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Facebook hits pause on algorithmic recommendations for political and social issue groups

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With just days to go before the U.S. election, Facebook quietly suspended one of its most worrisome features.

During Wednesday’s Senate hearing, Senator Ed Markey asked Facebook CEO Mark Zuckerberg about reports that his company has long known its group recommendations push people toward more extreme content. Zuckerberg responded that the company had actually disabled that feature for certain groups — a fact Facebook had not previously announced.

“Senator, we have taken the step of stopping recommendations in groups for all political content or social issue groups as a precaution for this,” Zuckerberg told Markey.

TechCrunch reached out to Facebook with questions about what kind of groups would be affected and how long the recommendations would be suspended at the time but did not receive an immediate response. Facebook first confirmed the change to BuzzFeed News on Friday.

“This is a measure we put in place in the lead up to Election Day,” Facebook spokesperson Liz Bourgeois told TechCrunch in an email. “We will assess when to lift them afterwards, but they are temporary.”

The cautionary step will disable recommendations for political and social issue groups as well as any new groups that are created during the window of time. Facebook declined to provide additional details about the kinds of groups that will and won’t be affected by the change or what went into the decision.

Researchers who focus on extremism have long been concerned that algorithmic recommendations on social networks push people toward more extreme content. Facebook has been aware of this phenomenon since at least 2016, when an internal presentation on extremism in Germany observed that “64% of all extremist group joins are due to our recommendation tools.” In light of the feature’s track record, some anti-hate groups celebrated Facebook’s decision to hit the pause button Friday.

“It’s good news that Facebook is disabling group recommendations for all political content or social issue groups as a precaution during this election season. I believe it could result in a safer experience for users in this critical time,” Anti-Defamation League CEO Jonathan A. Greenblatt told TechCrunch. “And yet, beyond the next week, much more needs to be done in the long term to ensure that users are not being exposed to extremist ideologies on Facebook’s platforms.”

On Facebook, algorithmic recommendations can usher users flirting with extreme views and violent ideas into social groups where their dangerous ideologies can be amplified and organized. Before being banned by the social network, the violent far-right group the Proud Boys relied on Facebook groups for its relatively sophisticated national recruitment operation. Members of the group that plotted to kidnap Michigan Governor Gretchen Whitmer also used Facebook groups to organize, according to an FBI affidavit.

While it sounds like Facebook’s decision to toggle off some group recommendations is temporary, the company has made an unprecedented flurry of choices to limit dangerous content in recent months, possibly in fear that the 2020 election will again plunge it into political controversy. Over the last three months alone, Facebook has cracked down on QAnon, militias and language used by the Trump campaign that could result in voter intimidation — all surprising postures considering its longstanding inaction and deep fear of decisions that could be perceived as partisan.

After years of relative inaction, the company now appears to be taking seriously some of the extremism it has long incubated, though the coming days are likely to put its new set of protective policies to the test.

TechCrunch

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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. 

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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