“I actually can not stand them in any respect,” mentioned a pacesetter of a medium-size firm that will get a whole lot of its leads on Fb. However whereas he worries concerning the harm Fb is doing to society, he added, “I’m going to maintain advertising there as a result of I’ve no alternative.”

No alternative — that’s actually why Starbucks didn’t eliminate its web page on Fb, the place it posts content material to shut to 36 million followers. (At present, for instance, you possibly can “begin off your day with Chilly Brew!”) I don’t blame Starbucks or Coca-Cola or anybody with a enterprise to run for not bailing on Fb completely; all entrepreneurs want Fb (and its Instagram unit) to function in in the present day’s media atmosphere.

However I don’t want you, since I’m fairly positive that being on Fb has by no means helped me in any respect.

So, it’s time to go. After years of inertia, and never a lot use of Fb, this week I lastly took the primary huge steps towards leaving, deactivating my private web page and unpublishing my model web page. This was a many-click course of by which my choice was questioned by Fb’s pop-ups much more than I wished my choice to be questioned (ARE YOU SURE? ARE YOU REALLY SURE?). I’m doubtless quickly sufficient to delete the pages altogether, together with my Instagram account, as soon as I work out what to do with the fabric dwelling there like containers in a digital attic.

As I deactivated, I used to be requested by Fb why I used to be doing it, and I picked “different” from a protracted menu of causes, lots of which I might have clicked if I may have chosen multiple, together with: I’ve a privateness concern; I don’t really feel protected on Fb; I don’t discover Fb helpful.

This column — and the deactivation of my account — is my method of cleansing up my world. However to say I’m assured that you simply, Mark Zuckerberg, will do your half to scrub up the remainder of the world could be one thing of an overstatement. Fb’s nonetheless excessive inventory worth and your full management over the corporate means you possibly can and can proceed to do as you please.

And since you aren’t my child — sure, I do know, fortunate you! — there may be little I can do about it. But I do hope for progress, nonetheless painful it’s for Fb, its advertisers and the remainder of us.

Already this week, different huge platforms have began to make lengthy overdue modifications in content material coverage, together with banning an out-of-control Trump neighborhood (Reddit) and briefly suspending Mr. Trump’s account as a result of “hateful content material” (Twitch).