SOCIAL

Internal Research from Facebook Shows that Re-Shares Can Significantly Amplify Misinformation

Published

2 years ago

November 5, 2021

internal research from facebook shows that re shares can significantly amplify misinformation

What if Facebook removed post shares entirely, as a means to limit the spread of misinformation in its apps? What impact would that have on Facebook engagement and interaction?

The question comes following the release of new insights from Facebook’s internal research, released as part of the broader ‘Facebook Files’ leak, which shows that Facebook’s own reporting found that post shares play a key role in amplifying misinformation, and spreading harm among the Facebook community.

As reported by Alex Kantrowitz in his newsletter Big Technology:

“The report noted that people are four times more likely to see misinformation when they encounter a post via a share of a share – kind of like a retweet of a retweet – compared to a typical photo or link on Facebook. Add a few more shares to the chain, and people are five to ten times more likely to see misinformation. It gets worse in certain countries. In India, people who encounter “deep reshares,” as the researchers call them, are twenty times more likely to see misinformation.”

So it’s not direct shares, as such, but re-amplified shares, which are more likely to be the kinds of controversial, divisive, shocking or surprising reports that gain viral traction in the app. Content that generates emotional response sees more share activity in this respect, so it makes sense that the more radical the claim, the more re-shares it’ll likely see, particularly as users look to either refute or reiterate their personal stance on issues via third party reports.

And there’s more:

“The study found that 38% of all [views] of link posts with misinformation take place after two reshares. For photos, the numbers increase – 65% of views of photo misinformation take place after two reshares. Facebook Pages, meanwhile, don’t rely on deep reshares for distribution. About 20% of page content is viewed at a reshare depth of two or higher.”

So again, the data shows that those more spicy, controversial claims and posts see significant viral traction through continued sharing, as users amplify and re-amplify these posts throughout Facebook’s network, often without adding their own thoughts or opinions on such.

So what if Facebook eliminated shares entirely, and forced people to either create their own posts to share content, or to comment on the original post, which would slow the rapid amplification of such by simply tapping a button?

Interestingly, Facebook has made changes on this front, potentially linked to this research. Last year, Facebook-owned (now Meta-owned) WhatsApp implemented new limits on message forwarding to stop the spread of misinformation through message chains, with sharing restricted to 5x per message.

Which, WhatsApp says, has been effective:

“Since putting into place the new limit, globally, there has been a 70% reduction in the number of highly forwarded messages sent on WhatsApp. This change is helping keep WhatsApp a place for personal and private conversations.”

Which is a positive outcome, and shows that there is likely value to such limits. But the newly revealed research looked at Facebook specifically, and thus far, Facebook hasn’t done anything to change the sharing process within its main app, the core focus of concern in this report.

The company’s lack of action on this front now forms part of Facebook whistleblower Frances Haugen’s legal push against the company, with Haugen’s lawyer calling for Facebook to be removed from the App Store if it fails to implement limits on re-shares.

Facebook hasn’t responded to these new claims as yet, but it is interesting to note this research in the context of other Facebook experiments, which seemingly both support and contradict the core focus of the claims.

In August 2018, Facebook actually did experiment with removing the Share button from posts, replacing it with a ‘Message’ prompt instead.

That seemed to be inspired by the increased discussion of content within messaging streams, as opposed to in the Facebook app – but given the timing of the experiment, in relation to the study, it seems now that Facebook was looking to see what impact the removal of sharing could have on in-app engagement.

On another front, however, Facebook’s actually tested expanded sharing, with a new option spotted in testing that enables users to share a post into multiple Facebook groups at once.

That’s seemingly focused on direct post sharing, as opposed to re-shares, which were the focus of its 2019 study. But even so, providing more ways to amplify content, potentially dangerous or harmful posts, more easily, seems to run counter to the findings outlined in the report.

Again, we don’t have full oversight, because Facebook hasn’t commented on the reports, but it does seem like there could be benefit to removing post shares entirely as an option, as a means to limit the rapid re-circulation of harmful claims.

But then again, maybe that just hurts Facebook engagement too much – maybe, through these various experiments, Facebook found that people engaged less, and spent less time in the app, which is why it abandoned the idea.

This is the core question that Haugen raises in her criticism of the platform, that Facebook, at least perceptually, is hesitant to take action on elements that potentially cause harm if that also means that it could hurt its business interests.

Which, at Facebook’s scale and influence, is an important consideration, and one which we need more transparency on.

Facebook claims that it conducts such research with the distinct intent of improving its systems, as CEO Mark Zuckerberg explains:

“If we wanted to ignore research, why would we create an industry-leading research program to understand these important issues in the first place? If we didn’t care about fighting harmful content, then why would we employ so many more people dedicated to this than any other company in our space – even ones larger than us? If we wanted to hide our results, why would we have established an industry-leading standard for transparency and reporting on what we’re doing?”

Which makes sense, but that doesn’t then explain whether business considerations factor into any subsequent decisions as a result, when a level of potential harm is detected by its examinations.

That’s the crux of the issue. Facebook’s influence is clear, its significance as a connection and information distribution channel is evident. But what plays into its decisions in regards to what to take action on, and what to leave, as it assesses such concerns?

There’s evidence to suggest that Facebook has avoided pushing too hard on such, even when its own data highlights problems, as seemingly shown in this case. And while Facebook should have a right to reply, and its day in court to respond to Haugen’s accusations, this is what we really need answers on, particularly as the company looks to make even more immersive, more all-encompassing connection tools for the future.

Socialmediatoday.com

SOCIAL

Beyond the buzz: Blue Tick’s formula for social media success

Published

6 hours ago

November 28, 2023

Entireweb News Bot

Beyond the buzz: Blue Tick's formula for social media success

Photo courtesy of Andrea Piacquadio on Pexels

Opinions expressed by Digital Journal contributors are their own.

Breaking through the constant clamor of the social media world is no easy feat. With the world more interconnected than ever, attention isn’t just a valuable commodity, it’s the currency brands and marketers trade in. This bustling digital bazaar has brands tripping over themselves to capture even a fleeting glance from consumers, and while some do it successfully, many often fail. Blue Tick Ltd is one of the pioneering brands that understand the rhythm and flow of the online attention economy.

Under the dynamic leadership of its founder, Dylan, Blue Tick doesn’t chase attention — it commands it. A community marketing expert with wide-ranging expertise, Dylan has always had a keen eye for what works. Thanks to his fascination with the nuances of social media strategies and consumer engagement, he proudly holds a bachelor’s degree in marketing communications and a master’s degree in digital marketing. That fascination was also the catalyst for Blue Tick, an enterprise that reimagines the connection between brands and their communities.

“In school, I led several successful social media campaigns that not only increased engagement with campus events but also brought significant online attention to my academic community,” Dylan recalls. “After graduating, I founded a community marketing company called Blue Tick.” This community doesn’t merely aim to increase visibility but strives to forge a bond with audiences through authenticity and innovation. Unlike traditional advertising, community marketing is about creating a living, breathing ecosystem around a brand.

At Blue Tick, the focus isn’t on broadcasting messages but on creating dialogues, recognizing that a personalized touch can turn a passive observer into an active participant and brand advocate. In a digital terrain where every brand is a storyteller, Blue Tick’s narrative is distinct. It isn’t about adding more noise; it’s about fine-tuning the message to reach the right ears. Their approach is both an art and a science, melding creative content with a laser-focused targeting system backed by robust data analytics.

“My work has proven that combining creative content with precise targeting can create impactful online experiences,” Dylan explains. Blue Tick’s marketing campaigns aren’t just seen but felt. The content they create isn’t just encountered by consumers; they experience it. As Dylan explains, “Our campaigns are more than just text and images; we also include interactive content, gamified elements, and storytelling that make the brand more vivid and interesting and stand out in the busy world of social media.” Every campaign they roll out isn’t just a series of ads; they’re the opening lines to a conversation that makes every single person feel seen and heard.

Data-driven decision-making is another of Blue Tick Ltd’s pillars. The company meticulously analyzes consumer data to understand preferences, behaviors, and trends. This insight allows them to craft marketing strategies that are not only creative but also incredibly targeted. “The content I receive is more relevant, making me more likely to pay attention, share, or make a purchase,” says one consumer, highlighting the impact of Blue Tick’s data-driven strategies.

Over the years, Dylan’s team hasn’t just understood the landscape of social media marketing; they have redefined it. As their success proves, community marketing succeeds because consumers become brand ambassadors who not only love the products but also feel a deep connection to the brand’s ethos. With Blue Tick, it’s clear that the future of marketing is not just about reaching audiences; it’s about speaking directly to the consumer’s heart, turning every campaign into a conversation, and every consumer into a community member.

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7 tips for creating great digital presence

Published

12 hours ago

November 28, 2023

Entireweb News Bot

7 tips for creating great digital presence

DEAR READERS: Companies of all kinds are finding it imperative to build a digital strategy to compete in a world where almost everyone is shopping and doing business online. How can small companies, including startups and those with just a few employees, get the kind of following on their websites and social media platforms that they’ll need to succeed?

It is a problem many companies are trying to get their arms around, according to everyone I reached out to. Here are a few tips to get started on the road to social media success:

Develop clearly defined goals. “Determine your objectives, whether they are enhancing brand awareness, generating leads or driving sales growth, as they will serve as guiding principles for developing your strategy,” suggests Dmitriy Shelepin CEO and head of SEO at Miromind.

Identify your ideal followers. That means going beyond demographics like gender and age, according to brand consultant Faith James, CEO of The Personal Branding Consultancy. “It’s important to go deeper into their psychographics — how they think, what motivates them, what their core desires are,” James says. “By focusing on the psychographics, you focus on the emotional connectors that build a stronger connection which goes beyond just the transactional ‘buy my stuff.’ ”

Choose and prioritize platforms. Shelepin says it is crucial to choose platforms “that resonate with your desired audience and align with your business objectives,” and suggests focusing on one or two of those platforms “to deliver quality over quantity.”

Provide value. James says value can come in various forms, but stresses that it boils down to “helping your audience get a small win in the areas that are meaningful to them.

“If a hair salon is looking to grow their following, they might offer tips on their website and social media platforms such as ‘How to Have Your Hair Color Last Longer,’ ‘3 Tips on How to Beat the Humidity Frizz,’ or ‘How to Avoid Chlorine Damage While Swimming at the Pool,’ ” James says.

Value also can come by educating and informing your audience with things like educational blog posts that establish industry expertise, Shelepin adds.

Invite engagement. This is an essential step, James stresses. “In all instances, the business would invite the audience to share their own hair drama stories, share their own tricks they are using to make their hair color last longer, and invite the audience to submit their own questions about hair care,” James explains.

Build relationships. “Use social media to connect with customers, respond promptly, and share relevant content,” Shelepin says.

Don’t forget about email. It is a great way to maintain customer relationships and to deliver exclusive content and special offers like discounts, Shelepin explains.

Shelepin acknowledges that businesses won’t realize success in the digital realm overnight, but stresses that success is possible to achieve.

“It’s important to maintain consistency, in creating content and engaging on media platforms, as building an online presence takes time,” Shelepin concludes. “By adhering to these strategies, small businesses can cultivate a strong digital presence, enabling them to thrive in today’s competitive landscape.”

How to support small businesses this holiday season

Buy gift cards

Shop in-store

Attend a holiday market or bazaar

Post on social media

Kathleen Furore is a Chicago-based writer and editor. You can email her your career questions at [email protected].

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LinkedIn Expands ID Verification to More Regions

Published

19 hours ago

November 28, 2023

Entireweb News Bot

LinkedIn Expands ID Verification to More Regions

LinkedIn continues to expand its own identity verification offering, via a new partnership with Persona which will enable users in more regions to confirm their ID in the app.

As you can see in this sequence, with LinkedIn’s new ID verification process, users in certain regions now able to confirm their ID documents with Persona, in order get a verification badge added to your LinkedIn profile, which confirms that you’ve uploaded and verified your government ID with one of LinkedIn’s partner providers.

You can see the verified icon next to my profile name in the second image, which adds another level of assurance that I am, in fact, a real human being, with a government ID linked to my identity.

LinkedIn initially launched ID verification for users in the U.S. back in April, via a partnership with identity platform CLEAR, which is best known for providing faster check-in at airports. LinkedIn then expanded its CLEAR partnership to enable users in Canada and Mexico to also confirm their documents, with this new partnership providing the ID confirmation option to a lot more users.

As per LinkedIn:

“In Argentina, Australia, Bangladesh, Brazil, Chile, Colombia, Indonesia, Kenya, Malaysia, Morocco, Nigeria, Peru, Philippines, Saudi Arabia, and the United Arab Emirates, the identity verification is performed by Persona, a third-party identity verification service. It’s available in each country for those with a valid NFC-enable passport.”

(Note: It may not be available to all users in all of these regions as yet)

So, the requirement is that you need a government-issued passport, with an NFC chip, and a means to scan that chip in as part of the process, though Persona notes that “if you’ve ever used your phone to tap for payment, then it is NFC-enabled”.

So now, a lot more LinkedIn users will be able to confirm their identity, and add an extra layer of assurance to their profile, helping to let people know that they are dealing with an actual person, and that your information is more likely to be legit.

And given the latest advances in generative AI, and LinkedIn’s rising push to add generative AI tools into every aspect of its platform, it does seem like this could become an essential step, as more bot profiles and personas get added to social apps.

That’s been part of the justification for X’s broader push on ID verification, which has now stretched to charging new users in some regions a small fee to interact in the app.

X owner Elon Musk has repeatedly noted the rising risk of AI-enabled bots taking over social apps, with user payments, in his view, being the only way to stop them. But LinkedIn’s trying another approach, and it does seem like providing free ID confirmation will be more widely adopted, which could make it more effective in this respect.

And by outsourcing the actual verification element to a third party, it’s also less labor intensive, though it does also mean that another group is involved, which can make some feel a little uneasy about sharing their documentation and selfies.

Still, it’s a pretty simple process, and it’s free, and if LinkedIn starts putting more emphasis on verified accounts, by say, ranking them higher in search results, that could get a lot more people taking it up, and adding a gray tick.

The other question then is what do CLEAR and Persona get out of this deal?

In both cases these ID platforms get more data, with users also required to open a CLEAR account when confirming their info via its system. Persona will also take in some user data, which will expand its database, though you can opt out of letting either company keep your info in perpetuity.

Persona also notes that it will generate “facial geometries for both the image obtained from your government ID and the user submitted selfie”, which it will then use in its analysis with your ID to confirm your info, though Persona won’t keep your geometric data on file.

Essentially, you’re going to have to trust your ID data with another company, which not everyone will be comfortable with. But if you’re okay with it, again, the process is easy, and it could add some extra assurance to your LinkedIn presence.

You can learn more about LinkedIn’s ID confirmation options here.

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