Facebook tested Secret Project, approved by Mark Zuckerberg, that pushed positive spin about company

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.

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 mischaracterizations,” alleging that it “conferred egregiously false motives” on company officials.

Facebook’s VP of Integrity Guy Rosen and spokesperson Andy Stone also took to tweeting about the article and publication, claiming there was “no news here” and saying the company had talked about the existence of the so-called ‘Cross check’ system “for years.”

In July, Rosen pushed back against President Biden’s contention that the social network was “killing people” by spreading Covid-19 misinformation. In a blog post, he accused the Biden administration of “finger pointing” and said Facebook was “not the reason” the White House missed its goal of vaccinating “70% of Americans” by the US Independence Day holiday.

However, claims emerged in August that Facebook had suppressed a transparency report for the first quarter of 2021, which stated a story that could be seen as promoting vaccine hesitancy was the most-viewed link on the platform in that period, on the grounds that it would reflect poorly on the company’s efforts to tackle Covid misinformation.

The blog post by Clegg referenced another recent WSJ article that cited Facebook’s internal documents – including research reports, employee discussions and presentations – to report that the company had downplayed the “ill effects” of its Instagram app on young users despite knowing about them.

That article also drew a response from Instagram’s Public Policy Head Karina Newton, who wrote in a blog post that the publication focused on a “limited set of findings” and cast them in a “negative light.” Defending the company, it also touted the line about research on the subject being “nascent and evolving.”

In a series of tweets addressing the NYT article, Facebook spokesperson Joe Osborne criticized the publication for attempting to “villainize” the company, and dismissed the story as containing “clear falsehoods.”



Facebook censors German anti-lockdown movement under new rules to prevent real users from organizing & amplifying ‘harmful’ ideas

Trump SLATES ‘corrupt’ Facebook for secret system that ‘exempted’ VIP users from content moderator rules & sanctions


(TLB) published this article from RT-USA News

Header featured image (edited) credit: Reflected Facebook logo and a graph are pictured in this illustrative photo / © Getty Images / NurPhoto



Stay tuned to …


The Liberty Beacon Project is now expanding at a near exponential rate, and for this we are grateful and excited! But we must also be practical. For 7 years we have not asked for any donations, and have built this project with our own funds as we grew. We are now experiencing ever increasing growing pains due to the large number of websites and projects we represent. So we have just installed donation buttons on our websites and ask that you consider this when you visit them. Nothing is too small. We thank you for all your support and your considerations … (TLB)


Comment Policy: As a privately owned web site, we reserve the right to remove comments that contain spam, advertising, vulgarity, threats of violence, racism, or personal/abusive attacks on other users. This also applies to trolling, the use of more than one alias, or just intentional mischief. Enforcement of this policy is at the discretion of this websites administrators. Repeat offenders may be blocked or permanently banned without prior warning.


Disclaimer: TLB websites contain copyrighted material the use of which has not always been specifically authorized by the copyright owner. We are making such material available to our readers under the provisions of “fair use” in an effort to advance a better understanding of political, health, economic and social issues. The material on this site is distributed without profit to those who have expressed a prior interest in receiving it for research and educational purposes. If you wish to use copyrighted material for purposes other than “fair use” you must request permission from the copyright owner.


Disclaimer: The information and opinions shared are for informational purposes only including, but not limited to, text, graphics, images and other material are not intended as medical advice or instruction. Nothing mentioned is intended to be a substitute for professional medical advice, diagnosis or treatment.

Be the first to comment

Leave a Reply

Your email address will not be published.