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Facebook Expands Fact-Checking Efforts in New Partnership With Reuters

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News agency Reuters has announced a new agreement with Facebook which will see the company work with The Social Network to detect and address misinformation on its platform.

As explained by Reuters:

“The newly created fact-checking unit at Reuters will verify content posted on Facebook and Instagram and identify where media is false or misleading. The fact-checking initiative is an extension of the media verification efforts Reuters has built through its long history of providing accurate and trustworthy news content. Reuters will now assess the authenticity of user-generated photos, videos, headlines and other content on social media, in the run-up to the U.S. election and beyond.”

The expansion will add more to Facebook’s efforts to halt the spread of misinformation – though as noted by TechCrunch, Reuters’ fact-checking team is currently only comprised of four people. That’s probably not going to have a heap of impact when assessing the content being posted by some 1.7 billion users daily.

But still, as Reuters notes, where it will help Facebook is in experience, and providing its understanding of key fact-checking principles. And the Reuters team won’t actually be checking content from all users, but will focus on Facebook’s US audience (190m DAU), providing reports on both English and Spanish language posts on a specially created blog.

Reuters fact check blog

The 2020 US Presidential Election is going to be a key test of Facebook’s improved approach to detecting and addressing misinformation, and avoiding influence from foreign activists. Of course, Facebook is still holding firm on its decision to exempt political ads from fact-checking, but after the widespread push from Russian operatives in the last campaign cycle, it’s these misinformation efforts which stand to inflict the most confusion, if left unchecked.

In this sense, any expansion of its fact-checking tools can only help, and while Reuters’ contribution may seem small, in relative terms, it could provide more capacity for Facebook to better understand and address hoax reports before they have a chance to take hold.

Follow Andrew Hutchinson on Twitter

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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. 

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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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