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India orders Twitter to take down tweets critical of its coronavirus handling

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Twitter has taken down dozens of tweets in India, some of which were critical of New Delhi’s handling of the coronavirus, to comply with an emergency order from the Indian government at a time when South Asian nation is grappling with a globally unprecedented surge in Covid cases.

New Delhi made an emergency order to Twitter to censor over 50 tweets in the country, Twitter disclosed on Lumen database, a Harvard University project. The social network has complied with the request, and withheld those tweets from users in India.

TechCrunch has learned that Twitter is not the only platform affected by the new order. Facebook didn’t immediately respond to a request for comment. (Credit where it’s due: Twitter is one of the handful of companies that timely discloses takedown actions and also shares who made those requests.)

The world’s second largest nation — which has also previously ordered Twitter to block some tweets and accounts critical of its policies and threatened jail time to employees in the event of non-compliance — comes as the country reports a record of over 330,000 new Covid cases a day, the worst by any country. Multiple news reports, doctors, and academicians say that even these Covid figures, as alarmingly high as they are, are underreported.

Amid an unprecedented collapse of the nation’s health infrastructure, Twitter has become a rare beam of hope in what it describes as one of its “priority markets” as people crowdsource data to help one another find medicines and availability of beds and oxygen supplies.

A copy of one of Indian government’s orders disclosed by Twitter. (Lumen database)

Policy-focused Indian news outlet Medianama, which first reported on New Delhi’s new order Friday, said among those whose tweets have been censored in India include high profile public figures such as Revanth Reddy (a Member of Parliament), Moloy Ghatak (a minister in West Bengal), Vineet Kumar Singh (actor) filmmakers Vinod Kapri and Avinash Das.

In a statement, a Twitter spokesperson told TechCrunch, “When we receive a valid legal request, we review it under both the Twitter Rules and local law. If the content violates Twitter’s Rules, the content will be removed from the service. If it is determined to be illegal in a particular jurisdiction, but not in violation of the Twitter Rules, we may withhold access to the content in India only. In all cases, we notify the account holder directly so they’re aware that we’ve received a legal order pertaining to the account.”

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“We notify the user(s) by sending a message to the email address associated with the account(s), if available. Read more about our Legal request FAQs.  The legal requests that we receive are detailed in the bianual Twitter Transparency Report, and requests to withhold content are published on Lumen.”

India has become one of the key markets for several global technology giants as they look to accelerate their userbase growth and make long-term bets. But India, once the example of an ideal open market, has also proposed or enforced several rules in the country in recent years under Prime Minister Narendra Modi’s leadership that in some ways arguably makes it difficult for American firms to keep expanding in the South Asian market without compromising on some of the values that users in their home market take for granted.

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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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