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Facebook Update Will Target Specific Groups and Individuals

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Facebook Update Will Target Specific Groups and Individuals

These changes will roll out globally over the next few months.

Facebook Targeting Harmful Content

The overall focus of the new restrictions is to inhibit and ultimately stop the spread of harmful content. Harmful content is defined as hate speech and misinformation.

One of the focuses is to make it difficult for these groups to continue to grow, regardless if they are public or private, with restrictions leading up to the closing of those groups.

The other focus is on problematic individuals. Facebook groups that contain many members who tend to break the rules will see increasing restrictions because of those members that will limit the reach of the group content.

Facebook will also impose tough restrictions on problematic individuals who breake the rules that will limit their ability to spread harmful content.

What is Misinformation?

It’s interesting that Facebook is using the term “misinformation” and not “disinformation.”

Some definitions of misinformation and disinformation are the same.

But there is a difference between the two words. The definitions are evolving to have precise meanings that distinguish one from the other.

Misinformation is information that is in error, though not with an intent to deceive.

Disinformation is information that is erroneous and propagated with a willful intent to deceive.

Definitions:

Misinformation:

“Misinformation is false or inaccurate information that is communicated regardless of an intention to deceive.”

Disinformation:

“Disinformation is false or misleading information that is spread deliberately to deceive. This is a subset of misinformation.”

Targeting Group Recommendations

Facebook is limiting the spread of hate speech by no longer recommending groups that tend to spread harmful content. The intent is to discourage the proliferation of hateful groups by making them harder to find.

According to Facebook:

“That’s why we’ve taken action to curb the spread of harmful content, like hate speech and misinformation, and made it harder for certain groups to operate or be discovered, whether they’re Public or Private. When a group repeatedly breaks our rules, we take it down entirely.”

Global Rollout of Restrictions on Civic, Political and New Groups

Facebook announced in January 2021 that it would permanently stop recommending civic and political groups to members in the United States. The reason is to show less divisive content to members.

Facebook will now begin rolling this out worldwide:

“…we recently removed civic and political groups, as well as newly created groups, from recommendations in the US.

While people can still invite friends to these groups or search for them, we have now started to expand these restrictions globally.”

New Facebook Restrictions on Groups

Facebook is targeting groups that spread hate and misinformation with new tactics that seeks to stunt their popularity. The goal is to make it difficult to find groups that violate community standards.

Among the new measures targeting harmful Facebook groups:

  • Demote groups that violate rules within the recommendation system
  • Warn users of pattern of Community Standards violations when attempting to join problematic groups
  • Limit group invite notifications of problematic groups
  • Demote group content in member news feeds

New Facebook Restrictions on Individuals

Facebook is instituting a tiered level of restrictions against individuals who post harmful or misleading content. Members who fail to follow the rules will see their privileges revoked or limited. Failure to change will eventually lead to removal from Facebook.

Facebook explained:

“When someone has repeated violations in groups, we will block them from being able to post or comment for a period of time in any group. They also won’t be able to invite others to any groups, and won’t be able to create new groups. These measures are intended to help slow down the reach of those looking to use our platform for harmful purposes.”

Facebook also said that groups that engage in serious harmful activities will face immediate removal without going through the escalating series of punitive actions.

This is how it will happen:

“We believe that groups and members that violate our rules should have reduced privileges and reach, with restrictions getting more severe as they accrue more violations, until we remove them completely.

And when necessary in cases of severe harm, we will outright remove groups and people without these steps in between.”

Facebook Reassess Meaning of Engagement

Facebook has been facing scrutiny for the harmful behavior and divisiveness that some say Facebook’s own algorithms encouraged. Facebook’s algorithms previously encouraged engagement regardless of the reasons for that engagement, such as rage or hate.

This new approach seems to redefine what qualifies as quality engagement, seeking to discourage negative forms of engagement that can lead to harmful and even unlawful behavior.

Citation

Changes to Keep Facebook Groups Safe

Searchenginejournal.com

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5 Effective Ways to Run Facebook Ads A/B Tests

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Testing-and-Scaling-Facebook-Ads

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.

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