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On Facebook, Trump’s next false voting claim will come with an info label

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As part of its effort to steel its platform against threats to the 2020 election, Facebook will try surfacing accurate voting info in a new place — on politicians’ own posts.

Starting today, Facebook posts by federal elected officials and candidates — including presidential candidates — will be accompanied by an info label prompting anyone who sees the post to click through for official information on how to vote. The label will link out to usa.gov/voting. For posts that address vote-by-mail specifically, the link will point to a section of the same website with state-by-state instructions about how to register to vote through the mail.

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Facebook plans to expand the voting info label to apply to all posts about voting in the U.S., not just those from federal-level political figures. That plan remains on track to launch later this summer with Facebook’s Voter Information Center, its previously announced info hub for official, verified information related to the 2020 election. The voter info center, like the coronavirus info center Facebook launched in March, will be placed prominently in order to funnel users toward useful resources.

The company did not mention any specific reason for the decision to prioritize elected officials before other users, but in May Facebook faced criticism for its decision to allow false claims by President Trump about vote-by-mail systems and the 2020 election to remain on the platform untouched. At the time, Twitter added its own voting info label to the same posts, which also appeared as tweets from the president’s account.

In a June post, Mark Zuckerberg discussed voter suppression concerns, saying that Facebook would be “tightening” its policies around content that misleads voters “to reflect the realities of the 2020 elections.” Facebook will also focus on removing false statements about polling places in the 72-hour lead-up to the election. Zuckerberg said that posts with misleading information that could intimidate voters would be banned, using the example of a post falsely claiming ICE officials are checking for documentation at a given polling location.

Zuckerberg made no specific mention of President Trump’s own false claims that expanded mail-in voting in light of the coronavirus crisis would be “substantially fraudulent” and result in a “rigged election.” Zuckerberg did say that Facebook would begin labeling some “newsworthy” posts from political figures, leaving the content online but adding a label noting that it violates the platform’s rules.

While false claims from political figures are a cause for concern, they don’t account for the bulk of voting misinformation on the platform. A new report from ProPublica found that many of Facebook’s most well-performing posts about voting contained misinformation. “Of the top 50 posts, ranked by total interactions, that mentioned voting by mail since April 1, 22 contained false or substantially misleading claims about voting, particularly about mail-in ballots,” ProPublica writes in the report, noting that many of the posts appear to break Facebook’s own rules about voting misinformation but remain up with no labels or other contextualization.

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While its past enforcement decisions remain controversial and often puzzling, Facebook does appear to be rethinking those choices and gearing up its efforts in light of the coming U.S. election. For Facebook, which goes to sometimes self-defeating lengths to project an aura of political neutrality, that’s less about expanded fact-checking and more about making correct, verified voting information at hand and readily available to users.

In early July, Facebook announced a voter drive that aims to register 4 million new U.S. voters. As part of that effort, Facebook pushed a pop-up info box to app users in the U.S. reminding them to register to vote, and check their registration status with links to official state voter registration sites. Those notifications will soon appear in Instagram and Messenger as part of the same voter mobilization push.

Facebook is also apparently mulling the idea of banning all political advertising in the lead-up to November, a decision that would likely alleviate at least one of the company’s headaches at the cost of leaving both political parties, which rely on Facebook ads to reach voters, frustrated.

TechCrunch

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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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