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Who’s missing next to Zuckerberg as he testifies at the political circus?

(EDITORIAL) Facebook Founder, Mark Zuckerberg isn’t testifying because of web privacy violations, this is all a political opportunity with a dash of regulatory salivation thrown in.

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Cambridge Analytica. The name of this company has become synonymous with a breach of your privacy. Several years ago, the company took advantage of a loophole that gave them access to 50 million Facebook users’ information. The story is convoluted, but the entire timeline is laid out here so you can see this is about more than just your privacy.

Today, Facebook has begun alerting users if their info was used by Cambridge Analytica to politically target them without their direct consent. But there is no recourse other than the sheer knowledge that your info was used. How novel.

Facebook Founder, Mark Zuckerberg has headed to Capitol Hill to testify before Congress about this situation, which we all know will turn into a dog and pony show filled with political bluster from both sides as they use their time to lecture and stump, and maybe ask a semi-informed question or two.

Why is Zuckerberg on the hot seat alone? Because they’re the biggest visible fish in the sea, so Facebook will be made an example of. Their entire business model is to make money off of your information, and they’ve been pretty open about that since day one.

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But Zuck didn’t set the tone, Eric Schmidt at Google did. And social media platforms have followed suit ever since.

Think about it – you know that Facebook collects the data you insert into their walled garden, but Google manufactured your tv, all of your phones, Gmail accounts, and your home assistant, and it’s obvious what they’re doing with all of that data as it is mined and consolidated in a much less obvious way than Facebook. And it’s strange that Google hasn’t come up in any of these talks of collusion, given the depth of their data and lax requirements of advertisers.

That takes us to the overreactions of today – you know that all of you deleting your Facebook accounts aren’t really deleting anything other than your access, right? Facebook still retains the rights to your photos, posts, and past activity. Just as Schmidt noted above as it pertains to Google.

So your information was used to be advertised to. Nothing new to see here. In fact, it’s not even new that Facebook data could be used politically. Although Facebook seemed to turn the other way when this information was being used, they’re certainly no political virgins – Carol Davidsen, director of data integration and media analytics for Obama for America, said Sunday on Twitter of Facebook, “They came to office in the days following election recruiting & were very candid that they allowed us to do things they wouldn’t have allowed someone else to do because they were on our side.”

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So it’s not new that Facebook allows third parties to use your data. It’s also not new that the data is openly used for political targeting. So why is this call for Congressional hearings now that the toothpaste is so far out of the tube that it’s down the sink!?

Sadly, politics. Because this time it benefited someone that’s popular to hate. But the result will have nothing to do with politics at all.

People under 30 never lived a life with privacy and can tell you that they know it doesn’t exist – and if it’s gone, it’s still on a social media company’s servers somewhere. And if you take a quiz about what kind of bread you are, you know that your info is going to be used for something, because we all know that if you don’t pay for a product, YOU are the product (that’s an old line dating back eras). This is what politicians intend on legislating, good or bad.

Sure, Zuckerberg is the target of the hearings because of the Cambridge Analytica situation that benefited Trump instead of literally anyone else on the planet, but again, he’s flying solo because he’s the biggest fish in the social media sea.

And he should not be in the hot seat alone.

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Jack Dorsey should be sitting next to him. Steve Huffman should be sitting next to him. Reid Hoffman should be sitting next to him. Eric Schmidt should be sitting right behind Sundar Pichai.

But it’s more than that. If Zuckerberg is on the hot seat, so should every company that ever uses your data without your direct consent or complete understanding. The politicians and talking heads are all dominating the airwaves right now screaming about privacy, and stomping around that it must be addressed (again, they’re over a decade late). So why not force the auto insurers that use your smartphone info, or health insurers that can use your smartphone activity to indicate your activity levels (and duh, insurability). Why not the fitness apps that report user locations to the public, accidentally unveiling secret military bases? Why not television manufacturers for using data above and beyond what cable knows (like app usage), selling that info to the highest bidders?

Try to tell me this is about privacy. It’s not. So let me tell you where this is going.

Zuckerberg’s flamboyant “let them eat cake” attitude is something the tech world is used to, but politicians are not. What’s at stake is the very nature of Facebook. What are they? How can politicians regulate them? How can they protect users based on the marginal information they kind of understand and kind of don’t?

The bottom line is that they’re asking if Facebook is a media company, a moniker they’ve brushed off for years. That’s where this is going. And they are a media company. Because they are, but are not legislated as one, politicians have set a trap for ol’ Zuck.

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And he shouldn’t be alone testifying. He should have a litany of counterparts at various social media companies up there. But their first step is to pin him with being a media company so they can simply regulate the rest.

We’ve cheered on and red flagged both sides of the social media boom since before it began, but watching people not in tune with technology fumble over regulating it is simply bad for business.

Lani is the COO and News Director at The American Genius, has co-authored a book, co-founded BASHH, Austin Digital Jobs, Remote Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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