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A few things to note about the old Facebook:

- Wall posts didn’t have comments in those days (nor did they have a “like” button. Can you believe it?) Conversations were all about the “wall-to-wall”.

- Chat didn’t exist, and messaging was used much less frequently. So wall posts were used for things that would be private messages now.

- Most importantly, our attitude to public wall posts was very different.

It’s the last point that’s most important. It’s hard to remember, but the current massive controversies around social media privacy were barely on the radar a few years ago. The subsequent change in attitudes is partly due to Facebook making their platform more “open”, and partially due to raising concerns amongst users.

For example, you didn’t have to worry about your posts being read by the general public – that wasn’t even an option back in 2008. You did, of course, have to worry about your mum reading about your drunken misadventures. But even that felt like much less of an issue than it does now. People hadn’t yet learned to self-censor.

The best analogy I can think of: old Facebook was like having some friends around at your own house. Though you probably wouldn’t prance about naked or insult people to their face, you’d feel comfortable dressing down or trading off-colour jokes. New Facebook is more like a social gathering in a public place – still friendly and informal, but you have to be much more careful to present a respectable image and avoid saying anything offensive.

I think Zuck was right when he said that people would adapt to a world with less privacy and more “transparency” – people adapted, and became more polite, bland and inoffensive as a result. “I never would have posted something like that on my wall”, they say, and really mean it.


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