Facebook CEO Mark Zuckerberg has vowed to fight such manipulation in the future
The company has also been known to dabble in questionably immoral social experiments with its users, unbeknownst to them. In 2014 Facebook was found to have conducted an experiment wherein users' news feeds were altered to emphasize either negative or positive stories from their friends. The users' behavior on the site was then monitored to determine whether their altered news feeds had affected their own emotional attitude. It must be emphasized that the participants in this experiment were unaware that they were the subjects of a deliberate experiment.