Del Harvey: The strangeness of scale at Twitter

105,103 views ・ 2014-03-27

TED


Dvaput kliknite na engleske titlove ispod za reprodukciju videozapisa.

Prevoditelj: Ivan Stamenković Recezent: Senzos Osijek
00:12
My job at Twitter
0
12984
1291
Moj posao u Twitteru
00:14
is to ensure user trust,
1
14275
1978
je osigurati povjerenje korisnika,
00:16
protect user rights and keep users safe,
2
16253
2837
zaštiti prava korisnika i očuvati sigurnost korisnika,
00:19
both from each other
3
19090
1260
jedne od drugih
00:20
and, at times, from themselves.
4
20350
3899
i, ponekad, od sebe samih.
00:24
Let's talk about what scale looks like at Twitter.
5
24249
4275
Pričajmo kako razmjer izgleda u Twitteru.
00:28
Back in January 2009,
6
28524
2870
U siječnju 2009.
00:31
we saw more than two million new tweets each day
7
31394
3331
vidjeli smo više od dva milijuna novih tweetova svakog dana
00:34
on the platform.
8
34725
1764
na platformi.
00:36
January 2014, more than 500 million.
9
36489
5908
Siječanj 2014., više od 500 milijuna.
00:42
We were seeing two million tweets
10
42397
2492
Vidimo dva milijuna tweetova
00:44
in less than six minutes.
11
44889
2176
u manje od šest minuta.
00:47
That's a 24,900-percent increase.
12
47065
6984
To je povećanje od 24900 posto.
00:54
Now, the vast majority of activity on Twitter
13
54049
3253
Sad, velika većina aktivnosti na Twitteru
00:57
puts no one in harm's way.
14
57302
1503
nikome ne škodi.
00:58
There's no risk involved.
15
58805
1935
Ne postoji rizik.
01:00
My job is to root out and prevent activity that might.
16
60740
5753
Moj posao je pronaći i spriječiti aktivnost koja bi nekom mogla naškoditi.
01:06
Sounds straightforward, right?
17
66493
1973
Zvuči jednostavno, zar ne?
01:08
You might even think it'd be easy,
18
68466
1152
Možete čak misliti da bi to bilo lako,
01:09
given that I just said the vast majority
19
69618
2170
s obzirom na to da sam rekla da je velika većina
01:11
of activity on Twitter puts no one in harm's way.
20
71788
3810
aktivnosti na Twitteru bezazlena.
01:15
Why spend so much time
21
75598
2169
Zašto potrošiti toliko vremena
01:17
searching for potential calamities
22
77767
2743
tražeći potencijalne nezgode
01:20
in innocuous activities?
23
80510
2900
u neškodljivim aktivnostima?
01:23
Given the scale that Twitter is at,
24
83410
2940
Uzimajući u obzir razmjer na kojem je Twitter,
01:26
a one-in-a-million chance happens
25
86350
2357
situacija jedan u milijun događa se
01:28
500 times a day.
26
88707
4876
500 puta na dan.
01:33
It's the same for other companies
27
93583
1445
To je točno i za druge tvrtke
01:35
dealing at this sort of scale.
28
95028
1471
koje rade na ovom razmjeru.
01:36
For us, edge cases,
29
96499
1708
Za nas, rubni slučajevi,
01:38
those rare situations that are unlikely to occur,
30
98207
3625
one rijetke situacije koje su neizgledne da se dogode,
01:41
are more like norms.
31
101832
2622
su više kao norma.
01:44
Say 99.999 percent of tweets
32
104454
3942
Recimo da 99,999 posto tweetova
01:48
pose no risk to anyone.
33
108396
1888
ne predstavljaju prijetnju nikome.
01:50
There's no threat involved.
34
110284
1066
Ne postoji nikakva prijetnja.
01:51
Maybe people are documenting travel landmarks
35
111350
2954
Možda ljudi bilježe putne znamenitosti
01:54
like Australia's Heart Reef,
36
114304
1963
Kao što je Australski Heart Reef
01:56
or tweeting about a concert they're attending,
37
116267
2921
ili tweetaju o koncertu na kojem su,
01:59
or sharing pictures of cute baby animals.
38
119188
4747
ili dijele slike slatkih životinjskih mladunaca.
02:03
After you take out that 99.999 percent,
39
123935
4509
Kada oduzmete tih 99,999 posto,
02:08
that tiny percentage of tweets remaining
40
128444
3529
taj mali postotak tweetova koji ostaje
02:11
works out to roughly
41
131973
2389
daje otprilike
02:14
150,000 per month.
42
134362
3475
150,000 mjesečno.
02:17
The sheer scale of what we're dealing with
43
137837
2456
Čisti razmjer onoga čime se bavimo
02:20
makes for a challenge.
44
140293
2312
predstavlja izazov.
02:22
You know what else makes my role
45
142605
1178
Znate što još čini moju ulogu
02:23
particularly challenging?
46
143783
3107
posebno izazovnom?
02:26
People do weird things.
47
146890
5123
Ljudi rade čudne stvari.
02:32
(Laughter)
48
152013
1829
(Smijeh)
02:33
And I have to figure out what they're doing,
49
153842
2391
I moram otkriti što oni to rade,
02:36
why, and whether or not there's risk involved,
50
156233
2249
zašto, i postoji li ili ne rizik,
02:38
often without much in terms of context
51
158482
2168
često bez puno konteksta
02:40
or background.
52
160650
1847
ili pozadine.
02:42
I'm going to show you some examples
53
162497
2077
Pokazat ću vam neke primjere
02:44
that I've run into during my time at Twitter --
54
164574
2005
na koje sam naišla za vrijeme rada u Twitteru --
02:46
these are all real examples —
55
166579
1620
ovo su sve stvarni primjeri --
02:48
of situations that at first seemed cut and dried,
56
168199
2653
situacija koje su se činile jednostavne na početku
02:50
but the truth of the matter was something
57
170852
1643
ali stvarna priroda stvari bila je nešto
02:52
altogether different.
58
172495
1550
potpuno drugačije,
02:54
The details have been changed
59
174045
1977
Detalji su promijenjeni
02:56
to protect the innocent
60
176022
1257
kako bi zaštitili nevine
02:57
and sometimes the guilty.
61
177279
3233
i ponekad krivce.
03:00
We'll start off easy.
62
180512
3005
Počet ćemo lagano.
03:03
["Yo bitch"]
63
183517
1793
["Hej kujo"]
03:05
If you saw a Tweet that only said this,
64
185310
3228
Kada biste vidjeli Tweet koji kaže samo ovo,
03:08
you might think to yourself,
65
188538
1694
pomislili biste,
03:10
"That looks like abuse."
66
190232
1653
"Ovo izgleda kao zlostavljanje."
03:11
After all, why would you want to receive the message,
67
191885
3107
Na kraju krajeva, zašto biste htjeli primiti poruku.
03:14
"Yo, bitch."
68
194992
2218
"Hej, kujo."
03:17
Now, I try to stay relatively hip
69
197210
4663
Sad, pokušavam ostati relativno u tijeku
03:21
to the latest trends and memes,
70
201873
2512
sa najnovijim trendovima i memeima,
03:24
so I knew that "yo, bitch"
71
204385
2704
pa sam znala da "Hej, kujo"
03:27
was also often a common greeting between friends,
72
207089
3154
je također učestali pozdrav među prijateljima,
03:30
as well as being a popular "Breaking Bad" reference.
73
210243
4262
kao i popularna referenca na "Breaking Bad".
03:34
I will admit that I did not expect
74
214505
2487
Priznat ću da nisam očekivala
03:36
to encounter a fourth use case.
75
216992
2841
susresti četvrti slučaj korištenja.
03:39
It turns out it is also used on Twitter
76
219833
3104
Ispada da se također koristi na Twitteru
03:42
when people are role-playing as dogs.
77
222937
3062
kada ljudi glume pse.
03:45
(Laughter)
78
225999
5279
(Smijeh)
03:51
And in fact, in that case,
79
231278
1666
I zapravo, u tom slučaju,
03:52
it's not only not abusive,
80
232944
1609
ne samo da nije zlostavljanje
03:54
it's technically just an accurate greeting.
81
234553
3139
nego je to tehnički ispravan pozdrav.
03:57
(Laughter)
82
237692
2889
(Smijeh)
04:00
So okay, determining whether or not
83
240581
2071
Dakle, utvrđivanje je li ili nije
04:02
something is abusive without context,
84
242652
1848
nešto uvredljivo bez konteksta,
04:04
definitely hard.
85
244500
1592
definitivno teško.
04:06
Let's look at spam.
86
246092
2717
Pogledajmo spam.
04:08
Here's an example of an account engaged
87
248809
1960
Ovo je primjer računa koji je uključen
04:10
in classic spammer behavior,
88
250769
1668
u klasično spammersko ponašanje,
04:12
sending the exact same message
89
252437
1559
šaljući potpuno jednaku poruku
04:13
to thousands of people.
90
253996
1804
tisućama ljudi.
04:15
While this is a mockup I put together using my account,
91
255800
2793
Iako je ovo samo primjer koji sam napravila koristeći svoj račun,
04:18
we see accounts doing this all the time.
92
258593
3001
vidimo račune kako to rade cijelo vrijeme.
04:21
Seems pretty straightforward.
93
261594
1979
Čini se poprilično jednostavno.
04:23
We should just automatically suspend accounts
94
263573
2053
Jednostavno bi trebali suspendirati račune
04:25
engaging in this kind of behavior.
95
265626
3307
koji se bave ovakvim stvarima.
04:28
Turns out there's some exceptions to that rule.
96
268933
3210
Ispada da postoje neke iznimke tome pravilu.
04:32
Turns out that that message could also be a notification
97
272143
2883
Ispada da poruke mogu biti i obavijest
04:35
you signed up for that the International Space Station is passing overhead
98
275026
3889
za koju ste se prijavili kako bi znali da Međunarodna Svemirska Postaja prolazi
04:38
because you wanted to go outside
99
278915
1846
jer ste htjeli izaći van
04:40
and see if you could see it.
100
280761
1948
i pokušati vidjeti je.
04:42
You're not going to get that chance
101
282709
1225
Nećete dobiti tu priliku
04:43
if we mistakenly suspend the account
102
283934
1847
ako mi greškom suspendiramo račun
04:45
thinking it's spam.
103
285781
2266
misleći da je to spam.
04:48
Okay. Let's make the stakes higher.
104
288047
3526
Ok. Povisimo uloge.
04:51
Back to my account,
105
291573
1916
Natrag na moj račun,
04:53
again exhibiting classic behavior.
106
293489
3505
ponovno prikazuje klasično ponašanje.
04:56
This time it's sending the same message and link.
107
296994
2643
Ovoga puta šalje istu poruku i poveznicu.
04:59
This is often indicative of something called phishing,
108
299637
2774
Ovo je često indikator nečega što se zove "phishing"
05:02
somebody trying to steal another person's account information
109
302411
3178
odnosno kada netko pokušava ukrasti informacije o računu druge osobe
05:05
by directing them to another website.
110
305589
2203
usmjeravajući ih na drugu web stranicu.
05:07
That's pretty clearly not a good thing.
111
307792
4194
To očito nije dobra stvar.
05:11
We want to, and do, suspend accounts
112
311986
1930
Mi želimo, i to i činimo, suspendirati račune
05:13
engaging in that kind of behavior.
113
313916
2624
koji se bave ovakvim stvarima.
05:16
So why are the stakes higher for this?
114
316540
3247
Zašto su onda ulozi veći u ovakvim situacijama?
05:19
Well, this could also be a bystander at a rally
115
319787
2999
Pa, ovo bi mogao biti promatrač na skupu
05:22
who managed to record a video
116
322786
1910
koji je uspio snimiti video
05:24
of a police officer beating a non-violent protester
117
324696
3270
policajca koji tuče prosvjednika
05:27
who's trying to let the world know what's happening.
118
327966
2975
koji pokušava svijetu reći što se događa.
05:30
We don't want to gamble
119
330941
1643
Ne želimo se kockati
05:32
on potentially silencing that crucial speech
120
332584
2517
s tim da nehotično utišamo taj krucijalni govor
05:35
by classifying it as spam and suspending it.
121
335101
2929
klasificirajući ga kao spam i suspendirajući ga.
05:38
That means we evaluate hundreds of parameters
122
338030
2879
To znači da procjenjujemo stotine parametara
05:40
when looking at account behaviors,
123
340909
1688
kada gledamo ponašanja računa,
05:42
and even then, we can still get it wrong
124
342597
2016
i čak i tada možemo pogriješiti
05:44
and have to reevaluate.
125
344613
2236
i moramo ponovno procjenjivati.
05:46
Now, given the sorts of challenges I'm up against,
126
346849
3708
Sad, uzimajući u obzir izazove s kojima se suočavam,
05:50
it's crucial that I not only predict
127
350557
2696
ključno je ne da samo predvidim
05:53
but also design protections for the unexpected.
128
353253
3784
nego i dizajniram zaštitu od neočekivanog.
05:57
And that's not just an issue for me,
129
357037
2342
I to nije samo problem za mene,
05:59
or for Twitter, it's an issue for you.
130
359379
2087
ili Twitter, to je vaš problem.
06:01
It's an issue for anybody who's building or creating
131
361466
2406
To je problem za svakoga tko gradi ili stvara
06:03
something that you think is going to be amazing
132
363872
1925
nešto za što mislite da će biti odlično
06:05
and will let people do awesome things.
133
365797
2789
i dopustit će ljudima da čine odlične stvari.
06:08
So what do I do?
134
368586
2866
Dakle što ja činim?
06:11
I pause and I think,
135
371452
3318
Zastanem i razmišljam,
06:14
how could all of this
136
374770
2095
kako bi sve ovo moglo
06:16
go horribly wrong?
137
376865
3793
poći strašno po krivu?
06:20
I visualize catastrophe.
138
380658
4453
Vizualiziram katastrofu.
06:25
And that's hard. There's a sort of
139
385111
2463
I to je teško. Postoji određena
06:27
inherent cognitive dissonance in doing that,
140
387574
2848
svojstvena kognitivna disonanca prilikom činjenja toga,
06:30
like when you're writing your wedding vows
141
390422
1812
kao kad pišete svoje svadbene zavjete
06:32
at the same time as your prenuptial agreement.
142
392234
2646
u isto vrijeme kada pišete predbračni ugovor.
06:34
(Laughter)
143
394880
1696
(Smijeh)
06:36
But you still have to do it,
144
396576
2373
Ali to i dalje morate činiti,
06:38
particularly if you're marrying 500 million tweets per day.
145
398949
4446
osobito ako se udajete za 500 milijuna tweetova po danu.
06:43
What do I mean by "visualize catastrophe?"
146
403395
3097
Što mislim kada kažem "vizualiziranje katastrofe?"
06:46
I try to think of how something as
147
406492
2762
Pokušavam misliti kako nešto
06:49
benign and innocuous as a picture of a cat
148
409254
3228
bezazleno i neškodljivo kao što je slika mačke
06:52
could lead to death,
149
412482
1104
može voditi do smrti,
06:53
and what to do to prevent that.
150
413586
2326
i što učiniti kako bismo to spriječili.
06:55
Which happens to be my next example.
151
415912
2383
Što je moj sljedeći primjer.
06:58
This is my cat, Eli.
152
418295
3110
Ovo je moj mačak, Eli.
07:01
We wanted to give users the ability
153
421405
1981
Htjeli smo dati korisnicima mogućnost
07:03
to add photos to their tweets.
154
423386
2073
da dodaju slike svojim tweetovima.
07:05
A picture is worth a thousand words.
155
425459
1597
Slika vrijedi tisuću riječi.
07:07
You only get 140 characters.
156
427056
2009
A imate samo 140 znakova.
07:09
You add a photo to your tweet,
157
429065
1200
Kada dodate sliku svom tweetu,
07:10
look at how much more content you've got now.
158
430265
3038
pogledajte koliko više sadržaja sada imate.
07:13
There's all sorts of great things you can do
159
433303
1677
Postoji jako puno super stvari koje možete napraviti
07:14
by adding a photo to a tweet.
160
434980
2007
dodajući sliku na tweet.
07:16
My job isn't to think of those.
161
436987
2280
Moj posao nije misliti na njih,
07:19
It's to think of what could go wrong.
162
439267
2747
već misliti na to što bi moglo poći po krivu.
07:22
How could this picture
163
442014
1892
Kako bi ova slika
07:23
lead to my death?
164
443906
3539
mogla dovesti do moje smrti?
07:27
Well, here's one possibility.
165
447445
3160
Pa, evo jedne mogućnosti.
07:30
There's more in that picture than just a cat.
166
450605
3086
Na ovoj slici nije samo moja mačka.
07:33
There's geodata.
167
453691
2092
Postoje geopodatci.
07:35
When you take a picture with your smartphone
168
455783
2212
Kada uslikate fotografiju vašim pametnim telefonom
07:37
or digital camera,
169
457995
1299
ili digitalnom kamerom,
07:39
there's a lot of additional information
170
459294
1654
postoji mnogo dodatnih informacija
07:40
saved along in that image.
171
460948
1616
koje su spremljene u toj slici.
07:42
In fact, this image also contains
172
462564
1932
Zapravo, ova slika također sadrži
07:44
the equivalent of this,
173
464496
1805
ekvivalent ovoga,
07:46
more specifically, this.
174
466301
3079
točnije ovoga.
07:49
Sure, it's not likely that someone's going to try
175
469380
1956
Naravno, malo je vjerojatno da će netko pokušati
07:51
to track me down and do me harm
176
471336
2285
pronaći me i učiniti mi nešto nažao
07:53
based upon image data associated
177
473621
1784
na osnovi podataka sa slike povezane
07:55
with a picture I took of my cat,
178
475405
1948
sa fotografijom moje mačke,
07:57
but I start by assuming the worst will happen.
179
477353
3651
ali počnem pretpostavljati da će se dogoditi najgore.
08:01
That's why, when we launched photos on Twitter,
180
481004
2338
Zato smo, kad smo lansirali fotografije na Twitteru,
08:03
we made the decision to strip that geodata out.
181
483342
3821
odlučili ukloniti sve geopodatke.
08:07
(Applause)
182
487163
5847
(Pljesak)
08:13
If I start by assuming the worst
183
493010
2613
Ako počnem s najgorom pretpostavkom
08:15
and work backwards,
184
495623
947
i radim unatrag,
08:16
I can make sure that the protections we build
185
496570
2553
mogu biti sigurna da će zaštite koje smo izgradili
08:19
work for both expected
186
499123
1768
raditi za očekivane
08:20
and unexpected use cases.
187
500891
2078
i neočekivane slučajeve korištenja.
08:22
Given that I spend my days and nights
188
502969
2945
Uzimajući u obzir da dane i noći provodim
08:25
imagining the worst that could happen,
189
505914
2541
zamišljajući što se najgore može dogoditi
08:28
it wouldn't be surprising if my worldview was gloomy.
190
508455
4257
ne bi bilo čudno da mi je pogled na svijet tmuran.
08:32
(Laughter)
191
512712
1783
(Smijeh)
08:34
It's not.
192
514495
1417
Nije.
08:35
The vast majority of interactions I see --
193
515912
3876
Velika većina interakcija koje vidim --
08:39
and I see a lot, believe me -- are positive,
194
519788
3901
i vidim ih puno vjerujte -- su pozitivne,
08:43
people reaching out to help
195
523689
1924
ljudi pokušavaju pomoći
08:45
or to connect or share information with each other.
196
525613
3448
ili povezati se ili dijeliti informacije jedni s drugima.
08:49
It's just that for those of us dealing with scale,
197
529061
3323
Ali stvar je u tome da mi koji se nosimo s razmjerom,
08:52
for those of us tasked with keeping people safe,
198
532384
3800
mi koji se brinemo da su ljudi sigurni,
08:56
we have to assume the worst will happen,
199
536184
2546
moramo pretpostaviti da će se najgore dogoditi,
08:58
because for us, a one-in-a-million chance
200
538730
4227
jer za nas, šanse jedan naprama milijun
09:02
is pretty good odds.
201
542957
2749
su poprilično dobri izgledi.
09:05
Thank you.
202
545706
1864
Hvala vam.
09:07
(Applause)
203
547570
4000
(Pljesak)
O ovoj web stranici

Ova stranica će vas upoznati s YouTube videozapisima koji su korisni za učenje engleskog jezika. Vidjet ćete lekcije engleskog koje vode vrhunski profesori iz cijelog svijeta. Dvaput kliknite na engleske titlove prikazane na svakoj video stranici da biste reproducirali video s tog mjesta. Titlovi se pomiču sinkronizirano s reprodukcijom videozapisa. Ako imate bilo kakvih komentara ili zahtjeva, obratite nam se putem ovog obrasca za kontakt.

https://forms.gle/WvT1wiN1qDtmnspy7