatened out of participation, censorship is in effect. Women and other institutionalised marginalised groups are routinely drummed out of the virtual room by armies of trolls, men’s rights activists or the loudest hater in the room at any given moment. For some it’s a matter of life and death, where speaking up or speaking out provokes the ultimate attempt to silence – doxing (posting personally identifiable details like address or phone number, with the invitation to harass or stalk that person).
Facebook reporting tools, though better than they once were, still suffer from an either/or, square peg/round-hole problem, with inadequate categories to accommodate the thrilling range of abuse directed at women on the platform. And of course there are the all-too-common cases of people in crisis, (again, usually women), seeking the connectivity and support of their personal social network, but needing to cloak their identity and online activity from abusive parties.
Facebook will tell you repeatedly that they are committed to improving their content reporting capabilities, making it ‘easier’ and ‘faster’ to raise alarm. But reports are still in relation to Facebook’s ‘standards’, and it’s there that unconscious bias needs tackling first. By prioritising profit over harm minimisation, by intentionally refusing to use available technology to quarantine graphic content, and by ignoring their wider unconscious bias, Facebook is complicit.
Twitter founder Evan Williams recently issued a sincere mea culpa for what he now understands as Twitter’s role in mobilising toxic behaviour. I like and admire Evan, but was surprised at the naiveté of his comment: “I thought once everyone could speak freely and exchange information and ideas, the world was automatically going to be a better place. I was wrong about that.” I’m pretty sure most women (and other institutionally marginalised voices) would have had a safe bet what was in store; and some suggestions about better tools to help manage it.
Facebook has taken positive steps to scrutinise and address employer-side unconscious bias. But this doesn’t yet filter through to the platform itself. A diversity of perspectives in the room allows Facebook to more accurately map risk scenarios and desired user journeys. How many women or people of colour were involved when their now infamous moderation playbook was created? How many did they run it by to see if it tracked with lived experience? Were there anthropologists and ethnographers working alongside the lawyers? Diversity makes better products. It also makes safer, more equitable ones. Lessons from community management and the world of social science teach us that when people feel they can disclose without threat, they’re more likely to (ironically, revealing the kind of intimate data Facebook transforms into product, currency and share price).
Social and community professionals manage millions of groups across their platform, not to mention the ‘accidental’ community managers who voluntarily administrate local groups and communities of interest. One way to help scale the mountain of moderation is to engage these people in the creation of tools to manage and create a group culture that reflects their values and their needs. There are signs Facebook is starting to address this, with a ‘Communities Summit’ in Chicago connecting group admins with Facebook staff (including Zuckerberg himself). However, there is a rigorous application process and, for now at least, it’s only open to U.S admins. We watch with interest to see if the conversation is about ‘getting more out of Facebook’, or listening to community management needs with an intent to act.
Imagine where we might be if this decade-old business had engaged community experts and others outside its filter bubble to begin with? Imagine what a commitment to transparency could accomplish on all sides?
Venessa Paech is the Co-Founder of Swarm, Australia’s premier community management conference. Tickets now on sale at www.swarmconference.com.au
Latest News

Entries now open for Snapchat Young Lions Australia
The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]

Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham
Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]

PHD Snares Former Hello Social Strategy Director Joshua Tan As Part Of Content Team Expansion
PHD unveils new-look content team which includes (judging by accompanying press photo) an astonishing beard & man bun.

Coca-Cola Loses Logo In ‘Open To Better’ Campaign
Here's some fun new work from Coke. Sure, it still rots your teeth and makes you fat, but fun nonetheless.

“You Can’t Nazi It!”: Amazon Called Out For Fatal Design Flaw In New Logo
New Amazon logo apparently resembles Hilter's moustache. Particularly after Adolf ate one too many blueberry muffins.

Mitsubishi Motors Australia Produces New Creative For International Markets Via Richards Rose
Mitsubishi Australia unveils latest work and wisely decided not to reinstate the truly awful "It's a Mitsi" tagline.

Taboola Lays Out Plans To Go Public
Taboola lays out plans to go public. And by that it apparently means the stock market, not the local park's lavatories.

Selena Gomez Fronts Latest PUMA Campaign
B&T has no idea what Selena Gomez actually does, however, it appears to have made her incredibly rich doing it.

Australian Open Tops YouGov Sport’s UK Australia 2021 Rankings
A list of Australia's most popluar sports are in and once again it's little joy for hotdog eating or the manure toss.

TV Interview Goes Awry After Viewers Spot Menacing Dildo
In this woman's defence, it may just be a scented candle. Admittedly one that bares remarkable similarities to a dildo.

The Three Must-Haves For Your Data Strategy
Here are the three must-haves for your data strategy. A fourth could possibly include the value of legumes in your diet.

Third-Party Data Sales Spike 109% For Lotame In APAC
Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]

28% Of Display Advertising Spend Goes To Ad Tech Services: ACCC Inquiry
Some 28% of display ad spend goes to the ad tech giants. Which explains the excellent sandwiches at their conferences.

Nielsen: Top 10 Media Owners Reach Over Half Of The Australian Population Each Month
Study finds top 10 media owners reach over 50% of the Aussie population. Other 50% looking for car spot at Westfields.

Dr Elaine Stead Wins $280k Damages In Defamation Suit Against The AFR’s Joe Aston
Long-running defamation case comes to an end. Barristers just happy to take those silly wigs off in this stifling heat.

Tim Robards Stars As Tim Tam Genie In New Arnott’s Campaign Via The Neighbourhood
The Tim Tam is undoubtedly Australia's culinary gift to the world alongside the pavlova & the throwdown beer receptacle.

McCann Sydney Snares Lucy Gavan For Senior Strategist Role
McCann Sydney inter-office UNO tournament takes sinister new twist with arrivel of new senior strategist.

VCCP Sydney Adds Tilly Treloar, Nathan Pashley & Heath Sims
B&T's editor does not like press photos of people not wearing socks. He's a stickler for neutralising foot odours.

Dentsu’s Ad Spend Report Forecasts 5.9% Growth In Australia In 2021
2021's starting to look good for ad spends. It's not looking good for overseas travel or people with a fear of needles.

David Pullinger, Former JC Decaux Sales Director, Appointed QMS Media GM
JC Decaux's David Pullinger jumps to rival QMS amid apparent awkward silences at the staff leaving party.

Stan Officially Announces Pricing For Stan Sport
Stan Sport will cost you $10 a month. Which is the same price as three avocados sans the monounsaturated fatty acids.

Facebook Introduces New Measures To Stop The Spread Of Holocaust Misinformation
Facebook looking to block Holocaust deniers. Still seems open to Flat Earthers and Elvis spotting, however.

Busting Six Of The Biggest Ad Tech Myths
Here, six of ad tech's biggest myths get expertly busted. There was a seventh, but it turned out to possibly be true.

Droga5 London Rolls Out New International Visual Identity For CUPRA
Droga5 London is arguably the hottest agency in the world right now. Not that anyone's booking Cannes tickets just yet.

Shutterstock Acquires 3D Marketplace TurboSquid
Shutterstock has acquired 3D marketplace TurboSquid. Read all the news here, admittedly in boring old 2D.

Are Media Appoints Melissa Mason As Digital Editor For ELLE & Marie Claire
Melissa Mason seriously considering putting an accent over the á following Elle & marie claire appointment.

M&C Saatchi’s Timothy Ng: “To Those Who’ve Thought About It”
M&C Saatchi's Timothy Ng muses on his career in advertising. It's a bit Nietschke, with a spot of Goethe thrown in.

WPP Named In Bloomberg Gender-Equality Index For Third Year In A Row
WPP named in gender-equality index for third year running as internal fight erupts over where to hang the certificate.

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]

Florida Financial Officer ‘Offers’ To Host Olympics With “Bonkers” Pitch
Florida says if Tokyo don't want the Games, they'll take it. Hopefully our own Dubbo might make similar overtures.