The opener outlines the underlying contradiction in the organization and governance of many social media companies: "Here’s how you do it. 1. Build a platform

The opener outlines the underlying contradiction in the organization and governance of many social media companies: "Here’s how you do it. 1. Build a platform which relies on cultural creation as its core value, but which only sees itself as a technology platform. Stick to this insistence on being solely a “neutral” tech company in every aspect of decision-making, policy, hiring and operations, except for your public advertising, where the message is entirely about creativity and expression."