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RSM Assembly Fellow Joe Bak-Coleman writes about the challenges of managing human behavior, especially as applied to Twitter. 

“On a social network, interactions between individuals create dizzying feedback loops and chaotic interactions that render simple mathematical models next-to-useless for predicting the future, let alone controlling it. Musk’s gamble is that applying his tinkering philosophy to Twitter will take him where no one has gone before: ownership of a large, healthy and profitable social network. The problem is that, unlike the moon or Mars, we have no idea how to get there—and that’s a challenge that engineering fixes cannot solve.”

Read more in Scientific American


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