This was a long overdue recognition that Facebook is a publisher, not a platform. The notes refer to a study conducted on Facebook in which likely Republican voters in early-voting swing states were split into two groups: an experimental group, which was given information about early voting, and a control group, which was not.
Trump, who adores television and does not seem to know how to use a computer, was dubious. They were interpreting the results of a large survey they’d just conducted on Facebook—fifty thousand voters across five swing states—sorting the voters according to dozens of metrics: race, gender, media diet, knowledgeability (measured by whether they knew which party controls the House). If you have a Custom List of three hundred thousand people, Parscale explained to “Frontline,” you can use Lookalike Audiences to find another three hundred thousand Facebook users with attributes similar to those in the first group. The Clinton campaign ran sixty-six thousand. to come up with a new ideology, or at least a new branding strategy.When taken to task for spreading hateful, distorted, and false information, Mark Zuckerberg claims that the social network is a neutral platform, unmoored from the content it carries.Ginette Bedard ran her first marathon at the age of sixty-nine, runs ten miles every day, and says that running keeps her young.The most famous entrepreneur of his generation is facing a public reckoning with the power of Big Tech.Sign up for our daily newsletter and get the best of The Problem of Political Advertising on Social MediaRunning the New York City Marathon at Age Eighty-SixCan Mark Zuckerberg Fix Facebook Before It Breaks Democracy?Mark Zuckerberg and other Facebook executives have retreated repeatedly to nebulous rhetoric about free speech and political neutrality. “What happened here?” Lesley Stahl asked him on “60 Minutes.” “You’re, like, the secret sauce? At first, according to an associate of his, “it was just Brad, alone on his laptop, buying Facebook ads”; over time, Parscale, drawing on his close relationships with several Trump family members, especially Kushner, persuaded them to devote more of the campaign budget to online marketing. One details how the 2014 reëlection campaign of Rick Scott, the Republican governor of Florida, used Spanish-language ads on Facebook to target Latino soccer fans (“The case studies can be filtered by industry, using an alphabetical drop-down menu. In 2010, he designed a campaign site for Karen Crouch, a conservative lawyer running for county judge, with a slogan in bold type: “Respect for the Victim. After that, Parscale started taking the Facebook embed’s advice.During the election, the embed did his best to keep a low public profile. At first, he said, the store’s owners weren’t even thinking about selling guns online; they’d only commissioned Parscale to make an online catalogue of the store’s inventory. 731,353 talking about this.
According to the staffer’s notes, all employees, from executives to interns, were encouraged to voice their ideas, no matter how ridiculous. “Brad was a businessman,” Quintin Mason, who was Parscale’s college basketball teammate and who remains his friend, told me. Tickets are free, but they can only be claimed by a person with a valid cell-phone number. “If we get even a small percentage of these people motivated to move in our direction, we win,” Harry Hantman, an Acronym employee who left Facebook in October, said. Later, in an interview with the Palm Beach In 2005, he founded a Web-development company called Parscale Media. “I don’t want you to be bullied by politicians to relinquish our treasured free speech under the First Amendment.” Free speech is treasured indeed. They tried to push our voice out.” On Instagram, he looks more like a member of the Intracoastal élite, posting a video from aboard his thirty-two-foot Sea Ray cruiser (“Love boating through Fort Lauderdale”), or a photo of an outdoor fire pit next to an emerald-green patch of lawn (“Good fire night! When the “Frontline” interviewer asked how accurate Lookalike Audiences was, Parscale called it “pretty amazing.”Project Alamo staffers also experimented with what are commonly known as “dark posts”—Facebook ads that can be targeted to specific, often small, groups of people. He acknowledged that the campaign doesn’t have the same scrappy, subversive energy as in 2016—“It’s hard to feel like a total underdog when you have the White House”—but, he added, “we’re not slowing down. One could argue that this is a Maoist form of overreach, a repudiation of the system of free enterprise, a brazen attempt to enact central planning on a terrifying scale. A former Facebook employee told me that, after the 2016 election, there was some internal chatter about drafting a case study that would demonstrate, in great detail, how Facebook had been a decisive factor in Trump’s victory. “I had a mediocre voting history, let’s just put it that way,” he said later. One day, in Trump Tower, according to the Washington “If you are going to be the next President, you’re going to win it on Facebook,” Parscale responded. I reviewed the notes and spoke at length with the person who wrote them, who asked to remain anonymous. At one point, she met with Barnes and other staffers, most of them former Facebook employees, in a conference room. Shortly after graduation, in 1999, he moved to Orange County in California to work for his father, who was then the C.E.O. “Nah, that’s a big statement,” he said.
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