The Facebook Anthill

The brilliance of Facebook is its ability to beguile its 700 million-odd users into building digital heaps, some of which are called “fan pages” and are for celebrities, TV programs, political causes,  commercial products, etc. (Brands do this as well, but that’s another column.) While people may believe this merely builds a social network containing real world friends and cyber like-minded ones, we’re actually just worker ants in Facebook’s ingenious business model, clicking and getting friends to click “like” buttons on these and other pages.

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