Here's a pocket history of the web, according to many people. In the early days, the web was just pages of information linked to each other. Then along came web crawlers that helped you find what you wanted among all that information. Some time around 2003 or maybe 2004, the social web really kicked into gear, and thereafter the web's users began to connect with each other more and more often. Hence Web 2.0, Wikipedia, MySpace, Facebook, Twitter, etc. I'm not strawmanning here. This is the dominant history of the web as seen, for example, in this Wikipedia entry on the 'Social Web.'
1. The sharing you see on sites like Facebook and Twitter is the tip of the 'social' iceberg. We are impressed by its scale because it's easy to measure.
2. But most sharing is done via dark social means like email and IM that are difficult to measure.
3. According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.
4. Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.
But it's never felt quite right to me. For one, I spent most of the 90s as a teenager in rural Washington and my web was highly, highly social. We had instant messenger and chat rooms and ICQ and USENET forums and email. My whole Internet life involved sharing links with local and Internet friends. How was I supposed to believe that somehow Friendster and Facebook created a social web out of what was previously a lonely journey in cyberspace when I knew that this has not been my experience? True, my web social life used tools that ran parallel to, not on, the web, but it existed nonetheless.
To be honest, this was a very difficult thing to measure. One dirty secret of web analytics is that the information we get is limited. If you want to see how someone came to your site, it's usually pretty easy. When you follow a link from Facebook to The Atlantic, a little piece of metadata hitches a ride that tells our servers, "Yo, I'm here from Facebook.com." We can then aggregate those numbers and say, "Whoa, a million people came here from Facebook last month," or whatever.
There are circumstances, however, when there is no referrer data. You show up at our doorstep and we have no idea how you got here. The main situations in which this happens are email programs, instant messages, some mobile applications*, and whenever someone is moving from a secure site ("https://mail.google.com/blahblahblah") to a non-secure site (http://www.theatlantic.com).
This means that this vast trove of social traffic is essentially invisible to most analytics programs. I call it DARK SOCIAL. It shows up variously in programs as "direct" or "typed/bookmarked" traffic, which implies to many site owners that you actually have a bookmark or typed in www.theatlantic.com into your browser. But that's not actually what's happening a lot of the time. Most of the time, someone Gchatted someone a link, or it came in on a big email distribution list, or your dad sent it to you.
Nonetheless, the idea that "social networks" and "social media" sites created a social web is pervasive. Everyone behaves as if the traffic your stories receive from the social networks (Facebook, Reddit, Twitter, StumbleUpon) is the same as all of your social traffic. I began to wonder if I was wrong. Or at least that what I had experienced was a niche phenomenon and most people's web time was not filled with Gchatted and emailed links. I began to think that perhaps Facebook and Twitter has dramatically expanded the volume of -- at the very least -- linksharing that takes place.
Everyone else had data to back them up. I had my experience as a teenage nerd in the 1990s. I was not about to shake social media marketing firms with my tales of ICQ friends and the analogy of dark social to dark energy. ("You can't see it, dude, but it's what keeps the universe expanding. No dark social, no Internet universe, man! Just a big crunch.")
And then one day, we had a meeting with the real-time web analytics firm, Chartbeat. Like many media nerds, I love Chartbeat. It lets you know exactly what's happening with your stories, most especially where your readers are coming from. Recently, they made an accounting change that they showed to us. They took visitors who showed up without referrer data and split them into two categories. The first was people who were going to a homepage (theatlantic.com) or a subject landing page (theatlantic.com/politics). The second were people going to any other page, that is to say, all of our articles. These people, they figured, were following some sort of link because no one actually types "http://www.theatlantic.com/technology/archive/2012/10/atlast-the-gargantuan-telescope-designed-to-find-life-on-other-planets/263409/." They started counting these people as what they call direct social.
The second I saw this measure, my heart actually leapt (yes, I am that much of a data nerd). This was it! They'd found a way to quantify dark social, even if they'd given it a lamer name!
On the first day I saw it, this is how big of an impact dark social was having on The Atlantic.
Just look at that graph. On the one hand, you have all the social networks that you know. They're about 43.5 percent of our social traffic. On the other, you have this previously unmeasured darknet that's delivering 56.5 percent of people to individual stories. This is not a niche phenomenon! It's more than 2.5x Facebook's impact on the site.
Day after day, this continues to be true, though the individual numbers vary a lot, say, during a Reddit spike or if one of our stories gets sent out on a very big email list or what have you. Day after day, though, dark social is nearly always our top referral source.
Perhaps, though, it was only The Atlantic for whatever reason. We do really well in the social world, so maybe we were outliers. So, I went back to Chartbeat and asked them to run aggregate numbers across their media sites.
Get this. Dark social is even more important across this broader set of sites. Almost 69 percent of social referrals were dark! Facebook came in second at 20 percent. Twitter was down at 6 percent.
All in all, direct/dark social was 17.5 percent of total referrals; only search at 21.5 percent drove more visitors to this basket of sites. (FWIW, at The Atlantic, social referrers far outstrip search. I'd guess the same is true at all the more magaziney sites.)
There are a couple of really interesting ramifications of this data. First, on the operational side, if you think optimizing your Facebook page and Tweets is "optimizing for social," you're only halfway (or maybe 30 percent) correct. The only real way to optimize for social spread is in the nature of the content itself. There's no way to game email or people's instant messages. There's no power users you can contact. There's no algorithms to understand. This is pure social, uncut.
Second, the social sites that arrived in the 2000s did not create the social web, but they did structure it. This is really, really significant. In large part, they made sharing on the Internet an act of publishing (!), with all the attendant changes that come with that switch. Publishing social interactions makes them more visible, searchable, and adds a lot of metadata to your simple link or photo post. There are some great things about this, but social networks also give a novel, permanent identity to your online persona. Your taste can be monetized, by you or (much more likely) the service itself.
Third, I think there are some philosophical changes that we should consider in light of this new data. While it's true that sharing came to the web's technical infrastructure in the 2000s, the behaviors that we're now all familiar with on the large social networks was present long before they existed, and persists despite Facebook's eight years on the web. The history of the web, as we generally conceive it, needs to consider technologies that were outside the technical envelope of "webness." People layered communication technologies easily and built functioning social networks with most of the capabilities of the web 2.0 sites in semi-private and without the structure of the current sites.
If what I'm saying is true, then the tradeoffs we make on social networks is not the one that we're told we're making. We're not giving our personal data in exchange for the ability to share links with friends. Massive numbers of people -- a larger set than exists on any social network -- already do that outside the social networks. Rather, we're exchanging our personal data in exchange for the ability to publish and archive a record of our sharing. That may be a transaction you want to make, but it might not be the one you've been told you made.
* Chartbeat datawiz Josh Schwartz said it was unlikely that the mobile referral data was throwing off our numbers here. "Only about four percent of total traffic is on mobile at all, so, at least as a percentage of total referrals, app referrals must be a tiny percentage," Schwartz wrote to me in an email. "To put some more context there, only 0.3 percent of total traffic has the Facebook mobile site as a referrer and less than 0.1 percent has the Facebook mobile app."
Five days after Hurricane Maria made landfall in Puerto Rico, its devastating impact is becoming clearer.
Five days after Hurricane Maria made landfall in Puerto Rico, its devastating impact is becoming clearer. Most of the U.S. territory currently has no electricity or running water, fewer than 250 of the island’s 1,600 cellphone towers are operational, and damaged ports, roads, and airports are slowing the arrival and transport of aid. Communication has been severely limited and some remote towns are only now being contacted. Jenniffer Gonzalez, the Resident Commissioner of Puerto Rico, told the Associated Press that Hurricane Maria has set the island back decades.
How could six senior presidential aides mimic the strategy for which Trump lacerated Hillary Clinton? Only if they believe they are as immune to the usual rules as he is.
Updated on September 25 at 8:20 p.m.
Late Sunday night, Josh Dawsey of Politico dropped a story that, in any other administration, would have been cause for concern but hardly surprise.
“Presidential son-in-law and senior adviser Jared Kushner has corresponded with other administration officials about White House matters through a private email account set up during the transition last December,” Dawsey wrote. “Kushner and his wife, Ivanka Trump, set up their private family domain late last year before moving to Washington from New York, according to people with knowledge of events as well as publicly available internet registration records.”
One hundred years ago, a retail giant that shipped millions of products by mail moved swiftly into the brick-and-mortar business, changing it forever. Is that happening again?
Amazon comes to conquer brick-and-mortar retail, not to bury it. In the last two years, the company has opened 11 physical bookstores. This summer, it bought Whole Foods and its 400 grocery locations. And last week, the company announced a partnership with Kohl’s to allow returns at the physical retailer’s stores.
Why is Amazon looking more and more like an old-fashioned retailer? The company’s do-it-all corporate strategy adheres to a familiar playbook—that of Sears, Roebuck & Company. Sears might seem like a zombie today, but it’s easy to forget how transformative the company was exactly 100 years ago, when it, too, was capitalizing on a mail-to-consumer business to establish a physical retail presence.
E!’s 10-year-anniversary special celebrating its flagship family was surprisingly honest and strangely tragic.
On Friday, as Puerto Rico contended with the aftermath of a hurricane that had left much of the island without power, and North Korea threatened to detonate a hydrogen bomb in the Pacific Ocean, the internet-gossip complex grappled instead with the momentous news that an unmarried 20-year-old reality star was pregnant. Kylie Jenner, TMZ reported, the youngest scion of the Kardashian family, had been telling friends that she and her boyfriend, the rapper Travis Scott, were going to have a baby. Unidentified family friends promptly confirmed the news to People. And some fans began to wonder—had Kylie’s mother, Kris Jenner, leaked the news herself to boost the ratings for E!’s Sunday night 10-year-anniversary special of Keeping Up With the Kardashians?
What J.R.R. Tolkien’s classic The Hobbit still has to offer, 80 years after its publication
“In a hole in the ground there lived a hobbit.” So began the legendarium that dominated a genre, changed Western literature and the field of linguistics, created a tapestry of characters and mythology that endured four generations, built an anti-war ethos that endured a World War and a Cold War, and spawned a multibillion-dollar media franchise. J.R.R. Tolkien’s work is probably best remembered today by the sword-and-sandal epic scale of The Lord of The Rings films, but it started in the quiet, fictionalized English countryside of the Shire. It started, 80 years ago in a hobbit-hole, with Bilbo Baggins.
Although Tolkien created the complicated cosmological sprawl of The Silmarillion and stories like the incestuous saga of Túrin Turambar told in The Children of Húrin, Middle-earth itself is mostly remembered today as something akin to little Bilbo in his Hobbit-hole: quaint, virtuous, and tidy. Nowadays, George R.R. Martin’s got the market cornered on heavily initialed fantasy writers, and his hand guides the field. High and epic fantasy are often expected to dip heavily into the medieval muck of realism, to contain heavy doses of sex and curses, gore and grime, sickness and believable motives and set pieces. Characters like Martin’s mercenary Bronn of the Blackwater are expected to say “fuck.” Modern stories, even when set in lands like A Song of Ice and Fire’s Essos that are filled with competing faiths, tend toward the nihilist, and mostly atheist. Heavenly beings are denuded of potency and purity; while the gods may not be dead, divinity certainly is.
“This fear is very deeply felt and not understood in the West—and it comes from a real place rooted in history.”
Over the past month, a crackdown by Burma’s military has forced more than 400,000 Rohingya Muslims from Rakhine state to flee to neighboring Bangladesh in what the UN human-rights chief has called a “textbook example of ethnic cleansing.” The military crackdown was prompted by an attack August 25th by the Arakan Rohingya Salvation Army (ARSA), a Muslim militant group with reported links to Pakistan and Saudi Arabia, on security outposts.
The international community has condemned the violence unleashed by the Burmese military on Rohingya civilians. It has also voiced sharp criticism of Aung San Suu Kyi, the Nobel laureate and de-facto Burmese leader, for, in the view of her critics, not doing enough to protect the Rohingya, who have been stateless for more than three decades. But where humanitarian groups and Western nations see the world’s most persecuted minority, the government of Burma (also known as Myanmar) and an overwhelming majority of its people see a foreign group with a separatist agenda, fueled by Islam, and funded from overseas. It’s this difference in perception that will make any resolution of the Rohingya issue extremely difficult.
The foundation of Donald Trump’s presidency is the negation of Barack Obama’s legacy.
It is insufficient to statethe obvious of Donald Trump: that he is a white man who would not be president were it not for this fact. With one immediate exception, Trump’s predecessors made their way to high office through the passive power of whiteness—that bloody heirloom which cannot ensure mastery of all events but can conjure a tailwind for most of them. Land theft and human plunder cleared the grounds for Trump’s forefathers and barred others from it. Once upon the field, these men became soldiers, statesmen, and scholars; held court in Paris; presided at Princeton; advanced into the Wilderness and then into the White House. Their individual triumphs made this exclusive party seem above America’s founding sins, and it was forgotten that the former was in fact bound to the latter, that all their victories had transpired on cleared grounds. No such elegant detachment can be attributed to Donald Trump—a president who, more than any other, has made the awful inheritance explicit.
More comfortable online than out partying, post-Millennials are safer, physically, than adolescents have ever been. But they’re on the brink of a mental-health crisis.
One day last summer, around noon, I called Athena, a 13-year-old who lives in Houston, Texas. She answered her phone—she’s had an iPhone since she was 11—sounding as if she’d just woken up. We chatted about her favorite songs and TV shows, and I asked her what she likes to do with her friends. “We go to the mall,” she said. “Do your parents drop you off?,” I asked, recalling my own middle-school days, in the 1980s, when I’d enjoy a few parent-free hours shopping with my friends. “No—I go with my family,” she replied. “We’ll go with my mom and brothers and walk a little behind them. I just have to tell my mom where we’re going. I have to check in every hour or every 30 minutes.”
Those mall trips are infrequent—about once a month. More often, Athena and her friends spend time together on their phones, unchaperoned. Unlike the teens of my generation, who might have spent an evening tying up the family landline with gossip, they talk on Snapchat, the smartphone app that allows users to send pictures and videos that quickly disappear. They make sure to keep up their Snapstreaks, which show how many days in a row they have Snapchatted with each other. Sometimes they save screenshots of particularly ridiculous pictures of friends. “It’s good blackmail,” Athena said. (Because she’s a minor, I’m not using her real name.) She told me she’d spent most of the summer hanging out alone in her room with her phone. That’s just the way her generation is, she said. “We didn’t have a choice to know any life without iPads or iPhones. I think we like our phones more than we like actual people.”
Two new books explore America’s changing romantic landscape.
C.S. Lewis’s wife, Joy Davidman, died of bone cancer on July 13, 1960. The next day, the famous author wrote a letter to Peter Bide, the priest who had married them, to tell him the news.
“I’d like to meet,” Lewis writes, suggesting the two grab lunch sometime soon. “For I am—oh God that I were not—very free now. One doesn’t realize in early life that the price of freedom is loneliness. To be happy is to be tied.”
When it comes to romance, Americans are freer than they’ve ever been. Freer to marry, freer to divorce, freer to have sex when and with whom they like with fewer consequences, freer to cohabitate without getting married, freer to remain single, freer to pursue open relationships or polyamory.
It's getting sweeter in the South—and at one university in particular.
In recent years the rising cost of student debt has given birth to an odd phenomenon: a population of ostensibly generous older men who appear poised to solve the higher-education crisis, one student at a time. Once a relatively underground subculture, this benevolent group of men is coming to the rescue across the country, essentially volunteering to subsidize the students’ tuition costs. But that description could be, shall I say, sugarcoating it.
Yes, these men are ponying up their money—plus more—for financially struggling students. However, it’s not free money, and it’s not all students. In other words, these benefactors typically expect some compensation from their beneficiaries—students who generally tend to be women willing to accept the help from the men in exchange for providing some tender loving care. And, at least, flaunting their good looks.
"Sugar daddies"—the official moniker granted to these wealthy men—and the microcosm they occupy aren’t anything new, but they’ve become more mainstream in recent years. That they’ve emerged as a noteworthy group during America's student-debt crisis is indicative of their growing prevalence—as well as that of "sugar babies," the ones entrenched in that crisis. And the subculture—"daddies" and "babies" alike—appears to be expanding rapidly. 2014 saw a huge spike in sugar babies nationwide, especially in the southern states, according to new data from SeekingArrangement, a site where "babies" and "daddies" sign up and connect. The trend itself, let alone writing about it, might seem frivolous or demeaning. But the data could clarify what's going wrong with the system and where those problems lie.
The latest figures on student-loan debt—now an average of $28,400 per person—are frightening. This number has steadily risen over the past few years, and, worse yet, it’s likely much higher than estimated considering only 57 percent of public and private nonprofit colleges volunteered to report their statistics this past year. Moreover, these debt figures exclude for-profit colleges, which are notorious for their especially high student debt-default rates.
What might have been little more than a nuisance in the past has turned into an outright hindrance to many students’ financial security: It takes about 14 years on average to pay off the debt. As a result, young women across the country are turning to sugar daddies in droves. Many of them use SeekingArrangement, which describes itself as "the world’s largest Sugar Daddy dating site." More than 1.4 million students have signed up as members, including nearly 1 million in the U.S., according to the company. The website claims that 42 percent of its members are students, many of whom are incentivized by SeekingArrangement to join; people who sign up with a .edu email address or show proof of enrollment, for example, receive "premium memberships" for free.
The whole thing may seem shady, but in its defense SeekingArrangement has strict rules prohibiting the exchange of money on its site. It also apparently has an in-house team that does background checks on members. Understandably, the company is mired in controversy. One New York Postcontributor even accused the sugar-baby industry of trying to justify prostitution, one of the many claims to which SeekingArrangement eventually responded with a disclaimer. Last year, the company set up a FAQ-esque page, "a refresher course in the definitions of Sugar" that aimed to delineate the so-called differences between sugar baby-ing and prostitution.
But for many, that’s all old news. Now, the latest data reveals not only that the phenomenon is spreading, but also that it’s gaining traction in certain areas much more than in others.
The University of Texas at Austin, in particular, saw a massive growth in sign-ups between 2013 and 2014. With a 227 percent increase the growth far outpaced all other schools in the country when it came to the sugar phenomenon, according to SeekingArrangement. In fact, according to the company, last year was the first time several Texas schools even appeared on the list. (Four schools in the Lone Star State made the most recent top-50 list). So while sheer sugar-baby numbers are important, growth rates are telling, too. Here are the top-five schools in terms of growth in sign-ups between 2013 and 2014: