Facebook announced a number of measures, including penalization, aimed at individuals who spread false information. This is an escalation of on the part of Facebook in its effort to reduce the amount of toxic content shared on the platform.
Facebook Targeting Individuals to Stop Spread of False Information
Past actions have focused on Facebook Pages and organizations that spread misinformation. This time Facebook is targeting individual members in an effort to educate them and if they fail to improve their behavior then Facebook will take actions to limit the reach of their posts.
The announcement defined its new actions as against individual members:
“Today, we’re launching new ways to inform people if they’re interacting with content that’s been rated by a fact-checker as well as taking stronger action against people who repeatedly share misinformation on Facebook.
Whether it’s false or misleading content about COVID-19 and vaccines, climate change, elections or other topics, we’re making sure fewer people see misinformation on our apps.”
The effort to limit misleading content is structured into three actions:
- Inform Members Before Interacting with Misleading Pages
- Penalize Members Who Share False Information
- Educate Individuals Who Have Shared Toxic Content
Inform Members Before Sharing
The process for stopping individuals from sharing toxic content begins before they like a page that is known to share misleading content.
This will help slow down the likes that a page acquires but more importantly it will help educate the individual about the toxic nature of the page they might consider liking.
Facebook will spawn a popup warning about the page and show a link that provides more information about their fact-checking program.
Screenshot of Popup Warning Against False Information Page
Penalize Members Who Share False Information
The next step in the process for limiting the spread of false information is to penalize individuals who repeatedly share toxic content that has been rated as false by Facebook’s raters.
The penalty consists of limiting the reach of these members Facebook posts so that less people see them.
According to Facebook’s announcement:
“Starting today, we will reduce the distribution of all posts in News Feed from an individual’s Facebook account if they repeatedly share content that has been rated by one of our fact-checking partners.”
Educate Users of Past False Information they’ve Shared
The last part of this effort to limit the spread of false information is to educate members who have shared content that was subsequently rated as being false information.
The current practice is when the content is rated a notice is sent to the member alerting them of the status of the content they shared.
What Facebook has done is improved this notice by redesigning it to make it clearer so that the member has a better understanding of why the content is rated false and to warn them of future action against them in the form of penalties should they share more false information.
Facebook’s announcement explained it like this:
“We currently notify people when they share content that a fact-checker later rates, and now we’ve redesigned these notifications to make it easier to understand when this happens.
The notification includes the fact-checker’s article debunking the claim as well as a prompt to share the article with their followers.
It also includes a notice that people who repeatedly share false information may have their posts moved lower in News Feed so other people are less likely to see them.”
Reducing the Spread of Misleading Content
Facebook is documented to be well tuned to removing spammy, graphic violent content and adult content. Much of it was reported to be caught by Facebook’s automated systems.
Removing content at the level of the individual is a new front in an ongoing war against false information.
5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.