Episode 69 – Facebook Transparency Effects on Social Customer Care

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A Tech Tuesday Episode. All things Technology related to providing digital customer service.

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“Facebook’s mission is all about giving people a voice and bringing people closer together. Those are deeply democratic values and we’re proud of them. I don’t want anyone to use our tools to undermine democracy. That’s not what we stand for.” – Mark Zuckerberg

Book of the Day: The Complete Guide to Facebook Advertising – Brian Meert

Facebook Transparency Effects on Social Customer Care

Informed by the Facebook News Release published 10/27/2017 titled “Update on Our Advertising Transparency and Authenticity Efforts” written by Rob Goldman, VP of ads

  • What’s the article about? 
    • Starting November, people will be able to click “View Ads” on a page and view ads a page is running on Facebook, Instagram and Messenger
    • The person does not have to be part of the target audience for the ad
  • Why are they doing this?
    • To help protect the integrity of elections in the U.S. and around the world
    • Because people should be able to tell who the advertiser is and see the ads they’re running
  • What all steps are they taking??
    • See the full Facebook post from Mark Zuckerberg posted September 21, 2017 for initial steps taken
      1. Actively working with the U.S. government on Russian interference investigations
      2. Continued investigation on what happened on Facebook in the election
      3. Make political advertising more transparent
        1. Disclose which page paid for an ad
        2. See ads they’re currently running to any audience on Facebook
      4. Strengthen political ad review process
      5. Double the team working on election integrity
      6. Expand partnerships with election commissions
      7. Increase sharing of threat information with other tech and security companies
      8. Proactively strengthen the democratic process
    • See Facebook News Release published 10/02/2017 titled “Improving Enforcement and Transparency of Ads on Facebook
      1. Making advertising more transparent
        1. Users can see ads not directly targeted to them
      2. Strengthening enforcement against improper ads
        1. Reviewing both content and context of ad
        2. Adding more than 1k people to the global ads review team
        3. Deeper machine learning investment
      3. Increasing requirements for authenticity
        1. More documentation required for U.S. federal election-related ads
      4. Establish industry standards and best practices
  • What, specifically, is happening?
    • People can visit your Facebook page, click “View Ads” and see all ads currently running, regardless of their demographic, on:
      • Facebook
      • Instagram
      • Messenger
    • Ads must be associated with a page as part of the ad creation process
    • Test begins in Canada
    • Rolls out to the U.S. this summer prior to the U.S. Midterm elections in November
    • Broadly rolls out to all other countries around the same time
    • When it rolls out to the U.S., specifically for political ads, people can see:
      • The ad in a searchable archive that covers a 4-year rolling period
      • Details on ad spend
      • Details on number of impressions delivered
      • Demographics info (age, location, gender, etc.) for audience reached
  • How does this impact Social Customer Care?
    • Dark page posts can now be linked back to the original advertiser
    • Regional price points will be visible
    • Add differences will be visible to all target markets
  • What Should You Do?
    • Work with your marketing and Public Affairs teams on
      • Anticipated concerns
      • Reported concerns
    • Get ahead of the issue with
      • Messaging
      • Anticipated Labor implications
      • Designated procedures for complaints around advertising

 

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  • Why Community? Why Telligent Community??
    • Customer support communities create a compelling return on investment and gives your customers the support options they want.
    • Telligent, now a Verint a Company, has been a leading social community platform provider since 2004.  There are few companies out there that can say that with a proven, profitable, and stable track record of success. Hundreds of communities are powered by Telligent Community and Telligent Community is trusted by some of the most demanding brands for its reliability, scalability, and security. It’s so well trusted, even mission critical government and defense programs use Telligent Community for engagement and collaboration.
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About the author, Frankie Saucier

Frankie Saucier created the Socially Supportive podcast because believes that in order to advance digital and social customer care, leaders must come together in a community where colleagues can collaborate on the latest strategies and discuss the best technology. The Socially Supportive podcast creates a space for that community to thrive. She is also the Founder and CEO of Socially Supportive, a digital consultancy that helps brands communicate effectively with customers online. Frankie is a member of several consortiums, including the Social Care Leaders Group, an international group of leaders in the digital and social care space. She has over 20 years' experience in customer experience, including 7 years creating and running the digital customer support team at the 3rd largest cable company in the U.S. She also holds a bachelors in Mass Communications.

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