Refugee from Facebook questions the social media life

She was firmly on the wrong side of the Silicon Valley divide, which prizes the (mostly male) engineers over those, like Losse, with liberal arts degrees. Yet she had the sense of being on the ground floor of something exciting that might also yield a life-altering financial jackpot.

In her first days, she was given a master password that she said allowed her to see any information users typed into their Facebook pages. She could go into pages to fix technical problems and police content. Losse recounted sparring with a user who created a succession of pages devoted to anti-gay messages and imagery. In one exchange, she noticed the man’s password, “Ilovejason,” and was startled by the painful irony.

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Another time, Losse cringed when she learned that a team of Facebook engineers was developing what they called “dark profiles” — pages for people who had not signed up for the service but who had been identified in posts by Facebook users. The dark profiles were not to be visible to ordinary users, Losse said, but if the person eventually signed up, Facebook would activate those latent links to other users.

(A Facebook spokesman declined to comment on Losse or her book, “The Boy Kings: A Journey Into the Heart of the Social Network,” published in June by Free Press.)

All the world a stage

Losse’s unease sharpened when a celebrated Facebook engineer was developing the capacity for users to upload video to their pages. He started videotaping friends, including Losse, almost compulsively. On one road trip together, the engineer made a video of her napping in a car and uploaded it remotely to an internal Facebook page. Comments noting her siesta soon began appearing — only moments after it happened.

“The day before, I could just be in a car being in a car. Now my being in a car is a performance that is visible to everyone,” Losse said, exasperation creeping into her voice. “It’s almost like there is no middle of nowhere anymore.”

Losse began comparing Facebook to the iconic 1976 Eagles song “Hotel California,” with its haunting coda, “You can check out anytime you want, but you can never leave.” She put a copy of the record jacket on prominent display in a house she and several other employees shared not far from the headquarters (then in Palo Alto., Calif.; it’s now in Menlo Park).

As Facebook grew, Losse’s career blossomed. She helped introduce Facebook to new countries, pushing for quick, clean translations into new languages. Later, she moved to the heart of the company as Zuckerberg’s ghostwriter, mimicking his upbeat yet efficient style of communicating in blog posts he issued.

But her concerns continue to grow. When Zuckerberg, apparently sensing this, said to Losse, “I don’t know if I trust you,” she decided she needed to either be entirely committed to Facebook or leave. She soon sold some of her vested stock. She won’t say how much; they provided enough of a financial boon for her to go a couple of years without a salary, though not enough to stop working altogether, as some former colleagues have.