Newly released court documents have disclosed that CEO Mark Zuckerberg once floated the idea of deleting every Facebook user’s friend list to encourage fresh engagement on the platform. The trial, which could result in Meta being forced to divest from Instagram and WhatsApp, is shining a light on internal strategies and emails that outline some of the company’s more radical ideas.
One such email, reportedly sent by Zuckerberg in 2022 and made public by the Federal Trade Commission (FTC), proposed what he termed a “potentially crazy idea” wiping users’ entire friend graphs and having them rebuild their networks from scratch. “Option 1. Double on Friending,” Zuckerberg wrote, suggesting that forcing users to reconnect could spark a surge in interaction and revive the platform’s social utility.
The suggestion came amid growing concern that Facebook was losing its appeal, especially among younger users who had migrated to Instagram and TikTok. Zuckerberg appeared to be seeking a bold strategy to reposition Facebook as a more dynamic and engaging platform.
However, the proposal met internal resistance. Tom Alison, the head of Facebook, responded critically, noting, “I’m not sure Option #1 in your proposal (Double-down on Friending) would be viable given my understanding of how vital the friend use case is to IG.” Alison’s remarks underscore the centrality of existing connections to Meta’s platforms and the potential backlash that such a drastic move might trigger.
While the idea never progressed beyond the internal discussion phase, its revelation raises broader questions about Meta’s approach to user data and platform engagement. It also reflects the immense pressure tech giants face to innovate and retain relevance in a rapidly shifting digital landscape.
The trial, which continues to unfold, is expected to expose more behind-the-scenes deliberations at Meta, potentially influencing the future structure of the company. Meanwhile, Zuckerberg’s proposal however “crazy” illustrates the lengths to which leaders in Big Tech may be willing to go to preserve user attention in the age of social media saturation.
