How a confused, defensive social media giant steered itself into a disaster, and how Mark Zuckerberg is trying to fix it all.
ONE DAY IN late February of 2016, Mark Zuckerberg sent a memo to all of Facebook’s employees to address some troubling behavior in the ranks. His message pertained to some walls at the company’s Menlo Park headquarters where staffers are encouraged to scribble notes and signatures. On at least a couple of occasions, someone had crossed out the words “Black Lives Matter” and replaced them with “All Lives Matter.” Zuckerberg wanted whoever was responsible to cut it out.
“ ‘Black Lives Matter’ doesn’t mean other lives don’t,” he wrote. “We’ve never had rules around what people can write on our walls,” the memo went on. But “crossing out something means silencing speech, or that one person’s speech is more important than another’s.” The defacement, he said, was being investigated.
All around the country at about this time, debates about race and politics were becoming increasingly raw. Donald Trump had just won the South Carolina primary, lashed out at the Pope over immigration, and earned the enthusiastic support of David Duke. Hillary Clinton had just defeated Bernie Sanders in Nevada, only to have an activist from Black Lives Matter interrupt a speech of hers to protest racially charged statements she’d made two decades before. And on Facebook, a popular group called Blacktivist was gaining traction by blasting out messages like “American economy and power were built on forced migration and torture.”
So when Zuckerberg’s admonition circulated, a young contract employee named Benjamin Fearnow decided it might be newsworthy. He took a screenshot on his personal laptop and sent the image to a friend named Michael Nuñez, who worked at the tech-news site Gizmodo. Nuñez promptly published a brief story about Zuckerberg’s memo.
A week later, Fearnow came across something else he thought Nuñez might like to publish. In another internal communication, Facebook had invited its employees to submit potential questions to ask Zuckerberg at an all-hands meeting. One of the most up-voted questions that week was “What responsibility does Facebook have to help prevent President Trump in 2017?” Fearnow took another screenshot, this time with his phone.
Fearnow, a recent graduate of the Columbia Journalism School, worked in Facebook’s New York office on something called Trending Topics, a feed of popular news subjects that popped up when people opened Facebook. The feed was generated by an algorithm but moderated by a team of about 25 people with backgrounds in journalism. If the word “Trump” was trending, as it often was, they used their news judgment to identify which bit of news about the candidate was most important. If The Onion or a hoax site published a spoof that went viral, they had to keep that out. If something like a mass shooting happened, and Facebook’s algorithm was slow to pick up on it, they would inject a story about it into the feed.
Facebook prides itself on being a place where people love to work. But Fearnow and his team weren’t the happiest lot. They were contract employees hired through a company called BCforward, and every day was full of little reminders that they weren’t really part of Facebook. Plus, the young journalists knew their jobs were doomed from the start. Tech companies, for the most part, prefer to have as little as possible done by humans—because, it’s often said, they don’t scale. You can’t hire a billion of them, and they prove meddlesome in ways that algorithms don’t. They need bathroom breaks and health insurance, and the most annoying of them sometimes talk to the press. Eventually, everyone assumed, Facebook’s algorithms would be good enough to run the whole project, and the people on Fearnow’s team—who served partly to train those algorithms—would be expendable.
The day after Fearnow took that second screenshot was a Friday. When he woke up after sleeping in, he noticed that he had about 30 meeting notifications from Facebook on his phone. When he replied to say it was his day off, he recalls, he was nonetheless asked to be available in 10 minutes. Soon he was on a videoconference with three Facebook employees, including Sonya Ahuja, the company’s head of investigations. According to his recounting of the meeting, she asked him if he had been in touch with Nuñez. He denied that he had been. Then she told him that she had their messages on Gchat, which Fearnow had assumed weren’t accessible to Facebook. He was fired. “Please shut your laptop and don’t reopen it,” she instructed him.
That same day, Ahuja had another conversation with a second employee at Trending Topics named Ryan Villarreal. Several years before, he and Fearnow had shared an apartment with Nuñez. Villarreal said he hadn’t taken any screenshots, and he certainly hadn’t leaked them. But he hadclicked “like” on the story about Black Lives Matter, and he was friends with Nuñez on Facebook. “Do you think leaks are bad?” Ahuja demanded to know, according to Villarreal. He was fired too. The last he heard from his employer was in a letter from BCforward. The company had given him $15 to cover expenses, and it wanted the money back.
The firing of Fearnow and Villarreal set the Trending Topics team on edge—and Nuñez kept digging for dirt. He soon published a story about the internal poll showing Facebookers’ interest in fending off Trump. Then, in early May, he published an article based on conversations with yet a third former Trending Topics employee, under the blaring headline “Former Facebook Workers: We Routinely Suppressed Conservative News.” The piece suggested that Facebook’s Trending team worked like a Fox News fever dream, with a bunch of biased curators “injecting” liberal stories and “blacklisting” conservative ones. Within a few hours the piece popped onto half a dozen highly trafficked tech and politics websites, including Drudge Report and Breitbart News.
The post went viral, but the ensuing battle over Trending Topics did more than just dominate a few news cycles. In ways that are only fully visible now, it set the stage for the most tumultuous two years of Facebook’s existence—triggering a chain of events that would distract and confuse the company while larger disasters began to engulf it.
This is the story of those two years, as they played out inside and around the company. WIRED spoke with 51 current or former Facebook employees for this article, many of whom did not want their names used, for reasons anyone familiar with the story of Fearnow and Villarreal would surely understand. (One current employee asked that a WIRED reporter turn off his phone so the company would have a harder time tracking whether it had been near the phones of anyone from Facebook.)
The stories varied, but most people told the same basic tale: of a company, and a CEO, whose techno-optimism has been crushed as they’ve learned the myriad ways their platform can be used for ill. Of an election that shocked Facebook, even as its fallout put the company under siege. Of a series of external threats, defensive internal calculations, and false starts that delayed Facebook’s reckoning with its impact on global affairs and its users’ minds. And—in the tale’s final chapters—of the company’s earnest attempt to redeem itself.
In that saga, Fearnow plays one of those obscure but crucial roles that history occasionally hands out. He’s the Franz Ferdinand of Facebook—or maybe he’s more like the archduke’s hapless young assassin. Either way, in the rolling disaster that has enveloped Facebook since early 2016, Fearnow’s leaks probably ought to go down as the screenshots heard round the world.