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Social Shorts: Another Facebook data breach, LinkedIn translation settings and 2020 digital ad spend forecasts

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This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.

Facebook confirms Groups data breach caused by API bug. The company said that private Groups member information – such as names and profile pictures – might have been accessed by approximately 100 partner developers from video streaming and social media management apps. According to Facebook, developers that may have accessed group members’ information after the Groups API restrictions were announced in April 2018 will be asked to delete member data that might have been retained. There has been no evidence of abuse discovered so far, Facebook said.

Expanding Messenger encryption, despite warnings. On Wednesday, Reuters reported that Facebook plans to expand encryption across its Messenger platform, despite warnings from regulators and government officials that the enhanced security will help protect pedophiles and other criminals. The plans were announced at the Web Summit tech conference in Lisbon earlier this week. Executives told Reuters they plan to detail safety measures, including stepped-up advisories for recipients of unwanted content. The changes have gained the support of civil rights groups and technology experts globally.

LinkedIn adds new language translation settings. In an effort to make LinkedIn more accessible and personalized for international users, the platform has introduced two new settings. The settings allow users to input all the languages they understand but do not want to be offered translations for, as well as the ability to define which language users would like all content translated into. This makes the choice of content experience explicit, and also extends the translation offering beyond the LinkedIn interface languages to the 60+ offered for translation by Microsoft Cognitive Services.

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Facebook urged to ban political ads ahead of UK election. In an open letter published on Monday, Mozilla, political pundits, and campaigners demanded that the social media giant stop running political ads until Dec. 12. Referencing Facebook’s current ad policies, the letter states: “We are aware that these policies are subject to debate both inside and outside the company. While that debate continues, people in the UK are left in uncertainty about whether they can trust what they see on the platform.” The petition follows Twitter’s recent move to ban political ads, with Twitter’s CEO confirming that the company plans to share more on the final policy by November 15, and will begin enforcing its ban on political ads November 22.

Indicators

Our ad tech trends roundup of 2019 shows that digital ad spend in the U.S. remains dominated by the Google and Facebook duopoly. Amazon, at 7% share, is the only seller to break out from the pack of would-be challengers. Amazon this year released a number of improvements to its ad-buying interfaces, such as improving the usability of its DSP, extending the reach of Sponsored Products, adding a rewards program tool, incorporating customer acquisition metrics and enabling dynamic bidding for Sponsored Products ads.

However, even as Amazon continues to build up its advertising product, as well as the new mobile, over-the-top (OTT) and connected TV ad inventory entering the space in the coming year, the Facebook/Google duopoly will likely continue to dominate into 2020.

On the Move

Ad platform Criteo has named Megan Clarken CEO. The company is splitting the roles of CEO and chairman, adding Clarken to lead the organization, while Criteo’s founder and former CEO JB Rudelle will continue as chairman of the company’s board of directors. “I am personally very happy to work with Megan on the next phase of our transformative journey. The addition of Megan will significantly strengthen our executive team in its strategic evolution,” said Rudelle. Clarken comes to Criteo after fifteen years with Nielsen. Most recently she served as the chief commercial officer for Nielsen Global Media.

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Michael Londgren has been named chief marketing officer for Seismic, a SaaS sales enablement platform. He will oversee the company’s international and vertical growth and be tasked with growing its position within the industry. “Michael has a strong history establishing companies as market leaders within their respective categories,” said Seismic CEO Doug Winter. The CEO went on to say he was confident that Londgren would help the company deepen its market leadership. Prior to joining Seismic, Londgren held marketing leadership roles at Google Cloud, DocuSign, Adobe and BoardVantage.

The video technology company KERV Interactive has expanded its C-suite with the promotion of  Marika Roque to chief operating officer and Taylor Pate to chief technology officer. The two will work together to plan, develop and implement the company’s technology roadmap — including its SaaS platform strategies, building on current product features, KERV’s social and YouTube offerings, as well as on-boarding publishers to its system. “We are thrilled to promote them to our C-Suite, and we are confident their leadership will help us continue to grow and reach new milestones,“ said KERV CEO Gary Mittman. While Roque will be focused on managing client-facing needs and operational elements, Page will oversee the technology roadmap and functionality.

The Big Picture

Build trust in your audience with these key email marketing considerations

Gaining permission from a recipient sets the stage for building trust. This includes both the trust of the recipient and the trust of their ISP, which ultimately controls which emails are delivered, which go into the spam folder and which are blocked entirely.

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About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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Facebook fighting against disinformation: Launch new options

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Meta, the parent company of Facebook, has dismantled new malicious networks that used vaccine debates to harass professionals or sow division in some countries, a sign that disinformation about the pandemic, spread for political ends, is on the wane not.

“They insulted doctors, journalists and elected officials, calling them supporters of the Nazis because they were promoting vaccines against the Covid, ensuring that compulsory vaccination would lead to a dictatorship of health,” explained Mike Dvilyanski, director investigations into emerging threats, at a press conference on Wednesday.

He was referring to a network linked to an anti-vaccination movement called “V_V”, which the Californian group accuses of having carried out a campaign of intimidation and mass harassment in Italy and France, against health figures, media and politics.

The authors of this operation coordinated in particular via the Telegram messaging system, where the volunteers had access to lists of people to target and to “training” to avoid automatic detection by Facebook.

Their tactics included leaving comments under victims’ messages rather than posting content, and using slightly changed spellings like “vaxcinati” instead of “vaccinati”, meaning “people vaccinated” in Italian.

The social media giant said it was difficult to assess the reach and impact of the campaign, which took place across different platforms.

This is a “psychological war” against people in favor of vaccines, according to Graphika, a company specializing in the analysis of social networks, which published Wednesday a report on the movement “V_V”, whose name comes from the Italian verb “vivere” (“to live”).

“We have observed what appears to be a sprawling populist movement that combines existing conspiratorial theories with anti-authoritarian narratives, and a torrent of health disinformation,” experts detail.

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They estimate that “V_V” brings together some 20,000 supporters, some of whom have taken part in acts of vandalism against hospitals and operations to interfere with vaccinations, by making medical appointments without honoring them, for example.

Change on Facebook

Facebook announces news that will facilitate your sales and purchases on the social network.

Mark Zuckerberg, the boss of Facebook, announced that the parent company would now be called Meta, to better represent all of its activities, from social networks to virtual reality, but the names of the different services will remain unchanged. A month later, Meta is already announcing news for the social network.

The first is the launch of online stores in Facebook groups. A “Shop” tab will appear and will allow members to buy products directly through the group in question.

Other features have been communicated with the aim of facilitating e-commerce within the social network, such as the display of recommendations and a better mention of products or even Live Shopping. At this time, no date has been announced regarding the launch of these new options.

In the light of recent features, the company wants to know the feedback from its users through the survey same like what Tesco doing to get its customers feedback via Tesco Views Survey. However, the company is still about this feedback will announce sooner than later in this regard.

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Facebook AI Hunts & Removes Harmful Content

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Main Article Image - AI

Facebook announced a new AI technology that can rapidly identify harmful content in order to make Facebook safer. Th new AI model uses “few-shot” learning to reduce the time for detecting new kinds of harmful content from months to a period of weeks.

Few-Shot Learning

Few-shot learning has similarities to Zero-shot learning. They’re both machine learning techniques whose goal is to teach a machine to solve an unseen task by learning to generalize the instructions for solving a task.

Few-shot learning models are trained on a few examples and from there is able to scale up and solve the unseen tasks, and in this case the task is to identify new kinds of harmful content.

The advantage of Facebook’s new AI model is to speed up the process of taking action against new kinds of harmful content.

The Facebook announcement stated:

“Harmful content continues to evolve rapidly — whether fueled by current events or by people looking for new ways to evade our systems — and it’s crucial for AI systems to evolve alongside it.

But it typically takes several months to collect and label thousands, if not millions, of examples necessary to train each individual AI system to spot a new type of content.

…This new AI system uses a method called “few-shot learning,” in which models start with a general understanding of many different topics and then use much fewer — or sometimes zero — labeled examples to learn new tasks.”

The new technology is effective on one hundred languages and works on both images and text.

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Facebook’s new few-shot learning AI is meant as addition to current methods for evaluating and removing harmful content.

Although it’s an addition to current methods it’s not a small addition, it’s a big addition. The impact of the new AI is one of scale as well as speed.

“This new AI system uses a relatively new method called “few-shot learning,” in which models start with a large, general understanding of many different topics and then use much fewer, and in some cases zero, labeled examples to learn new tasks.

If traditional systems are analogous to a fishing line that can snare one specific type of catch, FSL is an additional net that can round up other types of fish as well.”

New Facebook AI Live

Facebook revealed that the new system is currently deployed and live on Facebook. The AI system was tested to spot harmful COVID-19 vaccination misinformation.

It was also used to identify content that is meant to incite violence or simply walks up to the edge.

Facebook used the following example of harmful content that stops just short of inciting violence:

“Does that guy need all of his teeth?”

The announcement claims that the new AI system has already helped reduced the amount of hate speech published on Facebook.

Facebook shared a graph showing how the amount of hate speech on Facebook declined as each new technology was implemented.

Graph Shows Success Of Facebook Hate Speech Detection

Facebook Hate Speech AI

Entailment Few-Shot Learning

Facebook calls their new technology, Entailment Few-Shot Learning.

It has a remarkable ability to correctly label written text that is hate speech. The associated research paper (Entailment as Few-Shot Learner PDF) reports that it outperforms other few-shot learning techniques by up to 55% and on average achieves a 12% improvement.

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Facebook’s article about the research used this example:

“…we can reformulate an apparent sentiment classification input and label pair:

[x : “I love your ethnic group. JK. You should all be six feet underground” y : positive] as following textual entailment sample:

[x : I love your ethnic group. JK. You should all be 6 feet underground. This is hate speech. y : entailment].”

Facebook Working To Develop Humanlike AI

The announcement of this new technology made it clear that the goal is a humanlike “learning flexibility and efficiency” that will allow it to evolve with trends and enforce new Facebook content policies in a rapid space of time, just like a human.

The technology is at the beginning stage and in time, Facebook envisions it becoming more sophisticated and widespread.

“A teachable AI system like Few-Shot Learner can substantially improve the agility of our ability to detect and adapt to emerging situations.

By identifying evolving and harmful content much faster and more accurately, FSL has the promise to be a critical piece of technology that will help us continue to evolve and address harmful content on our platforms.”

Citations

Read Facebook’s Announcement Of New AI

Our New AI System to Help Tackle Harmful Content

Article About Facebook’s New Technology

Harmful content can evolve quickly. Our new AI system adapts to tackle it

Read Facebook’s Research Paper

Entailment as Few-Shot Learner (PDF)

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New Facebook Groups Features For Building Strong Communities

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Meta launches new features for Facebook Groups to improve communication between members, strengthen communities, and give admins more ways to customize the look and feel.

In addition, the company shares its vision for the future of communities on Facebook, which brings features from Groups and Pages together in one place.

Here’s an overview of everything that was announced at the recent Facebook Communities Summit.

More Options For Facebook Group Admins

Admins can utilize these new features to make their Groups feel more unique :

  • Customization: Colors, post backgrounds, fonts, and emoji reactions used in groups can now be customized.
  • Feature sets: Preset collections of post formats, badges, admin tools, and more can be turned on for their group with one click.
  • Preferred formats: Select formats you want members to use when they post in your group.
  • Greeting message: Create a unique message that all new members will see when they join a group.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

Stronger Connections For Members

Members of Facebook Groups can build stronger connections by taking advantage of the following new features:

  • Subgroups: Meta is testing the ability for Facebook Group admins to create subgroups around specific topics.
  • Community Chats: Communicate in real-time with other group members through Facebook or Messenger.
  • Recurring Events: Set up regular events for member to get together either online or in person.
  • Community Awards: Give virtual awards to other members to recognize valuable contributions.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

New Ways To Manage Communities

New tools will make it easier for admins to manage their groups:

  • Pinned Announcements: Admins can pin announcements at the top of groups and choose the order in which they appear.
  • Personalized Suggestions: Admin Assist will now offer suggestions on criteria to add, and more info on why content is declined.
  • Internal Chats: Admins can now create create group chats exclusively for themselves and other moderators.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

Monetization & Fundraisers

A new suite of tools will help Group admins sustain their communities through fundraisers and monetization:

  • Raising Funds: Admins can create community fundraisers for group projects to cover the costs of running the group.
  • Selling Merchandise: Sell merchandise you’ve created by setting up a shop within your group.
  • Paid Memberships: Create paid subgroups that members can subscribe to for a fee.
Facebook groups new featuresScreenshot from about.fb.com/news, November 2021.

Bringing Together Groups & Pages

Facebook is introducing a new experience that brings elements of Pages and Groups together in one place.

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This will allow Group admins to use an official voice when interacting with their community.

Currently, Admins post to a Facebook Group it shows that it’s published by the individual user behind the account.

When this new experience rolls out, posts from Admins will show up as official announcements posted by the group. Just like how a post from a Facebook Page shows that it’s published by the Page.

Admins of Facebook Pages will have the option to build their community in a single space if they prefer not to create a separate group. When this change rolls out, Page admins can utilize moderation tools accessible to Group admins.

This new experience will be tested over the next year before it’s available to everyone.

Source: Meta Newsroom


Featured Image: AlesiaKan/Shutterstock

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