The results showed that users who received the social message were about 2 percent more likely to click on the “I Voted” button than did those who received the information alone and 0.26 percent more likely to click on polling place information. The Facebook experimenters determined that social messaging was an effective means of tuning behavior at scale because it “directly influenced political self-expression, information seeking and real-world voting behavior of millions of people,” and they concluded that “showing familiar faces to users can dramatically improve the effectiveness of a mobilization message.”

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 937