Over the past several days I’ve seen many of my social media friends participate in what looks like a viral experiment: Post your first ever “profile picture,” no matter how old, alongside your current photo. The results are nostalgic and charming and quite fun. It’s warming to see faces, transformed (if even slightly) by time, amidst the political screeds and clickbait links. It’s a homely and encouraging way to experience social media.
It occurred to me that this is why Facebook won’t just go away, no matter how many sins it commits against privacy, our cognitive health, or politics. The one thing Facebook threatens us all with is the one very thing it’s good at: Keeping. Facebook has become a public repository of memory, a monument by which many of us can view and re-experience our past. Facebook keeps, and in keeping, it holds for users what many of us are too embarrassed to admit out loud that we want to keep: Memories, even of the mundane and routine.
There are, of course, other ways to build repositories of memory. But many of them have fallen out of fashion. Scrapbooking has lost to Instagram. Keeping a diary depends a lot on the desire and ability to write longhand, and few have either. Technological change has tethered the ability to capture life with the obligation to share and store it digitally. Outside of the social media platforms, how much physical record of their own past do most people really own? For millions, the only meaningful artifacts to their lives are on Facebook.
Almost everything Facebook does nowadays it does poorly. It is ad-infested, link-biased, creepily intelligent, and ugly to look at. It does, however, hold onto our posts, our photos, our statuses—our digital selves. Because of that, it holds onto a part of us that we know, trembling, can disappear forever with one emptying of a virtual trash bin. We signed up for Facebook because we thought it opened up our present and defined our future. Now that future is past, and we just want to go back, and can’t. And Facebook knows it.