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FB Secret plan Press RT feat 9 22 21 Facebook tested Secret Project that pushed positive spin about company to combat bad press
Project Approved by Mark Zuckerberg
Facebook reportedly conducted a secret campaign to push more positive content about the platform – some written internally – via its users’ ‘News Feeds’ in a bid to counter the effects of negative media coverage on its reputation.
(RT-USA News) The social media giant’s CEO Mark Zuckerberg apparently personally approved the initiative – dubbed ‘Project Amplify’ – in August, despite Facebook executives being shocked by the idea when it was proposed at a meeting in January, according to the New York Times.
Since being approved in August, Facebook has reportedly trialed the initiative in three unidentified US cities using a tool called ‘Quick Promotes’ that pushed positive stories about the company and its products on the network’s most important feature, News Feeds.
The site’s users in these cities would see posts with the Facebook logo that linked to stories and websites published by the company and on third-party local news sites. For instance, one such story with the headline ‘Facebook’s Latest Innovations for 2021’ detailed how it was pursuing “100% renewable energy for our global operations.”
According to the newspaper, this is the first time Facebook has explicitly promoted positive press about itself. The report links the campaign to a “multi-pronged effort” adopted since that January meeting to “aggressively reshape its image” by distancing Zuckerberg from scandals, reducing access to internal data, hiding potentially negative reports, and developing more ad campaigns about itself.
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In contrast to its previously apologetic response to scandals such as the Cambridge Analytica data leak, Facebook’s PR strategy has become increasingly combative in recent months – during, for instance, its response to a Wall Street Journal report last week about the existence of a shadowy internal system that protected millions of high-profile Facebook users from its content-moderation practices.
After a barrage of criticism, including from former US President Donald Trump, Facebook VP of Global Affairs Nick Clegg published a blog post that called out the publication for “deliberate […]
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