The modifications have concerned Fb executives from its advertising and marketing, communications, coverage and integrity groups. Alex Schultz, a 14-year firm veteran who was named chief advertising and marketing officer final yr, has additionally been influential within the picture reshaping effort, stated 5 individuals who labored with him. However a minimum of one of many selections was pushed by Mr. Zuckerberg, and all have been accepted by him, three of the folks stated.
Joe Osborne, a Fb spokesman, denied that the corporate had modified its method.
“Folks need to know the steps we’re taking to handle 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 focus to Fb’s leaving itself extra uncovered with its apologies and offering entry to inside information, 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 concerning the firm, in addition to working adverts that linked to favorable articles about Fb. Additionally they debated methods 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 could be much less apologizing, stated two folks with data 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 affect was speedy. On Jan. 11, Sheryl Sandberg, Fb’s chief working officer — and never Mr. Zuckerberg — told Reuters that the storming of the U.S. Capitol per week earlier had little to do with Fb. In July, when President Biden stated the social community was “killing people” by spreading Covid-19 misinformation, Man Rosen, Fb’s vp for integrity, disputed the characterization in a blog post and identified that the White Home had missed its coronavirus vaccination objectives.