Facebook CEO Mark Zuckerberg signed a new initiative last month called Project Amplify.
The initiative, which the company discussed at its January internal meeting, had a specific reason – to use the Facebook News Feed for positive stories.
The goal was to improve the image and raise support for Facebook. Project Amplify has laid out several solutions that Facebook has taken this year to change its appearance. The company has tried to take special protective measures many times during the year. Reduce foreign access to external data, eliminate negative accounts.
For years, Facebook has been apologizing after a crisis or misunderstanding. Zuckerberg has personally taken responsibility since 2016 and has strongly advocated for free speech online. Facebook has promised to make the work transparent.
Nevertheless, protests over-vaccination, misinformation, and racism have not slowed down. A dissatisfied employee of the company released internal documents against the employer. Articles in The Wall Street Journal show that Facebook was aware of the many harms it caused.
The company also seems to believe that its methods for mitigating criticism have had only a tiny impact. Earlier this year, the company also decided to launch an attack. Facebook spokeswoman Joe Osborne has denied reports of a change in the company’s approach.
Facebook Strategy
Reportedly, in January, executives held a virtual meeting and came up with the idea of a relatively aggressive defense. The discussion promoted positive news about the company on the News Feed, placing ads and favorable articles about Facebook. They also talked about defining the history of pro-Facebook.
In addition, earlier this year, the Communications Group discussed ways to respond to crises and decided to use fewer apologies.
In July, President Joe Biden said that the social network was spreading misinformation about COVID-19, which was commented on by the Facebook vice president and denied the feature. He also noted that the White House had missed vaccination targets.
Facebook, in parallel, began to reduce data, allowing analysts to determine the specifics and course of the platform. In Spring, the company fired CrowdTangle, an appliance that provides data on the popularity and engagement of Facebook posts. While the device was still there, the people who worked on it switched to other teams.
Conclusion
Facebook’s communications team closed comments on the internal forum in July and asked employees to keep the company’s internal information safe.
In parallel, Facebook boosted marketing in the first half of 2021. Facebook spent a record $ 6.1 billion on marketing and sales, up 8% from a year earlier.
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