Facebook, the social network, will no longer define the future of Facebook, the company that will now be known as Meta. Facebook Inc. is changing the name in order to distinguish its beleaguered social network, which has an increasingly poor reputation around the globe, from the company that is pinning its future on the promise of a “metaverse.”

"Our brand is so tightly linked to one product that it can't possibly represent everything that we're doing today, let alone in the future," Zuckerberg said. "From now on, we're going to be metaverse-first, not Facebook first."

Zuckerberg announced the new name during a virtual (meta-virtual?) keynote for the company’s Facebook Connect conference. Under its new arrangement, Facebook and its “family of apps” will be a division of the larger Meta company.

The restructuring bears some similarities to when Google restructured itself into Alphabet, the holding company that now operates Google, along with its “other bets” like DeepMind and Nest. Facebook has already said it plans to separate Facebook Reality Labs, its AR and VR group, from the rest of the company when reporting its financial performance.

Facebook

Facebook is positioning the name as more reflective of its future ambitions to evolve from social network to metaverse company. Zuckerberg still has yet to clearly define exactly what being a “metaverse company” means for its main platform and users, but augmented and virtual reality are central to the vision. The company has already shown off an early version of one project, called Horizon Workrooms, that allows people to conduct meetings in VR. The company also previewed new "Horizon Home" and "Horizon Venues" experiences. And, earlier this month, the company announced plans to hire 10,000 new workers in Europe in order to build out its metaverse.

The name change also comes at one of the most precarious moments in the company’s history. The social network is reeling from the fallout of the “Facebook Papers,” a trove of internal documents collected by a former employee turned whistleblower. The documents have been the basis for a series of complaints to the Securities and Exchange Commission, as well as the source of more than a dozen reports about the company’s failings to stem the tide of misinformation, hate speech and other harms caused by the platform.

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Virtual reality can be a powerful teaching tool, but it's only as good as the content available for the medium. Facebook is looking to grow the availability of content for VR learning as part of its efforts to shift its focus on the metaverse, and it has created a US$150 million fund to achieve that goal. The social network has announced that it's spending that much to reach its VR learning goals over the next three years at its Connect 2021 event. 

Since Facebook is hoping to build a robust ecosystem for learning in the metaverse, it plans to do more than just create immersive educational experiences. Part of the money will go towards training augmented reality and virtual reality creators, so they can make their own experiences. Facebook is working with Unity to teach people the skills necessary to create educational VR content — mainly, it's using Unity's "Create with VR for Educators" tool with Quest 2 devices to teach nonprofits and educational institutions. In addition, it's working with several educational institutions, including historically Black colleges and universities, as well as non-profits to create immersive experiences for them.

Finally, Facebook says it's taking steps towards increasing people's access to educational VR materials. After all, all that work will go to waste if nobody ends up using them to learn new things.

Mark Rabkin, VP of Oculus, said in a statement:

"VR isn’t all fun and games. If you’ve ever traveled the world with Wander, explored Japan with Tokyo Origami, or admired the heavens in Titans of Space PLUS, then you know that VR can be a powerful tool for education as well...A lot of work exists between where we’re at now and where we see the metaverse in the future. We’re excited, and we hope you’ll come with us on the journey."

As part of its broad vision of becoming a metaverse-focused company, Facebook announced Polar, a free iOS app that makes it easy for just about anyone to create AR filters, effects and 3D objects. Think of it like an easy-to-use implementation of the company's Spark AR platform for developers. The goal is to give creators a simple tool to design custom AR effects — perhaps glowing demonic eyes, or 3D text of your personal hashtag or slogan — that they can deploy across the web, or share with their followers.   

The company plans to launch a closed beta program later this year, so it'll likely be a while before it's open to everyone. But if Facebook wants the metaverse to thrive, it'll need to loop in creators to help make some meme-worthy content. Let's just hope there's also a way to pay people for this free labor. 

Since the start of the year, Oculus Quest and Quest 2 owners have had the ability to use Messenger to chat with their Facebook friends. When using the app today, you can type out a message, send pre-written phrases or use voice-to-text to communicate. Soon, you’ll also be able to call your friends. 

At its Connect conference, Facebook announced it plans to bring audio calling to the platform. Later this year, the app will allow you to call contacts on any other Messenger-enabled platform. In the future, it will also allow you to invite your friends to hang out in VR destinations together.

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Here's what Facebook's metaverse isn't: It's not an alternative world to help us escape from our dystopian reality, a la Snow Crash. It won't require VR or AR glasses (at least, not at first). And, most importantly, it's not something Facebook wants to keep to itself. Instead, as Mark Zuckerberg described to media ahead of today's Facebook Connect conference, the company is betting it'll be the next major computing platform after the rise of smartphones and the mobile web.

After spending the last decade becoming obsessed with our phones and tablets — learning to stare down and scroll practically as a reflex — the Facebook founder thinks we'll be spending more time looking up at the 3D objects floating around us in the digital realm. Or maybe you'll be following a friend's avatar as they wander around your living room as a hologram. It's basically a digital world layered right on top of the real world, or an "embodied internet" as Zuckerberg describes.

Before he got into the weeds for his grand new vision, though, Zuckerberg also preempted criticism about looking into the future now, as the Facebook Papers paint the company as a mismanaged behemoth that constantly prioritizes profit over safety. While acknowledging the seriousness of the issues the company is facing, noting that it'll continue to focus on solving them with "industry-leading" investments, Zuckerberg said: 

Devindra Hardawar/Engadget

"The reality is is that there's always going to be issues and for some people... they may have the view that there's never really a great time to focus on the future... From my perspective, I think that we're here to create things and we believe that we can do this and that technology can make things better. So we think it's important to to push forward."

Given the extent to which Facebook, and Zuckerberg in particular, have proven to be untrustworthy stewards of social technology, it's almost laughable that the company wants us to buy into its future. But, like the rise of photo sharing and group chat apps, Zuckerberg at least has a good sense of what's coming next. And for all of his talk of turning Facebook into a metaverse company, he's adamant that he doesn't want to build a metaverse that's entirely owned by Facebook. He doesn't think other companies will either. Like the mobile web, he thinks every major technology company will contribute something towards the metaverse. He's just hoping to make Facebook a pioneer.

"Instead of looking at a screen, or today, how we look at the Internet, I think in the future you're going to be in the experiences, and I think that's just a qualitatively different experience," Zuckerberg said. It's not quite virtual reality as we think of it, and it's not just augmented reality. But ultimately, he sees the metaverse as something that'll help to deliver more presence for digital social experiences — the sense of being there, instead of just being trapped in a zoom window. And he expects there to be continuity across devices, so you'll be able to start chatting with friends on your phone and seamlessly join them as a hologram when you slip on AR glasses.

Facebook

But, of course, the metaverse won't be built in a day. At Facebook Connect today, the company announced several ways it's moving towards making it more accessible. For one, Facebook will be transforming the Oculus Quest's Home interface into "Horizon Home," a more fully featured environment where you can invite friends and hang out virtually. Eventually, you'll also be able to build and customize your home space. The Venues app is also becoming "Horizon Venues," where it'll continue to serve as Facebook's prime spot for live virtual events. (The company also says NBA games are coming back to Venues in early November.)

The company is also making a major push for developers: its new Presence Platform offers through APIs that'll allow devs to make more inventive VR apps. The Insight SDK will let them take advantage of the Quest 2's cameras to bring the real world into VR; the Interaction SDK opens up the door for more hand-tracking interactions; and the Voice SDK will — you guessed it — let you use your words in more ways.

The Insight SDK, in particular, could reshape what Quest VR experiences could look like. It includes Spatial Anchors, which will let virtual objects persist across sessions in a space. So if you placed a VR pet bunny on your coffee table, it should always be there every time you logged into an app. Additionally, there's a Scene Understanding feature, which can help developers get a better sense of your physical space. A character talking to you in VR could, for example, wander around your living room without bumping into furniture.

Facebook

When it comes to augmented reality, Facebook also has plenty of upgrades in store for its Spark AR platform. For one, it's planning to launch an iOS app called Polar that'll let people design their own AR effects and objects without any coding. It's aimed at creators, who could use it to build unique 3D signage or makeup effects that their followers can apply. More experienced devs will also be able to create Geo-anchored objects, which are tied to specific locations in the real world, as well as AR effects that track your hands and body. They can also try out building group video chats for Messenger, something that'll eventually be supported in other apps.  

Like HoloLens and HTC Vive, Facebook plans to make a bigger push into enterprises with Quest for Business. It's a way for employees to log into Quest 2 headsets with secure work accounts (it's probably not great for your boss to see how often you're playing Beat Saber, after all). Since they're meant for office environments, IT departments will also be able to manage work accounts, specific devices and integrate their own security features. The key is that it's all going to be accessible on consumer-grade Quest 2 headsets, Facebook won't have to make entirely new hardware for work environments.

The company plans to take it slow with Quest for Business. It's currently being tested with a few companies now, and a wider beta is expected to come next year. At this point, Facebook isn't planning to officially roll it out to every company until 2023. Quest for Business will replace the previous Oculus for Business program, which required a special $799 Quest 2 headset.

Facebook already showed off one way remote meetings could be handled better with Horizon Workrooms, and that app is going to get better later this year with customizable workrooms. And when it comes to productivity, the company is also opening up the Oculus Store to 2D apps like Slack, Dropbox, Instagram and Facebook. You'll be able to dive into those apps right from your Horizon Home screen. It's convenient, but it's also a cheeky way to keep you from taking off your headset just to answer a Slack message.

Not everyone would want to spend a whole workday wearing a VR headset, but it's not hard to imagine how future AR glasses could let you dive into Slack and Office apps just about anywhere. They'll just be 2D projections floating around you, things that nobody else would be able to see. That may seem like science fiction today, but 15 years ago, so did the idea of having a touchscreen-enabled supercomputer in your pocket with blazing fast wireless internet. 

As Zuckerberg sees it, the metaverse will ultimately lead to a more natural relationship with technology. "It's not about you spending more time on screens," he told press before making a hasty retreat. "It's about making the time we spend better and I think you know screens can't really convey the full sense of presence."

LinkedIn is introducing dedicated remote, hybrid and on-site search filters to help users on their next job hunt. You’ll see the labels when using the social network’s job search and Open to Work features. In the latter case, taking advantage of the filters will privately inform recruiters of the type of work you’re looking for, which the company says should help the right job find you. At the same time, LinkedIn is adding similar filters for company pages, allowing them to indicate things like their vaccine policies and return-to-office plans.

In testing the filters, LinkedIn says it saw more than 70 percent of searches involve people looking for remote-only roles. It’s a testament to how uncertain the pandemic has made every return-to-office plan. Even companies Amazon, Google and Facebook have struggled to find ones that stick. And so it’s no surprise most LinkedIn users are looking for opportunities where they can continue working from home.

The Facebook Papers, a vast trove of documents supplied by whistleblower Frances Haugen to a consortium of news organizations has been released. The reporting, by Reuters, Bloomberg, The Washington Post and others, paints a picture of a company that repeatedly sought to prioritize dominance and profit over user safety. This was, however, despite a large number of employees warning that the company’s focus on engagement put users at risk of real-world violence.

The Washington Post, for instance, claims that while Facebook CEO Mark Zuckerberg played down reports that the site amplified hate speech in testimony to Congress, he was aware that the problem was far broader than publicly declared. Internal documents seen by the Post claim that the social network had removed less than five percent of hate speech, and that executives — including Zuckerberg — were well aware that Facebook was polarizing people. The claims have already been rebutted by Facebook, which says that the documents have been misrepresented.

Zuckerberg is also accused of squashing a plan to run a Spanish-language voter-registration drive in the US before the 2020 elections. He said that the plan may have appeared “partisan,” with WhatsApp staffers subsequently offering a watered-down version partnering with outside agencies. The CEO was also reportedly behind the decision not to clamp down on COVID-19 misinformation in the early stages of the pandemic as there may be a “material tradeoff with MSI [Meaningful Social Interaction — an internal Facebook metric] impact.” Facebook has refuted the claim, saying that the documents have been mischaracterized.

Reuters reported that Facebook has serially neglected a number of developing nations, allowing hate speech and extremism to flourish. That includes not hiring enough staffers who can speak the local language, appreciate the cultural context and otherwise effectively moderate. The result is that the company has unjustified faith in its automatic moderation systems which are ineffective in non-English speaking countries. Again, Facebook has refuted the accusation that it is neglecting its users in those territories.

One specific region that is singled out for concern is Myanmar, where Facebook has been held responsible for amplifying local tensions. A 2020 document suggests that the company’s automatic moderation system could not flag problematic terms in (local language) Burmese. (It should be noted that, two years previously, Facebook’s failure to properly act to prevent civil unrest in Myanmar was highlighted in a report from Business for Social Responsibility.)

Similarly, Facebook reportedly did not have the tools in place to detect hate speech in the Ethiopian languages of Oromo or Amharic. Facebook has said that it is working to expand its content moderation team and, in the last two years, has recruited Oromo, Amharic and Burmese speakers (as well as a number of other languages).

The New York Times, reports that Facebook’s internal research was well-aware that the Like and Share functions — core elements of how the platform work — had accelerated the spread of hate speech. A document, titled What Is Collateral Damage, says that Facebook’s failure to remedy these issues will see the company “actively (if not necessarily consciously) promoting these types of activities.” Facebook says that, again, these statements are based on incorrect premises, and that it would be illogical for the company to try and actively harm its users.

Bloomberg, meanwhile, has focused on the supposed collapse in Facebook’s engagement metrics. Young people, a key target market for advertisers, are spending less time on Facebook’s platform, with fewer teens opting to sign up. At the same time, the number of users may be artificially inflated in these age groups, with users choosing to create multiple accounts — “Finstas” — to separate their online personas to cater to different groups. Haugen alleges that Facebook “has misrepresented core metrics to investors and advertisers,” and that duplicate accounts are leading to “extensive fraud” against advertisers. Facebook says that it already notifies advertisers of the risk that purchases will reach duplicate accounts in its Help Center, and lists the issue in its SEC filings.

Over the weekend, Axios reported that Facebook’s Sir Nick Clegg warned that the site should expect “more bad headlines” in the coming weeks. Between the material available in the Facebook Papers, another round of Frances Haugen’s testimony in the UK later today and rumors of more whistleblowers coming forward, it’s likely that Facebook will remain in the headlines for some time.

Facebook has long been accused of playing favorites on multiple sides of the political spectrum, and it's now clear just how much of that uproar extends to the company's ranks. A leak to The Wall Street Journal reportedly shows Facebook leaders and staff have clashed numerous times over the social network's approach to conservative content, particularly outlets like Breitbart. Rank-and-file employees have accused Facebook of making "special exceptions" from policies for right-wing outlets, while senior-level staff warned of potential pitfalls.

Workers argued that Facebook kept Breitbart in a second tier of the News Tab, a section meant to focus on reliable news, despite very low trust and quality scores as well as misinformation violations. Facebook was not only making exceptions, one employee said, but "explicitly" endorsing outlets like this by including them as trusted partners. Staff claimed Facebook was "scared of political backlash" if it enforced policies equally, and believed the site let conservative influencers Diamond and Silk lobby fact checkers to avoid punishment for spreading misinformation.

Higher-ups countered with justifications for those decisions. They argued that booting a news outlet for trust scores would risk booting more mainstream outlets like CNN, for instance. When staff asked Facebook to intervene over Breitbart's alleged attempts to dodge sites' advertising blocks, a director said Facebook had to resist the urge and "rely on our principles and policies."

Facebook repeated its familiar stance in a response to the Journal, maintaining that limited access to low-quality material to "improve people's experiences," not due to political leanings. A spokesperson added that Facebook studied the effects of potential changes before implementing them, and that publishers like Breitbart still met requirements for honoring rules against misinformation and hate speech.

The revelations likely won't satisfy people on either side of the American political spectrum. Liberals may be concerned Facebook is knowingly allowing the spread of heavily spun and outright false claims, while the right wing may see it as evidence of a claimed anti-conservative bias. The insights reveal a more conflicted approach to material, though. They also underscore the importance of tools meant to automatically limit the reach of misinformation — they could minimize internal debates by curbing fake news without requiring as much human input.

Facebook whistleblower Frances Haugen's leaks suggest its problems with extremism are particularly dire in some areas. Documents Haugen provided to the New York Times, Wall Street Journal and other outlets suggest Facebook is aware it fostered severe misinformation and violence in India. The social network apparently didn't have nearly enough resources to deal with the spread of harmful material in the populous country, and didn't respond with enough action when tensions flared.

A case study from early 2021 indicated that much of the harmful content from groups like Rashtriya Swayamsevak Sangh and Bajrang Dal wasn't flagged on Facebook or WhatsApp due to the lack of technical know-how needed to spot content written in Bengali and Hindi. At the same time, Facebook reportedly declined to mark the RSS for removal due to "political sensitivities," and Bajrang Dal (linked to Prime Minister Modi's party) hadn't been touched despite an internal Facebook call to take down its material. The company had a white list for politicians exempt from fact-checking.

Facebook was struggling to fight hate speech as recently as five months ago, according to the leaked data. And like an earlier test in the US, the research showed just how quickly Facebook's recommendation engine suggested toxic content. A dummy account following Facebook's recommendations for three weeks was subjected to a "near constant barrage" of divisive nationalism, misinformation and violence.

As with earlier scoops, Facebook said the leaks didn't tell the whole story. Spokesman Andy Stone argued the data was incomplete and didn't account for third-party fact checkers used heavily outside the US. He added that Facebook had invested heavily in hate speech detection technology in languages like Bengali and Hindi, and that the company was continuing to improve that tech.

The social media firm followed this by posting a lengthier defense of its practices. It argued that it had an "industry-leading process" for reviewing and prioritizing countries with a high risk of violence every six months. It noted that teams considered long-term issues and history alongside current events and dependence on its apps. The company added it was engaging with local communities, improving technology and continuously "refining" policies.

The response didn't directly address some of the concerns, however. India is Facebook's largest individual market, with 340 million people using its services, but 87 percent of Facebook's misinformation budget is focused on the US. Even with third-party fact checkers at work, that suggests India isn't getting a proportionate amount of attention. Facebook also didn't follow up on worries it was tip-toeing around certain people and groups beyond a previous statement that it enforced its policies without consideration for position or association. In other words, it's not clear Facebook's problems with misinformation and violence will improve in the near future.

Facebook is taking legal action in response to another large-scale data heist. According to The Record, the social network has sued Ukraine national Alexander Solonchenko for allegedly scraping data for more than 178 million users. Solonchenko reportedly exploited Messenger's contact import feature by using an automated tool that mimicked Android devices. He fed Facebook millions of phone numbers and gathered data whenever the site returned info on accounts with phone numbers.

The attacker supposedly conducted the campaign between January 2018 and September 2019 (when Facebook shut down the importer), and started selling it on a black market forum in December 2020. Facebook tracked Solonchenko down after he used his forum username and contact details for email and job boards. The man has also scraped data from other targets, Facebook said, including a major Ukranian bank.

In its complaint, Facebook asked for undefined damages as well as bans preventing Solonchenko from accessing Facebook or selling its scraped data.

This isn't the largest such incident. Hackers scraped data for 533 million users through the same feature. However, this illustrates Facebook's determination to crack down on data scraping — it's willing to pursue attackers in civil court in hopes of discouraging similar data raiding campaigns.