I couldn't agree more. Social software is basically good to the extent it gets its users laid. And while there have been other dating websites in the past, none have been nearly as effective as facebook. Why? Facebook is designed for lying. Not the bad, evil kinds of lies. The good kind. The kind that make you look cool. The kind that get you laid.
Of course I would never do this personally. Women find me attractive enough already. But if a friend were to ask me, I'd go through the seven lies of highly effective Facebook. This strategy will totally 100% get you laid. Trust me.
- Get as many friends as possible. If you don't have at least 100 friends, you should probably kill yourself.
- Write on lots of people's walls. Then they'll be obligated to write back on your wall, and you'll look really cool.
- Make sure you're profile picture has alcohol in it. This will make it look like you have lots of friends and get invited to all the cool parties.
- Under interests, list things like your favorite clothing brand and where you last went on vacation. This will subtly hint that you have lots of money in a tasteful way.
- Say that you're married to another guy. Everyone will think you are really funny. Trust me.
- If all your music tastes are really obscure, add at least one trashy pop album. This will make you look like a man of the people. Alternatively, if all your music is generic rock, add at least one album that no one has ever heard of. This will make you look classy.
- Join lots of political groups about things like ending discrimination and saving Darfur. This absolves you from real world responsibilities like helping others and voting. If Martin Luther King Jr. were still alive today, this is exactly what he'd be doing.
Remember, success comes first on your profile, then in your pants, never the other way around.
So, what does this look like in practice? Let's borrow my friend's girlfriend as an example.
"Katie" has 436 friends at Stanford. Of course that's counting Leonhard Euler, who, as Wikipedia tells us, died in 1783. And although I can't prove it, I suspect that most of her 435 other friends are bullshit as well. Except me, I totally care.
Kate also has 265 wall posts. Mostly from hot guys. I asked her and she claims it's just coincidental. By the way, why do all my wall posts keep disappearing???
As for interests, indigenous ethnomedicine? The "ultimate truth"? 'Nuff said. And I'm sure you're totally blasting Gregorian chant on that iPod.
Talking with her later confirmed my suspicions. While many elements were "based in truth," Katie confirmed that several others were basically PDOMA.
Almost all of the signals I've mentioned thus far are classic message-based deceptions. That is, like conventional signals, these are low-cost displays that are associated with a characteristic. It is very easy to fake your interests or snap a few pics of yourself drinking with friends to make you look smarter or funnier or cooler than you really are. Even your choice of social network is arguably a form of message-based deception. As Danah Boyd writes, "MySpace and Facebook are new representations of the class divide in American youth." The idea is that Facebook and MySpace users tend to self-segregate along socioeconomic grounds. The fact that Katie is on Facebook and would send positive signals to future spouses and employers about her socioeconomic background.
In addition to false messages, Katie's profile contains identity-based deceptions as well. Like assessment signals, identity-based deception is a more costly form of signaling. If messaged-based deception is like telling a lie, identity-based deception is the equivalent of living a lie. Going to Stanford would fall under this category because the purposeful visibility of both the financial cost and the admissions selectivity. The same arguably goes for her many pictures from exotic vacations (that signal wealth), since these places stay a part of you even after you leave. And of course once she graduates her future employer will provide yet another form of identity-based deception in the form of social proofing.