Del Harvey: The strangeness of scale at Twitter

104,892 views ・ 2014-03-27

TED


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Prevoditelj: Ivan Stamenković Recezent: Senzos Osijek
00:12
My job at Twitter
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Moj posao u Twitteru
00:14
is to ensure user trust,
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je osigurati povjerenje korisnika,
00:16
protect user rights and keep users safe,
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zaštiti prava korisnika i očuvati sigurnost korisnika,
00:19
both from each other
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jedne od drugih
00:20
and, at times, from themselves.
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i, ponekad, od sebe samih.
00:24
Let's talk about what scale looks like at Twitter.
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Pričajmo kako razmjer izgleda u Twitteru.
00:28
Back in January 2009,
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U siječnju 2009.
00:31
we saw more than two million new tweets each day
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vidjeli smo više od dva milijuna novih tweetova svakog dana
00:34
on the platform.
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na platformi.
00:36
January 2014, more than 500 million.
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Siječanj 2014., više od 500 milijuna.
00:42
We were seeing two million tweets
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Vidimo dva milijuna tweetova
00:44
in less than six minutes.
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u manje od šest minuta.
00:47
That's a 24,900-percent increase.
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To je povećanje od 24900 posto.
00:54
Now, the vast majority of activity on Twitter
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Sad, velika većina aktivnosti na Twitteru
00:57
puts no one in harm's way.
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nikome ne škodi.
00:58
There's no risk involved.
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Ne postoji rizik.
01:00
My job is to root out and prevent activity that might.
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Moj posao je pronaći i spriječiti aktivnost koja bi nekom mogla naškoditi.
01:06
Sounds straightforward, right?
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Zvuči jednostavno, zar ne?
01:08
You might even think it'd be easy,
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Možete čak misliti da bi to bilo lako,
01:09
given that I just said the vast majority
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s obzirom na to da sam rekla da je velika većina
01:11
of activity on Twitter puts no one in harm's way.
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aktivnosti na Twitteru bezazlena.
01:15
Why spend so much time
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Zašto potrošiti toliko vremena
01:17
searching for potential calamities
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tražeći potencijalne nezgode
01:20
in innocuous activities?
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u neškodljivim aktivnostima?
01:23
Given the scale that Twitter is at,
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Uzimajući u obzir razmjer na kojem je Twitter,
01:26
a one-in-a-million chance happens
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situacija jedan u milijun događa se
01:28
500 times a day.
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500 puta na dan.
01:33
It's the same for other companies
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To je točno i za druge tvrtke
01:35
dealing at this sort of scale.
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koje rade na ovom razmjeru.
01:36
For us, edge cases,
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Za nas, rubni slučajevi,
01:38
those rare situations that are unlikely to occur,
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one rijetke situacije koje su neizgledne da se dogode,
01:41
are more like norms.
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su više kao norma.
01:44
Say 99.999 percent of tweets
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Recimo da 99,999 posto tweetova
01:48
pose no risk to anyone.
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ne predstavljaju prijetnju nikome.
01:50
There's no threat involved.
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Ne postoji nikakva prijetnja.
01:51
Maybe people are documenting travel landmarks
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Možda ljudi bilježe putne znamenitosti
01:54
like Australia's Heart Reef,
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Kao što je Australski Heart Reef
01:56
or tweeting about a concert they're attending,
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ili tweetaju o koncertu na kojem su,
01:59
or sharing pictures of cute baby animals.
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ili dijele slike slatkih životinjskih mladunaca.
02:03
After you take out that 99.999 percent,
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Kada oduzmete tih 99,999 posto,
02:08
that tiny percentage of tweets remaining
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taj mali postotak tweetova koji ostaje
02:11
works out to roughly
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daje otprilike
02:14
150,000 per month.
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150,000 mjesečno.
02:17
The sheer scale of what we're dealing with
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Čisti razmjer onoga čime se bavimo
02:20
makes for a challenge.
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predstavlja izazov.
02:22
You know what else makes my role
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Znate što još čini moju ulogu
02:23
particularly challenging?
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posebno izazovnom?
02:26
People do weird things.
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Ljudi rade čudne stvari.
02:32
(Laughter)
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(Smijeh)
02:33
And I have to figure out what they're doing,
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I moram otkriti što oni to rade,
02:36
why, and whether or not there's risk involved,
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zašto, i postoji li ili ne rizik,
02:38
often without much in terms of context
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često bez puno konteksta
02:40
or background.
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ili pozadine.
02:42
I'm going to show you some examples
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Pokazat ću vam neke primjere
02:44
that I've run into during my time at Twitter --
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na koje sam naišla za vrijeme rada u Twitteru --
02:46
these are all real examples —
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ovo su sve stvarni primjeri --
02:48
of situations that at first seemed cut and dried,
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situacija koje su se činile jednostavne na početku
02:50
but the truth of the matter was something
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ali stvarna priroda stvari bila je nešto
02:52
altogether different.
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potpuno drugačije,
02:54
The details have been changed
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Detalji su promijenjeni
02:56
to protect the innocent
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kako bi zaštitili nevine
02:57
and sometimes the guilty.
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i ponekad krivce.
03:00
We'll start off easy.
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Počet ćemo lagano.
03:03
["Yo bitch"]
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["Hej kujo"]
03:05
If you saw a Tweet that only said this,
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Kada biste vidjeli Tweet koji kaže samo ovo,
03:08
you might think to yourself,
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pomislili biste,
03:10
"That looks like abuse."
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"Ovo izgleda kao zlostavljanje."
03:11
After all, why would you want to receive the message,
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Na kraju krajeva, zašto biste htjeli primiti poruku.
03:14
"Yo, bitch."
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"Hej, kujo."
03:17
Now, I try to stay relatively hip
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Sad, pokušavam ostati relativno u tijeku
03:21
to the latest trends and memes,
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sa najnovijim trendovima i memeima,
03:24
so I knew that "yo, bitch"
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pa sam znala da "Hej, kujo"
03:27
was also often a common greeting between friends,
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je također učestali pozdrav među prijateljima,
03:30
as well as being a popular "Breaking Bad" reference.
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kao i popularna referenca na "Breaking Bad".
03:34
I will admit that I did not expect
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Priznat ću da nisam očekivala
03:36
to encounter a fourth use case.
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susresti četvrti slučaj korištenja.
03:39
It turns out it is also used on Twitter
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Ispada da se također koristi na Twitteru
03:42
when people are role-playing as dogs.
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kada ljudi glume pse.
03:45
(Laughter)
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(Smijeh)
03:51
And in fact, in that case,
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I zapravo, u tom slučaju,
03:52
it's not only not abusive,
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ne samo da nije zlostavljanje
03:54
it's technically just an accurate greeting.
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nego je to tehnički ispravan pozdrav.
03:57
(Laughter)
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(Smijeh)
04:00
So okay, determining whether or not
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Dakle, utvrđivanje je li ili nije
04:02
something is abusive without context,
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nešto uvredljivo bez konteksta,
04:04
definitely hard.
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definitivno teško.
04:06
Let's look at spam.
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Pogledajmo spam.
04:08
Here's an example of an account engaged
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Ovo je primjer računa koji je uključen
04:10
in classic spammer behavior,
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u klasično spammersko ponašanje,
04:12
sending the exact same message
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šaljući potpuno jednaku poruku
04:13
to thousands of people.
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tisućama ljudi.
04:15
While this is a mockup I put together using my account,
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Iako je ovo samo primjer koji sam napravila koristeći svoj račun,
04:18
we see accounts doing this all the time.
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vidimo račune kako to rade cijelo vrijeme.
04:21
Seems pretty straightforward.
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Čini se poprilično jednostavno.
04:23
We should just automatically suspend accounts
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Jednostavno bi trebali suspendirati račune
04:25
engaging in this kind of behavior.
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koji se bave ovakvim stvarima.
04:28
Turns out there's some exceptions to that rule.
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Ispada da postoje neke iznimke tome pravilu.
04:32
Turns out that that message could also be a notification
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Ispada da poruke mogu biti i obavijest
04:35
you signed up for that the International Space Station is passing overhead
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za koju ste se prijavili kako bi znali da Međunarodna Svemirska Postaja prolazi
04:38
because you wanted to go outside
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jer ste htjeli izaći van
04:40
and see if you could see it.
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i pokušati vidjeti je.
04:42
You're not going to get that chance
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Nećete dobiti tu priliku
04:43
if we mistakenly suspend the account
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ako mi greškom suspendiramo račun
04:45
thinking it's spam.
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misleći da je to spam.
04:48
Okay. Let's make the stakes higher.
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Ok. Povisimo uloge.
04:51
Back to my account,
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Natrag na moj račun,
04:53
again exhibiting classic behavior.
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ponovno prikazuje klasično ponašanje.
04:56
This time it's sending the same message and link.
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Ovoga puta šalje istu poruku i poveznicu.
04:59
This is often indicative of something called phishing,
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Ovo je često indikator nečega što se zove "phishing"
05:02
somebody trying to steal another person's account information
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odnosno kada netko pokušava ukrasti informacije o računu druge osobe
05:05
by directing them to another website.
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usmjeravajući ih na drugu web stranicu.
05:07
That's pretty clearly not a good thing.
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To očito nije dobra stvar.
05:11
We want to, and do, suspend accounts
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Mi želimo, i to i činimo, suspendirati račune
05:13
engaging in that kind of behavior.
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koji se bave ovakvim stvarima.
05:16
So why are the stakes higher for this?
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Zašto su onda ulozi veći u ovakvim situacijama?
05:19
Well, this could also be a bystander at a rally
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Pa, ovo bi mogao biti promatrač na skupu
05:22
who managed to record a video
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koji je uspio snimiti video
05:24
of a police officer beating a non-violent protester
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policajca koji tuče prosvjednika
05:27
who's trying to let the world know what's happening.
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koji pokušava svijetu reći što se događa.
05:30
We don't want to gamble
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Ne želimo se kockati
05:32
on potentially silencing that crucial speech
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s tim da nehotično utišamo taj krucijalni govor
05:35
by classifying it as spam and suspending it.
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klasificirajući ga kao spam i suspendirajući ga.
05:38
That means we evaluate hundreds of parameters
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To znači da procjenjujemo stotine parametara
05:40
when looking at account behaviors,
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kada gledamo ponašanja računa,
05:42
and even then, we can still get it wrong
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i čak i tada možemo pogriješiti
05:44
and have to reevaluate.
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i moramo ponovno procjenjivati.
05:46
Now, given the sorts of challenges I'm up against,
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Sad, uzimajući u obzir izazove s kojima se suočavam,
05:50
it's crucial that I not only predict
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ključno je ne da samo predvidim
05:53
but also design protections for the unexpected.
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nego i dizajniram zaštitu od neočekivanog.
05:57
And that's not just an issue for me,
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I to nije samo problem za mene,
05:59
or for Twitter, it's an issue for you.
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ili Twitter, to je vaš problem.
06:01
It's an issue for anybody who's building or creating
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To je problem za svakoga tko gradi ili stvara
06:03
something that you think is going to be amazing
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nešto za što mislite da će biti odlično
06:05
and will let people do awesome things.
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i dopustit će ljudima da čine odlične stvari.
06:08
So what do I do?
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Dakle što ja činim?
06:11
I pause and I think,
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Zastanem i razmišljam,
06:14
how could all of this
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kako bi sve ovo moglo
06:16
go horribly wrong?
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poći strašno po krivu?
06:20
I visualize catastrophe.
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Vizualiziram katastrofu.
06:25
And that's hard. There's a sort of
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I to je teško. Postoji određena
06:27
inherent cognitive dissonance in doing that,
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svojstvena kognitivna disonanca prilikom činjenja toga,
06:30
like when you're writing your wedding vows
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kao kad pišete svoje svadbene zavjete
06:32
at the same time as your prenuptial agreement.
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u isto vrijeme kada pišete predbračni ugovor.
06:34
(Laughter)
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(Smijeh)
06:36
But you still have to do it,
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Ali to i dalje morate činiti,
06:38
particularly if you're marrying 500 million tweets per day.
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osobito ako se udajete za 500 milijuna tweetova po danu.
06:43
What do I mean by "visualize catastrophe?"
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Što mislim kada kažem "vizualiziranje katastrofe?"
06:46
I try to think of how something as
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Pokušavam misliti kako nešto
06:49
benign and innocuous as a picture of a cat
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bezazleno i neškodljivo kao što je slika mačke
06:52
could lead to death,
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može voditi do smrti,
06:53
and what to do to prevent that.
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i što učiniti kako bismo to spriječili.
06:55
Which happens to be my next example.
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Što je moj sljedeći primjer.
06:58
This is my cat, Eli.
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Ovo je moj mačak, Eli.
07:01
We wanted to give users the ability
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Htjeli smo dati korisnicima mogućnost
07:03
to add photos to their tweets.
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da dodaju slike svojim tweetovima.
07:05
A picture is worth a thousand words.
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Slika vrijedi tisuću riječi.
07:07
You only get 140 characters.
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A imate samo 140 znakova.
07:09
You add a photo to your tweet,
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Kada dodate sliku svom tweetu,
07:10
look at how much more content you've got now.
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pogledajte koliko više sadržaja sada imate.
07:13
There's all sorts of great things you can do
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Postoji jako puno super stvari koje možete napraviti
07:14
by adding a photo to a tweet.
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dodajući sliku na tweet.
07:16
My job isn't to think of those.
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Moj posao nije misliti na njih,
07:19
It's to think of what could go wrong.
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već misliti na to što bi moglo poći po krivu.
07:22
How could this picture
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Kako bi ova slika
07:23
lead to my death?
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mogla dovesti do moje smrti?
07:27
Well, here's one possibility.
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Pa, evo jedne mogućnosti.
07:30
There's more in that picture than just a cat.
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Na ovoj slici nije samo moja mačka.
07:33
There's geodata.
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Postoje geopodatci.
07:35
When you take a picture with your smartphone
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Kada uslikate fotografiju vašim pametnim telefonom
07:37
or digital camera,
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ili digitalnom kamerom,
07:39
there's a lot of additional information
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postoji mnogo dodatnih informacija
07:40
saved along in that image.
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koje su spremljene u toj slici.
07:42
In fact, this image also contains
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Zapravo, ova slika također sadrži
07:44
the equivalent of this,
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ekvivalent ovoga,
07:46
more specifically, this.
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točnije ovoga.
07:49
Sure, it's not likely that someone's going to try
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Naravno, malo je vjerojatno da će netko pokušati
07:51
to track me down and do me harm
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pronaći me i učiniti mi nešto nažao
07:53
based upon image data associated
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na osnovi podataka sa slike povezane
07:55
with a picture I took of my cat,
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sa fotografijom moje mačke,
07:57
but I start by assuming the worst will happen.
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ali počnem pretpostavljati da će se dogoditi najgore.
08:01
That's why, when we launched photos on Twitter,
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Zato smo, kad smo lansirali fotografije na Twitteru,
08:03
we made the decision to strip that geodata out.
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odlučili ukloniti sve geopodatke.
08:07
(Applause)
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(Pljesak)
08:13
If I start by assuming the worst
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Ako počnem s najgorom pretpostavkom
08:15
and work backwards,
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i radim unatrag,
08:16
I can make sure that the protections we build
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mogu biti sigurna da će zaštite koje smo izgradili
08:19
work for both expected
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raditi za očekivane
08:20
and unexpected use cases.
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i neočekivane slučajeve korištenja.
08:22
Given that I spend my days and nights
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Uzimajući u obzir da dane i noći provodim
08:25
imagining the worst that could happen,
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zamišljajući što se najgore može dogoditi
08:28
it wouldn't be surprising if my worldview was gloomy.
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ne bi bilo čudno da mi je pogled na svijet tmuran.
08:32
(Laughter)
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(Smijeh)
08:34
It's not.
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Nije.
08:35
The vast majority of interactions I see --
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Velika većina interakcija koje vidim --
08:39
and I see a lot, believe me -- are positive,
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i vidim ih puno vjerujte -- su pozitivne,
08:43
people reaching out to help
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ljudi pokušavaju pomoći
08:45
or to connect or share information with each other.
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ili povezati se ili dijeliti informacije jedni s drugima.
08:49
It's just that for those of us dealing with scale,
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Ali stvar je u tome da mi koji se nosimo s razmjerom,
08:52
for those of us tasked with keeping people safe,
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mi koji se brinemo da su ljudi sigurni,
08:56
we have to assume the worst will happen,
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moramo pretpostaviti da će se najgore dogoditi,
08:58
because for us, a one-in-a-million chance
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jer za nas, šanse jedan naprama milijun
09:02
is pretty good odds.
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su poprilično dobri izgledi.
09:05
Thank you.
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Hvala vam.
09:07
(Applause)
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(Pljesak)
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