At Twitter and Facebook, executives reasoned that it was legally safer to be as uninvolved in content policing as possible. If there were problems, users could report or resolve them themselves, and it wasn’t the company’s job to tell them how to interact with the product. Riedel and Zollman saw it differently. Because Instagram didn’t have an algorithm or any way to re-share photos, there was no natural way for content to go viral. So Instagram employees had the opportunity to decide for themselves what kind of user behavior to reward, handpicking interesting profiles to highlight on their
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