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Facebook Blocks Creation of Events Near Capitol, Halts Ads for Weapons in Lead-Up to Inauguration Day

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Following the recent unrest at the US Capitol Building, Facebook is taking extra precautions around Inauguration Day, amid suggestions that Trump supporters may be looking to disrupt the event in a last-ditch effort to overturn the 2020 election result.

Or worse. According to reports, it seems that some of Trump’s passionate supporters could be seeking to cause chaos at the inauguration, in response to Trump’s loss in the November poll. This comes after Trump spent months perpetuating the unfounded narrative that the election was ‘stolen’ from him, with votes illegally added in order to hand victory to Joe Biden instead.

In order to counter the potential threat of further violence, and division within US society, Facebook has announced some tough measures to ensure that its platforms are not being used to organize or contribute to such.

First off, Facebook is blocking the creation of any new Facebook events in close proximity to the White House, the US Capitol building or any of the state capitol buildings through Inauguration Day.

“Our operations center is also conducting a secondary review of all Facebook events related to the inauguration and removing ones that violate our policies. And, as we did in the lead up to and following the US presidential election, we are continuing to block event creation in the US by non-US based accounts and Pages.”

The creation of events by foreign operators was just one of the tactics used by Russia’s Internet Research Agency in the lead-up to the 2016 election. In those instances, the IRA set-up counter-protests in the same location via Facebook events, in order to stoke further division, and spark real-life conflicts within the US.

In addition to this, Facebook’s also restricting access to certain tools for people in the US who’ve repeatedly violated platform policies.

“These restrictions include blocking these accounts from creating live videos or creating an event, Group or Page.”

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That will mean that users who’ve already been linked to QAnon groups and Pages, which Facebook began removing earlier this year, will likely be unable to use the platform to promote their own protest actions.

Going further, Facebook has also announced a ban on all ads that promote weapon accessories and protective equipment in the US, through to at least January 22nd.

“We already prohibit ads for weapons, ammunition and weapon enhancements like silencers. But we will now also prohibit ads for accessories such as gun safes, vests and gun holsters in the US.”

Which, in many ways, is a frightening step, as Facebook would only do so if there were credible threats of violence. Last week, the FBI warned of possible armed protests across the US by far-right groups on and in the lead-up to Inauguration Day.

These extra measures come in addition to Facebook’s already announced counter-efforts, including the removal of ‘Stop the Steal’ content and the suspension of US President Donald Trump’s account. Facebook’s also working with law enforcement to provide information on credible threats, while it’s also looking to provide official news updates in US user feeds in regards to the Inauguration and transition.

It remains a tense time in the US, with the election results highlighting the depth of division within the nation. The hope is that after Inauguration Day, society can start to move forward, but as highlighted by these measures, there’s still a long way to go in establishing acceptance, and appeasing all sides of the political spectrum.

Socialmediatoday.com

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5 Effective Ways to Run Facebook Ads A/B Tests

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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. 

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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.

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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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