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For most people, Facebook is their home in the digital world. They use it to keep track of friends and favorite brands. Some have turned their accounts into online journals, filling it with personal photos, deep thoughts and location stamps.

So what would happen if that all disappeared?

The Data Drive provides an off-the-wall look at the fate of the social network under a Texas mattress tycoon. In the concept, which was created by Dan Kolitz and Sam Lavigne, Zuckerberg is nowhere to be found, along with the massive pile of data that currently powers the platform.

“We all know on some level that we’re giving up absurd amounts of information to Facebook on a daily basis willingly, but we rarely consciously register it,” highlighted Kolitz. “The fact that there’s some physical location somewhere in the country — some data center storing all of America’s interests and proclivities and fears — is weird and interesting.”


The Digital Stone Age

Those who are brave enough to check out the website will be greeted with a bulletin board theme. All the basic Facebook components are still intact, but a closer look shows that the content has suffered greatly. The articles, comments, photos and ads are surprisingly accurate to what you would see on the newsfeed- except for the slight mocking tone that comes with each update. Chipotle also makes an appearance via direct message and lazily attempts to humanize its marketing efforts.

“I’m shocked that that’s actually a thing — that’s totally crazy to me,” said Kolitz, referring to the new Facebook feature that allows brands to reach out to customers directly through private messaging. “When I put that together, that did not strike me as a plausible future feature that Facebook would be adding. I guess I was proved wrong literally immediately.”

The Data Drive also takes a jab at the social media giant’s ad surveys; the ones that try to mimic your trail of thoughts during the selection process. When pointed out, such elements are hilarious and oddly enlightening. The good news is Zuckerberg doesn’t appear to be quitting Facebook any time soon. Based on Kolitz’s concept, the current CEO is doing a great job keeping the features updated and friendly for users.


The Bigger Picture

Although the site is supposed to be an alternative stimulation, there are hints of the real Facebook sprinkled around the surreal site. Brands dominate the mock platform- something that we are seeing extensively these days. A large bulk of the content floating around is geared towards online performance, click through rates (CTR) and superficial marketing.

In the love-hate relationship with Facebook, love ultimately prevails. Despite being served thousands of generic ads and watered down content daily, many still continue to check their feed to see what the world is up to.

Should the platform suddenly go down, chances are people would immediately take their online presence somewhere else, indicating that social media (not necessarily Facebook, but as a whole) is the lifeline of the modern digital movement.

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