On Wednesday, Facebook’s second-in-command, Sheryl Sandberg, expressed regret over how the company communicated its 2012 mood manipulation study of 700,000 unwitting users, but she did not apologize for conducting the controversial experiment. It’s just what companies do, she said.
In the study, researchers at Facebook tweaked what hundreds of thousands of users saw in their news feeds, skewing content to be more positive or negative than normal in an attempt to manipulate their moods. Then they checked users’ status updates to see if the content affected what they wrote. They found that, yes, Facebook users’ moods are affected by what they see in their news feeds. Users who saw more negative posts would write more negative things on their own walls, and likewise for positive posts.