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Facebook must optimize your social network



Francis is on a business trip to Madrid. Franck usually resides in London. He is in the Spanish capital for a week. He knows almost no one except some people belonging to the Spanish entity of his company and his potential new customers. Franck has a lot of hobbies and passions. In particular, sailing, tennis, storybooks. But what Franck particularly likes is sharing his meals with people he likes.


And during his many business trips, this is very often made impossible for him. And yet, Facebook has the potential to make this task as easy as booking an Airbnb or ordering an Uber. Through our daily actions Facebook knows more about ourselves and has the ability to connect with people who look like us, with whom we are compatible and with whom we are likely to have a pleasant time sharing and... of friendship.


Facebook knows how to define our personality


"We text, we email, we reply all, we sign up, we sign in, we post, we repost, we tweet, we like, we link, we friend, we unfriend. We follow, we tag, we hashtag, we LOL, we happy face, we comment, we heart."




The character of Elliot Alderson in the Mr Robot series, accurately describes what our cyber-days are made of. Each of these actions enriches the Internet giants with our personal data. These harmless actions taken separately make it possible to draw a psychological portrait that is quite representative of our person when, after having collected them en masse, they are interpreted.


Every day, we work all day for the Internet giants who collect information about us. We respond to visual stimuli, we argue about societal issues, we like to comment on photos, we exchange socially, we materialize our thoughts and we provide them to the Internet Giants.


A behavioral analyzer in your hand


On a daily basis, French people consult their mobile phones on average 23 times, for a period of 1 hour and 42 minutes. For the Millennials, it's even more: 2h16 per day and an average of 33 connections. In the United States the figure is much more impressive, an American over the age of 18 spends an average of 2 hours and 51 minutes a day on his phone. That's almost 86 hours a month.


Dr. Laurent Alexandre believes that without knowing it, we all have another job that we do on a voluntary basis. We work for GAFAM / Big Data, and we constantly enrich them with our data.


This information makes it possible to define our personality as a consumer, a social person, or a voter (Cambridge Analytica). In the end, these abstract entities of the new era know us better than we do and keep track of what we have thought and done at every moment.


The Facebook social network, created in 2004 by Mark Zuckerberg, has deployed an octopus on the Internet allowing, thanks to its many tentacles, to capture as much information as possible about each of us. Facebook has recently been the target of numerous attacks regarding the questionable processing of these personal data for commercial or political purposes. However, the social network could use them to make us better as humans.

From "Nosce te ipsum" to "Facebook know you better"


Facebook knows each of our interests through the research we do on the web. Facebook would only need us to make 250 likes on the network to know us better than ourselves.


When searching the net using the Google search engine, Facebook has the power to detect the sites we visit. Facebook tracks us on all these sites via cookies. The social network uses a cookie, called "datr", which allows it to be alerted whenever we visit a website that includes a social tab, such as the "I like" function. Facebook then stores this data on its servers. And then, this information allows him to propose targeted ads, corresponding to our research.


No matter what we do on the net, Facebook has its head on our shoulders and its eyes glued to your screen. Mark Zuckerberg's firm is scanning the movements of our mouse on the computer. This allows "its algorithms to distinguish between humans and robots but also to know if the Facebook page is loaded in the foreground or in the background", according to an article published in India Today.


Facebook also collects data on the OS (operating system), the type of hardware used, the versions of software used, battery level, network strength, available hard disk space, Bluetooth signal, file name and type, equipment ID, browser, plugins, regardless of the platform we use, computer, phone, TV and connected devices.


An infallible social memory


Since 2013, a feature has allowed Facebook users to download a complete archive of all their data. Our past loves, the people who have been in our social circle, our former jobs... In short, EVERYTHING that is physically possible to list.


Posting a photo on Facebook results in the recording of all the metadata of the photo. That is, the camera model, exposure, orientation, aperture, shutter speed, focal length and even the download IP address and of course the location.


Facebook also has the Messenger and WhatsApp applications and the Instagram social network, for which there is of course also a history. The social network has the ability to intersect the contacts and interactions between these various networks. Thus, we can easily find our Facebook friends on WhatsApp thanks to the phone numbers listed on their Facebook profile. All Messenger conversations are also stored in Facebook's archives: their number, the names of the interlocutors, but also the date and time of the messages sent and received. We can't remember a friendly exchange that happened 7 years ago, Facebook can. But in other ways, it is also possible for him to remember your physical fitness from yesterday, a few weeks, several months or even years ago.


A Wall Street Journal survey published on Friday, February 22, 19, revealed that Facebook is almost unbeknownst to these users recovering a quantity of sensitive data through third-party applications. Very confidential data that few of us have to share even with our family or close friends, such as menstruation and ovulation time, weight or even our heart rate.


According to the WSJ, "at least 11 popular applications (such as Instant Heart Rate: HR Monitor, Flo Period & Ovulation Tracker) with tens of millions of downloads, have shared sensitive user data. These applications do not seem to have any direct link with Facebook. The devil is in the details.


In fact, some third-party applications use the App Events analysis tool developed by Facebook. Mark Zuckerberg's group is able to capture data from independent applications without users necessarily being aware of it.


Facebook also collects data when a user logs into an account, such as Deezer, Airbnb or Tinder, with their Facebook ID. "When you visit a site or application that uses our services, we receive information even if you are disconnected or do not have a Facebook account," David Baser, the group's product manager, said last April in a blog note published following Cambridge Analytica. All this data allows us to draw a psychological profile of each of us.

With this huge amount of data on each of us, there are two possible ways for Facebook. Use it against us because ultimately the network knows us better than we do. Or use it for us, by providing us with adapted services (tailor-made) by rationalizing our choices, broadening our field of possibilities and drawing well on an important financial profit. The win-win.


The creation of our social circle by Facebook


Facebook was created to connect with people in her social circle. People we knew, people more or less close with whom, it became easier to stay in touch easily.


With all this information about each of us on Facebook, the company would be able to define our most optimal social circle. In short, define a 2.0 tribe by guiding our choices and proposing to meet people who could potentially become our friends.


Facebook is content for the moment to suggest that we become friends with people who are friends, friends. This is too basic and simplistic an approach far from what the social network could offer us. They do not exploit the full potential of the information at their disposal.


Facebook has the power to connect us with people who look like us, people with whom we might unknowingly get along extremely well. However, we do not know that they exist. Not only does Facebook know this, but it is also in a position to know that we are made to develop real, lasting and solid friendships.


Loneliness is one of the major problems of the 21st century. Facebook is able to fix it. If the reluctant will say that no one will want to make friends like that, let's go back 10 years to see if we were ready to entrust our love life to applications like Tinder or Happn (which should be enriched with the same process in order to strive for efficiency, replace quantity with quality, which Once tries to do with more or less success) or if 20 years ago it would have occurred to us to take a picture of our plate in the restaurant to show it to our friends. Technological tools create the conditions for change, mores and habits evolve.


Datas and algorithm to artificially recreate the conditions for friendship


FACEBOOK is the only 21st century entity with the power to invent FRIENDS, the application that connects friends who are not yet friends. Welcome to the world of enhanced friendship.


The fundamental question to be answered is the simplest: how do you become friends? How to equate friendship. How to explain a phenomenon that seems mostly natural or random to us. However, this is not the case. The need to have friends and be surrounded by specific people is explained.


We make friends to survive. "Friendship is a psychological glue that binds us to others to prevent the enemy," explains Henry Markovits, a specialist in developmental psychology at UQAM. Homo sapiens owes its current existence to its sociability. It is thanks to and through the group that it was able to reach the year 2019. Homo sapiens has never been the most powerful animal on earth. It can be shredded by a wolf, bear or lion quite easily by confronting them with bare hands. Nor is it the fastest to escape them. What has enabled it to get by is its ability to federate and develop group survival strategies.


This characteristic is extremely well depicted in the film Rise of the Planet of the Apes, when the learned monkey Caesar emancipates himself from humans with the help of his fellow creatures, once they too have a certain intelligence.

The group once formed represents an entity in itself but composed of several individuals. The adage of the three musketeers applies: one for all and all for one.




The ability to put oneself in the shoes of another individual is one of the main human characteristics. Scientists at the University of Virginia in the United States studied scanners of the brains of 22 people threatened with small electrical shocks or knowing that the same shock would be administered to a friend or stranger. Scientists have discovered that the brain activity of a person in danger is almost identical to that of a person whose friend is in danger. "Humans join forces to prosper. Our objectives and resources are common. If a danger threatens a friend, it threatens our resources and objectives. The group is therefore as important as the individuals who compose it. Our physical and psychological reactions demonstrate this.


We project ourselves into our peers because without them we will not be able to prosper. We are therefore consciously or unconsciously seeking to build the strongest social group in order to survive. We select our alter-egos in many areas, including knowledge, strength and also the immune system.

James Fowler, a specialist in genetics and social ties, believes it is likely that we will choose our friends (and loves) to protect us naturally from certain diseases. Indeed, we would look for acolytes whose immune system fights contagious diseases to which we are not or only slightly resistant, which would tend to reduce the risk of being exposed to them ourselves. If this thesis makes it possible to validate that effectively on an immune level the opposites attract each other, what about our common tastes and the link that is forged between each of us.


According to a scientific study published in the Journal of Social and Personal Relationship by Jeffrey A. Hall, time is a determining factor in the development of friendly relationships. Through these experiences, he was able to highlight that it took about 50 hours to move from "acquaintances" to "casual friends", and another 90 hours to become friends. As for best friends, it is necessary to share more than 200 hours together to be able to reach this particular relationship. It is therefore memories that will allow us to create a solid bond between two individuals. But to spend so much time with someone you have to want to. This desire must be encouraged by common attractions (chemistry) which will result in the development of an imaginary bond.


The time spent with a potential friend will allow us to create a collective imagination. We are the only animals on this planet with imagination. Many people can collaborate by sharing myths, fictional stories and common beliefs. Only Homo Sapiens can talk about things we have never seen, felt or touched. (Harriri)


In order to create the ultimate friendly application, it is therefore necessary to take into consideration all these characteristics in order to reduce to a minimum the 200 hours necessary for a strong friendship.


It is necessary before the friendly meeting that thanks to the collected data the algorithms list similar common experiences, shared tastes, complementary immune systems and a similar level of knowledge/knowledge/QI.


It is basically the machine, the equation that must be used to find friends. If for decades we have trusted chance to do this, we can now use data and algorithms to provide us with the most effective circle for personal growth. Only Facebook is able to build such an application. It's up to them.


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Etats-Unis

Hamann and Benson 1957 LLC

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Hamann & Benson Strategy SAS

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