As advertisers pull away from Facebook to protest the social networking giant’s hands-off approach to misinformation and hate speech, the company is instituting a number of stronger policies to woo them back.
In a livestreamed segment of the company’s weekly all-hands meeting, CEO Mark Zuckerberg recapped some of the steps Facebook is already taking, and announced new measures to fight voter suppression and misinformation — although they amount to things that other social media platforms like Twitter have already enahatected and enforced in more aggressive ways.
At the heart of the policy changes is an admission that the company will continue to allow politicians and public figures to disseminate hate speech that does, in fact, violate Facebook’s own guidelines — but it will add a label to denote they’re remaining on the platform because of their “newsworthy” nature.
It’s a watered-down version of the more muscular stance that Twitter has taken to limit the ability of its network to amplify hate speech or statements that incite violence.
A handful of times a year, we leave up content that would otherwise violate our policies if the public interest value outweighs the risk of harm. Often, seeing speech from politicians is in the public interest, and in the same way that news outlets will report what a politician says, we think people should generally be able to see it for themselves on our platforms.
We will soon start labeling some of the content we leave up because it is deemed newsworthy, so people can know when this is the case. We’ll allow people to share this content to condemn it, just like we do with other problematic content, because this is an important part of how we discuss what’s acceptable in our society — but we’ll add a prompt to tell people that the content they’re sharing may violate our policies.
The problems with this approach are legion. Ultimately, it’s another example of Facebook’s insistence that with hate speech and other types of rhetoric and propaganda, the onus of responsibility is on the user.
Zuckerberg did emphasize that threats of violence or voter suppression are not allowed to be distributed on the platform whether or not they’re deemed newsworthy, adding that “there are no exceptions for politicians in any of the policies I’m announcing here today.”
But it remains to be seen how Facebook will define the nature of those threats — and balance that against the “newsworthiness” of the statement.
The steps around election year violence supplement other efforts that the company has taken to combat the spread of misinformation around voting rights on the platform.
The new measures that Zuckerberg announced also include partnerships with local election authorities to determine the accuracy of information and what is potentially dangerous. Zuckerberg also said that Facebook would ban posts that make false claims (like saying ICE agents will be checking immigration papers at polling places) or threats of voter interference (like “My friends and I will be doing our own monitoring of the polls”).
Facebook is also going to take additional steps to restrict hate speech in advertising.
“Specifically, we’re expanding our ads policy to prohibit claims that people from a specific race, ethnicity, national origin, religious affiliation, caste, sexual orientation, gender identity or immigration status are a threat to the physical safety, health or survival of others,” Zuckerberg said. “We’re also expanding our policies to better protect immigrants, migrants, refugees and asylum seekers from ads suggesting these groups are inferior or expressing contempt, dismissal or disgust directed at them.”
Zuckerberg’s remarks came days of advertisers — most recently Unilever and Verizon — announced that they’re going to pull their money from Facebook as part the #StopHateforProfit campaign organized by civil rights groups.
These are small, good steps from the head of a social network that has been recalcitrant in the face of criticism from all corners (except, until now. from the advertisers that matter most to Facebook). But they don’t do anything at all about the teeming mass of misinformation that exists in the private channels that simmer below the surface of Facebook’s public facing messages, memes and commentary.
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.
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