Del Harvey: The strangeness of scale at Twitter

Prevodilac: Milenka Okuka Lektor: Ivana Korom

My job at Twitter

Moj posao na Tviteru

is to ensure user trust,

je da obezbedim poverenje korisnika,

protect user rights and keep users safe,

da zaštitim prava korisnika i da štitim korisnike

both from each other

kako jedne od drugih

and, at times, from themselves.

tako, ponekad i od sebe samih.

Let's talk about what scale looks like at Twitter.

Pogledajmo koje su razmere Tvitera.

Back in January 2009,

U januaru 2009.

we saw more than two million new tweets each day

beležili smo svakodnevno više od dva miliona novih tvitova

on the platform.

na platformi.

January 2014, more than 500 million.

Januara 2014, više od 500 miliona.

We were seeing two million tweets

Beležili smo dva miliona tvitova

in less than six minutes.

za manje od šest minuta.

That's a 24,900-percent increase.

To je porast za 24.900 procenata.

Now, the vast majority of activity on Twitter

Ogromna većina aktivnosti na Tviteru

puts no one in harm's way.

ne ugrožava nikoga.

There's no risk involved.

Nema nikakvog rizika.

My job is to root out and prevent activity that might.

Moj posao je da iskorenim i sprečim rizične aktivnosti.

Sounds straightforward, right?

Zvuči jednostavno, zar ne?

Pomislili biste čak i da je lako,

You might even think it'd be easy,

given that I just said the vast majority

ako, kao što sam rekla, ogromna većina

of activity on Twitter puts no one in harm's way.

aktivnosti na Tviteru ne ugrožava nikoga.

Why spend so much time

Zašto trošiti toliko vremena

searching for potential calamities

tragajući za mogućim nedaćama

in innocuous activities?

u bezazlenim aktivnostima?

Given the scale that Twitter is at,

Uzimajući u obzir trenutne razmere Tvitera,

a one-in-a-million chance happens

prilika "jedna u milion" se dešava

500 times a day.

500 puta u toku dana.

It's the same for other companies

Isto je i s drugim kompanijama

dealing at this sort of scale.

koje posluju u ovom obimu.

For us, edge cases,

Za nas su granične situacije,

those rare situations that are unlikely to occur,

one retke situacije što se skoro nikad ne dešavaju

are more like norms.

nešto poput zakonitosti.

Say 99.999 percent of tweets

Recimo da 99.999 procenata tvitova

pose no risk to anyone.

ne predstavljaju rizik ni za koga.

There's no threat involved.

Nema opasnosti.

Maybe people are documenting travel landmarks

Možda ljudi dokumentuju znamenitosti s putovanja,

like Australia's Heart Reef,

poput australijskog grebena Hart,

or tweeting about a concert they're attending,

ili tvituju o koncertu na kome su,

or sharing pictures of cute baby animals.

ili dele slike slatkih mladunčadi.

After you take out that 99.999 percent,

Nakon što eliminišete taj procenat od 99.999,

that tiny percentage of tweets remaining

taj sićušni procenat preostalih tvitova

works out to roughly

ispada, otprilike,

150,000 per month.

150.000 mesečno.

The sheer scale of what we're dealing with

Sama razmera našeg posla

makes for a challenge.

predstavlja izazov.

You know what else makes my role

Znate šta još čini

particularly challenging?

moj posao naročito izazovnim?

People do weird things.

Ljudi rade čudne stvari.

(Laughter)

(Smeh)

And I have to figure out what they're doing,

A ja moram da prozrem šta to oni rade,

why, and whether or not there's risk involved,

zašto i ima li ili nema rizika,

often without much in terms of context

često bez ikakvog uvida u kontekst

or background.

ili okolnosti.

I'm going to show you some examples

Pokazaću vam neke primere

that I've run into during my time at Twitter --

na koje sam naišla radeći u Tviteru -

these are all real examples —

ovo su sve stvarni primeri -

of situations that at first seemed cut and dried,

situacija koje su se u početku činile jasnim poput dana

but the truth of the matter was something

ali istina je u suštini bila

altogether different.

potpuno drugačija.

The details have been changed

Detalji su izmenjeni kako bi se

to protect the innocent

zaštitili nevini,

and sometimes the guilty.

a ponekad i krivci.

We'll start off easy.

Počećemo s lakim.

["Yo bitch"]

["'De si kučko"]

If you saw a Tweet that only said this,

Kad ugledate tvit koji saopštava samo ovo

you might think to yourself,

možete da pomislite:

"That looks like abuse."

"Ovo izgleda uvredljivo."

After all, why would you want to receive the message,

Konačno, zašto biste želeli da primite poruku:

"Yo, bitch."

" 'De si, kučko."

Now, I try to stay relatively hip

Trudim se da budem u toku

to the latest trends and memes,

sa poslednjim trendovima i mimovima,

so I knew that "yo, bitch"

pa sam znala da je " 'De si, kučko"

was also often a common greeting between friends,

takođe čest pozdrav među prijateljima,

as well as being a popular "Breaking Bad" reference.

ali i popularna replika iz serije "Breaking Bad".

I will admit that I did not expect

Priznaću da nisam očekivala

to encounter a fourth use case.

da ću se susresti sa četvrtom mogućnošću upotrebe.

It turns out it is also used on Twitter

Ispostavilo se da se izraz takođe koristi na Tviteru

when people are role-playing as dogs.

kada se ljudi pretvaraju da su psi.

(Laughter)

(Smeh)

And in fact, in that case,

I zapravo, u tom slučaju,

it's not only not abusive,

ne samo da nije uvredljivo

it's technically just an accurate greeting.

već je tehnički ispravan pozdrav.

(Laughter)

(Smeh)

So okay, determining whether or not

U redu, odrediti da li je ili nije

something is abusive without context,

nešto uvredljivo bez konteksta

definitely hard.

definitivno je teško.

Let's look at spam.

Pogledajmo spam.

Here's an example of an account engaged

Ovo je primer naloga koji se ponaša

in classic spammer behavior,

poput klasičnog spamera,

sending the exact same message

šalje identičnu poruku

to thousands of people.

hiljadama ljudi.

While this is a mockup I put together using my account,

Dok je ovo model koji sam napravila koristeći svoj nalog,

we see accounts doing this all the time.

viđamo naloge koji ovo konstantno rade.

Seems pretty straightforward.

Čini se prilično očiglednim.

We should just automatically suspend accounts

Trebalo bi da odmah suspendujemo naloge

engaging in this kind of behavior.

koji se ponašaju na ovaj način.

Turns out there's some exceptions to that rule.

Ispostavilo se da postoje izuzeci ovom pravilu.

Turns out that that message could also be a notification

Ispada da ova poruka može, takođe, da bude podsetnik

you signed up for that the International Space Station is passing overhead

za prolazak Internacionalne kosmičke stanice iznad vas, koji ste zahtevali

because you wanted to go outside

jer ste želeli da izađete napolje

and see if you could see it.

i proverite da li je možete videti.

You're not going to get that chance

Nećete imati priliku za to

if we mistakenly suspend the account

ako greškom suspendujemo taj nalog

thinking it's spam.

misleći da je spam.

Okay. Let's make the stakes higher.

Okej. Podignimo uloge.

Back to my account,

Nazad na moj nalog,

again exhibiting classic behavior.

ponovo imamo klasični vid ponašanja.

This time it's sending the same message and link.

Ovog puta korisnik šalje istu poruku i link.

This is often indicative of something called phishing,

Ovo je često indikator takozvanog "pecanja" (phishing),

somebody trying to steal another person's account information

neko pokušava da ukrade informacije s nečijeg naloga

by directing them to another website.

tako što ga usmerava na drugi vebsajt.

That's pretty clearly not a good thing.

Prilično je jasno da to nije dobro.

We want to, and do, suspend accounts

Mi želimo, i hoćemo da suspendujemo naloge

engaging in that kind of behavior.

koji se ponašaju na ovaj način.

So why are the stakes higher for this?

Zašto je onda ulog veći u ovom slučaju?

Well, this could also be a bystander at a rally

Jer bi ovo mogao da bude i posmatrač na mitingu

who managed to record a video

koji je uspeo da napravi snimak

of a police officer beating a non-violent protester

u kome policijski zvaničnik tuče nenasilnog protestanta

who's trying to let the world know what's happening.

i sada pokušava da objavi svetu šta se dešava.

We don't want to gamble

Ne želimo da se kockamo

on potentially silencing that crucial speech

s mogućnošću gušenja tog ključnog govora

by classifying it as spam and suspending it.

tako što ćemo ga odrediti kao spam i suspendovati.

That means we evaluate hundreds of parameters

Ovo znači da moramo da procenimo na stotine parametara

when looking at account behaviors,

kada posmatramo ponašanje naloga,

and even then, we can still get it wrong

a čak i tada možemo da pogrešimo

and have to reevaluate.

i moramo sve da prevrednujemo.

Now, given the sorts of challenges I'm up against,

Uzimajući u obzir izazove s kojima se suočavam,

it's crucial that I not only predict

od presudne je važnosti da pored predviđanja

but also design protections for the unexpected.

takođe dizajniram i zaštitu od neočekivanog.

And that's not just an issue for me,

A to nije od presudne važnosti samo za mene,

or for Twitter, it's an issue for you.

ili za Tviter, to je važno i za vas.

It's an issue for anybody who's building or creating

To je od značaja za svakoga ko gradi ili stvara

something that you think is going to be amazing

nešto što smatra da će da bude izuzetno

and will let people do awesome things.

i pomoću čega će ljudi činiti izuzetne svari.

So what do I do?

Dakle, šta ja radim?

I pause and I think,

Zaustavim se i mislim,

how could all of this

kako bi sve ovo

go horribly wrong?

moglo poći po zlu?

I visualize catastrophe.

Zamišljam katastrofu.

And that's hard. There's a sort of

A to je teško. Postoji nekakav

inherent cognitive dissonance in doing that,

urođeni kognitivni nesklad u tom činu,

like when you're writing your wedding vows

kao kad pišete bračne zavete

at the same time as your prenuptial agreement.

istovremeno sa predbračnim ugovorom.

(Laughter)

(Smeh)

But you still have to do it,

No ipak to morate učiniti,

particularly if you're marrying 500 million tweets per day.

naročito ako se venčavate sa 500 miliona tvitova dnevno.

What do I mean by "visualize catastrophe?"

Šta podrazumevam pod "zamišljanjem katastrofe"?

I try to think of how something as

Pokušavam da zamislim kako nešto

benign and innocuous as a picture of a cat

bezazleno poput slike mačke

could lead to death,

može da dovede do smrti

and what to do to prevent that.

i kako to da sprečim.

Which happens to be my next example.

To bi bio moj sledeći primer.

This is my cat, Eli.

Ovo je moja mačka, Ilaj.

We wanted to give users the ability

Želeli smo da damo mogućnost korisnicima

to add photos to their tweets.

da dodaju slike svojim tvitovima.

A picture is worth a thousand words.

Slika vredi hiljadu reči.

You only get 140 characters.

Imate samo 140 karaktera.

You add a photo to your tweet,

Dodate sliku uz tvit,

look at how much more content you've got now.

i gle koliko dodatnog sadržaja sad imate.

There's all sorts of great things you can do

Postoji mnogo izuzetnih stvari koje

by adding a photo to a tweet.

možete postići dodavanjem slike tvitu.

My job isn't to think of those.

Moj posao nije da mislim o tome,

It's to think of what could go wrong.

već da mislim šta bi moglo da krene naopako.

How could this picture

Kako ova slika može

lead to my death?

da uzrokuje moju smrt?

Well, here's one possibility.

Pa, evo jedne od mogućnosti.

There's more in that picture than just a cat.

Nije samo mačka na ovoj slici.

There's geodata.

Tu su i geopodaci.

When you take a picture with your smartphone

Kada fotografišete svojim telefonom

or digital camera,

ili digitalnim aparatom,

there's a lot of additional information

mnogo je dodatnih informacija

saved along in that image.

sačuvano sa slikom.

In fact, this image also contains

Zapravo, ova slika takođe sadrži

the equivalent of this,

ekvivalent ovoga,

more specifically, this.

preciznije ovoga.

Sure, it's not likely that someone's going to try

Naravno, teško da će neko pokušati

to track me down and do me harm

da me nađe i povredi

based upon image data associated

na osnovu podataka uzetih

with a picture I took of my cat,

uz pomoć slike moje mačke,

but I start by assuming the worst will happen.

ali ja polazim od pretpostavke da će se najgore desiti.

That's why, when we launched photos on Twitter,

Zato, kada smo pokrenuli opciju dodavanja slika,

we made the decision to strip that geodata out.

odlučili smo da uklonimo geopodatke.

(Applause)

(Aplauz)

If I start by assuming the worst

Ukoliko počnem s pretpostavkom o najgorem ishodu

and work backwards,

i radim unazad,

I can make sure that the protections we build

mogu da budem sigurna da će izgrađena zaštita

work for both expected

funkcionisati, kako u predviđenim,

and unexpected use cases.

tako i u nepredviđenim slučajevima.

Given that I spend my days and nights

S obzirom na to da provodim dane i noći

imagining the worst that could happen,

zamišljajući najgore ishode

it wouldn't be surprising if my worldview was gloomy.

ne bi bilo iznenađujuće ako bi moj pogled na svet bio mračan.

(Laughter)

(Smeh)

It's not.

Nije.

The vast majority of interactions I see --

Ogromna većina interakcije koju vidim -

and I see a lot, believe me -- are positive,

a vidim je mnogo, verujte mi - je pozitivna.

people reaching out to help

Ljudi se javljaju da pomognu

or to connect or share information with each other.

ili da se povežu ili da podele informacije jedni s drugima.

It's just that for those of us dealing with scale,

Samo mi, koji se bavimo ovolikim ciframa,

for those of us tasked with keeping people safe,

samo mi, čiji je zadatak da ljude činimo bezbednim,

we have to assume the worst will happen,

mi moramo da pretpostavljamo najgore,

because for us, a one-in-a-million chance

jer je za nas šansa "jedna u milion"

is pretty good odds.

poprilična izvesnost.

Thank you.

Hvala vam.

(Applause)

(Aplauz)