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When Facebook<\/a> began testing its new \"Neighborhoods\" feature in Canada last October amid the COVID-19 pandemic, the tech giant described it as a dedicated place for people to connect with their local communities.
Here, in a corner of the world's largest social network<\/a>, people met neighbors, shared banana bread ingredients, helped locate missing cats and swapped local business recommendations, the feature's product manager Reid Patton said in a recent interview.
But Facebook, which is rolling out the feature in four U.S. cities - Baton Rouge, Louisiana; Charlotte, North Carolina; Newark, New Jersey; and San Diego, California - is already playing catch-up in the red-hot market for local social apps. Community site Nextdoor has emerged as a key player along with Amazon Ring's Neighbors and crime-tracking app Citizen. Nextdoor, which saw usage surge during lockdowns, reported 50% annual growth in daily active users last year.
Facebook has in recent years focused on on-site communities that matter to its users as a tactic to drive engagement. The company, which made the vast majority of its almost $84.2 billion ad revenue last year from smaller businesses, many of whom court local users, also said users' activity and information in Neighborhoods may be used to personalize their experience and ads across Facebook.
Neighborhoods users are prompted to introduce themselves, log interests and answer ice-breaker questions, like favorite DIY projects. People can take roles like \"socializer\" or \"helper\" and their profile information populates a directory that even identifies local pets by name, Patton said.
But Facebook, long under fire for its moderation and design decisions, will likely contend with challenges that have bedeviled rival hyperlocal platforms, such as misinformation, racial profiling and privacy concerns, say civil rights groups and social media researchers.
Facebook is already under scrutiny from lawmakers over its Groups feature, which it says is used by more than 1.8 billion people every month, including to connect with their local communities. Researchers identified Facebook Groups as a source of false claims and violent incitement ahead of the U.S. Capitol riot.
\"Online rhetoric can lead into offline antagonism and violence really quickly,\" said Nina Jankowicz, a global fellow at the Wilson Center who has researched how Facebook Groups have been used to push conspiracies. \"Facebook's moderation of Groups leaves a lot to be desired.\"
Facebook's Patton said the team designing Neighborhoods took into account problems in Groups: \"We've tried to learn from across Facebook products and beyond, and build an experience that does make people feel safe.\"
A Neighborhood largely relies on multiple unpaid community moderators, offered the role by Facebook after it assesses how active they are in other communities and screens rule-breakers. It is also developing moderator training on sensitive issues. All Neighborhoods users must be over 18 and new accounts or repeat rule-violators are not allowed.
As designed, recent traffic on some Neighborhoods showed typical local community messages. In San Diego, residents shared dog photos and alerts for lost house keys. In Toronto, posts ranged from a poll about dating in the pandemic to pictures of a stolen bike.
Facebook has not marketed public safety as a focus of Neighborhoods, but Reuters found the citizen crime warnings endemic in community apps are already showing up. In Vancouver, users commented on a photo of a man said to have been following women in the area, while someone else described an encounter with someone breaking into their house. Stills were shared from security cameras of a \"suspicious person\" looking at a property and kids who allegedly stole packages. On the last post, a user advised saving a box and putting dog feces in it.
Patton said Neighborhoods has no features involving law enforcement. Nextdoor has yanked a tool for users to forward their posts to police and Amazon Ring's Neighbors is now making police requests more transparent.
Though Neighborhoods' community guidelines instruct users to be inclusive and kind, surveillance researchers argue fast-growing local platforms do not focus enough on potential harms, like racial profiling and misinformation. Citizen made headlines last month when it put out a $30,000 bounty to find a homeless man it wrongly accused of starting a wildfire.
\"I would not be surprised if (Facebook) cared a little bit less about the kindness you show to the people you suspect are stealing your packages,\" said Matthew Guariglia, a surveillance analyst at the Electronic Frontier Foundation.
Facebook's biggest challenge in the hyperlocal market is overcoming the head start of its competitors. Nextdoor said it covers a third of U.S. households, operates in 276,000 neighborhoods globally and is planning expansion in more countries.
Facebook's arrival \"doesn't really mean anything. It means eyes on the prize,\" Nextdoor CEO Sarah Friar said in an interview. \"From a broader perspective it certainly, I think, proves our point that local has never mattered more.\"
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Facebook的“社区”面临着拥挤的利基市场,分析问题
但是Facebook,推出四个美国城市的特性——巴吞鲁日路易斯安那州;夏洛特,北卡罗莱纳;新泽西州纽瓦克;和圣地亚哥,加州已经追赶在火热的市场为当地社会应用。
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当脸谱网开始测试其新的“社区”功能在加拿大去年10月在COVID-19大流行,这家科技巨头将其描述为一个专门的地方人们与他们的当地社区。
在这里,在世界上最大的一个角落里社交网络,人们遇到邻居,共享香蕉面包成分,帮助找到失踪的猫和交换当地的商业建议,功能的产品经理里德巴顿在最近的一次采访中表示。
但是Facebook,推出四个美国城市的特性——巴吞鲁日路易斯安那州;夏洛特,北卡罗莱纳;新泽西州纽瓦克;和圣地亚哥,加州已经追赶在火热的市场为当地社会应用。社区站点附近已经成为关键球员以及亚马逊环的邻国和犯罪追踪应用公民。分散,使用激增在封锁期间,50%的年增长率在日常报道去年活跃用户。
Facebook近年来关注现场社区物质作为策略来推动它的用户参与。公司,这使得绝大多数的近842亿美元广告收入去年来自中小企业,其中许多法院本地用户,还表示用户的活动和信息在社区可用于个性化他们的经验并在Facebook的广告。
社区用户提示介绍自己时,日志利益和回答破冰船的问题,像最喜欢DIY项目。人们可以采取像“社交”或“助手”角色和他们的个人信息填充一个目录,即使确定了当地的宠物的名字,巴顿说。
但是Facebook,长在火的节制和设计决策,可能会面对挑战,就令对手地方性平台,如错误、种族歧视和隐私问题,民权组织和社交媒体的研究者说。
Facebook已经饱受立法者对其组织特性,它说每月有超过18亿人使用,包括与当地社区。研究人员发现Facebook群组的虚假索赔和暴力煽动国会大厦前的骚乱。
“网上言论会很快离线对抗和暴力,“尼娜Jankowicz说,全球的威尔逊中心研究员研究Facebook群组是如何被用来推动阴谋。“Facebook的缓和组织还有很多需要改进。”
Facebook的巴顿说,团队设计社区考虑问题组:“我们试图学习来自Facebook的产品和超越,并构建一个体验,让人们感到安全。”
邻居很大程度上依赖于多个无薪社区版主,Facebook提供的角色后,评估他们是多么活跃在其他社区和屏幕破坏规则的人。也是发展中主持人培训在敏感问题上。所有社区用户必须年满18岁,新帐户或重复rule-violators是不允许的。
像设计的那样,最近的交通在某些社区显示典型的当地社区的消息。圣地亚哥居民共享的狗照片和警报失去房子的钥匙。在多伦多,文章从调查关于约会的大流行的偷来的自行车的照片。
Facebook并没有销售公共安全社区的焦点,但路透社发现公民犯罪警告在社区流行应用程序已经出现。在温哥华,用户评论一个人的照片据说女性在该地区后,虽然别人描述一个遇到有人闯入他们的房子。照片共享来自摄像头的一个“可疑的人”看财产和孩子涉嫌偷了包。最后一个帖子,用户建议保存一个盒子,把狗的粪便。
巴顿说社区没有涉及执法的特点。附近有拽的工具用户转发帖子警察和亚马逊环的邻居现在让警察请求更加透明。
尽管社区的社区指南指导用户包容、善良,监测研究者认为快速增长的本地平台不足够关注潜在的危害,如种族定性和错误信息。公民头条上个月当它提出一个30000美元赏金找到一个无家可归的人错误地指控野火。
“我不会感到惊讶,如果(Facebook)小一点关心你善良给你怀疑的人偷你的包,”马修Guariglia说,监视电子前沿基金会分析师。
Facebook在地方性市场面临的最大挑战是克服领先竞争对手。分散表示,它覆盖了三分之一的美国家庭,在全球的276000个社区,且计划在更多国家的扩张。
Facebook的到来”没有任何意义。这意味着眼睛奖,”首席执行官萨拉附近修士在接受采访时表示。“我认为,从更广泛的角度来看,这也证明了我们的观点,当地从来没有更重要。”
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