The web is about variety. It's about many doorways, which open onto multiple pathways leading to the thousands of pieces of content you're looking for (and sometimes not looking for, too). That's my interpretation. It's why the 'World Wide Web' - as it was known when we still talked about it using rather quaint terms that carried echoes of scientific inventions such as 'steam locomotive' or 'internal combustion engine' - immediately captured my imagination when I first went online in 1997. It's why I pursued a career in online media and, fourteen years later, continue to be fascinated by the huge potential it offers.
It's also why I've never understood the desire to standardise the web, to offer a 'one size fits all' approach, to close all those differently sized, oddly shaped entrances and point users to a single brightly lit, gaudily decorated corridor at the end of which lies everything they want to do online. In the web's early years, one could argue that services like the infamous AOL portal - plus MSN and Yahoo! to a lesser degree - were needed to encourage all those nervous, wide-eyed users to explore an often intimidating world in a supposedly safe, though highly homogenised environment. But in 2011, with the net so much a part of our lives - to the extent where even my 70 year-old mother, who only went online for the first time nine months ago using an iPad, can now cope with using different services for sending email, researching family history, watching videos and listening to music - surely this approach has had its day?
Not according to Facebook's founder, Mark Zuckerberg, who yesterday announced the social network's far-reaching
plans for the future - plans which, perversely, send us spinning back to the era when less experienced, less adventurous users required a qualification in escapology to climb out of the web's various walled gardens.
First on Zuckerberg's list of virtual land-grabs: apparently it's too complicated and inconvenient for us, with our already dwindling attention spans shrinking faster day by day, to get our poor dizzy heads around the idea of keeping photos in one online location, music in another and films somewhere else. Partnerships with a host of media suppliers will enable their text, video and audio content to appear on a Facebook user's timeline if they're reading, watching or listening to it. So, for instance, when I am semi-inebriated on a Friday night, drowning my sorrows and reliving my wasted youth by drunkenly wailing along to various embarrassing '80s bands on Spotify, everyone I know on Facebook will be able to listen in at the very moment I reach the most tragic depths. "Duran Duran's
Wild Boys on repeat play? You truly are a poor excuse for someone with supposedly good musical taste," they'll mutter dismissively, and my reputation for only playing limited edition albums of experimental post-rock and cutting edge electronica will be forever tarnished. As regards more serious-minded pursuits, such as catching up with the news and scoffing dismissively at political commentators with whom I disagree, I'll no longer have to open a separate browser tab to read The Guardian, because
my preferred newspaper will be right there on Facebook in its own app, no doubt nestled somewhat incongruously next to one friend's status update about attending a jumble sale in Pinner and another friend's photo of himself dressed as a comedy nun at a fetish party. Or something.
Perhaps more importantly, yesterday's announcement brought the latest chapter in Mark Zuckerberg's zealous mission for everyone's online identity to reside solely on Facebook. The web's leading social network now seems utterly convinced that we can only cope with having one location from which to offer a virtual window onto our everyday life in the living and breathing world of genuine human interaction. Hence the unveiling of the 'Timeline', with the intention of encouraging each user to put the events of his or her entire life onto a single scrollable page - preferably starting from the very moment they sprang, bawling and bloodied, out of their mother's womb. To someone like me, who enjoys socialising but also closely guards his privacy, such a prospect is absolutely bloody terrifying. Scrolling through forty years of my pitiful existence on Facebook might just cause me to finally leap from the rickety ledge of the midlife crisis on which I'm currently teetering, thus making it almost certain that my Timeline would never get to mark my my forty-first birthday and so depriving my friends the opportunity of giving me virtual gifts while uttering that supposedly amusing "Hicky Burpday" line as if no one's ever said it before. (Don't worry though, because I plan to trust someone with my Facebook password so that in the event of my death, they can adorn my Timeline with a virtual black armband and a photo of my cremation urn, uploaded via Instagram and given a tastefully aged sepia treatment.)
Since Facebook has received so much criticism over privacy in the last couple of years, the Timeline announcement came with the standard reassurances about providing a host of settings so that you'll only ever reveal the information you really want to share, and with the appropriate groups of people. But as anyone who has tried to use these settings in the past will confirm, the various opt-ins and opt-outs aren't exactly easy to understand. Even now, there's barely a day goes by when my Facebook feed doesn't feature at least one or two panic-stricken posts, usually written in uppercase and scattered with exclamation marks, proclaiming that if you don't change a particular setting in your profile then everyone on the entire internet will be able to view the shocking details of the filthy dream you had last night about an orgy involving two online acquaintances, your ex-partner, a long-forgotten school gym teacher from 1986, the comedian Ronnie Corbett and a well-hung billy goat. This tends to provoke one of two reactions: you either sigh wearily at another privacy scare, do nothing, and thus only realise when it's too late that everyone, including your boss, can read the multiple status updates you've written about wanting to batter that same boss to death in a frenzied attack using an industrial stapler; or you frantically tick a few boxes in your profile, get thoroughly confused, and end up revealing all those bloodthirsty, revenge-fuelled status updates, previously viewable only by your most trusted friends, to the online population at large. Including, of course, your boss. These kinds of scenarios will surely become even more common as the new, all-encompassing Timeline feature is rolled out to the massed hordes of mostly bewildered Facebook users.
In this continuing quest to have us put our whole lives online, we, the addicted users, are partly to blame. One of the major reasons that social networking has undergone such huge growth, to the point where it dominates our online and even our offline lives, is because of our mistaken belief that each of us is endlessly fascinating. I hate to burst your self-centred bubble, but we're not. For instance, it now seems almost impossible that anyone would enjoy an evening out with a group of friends and say nothing about it on their chosen social network, even if it was just a brief status update. No, we constantly feel the need to post up the unexpurgated photographic evidence, including seventeen close-ups of the meal in the Indian restaurant: "And here's the delicious Tarka Dhal we ate last night! NOM!" We're under pressure to show what a good time we had by adding embarrassing shots of our friends at their most debauched moments of drunkenness, without asking their permission but with their names helpfully tagged to the pictures for maximum embarrassment: "Look! Here she is with vomit in her hair, lying face down in the pub toilets! She was
soooooo wasted! LOL!" But the fact is that you can only stare at so many garish photos of food or blurry snaps of pissed, red-eyed people (my endurance limit is one of each, though your mileage may vary) before they get as boring as your grandparents' interminable post-holiday slideshow reliving every moment of their annual fortnight's stay in an Isle of Man holiday cottage.
Ultimately, it comes down to the kind of social network you prefer - which, in the current battle between the behemoths, means Facebook or Twitter (because nobody quite knows what to do with Google+ yet, despite it already having over 20million users - most of whom are geeky early adopters like me posting updates about how great Google+ is, even as the tumbleweed blows around their feet). Facebook is unashamedly pursuing its ambition to be
the place where you record every single inconsequential detail of your whole life, along with the endless photographs. It's less about the people you meet as a result of being online, and more about pulling into your virtual social sphere all those you're related to, are friends with, see at work or at school, or have known in the often dim and distant past. I'm not blind to Twitter's many faults - in particular, the insidious growth in promoted tweets, the endless army of ravenous spambots, and the fact that it's just as much of a waste of time as its immediate competitor - but to me it feels more vital (as a source for breaking news, sometimes by witnesses who are actually on the scene), more creative (thanks to users who create characters, spin out stories or reveal their sense of humour) and even more social (because it's undoubtedly an easier place to meet people you don't know, rather than merely associating with those you do).
My suggestion: Facebook and Twitter should help out all those social networking 'confuseniks', currently flitting between each service and trying to decide which is best for them, by fine-tuning one simple aspect of their products. All they need to do is swap questions. Facebook's
"What's on your mind?" feels more suited to Twitter's rapid, random blasts of 140-character thoughts, just as Twitter's
"What's happening?" would seem much more appropriate residing at the top of every Facebook page listing where you are, where you've been, how you got there, who you were with, what you're doing now, where you're going next, how you're getting there, who you're going there with, what filling you're going to have in your sandwich as you travel there and, for the final
pièce de résistance, a photo of your sandwich while you're eating it.
If you've even a passing interest in social media, I'm sure you'll have read many critical pieces like this one and know that they invariably conclude with an announcement that the writer is quitting Facebook. Not this time, though. I suspect I'm not alone in finding Mark Zuckerberg's zeal for online world domination distinctly unnerving (plus he looks a little too much like the equally messianic Chris(t) Martin of Coldplay for my liking). And I know I'm not alone in finding Facebook's constant interface changes infuriating and uninstinctive, while the lists of privacy settings are confusing beyond belief. In short, every time I step away from Facebook I hate myself for wasting time there. Yet, like millions of others, I continue to log back in because it's a way of keeping in touch with people who might otherwise drop off my radar - and, while I'm there, I'm obviously unable to resist offering my latest 'entertaining' status update to the masses. Lucky them. Once the world's most popular social network starts tracking every moment of media I consume and offering my whole life on a single page, maybe I'll force myself to think again.