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Twitter restricts accounts in India to comply with government legal request

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Twitter disclosed on Monday that it blocked four accounts in India to comply with a new legal request from the Indian government.

The American social network disclosed on Lumen Database, a Harvard University project, that it took action on four accounts — including those of hip-hop artist L-Fresh the Lion and singer and song-writer Jazzy B — to comply with a legal request from the Indian government it received over the weekend. The accounts are geo-restricted within India but accessible from outside of the South Asian nation. (As part of their transparency efforts, some companies including Twitter and Google make requests and orders they receive from governments and other entities public on Lumen Database.)

All four accounts, like several others that the Indian government ordered to be blocked in the country earlier this year, had protested New Delhi’s agriculture reforms and some had posted other tweets that criticized Prime Minister Narendra Modi’s seven years of governance in India, an analysis by TechCrunch found.

A Twitter spokesperson told TechCrunch that when the company receives a valid legal request, it reviews it under both its own rules and local laws.

“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,” the spokesperson added.

The new legal request, which hasn’t been previously reported, comes at a time when Twitter is making efforts to comply with the Indian government’s new IT rules, new guidelines that several of its peers including Facebook and Google have already complied with.

On Saturday, India’s Ministry of Electronics and Information Technology had given a “final notice” to Twitter to comply with its new rules, which it unveiled in February this year. The new rules require significant social media firms to appoint and share contact details of representatives tasked with compliance, nodal point of reference and grievance redressals to address on-ground concerns.

Tension has been brewing between Twitter and the government of India of late. Last month, police in Delhi visited Twitter offices to “serve a notice” about an investigation into its intel on classifying Indian politicians’ tweets as misleading. Twitter called the move a form of intimidation, and expressed concerns for its employees and requested the government respect citizens’ rights to free speech.

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Late last month, Twitter had requested New Delhi to extend the deadline for compliance with the new rules by at least three months.

The Jack Dorsey-led company has grappled with several tough situations in India, one of its biggest market by users, this year. After briefly complying with a New Delhi order early this year, the company faced heat from the government for restoring accounts that had posted tweets critical of the Indian government’s policy or Prime Minister Narendra Modi.

The two faced off again publicly in April after New Delhi ordered Twitter and Facebook to take down posts that were critical of the government’s handling of the coronavirus pandemic.

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. 

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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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