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Facebook changes misinfo rules to allow posts claiming COVID-19 is man-made

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Facebook made a few noteworthy changes to its misinformation policies this week, including the news that the company will now allow claims that COVID was created by humans — a theory that contradicts the previously prevailing assumption that humans picked up the virus naturally from animals.

“In light of ongoing investigations into the origin of COVID-19 and in consultation with public health experts, we will no longer remove the claim that COVID-19 is man-made from our apps,” a Facebook spokesperson told TechCrunch. “We’re continuing to work with health experts to keep pace with the evolving nature of the pandemic and regularly update our policies as new facts and trends emerge.”

The company is adjusting its rules about pandemic misinformation in light of international investigations legitimating the theory that the virus could have escaped from a lab. While that theory clearly has enough credibility to be investigated at this point, it is often interwoven with demonstrably false misinformation about fake cures, 5G towers causing COVID and most recently the false claim that the AstraZeneca vaccine implants recipients with a Bluetooth chip.

Earlier this week, President Biden ordered a multi-agency intelligence report evaluating if the virus could have accidentally leaked out of a lab in Wuhan, China. Biden called this possibility one of two “likely scenarios.”

“… Shortly after I became President, in March, I had my National Security Advisor task the Intelligence Community to prepare a report on their most up-to-date analysis of the origins of COVID-19, including whether it emerged from human contact with an infected animal or from a laboratory accident,” Biden said in an official White House statement, adding that there isn’t sufficient evidence to make a final determination.

Claims that the virus was man-made or lab-made have circulated widely since the pandemic’s earliest days, even as the scientific community largely maintained that the virus probably made the jump from an infected animal to a human via natural means. But many questions remain about the origins of the virus and the U.S. has yet to rule out the possibility that the virus emerged from a Chinese lab — a scenario that would be a bombshell for international relations.

Prior to the COVID policy change, Facebook announced that it would finally implement harsher punishments against individuals who repeatedly peddle misinformation. The company will now throttle the News Feed reach of all posts from accounts that are found to habitually share known misinformation, restrictions it previously put in place for Pages, Groups, Instagram accounts and websites that repeatedly break the same rules.

TechCrunch

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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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