It was 2006 when I was in a small crowded room in San Francisco for a panel with Reid Hoffman of LinkedIn and Mark Zuckerberg of Facebook. When the Q&A began, I shot up my hand to ask Mark, “So when are you going to hire some social science researchers? You’re fundamentally changing the way we connect and communicate.”

He avoided my question.

Eventually, Zuckerberg hired researchers, but it was too late. The DNA of the company was set. Those researchers went on to work on academically interesting yet societally damaging projects like how content in the news feed could manipulate our emotions.

Today, Facebook is still mired trying to cross the long chasm between its technology and actual human behavior.

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