Silicon Valley veteran: Facebook has become a ‘digital slot machine’

Gina Bianchini speaks onstage during Vanity Fair’s Founders Fair. Getty Images
Founder and CEO of Mighty Networks Gina Bianchini speaks onstage during Vanity Fair’s Founders Fair at the 1 Hotel Brooklyn Bridge on April 20, 2017 in Brooklyn City. (Photo by Andrew Toth/Getty Images for Vanity Fair)

Call it the paradox of the 21st century: Social media and technology are actually destroying our sense of connectedness, according to some research.

Gina Bianchini has been on a mission to change this notion for as long as she’s been an entrepreneur. Her latest venture, Mighty Networks, helps you connect with others by location, topics you care about or other defining categories like homeschoolers or parents whose children have Type 1 diabetes.

She remains skeptical that existing players like Facebook (FB), Snap (SNAP) and Twitter (TWTR) actually help create robust communities.

“What fascinates me is that everybody in Silicon Valley thinks about network effects and the power of networks, but for everyone actually using the platforms, it’s seen as social media,” Bianchini said at Vanity Fair’s inaugural Founders Fair summit in Brooklyn on Thursday.

“In building and scaling these companies [like Facebook],” she added, “we gave up the most important part — the network.”

‘Facebook sabotages deep interests’

Mark Zuckerberg at the F8 Conference. Stephen Lam | Reuters.
Mark Zuckerberg at the F8 Conference. Stephen Lam | Reuters.

Bianchini’s comments about her 2-week-old social network come a day after Facebook’s F8 developer conference, where executives touted the connected and unified nature of its platform, including forthcoming features like Spaces, an app for the Oculus Rift and Oculus Touch.

“Facebook has a monopoly. It has tremendous platform power, which is why we’re seeing its competitors suffer. But fundamentally, we all need to ask ourselves, ‘is this it?’ Do we want to live in a world where networks are codified, solidified, getting deeper and more entrenched around the things that divide us?” she asked.

She said the fact that users only spend a few seconds on any post they encounter adds to the idea that Facebook has become a “digital slot machine.”

Bianchini published a post on Medium, “The awesome power of deep interests,” on April 5, the day of Mighty Networks’ launch, in which she argues that “Facebook sabotages deep interests.” She acknowledges the network is a great place for staying in touch with old and latent friends. However, Facebook’s Groups feature gets lost in the shuffle of the dominating feed, she said.

Other niche social networks

Venture capitalist Marc Andreessen. David Paul Morris | Bloomberg | Getty Images
Venture capitalist Marc Andreessen. David Paul Morris | Bloomberg | Getty Images

She embarked on her entrepreneurial journey in 2005 with Ning, a platform for individuals and organizations to create custom social networks, which she co-founded with venture capitalist Marc Andreessen. She left the company five years later but carried the urgent desire to create a real, interest-based community online.

Bianchini wants to fill a void that Facebook left open by Facebook — the ability to build new yet meaningful connections. Anyone can create a niche group through Mighty Networks, though this could make the network too localized for some users.