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Facebook wants content reviewers back ASAP, slows return plan for most employees

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On his personal Facebook account, Mark Zuckerberg offered an update on the company’s roadmap for bringing employees back to work in the wake of the coronavirus pandemic.

In the post, he acknowledged that while it might be possible for a small portion of “critical employees” unable to do their work remotely to return sooner, the majority of Facebook’s workforce will be required to continue working from home through “at least” the end of May. The selection of employees Facebook will prioritize for the swiftest return includes content reviewers who scan the platform for things like terrorism and self-harm as well as engineers who work with complex hardware. “…Overall, we don’t expect to have everyone back in our offices for some time,” Zuckerberg wrote.

On a call in the early days of the U.S. response to the virus, Zuckerberg noted that users could expect more false positives in platform moderation with Facebook’s army of at least 15,000 content reviewers sent home. Facebook said it was leaning more heavily on AI moderation to compensate for the lack of human oversight on the platform, a strategy that Twitter and YouTube turned to in the midst of the crisis as well.

Human moderators engage in some of  the social network’s most sensitive work, flagging terrorist activity, suicidal posts, child exploitation and other forms of content with potential legal and psychological consequences.

In his post, Zuckerberg noted that even as additional teams return to the office, employees from populations vulnerable to the virus, those without childcare or anyone with other circumstances that might make their situation difficult can work remotely through the summer months. Facebook will also extend its ban on business travel through this June as the company evaluates the situation.

Zuckerberg also announced that his company would cancel any in-person events of 50 or more people through June of 2021 and planned to make some of them virtual instead, including the annual VR developer event Oculus Connect.

“… We’re slowing our plans to return to the office in order to prioritize helping the rest of our community and local economy to get back up and running first,” Zuckerberg said.

“We also know that when society does eventually start re-opening, it will have to open slowly in staggered waves to make sure that the people who are returning to work can do so safely and that we minimize the possibility of future outbreaks.”

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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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