Inside Fb’s Push to Defend Its Picture

Inside Facebook’s Push to Defend Its Image

The modifications have concerned Fb executives from its advertising, communications, coverage and integrity groups. Alex Schultz, a 14-year firm veteran who was named chief advertising officer final yr, has additionally been influential within the picture reshaping effort, stated 5 individuals who labored with him. However not less than one of many choices was pushed by Mr. Zuckerberg, and all have been accredited by him, three of the folks stated.

Credit score…Tommaso Boddi/Getty Photos

Joe Osborne, a Fb spokesman, denied that the corporate had modified its strategy.

“Folks need to know the steps we’re taking to deal with the totally different points going through our firm — and we’re going to share these steps broadly,” he stated in an announcement.

For years, Fb executives have chafed at how their firm appeared to obtain extra scrutiny than Google and Twitter, stated present and former staff. They attributed that spotlight to Fb’s leaving itself extra uncovered with its apologies and offering entry to inner knowledge, the folks stated.

So in January, executives held a digital assembly and broached the concept of a extra aggressive protection, one attendee stated. The group mentioned utilizing the Information Feed to advertise optimistic information in regards to the firm, in addition to operating advertisements that linked to favorable articles about Fb. In addition they debated the best way to outline a pro-Fb story, two individuals stated.

That very same month, the communications group mentioned methods for executives to be much less conciliatory when responding to crises and determined there can be much less apologizing, stated two folks with information of the plan.

Mr. Zuckerberg, who had grow to be intertwined with coverage points together with the 2020 election, additionally needed to recast himself as an innovator, the folks stated. In January, the communications group circulated a doc with a method for distancing Mr. Zuckerberg from scandals, partly by focusing his Fb posts and media appearances on new merchandise, they stated.

The Data, a tech information website, beforehand reported on the doc.

The influence was rapid. On Jan. 11, Sheryl Sandberg, Fb’s chief working officer — and never Mr. Zuckerberg — informed Reuters that the storming of the U.S. Capitol every week earlier had little to do with Fb. In July, when President Biden stated the social community was “killing folks” by spreading Covid-19 misinformation, Man Rosen, Fb’s vp for integrity, disputed the characterization in a weblog submit and identified that the White Home had missed its coronavirus vaccination targets.

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Posts