Facebook: Rebel Becomes the Empire

Facebook recently hosted a very well run Studio Live event in town. The goal was to provide marketers with new ways of using Facebook to benefit brands and their fans.  It achieved that goal, but inadvertently revealed the choppy waters that churn when the currents of innovation and self-interest conflict.

Here’s what happened. As part of the day, Facebook sponsored a “Hack Session.” The idea was to think innovatively and provocatively around a real case study. Prior to the case, we heard inspired talks about the hack culture that drives the Facebook development team. We were encouraged to adopt the pirate mentality, think outside the box, break the rules, and act boldly.  Different stories were shared reinforcing the moral that too many marketers were still stuck in the old way of doing things. We all urgently needed to embrace the hack culture to succeed in the modern marketplace.

We then broke out into small groups for the Hack Session. Our mission was to take the lessons they’d shared to build awareness and support for Feeding America. To take advantage of the competitive nature of the attendees, it was set up as a contest between the groups. The winning team would have their ideas implemented and other tokens of glory bestowed upon them. Inspired by the competition and such a worthy cause, our group eagerly jumped in. The overriding challenge was to get support for a cause amidst the clamor of many other worthy causes. We quickly came up with several ideas, but one big idea revved us up the most. It started by building a Hunger page with local stories about people we could all relate to who are facing the challenge of where their families’ next meal is coming from.  But why would anyone notice or care? Because we were going to tap into one of the hottest memes around Facebook. We were going to give their page the first Dislike button. People would be able to come in and “dislike” hunger, and by doing so, generate a contribution to Feeding America.

We were fired up and on fire, spinning out PR, social, and promotional ideas in a happy frenzy. The Facebook people assigned to our group joined in enthusiastically – for a while. Then we got word from their organizers. Our idea would not be seriously considered for the competition.

Us: Why?

Them:  Because the Dislike button isn’t “feasible.”

Us: You mean it isn’t technically feasible?

Them: No, it just isn’t feasible that Facebook would allow it.

It wasn’t feasible even temporarily, even for a single page, even for a great cause.  It was clear that even the self-declared disciples of the hack culture have their limits. It is a persistent lesson in human nature, even amidst the ceaseless revolution that has defined the digital era.  It’s always easier to break the rules when they’re someone else’s.