After removing a video in which President Trump praised a violent group of his supporters who broke into the U.S. Capitol building, Facebook is rolling out a new set of rules in response to the day’s shocking events.
Both Facebook and Instagram also announced that the president would be locked out of posting to his accounts for 24 hours, escalating the consequences for his role in sowing Wednesday’s violent chaos considerably.
Facebook says that the group of people who rushed into the Capitol Wednesday now fall under the company’s policies on “dangerous individuals and organizations” — a designation it uses to enforce rules against terrorists, mass murderers and violent hate groups. Last June, the company added the anti-government “boogaloo” movement, which encourages its adherents to take up arms and prepare for or incite a civil war, to the same list.
“The violent protests in the Capitol today are a disgrace,” a Facebook spokesperson told TechCrunch.
Facebook and Instagram have both begun blocking content posted to the #StormTheCapitol hashtag. Facebook says that it is in the process of removing any content praising the Trump supporters who infiltrated the U.S. Capitol as well as any other “incitement or encouragement” of Wednesday’s events, including photos and videos from the individuals’ perspectives.
“At this point they represent promotion of criminal activity which violates our policies,” Facebook VP of Integrity Guy Rosen and VP of Global Policy Management Monika Bickert wrote in a blog post. Rosen and Bickert called Wednesday’s events an “emergency” for the platform:
“Let us speak for the leadership team in saying what so many of us are feeling. We are appalled by the violence at the Capitol today. We are treating these events as an emergency. Our Elections Operations Center has already been active in anticipation of the Georgia elections and the vote by Congress to certify the election, and we are monitoring activity on our platform in real time.”
The company will also crack down on anyone organizing any kind of protest that violates Washington D.C.’s newly implemented curfew, even peaceful gatherings. Any “attempts to restage violence” will also be removed.
Facebook says that it is also scouring the platform for any posts calling for people to bring weapons to a location “not just in Washington but anywhere in the US — including protests.”
Facebook also made a few tweaks to “emergency measures” it put in place for the U.S. election, including requiring additional admin review for group posts and auto-disabling comments on group posts that attract a “high rate” of hate speech or encouragement of violence.
Facebook’s blog post also mentions previous crackdowns on militias, the Proud Boys and the “violence-inducing” QAnon conspiracy. Each group connected and grew on Facebook before eventually eventually being booted from the platform and all three had a presence at Wednesday’s violent attempt to overthrow the U.S. election results.
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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