INBOUND 2015

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Don’t “Feed” the Racists:
Your clicks can fix– or poison – the
world.
Merredith Branscombe
Founder/President, Leap Public
Relations

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Causality: what
causes what?

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Precisely aimed at
the intersection of
our fears,
experience and
curiosity

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“The fascination
of the
abomination”
-- Joseph Conrad,
Heart of Drkness

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Which is true?

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What if the truth isn’t trending?

8. PR: We have our ways of hiding the truth.

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The Truth
Can Be
Purchased

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No one disagrees with
us – because we’re
right! And the proof
that we’re right is …
no one disagrees with
us!

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LIKE + CLICK =
More of What You
Clicked
(Non-Scientific Formula for
Recommendation Engine)

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If a tree falls in the forest, and no one posts it to social
channels, did it really happen?

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We think we’re
making
judgments, but
actually...?

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… Our clicks help
machines make a
judgment about
us.

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“Research from Harvard University
found that ads for arrest records were
significantly more like to show up in
searches for distinctively black names
or historically black fraternities.”
-- Claire Cain Miller, “When Algorithms Discrminate,”
The New York Times, 9 July 2015

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(in all her splendor and
glory)
Maree

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1s and 0s.
Real Consequences

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Be your own algorithm
Ask yourself if you are acting based
on personal experience, or on an
impression that an algorithm chose
for you

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Check your “isms”

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THANK YOU!