Why We Going Facebook Free

by | Jun 23, 2020 | Suvata Co. | 0 comments

12 min read

TLDR: Facebook is an unethical, unyogic company, sorely in need of a moral compass. We refuse to tacitly endorse Facebook’s practices any longer.

•••

Table of Contents

  1. What it means to go Facebook Free
  2. Facebook’s Track Record with Privacy
  3. Facebook’s toxicity
  4. What we’re doing instead

What it means to go Facebook Free

I first stumbled across the idea of going Facebook Free when Basecamp announced their decision to go Facebook Free in December 2018. I didn’t see how this was practical for me at the time as I was a service provider and running a digital agency. (More on that later.)

But, in short, going Facebook Free means:

  • We will not purchase advertisements from Facebook for either Facebook or Instagram.
  • We will not install the Facebook Pixel, allow Facebook Login, or enable Facebook Like buttons.
  • We will no longer use Facebook Pages, Groups, or Messenger, nor will we use Instagram.

Facebook’s Track Record with Privacy

Privacy matters because a free society cannot exist if the citizenry has no expectation of privacy.

For the last decade, I have been deeply troubled by Facebook’s attitude towards privacy.

My concern began when it was revealed in 2010 that government organisations were mining user’s social media data. But — like most people — I chalked it up to a one-time occurrence and buried my head in the sand.

In fact, Facebook has a history of complying with government requests to access private data to establish facts of a crime, prove or disprove alibis, and even illustrate communications between two parties. And here’s the kicker: Facebook complies even when the government lacks reasonable suspicion of criminal activity. You can read more about this in a 92-page document published by the Pace Law Review.

Then in 2011, the FTC filed a 19 page complaint against Facebook for failure to uphold privacy promises made to users. Facebook settled in November 2011, and as part of the settlement, Facebook was prohibited from making deceptive privacy claims, and as a result their language regarding privacy became evermore nebulous. (You can read the full document from the FTC here.)

Also in 2011 it was revealed that Facebook keeps a log of pages visited by both Facebook users and non-users. In November 2015, Facebook was ordered by the Belgian Privacy Commission to cease tracking non-users. Instead, Facebook blocked all non-users from seeing anything on Facebook, including publicly posted content.

While we’re on the topic of tracking, Facebook knows what sites you visit thanks to a bit of code that website owners install. Website owners install Facebook pixels on their websites so they can serve you better ads, and also serve you ads for things you almost bought but didn’t. If you have ever been stalked around Facebook by that crockpot you looked at on Amazon 3 months ago, this is why: retargeting.

(To be clear: SūvataYoga does not have a Facebook Pixel installed.)

Happily, Facebook recently introduced an Off-Facebook Activity list which shows all the things you’ve done off Facebook that Facebook knows about. You can click here to access it.


As you can see from my screenshot, some 558 apps and websites have shared information with Facebook about me; sites that I don’t even remember visiting, and apps that I uninstalled after 30 seconds when I realised the app was shitty. All of this off-Facebook activity only builds the dataset they have on you.

In 2013 High-Tech Bridge (Now ImmuniWeb) published a study showing how links sent privately via Facebook Messenger were being accessed by Facebook, and not — in fact — private.

Also in 2013, it was revealed that Facebook is a participant in the National Security Administration’s PRISM program, which is a mass surveillance program that collects data from internet companies in the United States. Both Facebook and Google joined back in 2009.

And don’t even get me on the DeepFace program, a facial recognition program developed by Facebook using the data of 4 million images uploaded by users without their explicit consent. DeepFace is more accurate at identifying someone than the FBI’s facial recognition program.

All of my discontent was amplified by the famous Cambridge Analytica scandal in 2018. As a privacy advocate, I followed the scandal with baited breath.

Cambridge Analytica harvested the personal data of millions of Facebook users without their consent and used predominately to serve these users with political advertisements.

Donald Trump’s presidential campaign used the data to build psychographic profiles of voters. Ads were then served to voters based on whether or not they were Trump supporters or swing voters. Trump supporters received ads showing him as presidential, while swing voters were shown ads disparaging Hillary Clinton.

A fascinating documentary about this scandal called The Great Hack is available on Netflix. I strongly encourage you to watch it. My husband and I were so outraged we basically spent the entire duration screaming at the TV.

More details about the profound impact of the Cambridge Analytica scandal were published in January by TechCrunch.

•••

Woman on a Computer

The reason I care so much about these egregious — and numerous — privacy violations is because privacy is a fundamental right, and when that right is infringed upon, so is one’s right to be authentically and unapologetically themselves.

The things we think, the things we believe, and the things we read on the internet are nobody’s business but our own. And this information should not be manipulated, nor should it be controlled by anybody but ourselves.

Facebook — or any other company for that matter — should not be able to get rich by selling our personal data, purchase history, or browser history, to the highest bidder.

But yet, this is the era in which we live.

We live in a time where we expect to receive extremely costly services (like social networking) for free, but because the service to the users is free, companies have to make their money somehow.

And they do so by selling our data.

You — the Facebook user — are not the customer. You are the product. The advertisers are the customers.

Facebook is Toxic and Manipulative

While I am passionate about privacy, privacy concerns are just one reason Sūvata is leaving Facebook.

The other reason is that Facebook is toxic and manipulative.

Facebook’s number one goal is to keep users on Facebook. Facebook wants you to be hooked. It’s in their best interest that you’re addicted to their platform. According to Jaron Lanier, a technologist who is considered to be a founding father of virtual reality, “We’re being hypnotized little by little by technicians we can’t see.”

Back in 2014, the Washington Post published an article about the “emotional contagion” experiment conducted by Facebook’s data scientists.

Facebook’s researchers wanted to know if your newsfeed is full of happy posts, will you be happier? Conversely, if your feed is filled with sad posts, will you be sadder?

“To test that, Facebook data scientists tweaked the newsfeed algorithms of roughly 0.04 percent of Facebook users, or 698,003 people, for one week in January 2012,” reported the Washington Post. “During the experiment, half of those subjects saw fewer positive posts than usual, while half of them saw fewer negative ones. To evaluate how that change affected mood, researchers also tracked the number of positive and negative words in subjects’ status updates during that week-long period. Put it all together, and you have a pretty clear causal relationship.”

The results were not surprising. When you see happier posts, you’re more likely to make happier posts. When you see sad posts, you’re more likely to make sad posts. This feeds the vicious cycle of keeping you addicted to Facebook.

In 2018 Facebook announced the algorithm would decrease the amount of news in the feed from credible news sources, and instead increase non-publisher content (like posts from your friends) that spur engagement and encourages comments. This was part of Facebook’s push to increase “meaningful interactions.”

A report published a year later by News Whip explored the impact this had.

“The most commented articles were often the most divisive ones,” the News Whip report states. “Topics included religion, abortion once again, religion, and politics, In short, everything we are taught from a young age not to bring up at a dinner party is ripe for conversation on social media, and is often the most talked about topics.”

And this comes as no surprise.

Button-pushing topics that trigger contempt, anxiety, and outrage, also trigger far more engagement than less controversial topics.

The more engagement that exists on Facebook, the more engagement will exist on Facebook. And that’s what fuels Facebook’s engine.

The more time you spend on Facebook engaging with posts — regardless of whether you like or dislike them — the more ads you see. Your engagement also increases the engagement rates of those with whom you are engaging forcing them to see more ads.

This endless cycle of post-engage-scroll is what keeps Facebook in business.

The algorithm is not the only reason Facebook is toxic. Facebook users can also be toxic. While there are certainly good reasons to be on Facebook — such as staying in touch with distant friends and family — there are also people who use Facebook as a platform to air their dirty laundry or to appear morally superior through virtue signalling.

Since the latest round of protests and race riots began, I have found Facebook to be more toxic than ever. Both virtual signalling and actual racism are thriving on Facebook. People who I otherwise love and respect have been spewing hatred for anyone who hasn’t engaged in virtue signalling — and in some instances, this hatred has damaged the business of those who haven’t virtue signalled.

Thanks in no small part to Facebook, cancel culture is alive and well, and hurting people who haven’t actually done anything to merit being cancelled. Cancel culture has taken on a life of its own where it’s being used to shame and destroy those with whom one doesn’t perfectly agree.

Being a Libertarian I certainly support anyone’s right to support or not support whoever they want, or to say whatever they want no matter how negative or toxic I find their opinions. But I also support my right to avoid toxic negativity.

•••

While it certainly takes courage to stand up for what you believe in, it takes even more guts to sit back down for what you’re willing to tolerate.

The Onion

Why didn’t I leave Facebook sooner?

Well, to be honest: it’s because I had the wrong business model.

I was running a service-based business. I had a roster of international clients, and I got most of my clients through word of mouth. It is difficult to do that without social media. I needed to remain top-of-mind so when people thought, “I need a great website” the next thought was, “I should call Ysmay.”

For years I tried to leave Facebook, only to have to come back in order to network and build my personal brand.

Facebook also makes it very easy to stay in touch with distant friends and family because, let’s be serious, in 2020 we’re all pretty lazy when it comes to staying in touch.

So I sucked it up. I swallowed my anger, outrage, and indignation. I told myself the positive aspects of Facebook outweigh the bad.

But, then I changed my business model. I closed down my service business. I stopped providing services in March 2020. I pivoted everything to focus on my calling: to help people get healthy and take charge of their lives by building this platform and by teaching yoga and wellness professionals how to have a bigger impact.

All of my energy is now focused on building Sūvata into a household name.

And I don’t need Facebook to do that.

•••

What We’re Doing Instead of Facebook

We will of course continue to provide articles and podcast episodes to serve you.

Just because we’re leaving Facebook, doesn’t mean we are sacrificing our community. In fact, the decision to go Facebookless has forced us to innovate and create new ways to connect and serve.

For community growth and outreach, we are focusing on Telegram and Reddit. Telegram to send small inspirational messages once a day, and Reddit to build a community where people can connect.

What we love about both Telegram and Reddit is the ability to be anonymous, without losing access to the content. Health, wellness, yoga, spirituality…these are deeply personal topics, and you may not want your legal name associated with some of the things you are going through.

By taking our community off of Facebook, we are able to give you your anonymity without sacrificing your experience.

Telegram

We started a Telegram channel back in February 2020, but failed to do anything with it. We are now learning how to use Telegram to connect with our audience. You can subscribe to the channel here.

Reddit

We started a sub-Reddit back in March of 2020, but didn’t do anything with that either. But it is my sincere hope that this Reddit will become the community hub of Sūvata. You can join us here.

Email

We have created a weekly update email where we will send a digest of all of our posts from the week as well as a yoga themed link roundup, and my latest musings regarding yoga and mindfulness. You can signup for our weekly digest below.

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