In this post you’re going to learn how to write a press release in 2019.
This guide also includes lots of:
So if you want to get GREAT results from press releases, you’ll love this new guide.
Let’s dive right in.
The post How to Write a Press Release: The Definitive Guide appeared first on Backlinko.
When I started doing SEO on NeilPatel.com I used this advanced formula to rank for 477,000 keywords.
Over time, my traffic started to flatline and I wasn’t ranking for many more keywords, even though I was continually creating more content.
But then I figured out a simple hack that took me from 477,000 keywords to 636,363 keywords as you can see in the image above.
So, what was this hack?
Well, it’s so effective that I just updated Ubersuggest so that includes the hack.
When someone does a Google search, what are they typically doing? They are trying to find a solution to their problem, right?
So how can you easily identify these problems people are searching for?
Typically, you want to look for 3 types of keyword phrases:
Well, I just updated Ubersuggest to now show you questions, comparisons, and prepositions.
Just head over to Ubersuggest and type in a keyword that you want to go after. For this example, I typed in the word “marketing”.
Then as you scroll down, in the keywords ideas table you’ll see tabs for questions, prepositions, and comparisons.
I want you to click on the “view all keyword ideas”.
You’ll now be taken to the keyword ideas report that looks like this:
Now, click on the tab labeled “questions”. It will adjust the keyword recommendations to show you all of the popular questions related to the main keyword you just researched.
You’ll then see some suggestions that you could consider going after. Such as:
But as you scroll down, you’ll find more specific questions such as:
Now that you are able to see these questions people are typing, in theory, you can easily rank for them as most of them have an SEO difficulty score of 20 or so out of a 100 (the higher the number the more competitive it is).
More importantly, though, you can create content around all of those phrases and sell people to your product or service.
For example, if you created an article on “why a marketing plan is important,” you can go into how you also can create a marketing plan. From there you can transition into describing your services on creating a marketing plan and how people can contact you if they want your help or expertise in creating one.
You can do something similar with the “how marketing and sales work together” article in which you can break down how to make each department work together. From there, you can either be an affiliate for software solutions that help merge the two departments like HubSpot or sell your own software if you offer one. You can even pitch your consulting services that help tie sales and marketing together.
And as for the “how many marketing emails should you send,” you can create content around that and have an affiliate link to popular email tools that have high deliverability and offer automation. Or you can promote your own email product.
Now imagine all of the extra keywords you can rank for by going after question-related keywords. What’s amazing about this is most of these keywords are competitive and they have extremely high search intent.
Speaking of search intent, I want you to click on the comparisons tab.
You’ll see a list of ideas just like you did with the questions tab. But what I love doing here is typing in a competitor’s brand name here.
Let’s say I am offering an email marketing tool. I could type in “Mailchimp” and see what comparison ideas Ubersuggest comes up with.
Now for this example, I want you to imagine that you have an email company called Drip and Drip isn’t really mentioned in any of these keyword comparison ideas.
What’ll you want to do is create articles on all of the popular comparison terms like “Mailchimp vs Constant Contact” or “Mailchimp vs Convertkit” and within those articles break down the differences and also compare them with your own tool Drip.
Be honest when writing the comparisons. Show off which is the best solution using facts and data and break down how you are different and in what ways your own solution is better than the two solutions the reader is comparing.
This will bring awareness to your solution and you’ll find that people will start purchasing it even though they were comparing two of your competitors.
If you want a good example of how to create a neutral comparison type of blog post, check out this article comparing web hosts.
And if you want to take it one step further, you can click on the “prepositions” tab to find even more ideas.
Sticking with the Mailchimp example, you can see that people are curious about Shopify and WordPress integrations.
You can write articles related to integrations and also push your own product and break down how it differs from the others.
If you want to take it one level deeper, it will give you ideas on how to modify your business. For example, if I created an email marketing tool, I would create a Shopify, WordPress, Woocomerce, and Squarespace integration based on the ideas I got from the prepositions tab.
I didn’t use all of the examples above on NeilPatel.com because I am not really trying to sell a product and I don’t have the time to write thousands of new blog posts.
But I did type in my domain name into Ubersuggest and then headed over to the top pages report.
From there I looked at the pages that are already ranking well on Google and clicked on the “view all” button to see the exact keywords each page ranks for.
As you can see from that page I rank for questions like “what is affiliate marketing” as well as popular prepositions and comparisons.
How did I do this?
Well, that top pages report shows you keywords each of your pages already ranks for. So all you have to do is research each of those terms through Ubersuggest and find popular questions, prepositions, and comparisons.
The natural instinct for any SEO or marketer is to rank for popular terms that have a lot of search traffic.
But there is an issue with that strategy. It takes a lot of time, it’s extremely competitive, and many of those search phrases don’t cause a ton of conversions as they are super generic.
So, what should you do instead?
Focus on solving people’s problems. The way you do this is by creating content around the questions, prepositions, and comparisons people are searching for in Google.
What do you think about the new Ubersuggest feature?
The post How I Ranked For 636,363 Keywords Using This Simple Hack appeared first on Neil Patel.
We’ve aggregated the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.
This is how you’re going stay up-to-date on growth marketing tactics — with advice you can’t get elsewhere.
Our community consists of 600 startup founders paired with VP’s of growth from later-stage companies. We have 300 YC founders plus senior marketers from companies including Medium, Docker, Invision, Intuit, Pinterest, Discord, Webflow, Lambda School, Perfect Keto, Typeform, Modern Fertility, Segment, Udemy, Puma, Cameo, and Ritual.
You can participate in our community by joining Demand Curve’s marketing webinars, Slack group, or marketing training program. See past growth reports here, here and here.
Without further ado, onto the advice.
Based on insights from Bjarke Felbo of Rune (LinkedIn). Lightly edited with permission.
From Nat Eliason of Growth Machine. Lightly edited by Demand Curve with permission.
Today, the advanced growth masterclasses kick off. They’re all free.
These are rapid-fire, short, and advanced webinars. They’re not boring introductory lectures. This is some of the best content we produce. Don’t miss these, especially when they’re free.
Enroll here: demandcurve.com/webinars
Based on insights from Andrew Ettinger of Atoms. Lightly edited with permission.
Someone has your brand name as their Twitter handle and their account is inactive. How do you get access to it?
You’ll then want your Twitter ads account manager to escalate your case (give them the case #).
This is not guaranteed. Your best chance of claiming that handle will be to have an existing Twitter employee escalate your case.
Demand Curve’s Asher King Abramson will lead a growth marketing session where he’ll tear down your landing pages and Facebook/Instagram ads in front of a live audience. He’ll deconstruct how effective they are at (1) conveying what you do (2) and doing so enticingly — so that people click.
If you’re attending Disrupt and want to participate, you can submit your assets to ec_editors@techcrunch.com for him to consider.
Twitter today says it’s expanding its policies to prohibit financial scams on its platform — something you’d think would have already been banned, but apparently was never directly addressed through Twitter’s policy documentation. Instead, financial scams until now have been handled through Twitter’s spam reporting tool which was expanded last year to specifically identify what exact type of spam a tweet contained.
Among the choices were options to indicate if the tweet contained malicious links, was from a fake account, or was using hashtags or the reply function to post spam, among other things. It didn’t address the numerous sorts of financial spams that appear on Twitter, however.
The new policy better spells out what Twitter considers a financial scam.
Specifically, it says that using scam tactics to obtain money or private financial information is prohibited under the new policy, and users may not create accounts, tweets or send Direct Messages for this purpose.
It also details what kind of scams it’s on the lookout for, including relationship/trust-building scams, money-flipping schemes, fraudulent discounts, and phishing scams. These are detailed in its help documentation here.
The new policy arrives at a time when Twitter has been criticized for allowing crypto scams to proliferate on its service. Many of these involve impersonation, using the reply function to spam, and general promises to make victims lots of money. Twitter also this year allowed an obvious PayPal phishing attempt to run as a promoted tweet, which spoke to the need for stronger oversight in this area.
With regard to the new policy, users are still instructed to report the tweet, as before. That means clicking the “report tweet” option from the menu, then selecting “It’s suspicious or spam,” followed by the option that best explains how the tweet is suspicious.
Twitter also clarified that it doesn’t intervene in other financial disputes that fall outside this policy, like claims related to the sale of goods on Twitter, disputed refunds, or complaints about poor quality goods.
As with other scams, financial scammers will risk permanent suspension if they continue to post scams, phishing, and fraud, Twitter says.
It makes lazy people like me work out. That’s the genius of the Peloton bicycle. All you have to do is velcro on the shoes and you’re trapped. You’ve eliminated choice and you will exercise. Through a succession of savvy product design choice I’ll break down here, Peloton removes the friction to getting fit. It’s the leader in a movement I call “pushbutton health”. And this is why I think Peloton will be a big succes no matter what short-term investors do when it IPOs this week after raising $994 million in venture capital.
The bike
Basically, Peloton is a $2300 stationary bike with an iPad stuck to the front. The $40 per month subscription unlocks thousands of live and on-demand video cycling classes where instructors positively yell at you. When you think you’re tired already, they look into your eyes, tell you “you got this”, the soundtrack crescendos, you crank up the resistance, and you pedal harder at home. The resulting endorphin rush is addictive, and you find yourself persuading friends they need a Peloton too.
That viral loop which adds to its 500,000 subscribers is how Peloton plans to raise ~$1.16 billion going public this week at an ~$8 billion valuation. Its revenue doubled this year as it began to dominate the connected exercise equipment market, though losses quadrupled as it burned cash to become a household name. But after riding 110 of 150 days I’ve been home since buying its bike, I’m confident in the company. Whatever it invests now to build its lead will likely be paid back handsomely by its increasingly handsome customers who can’t bear to clip out. Here’s why.
Peloton classes are recorded in front of a live studio audience of riders
The Shoes – Usually the activation energy to start a workout requires dragging yourself to the gym or suiting up to face the elements outside. That can be daunting enough that you rarely do. But once you slip into the Peloton bike shoes, you can hardly walk normally which means you can hardly procrastinate. You’re home so you don’t even need clothes. Just a few velcro straps and you’re over the hump and resigned to exercise.
The Clips – Home gym equipments reduces the barrier to entry but also the barrier to exit. You can tell yourself you’ll keep doing push-up sets or squats jumping rope, but you can stop any time. Yet after you’re clipped into the Peloton bike, you’re almost assured to keep pedaling until the instructor gives you that end-of-ride congratulations.
Just put the shoes on and you’ll exercise
The Schedule – You can get a sweat in just 10 or 20 minutes going hard on a Peloton. Combined with zero commute, that means you’ll practically always be able fit in a ride regardless of how busy you are. No more “I don’t have time to make it to the gym so I’ll just skip out”. When my calendar gets crunched or I dawdle a little before deciding to ride, classes as short as 5 minutes ensure there’s no weaseling out.
The Instructors – I wish I had these coaches to motivate me through sorting email. Peloton’s 20+ instructors range from hippie-dippie gurus to no-nonsense trainers that fit your personality type. You find yourself craving your favorite’s special brand of relentless positivity. I burn far more calories in a shorter time than exercising solo because they inspire me to push a little harder or they slow their countdown to add a couple all-out seconds to the end of a sprint. They’re even becoming celebrities, with bankers lining up for selfies during Peloton’s IPO road show. Sick of them? You can always Scenic Ride through video of some of the world’s prettiest bike paths.
Peloton instructors (from left): Alex Toussaint, Emma Lovewell, Ben Alldis, and Leane Hainsby
The Intimacy – You’re eye-to-eye with those instructors as they stare into the camera and out of the giant screen bolted to your handlebars. That generates intimacy despite them broadcasting to thousands. Even in person, a SoulCycle coach across the room can feel further away. You’re mostly guided by audio cues, but their gaze compels you to perform. Peloton almost feels like FaceTime, and that’s a sense of connection many long for more of these days.
The Pavlovian Response – Your brain quickly begins to associate the sounds of Peloton with the glowing feeling of finishing a workout. The rip of the velcro shoe straps, the click of clipping into the bike, but most of all the instructor catch-phrases. You get hooked on hear the bubbling British accent of “I’mmmm Leeaannne Haaaaainsby” as she introduces herself, Ben Alldis’ infectious “You got 5, you got 4…” countdowns, or Emma Lovewell reminding you to “Live, learn, love well”. That final ‘namaste’ followed by wiping down the bike and jumping in a cold shower forms a ritual you’re inclined to repeat.
Eye-contact with the instructors creates an intimate bond
The Soundtrack – Popular songs are more than just a pump-up accompaniment to Peloton classes. Your pedaling pace is often pegged to the tempo, with sprints starting when the beat drops. As your legs tire, you feel obliged to maintain your speed so you don’t fall behind the drums. You can even search classes by music genre and preview each’s playlist. Peloton has paid out $50 million in royalties for its music, and faces $300 million-plus in lawsuits for copyright infringement. But having the best tunes to bike to might end up worth the penalty since it helped Peloton race ahead in a lucrative market.
The Bike As Decor – Most home exercise equipment ends up in a closet or as a clothing rack. By designing its bicycles for beauty, Peloton coerces you to place them conspicuously in your home. You might have seen the hysterical Twitter thread parodying this practice, but it’s funny because it’s true. You’re a lot more likely to ride it if it’s central to your home (ours is between our bed and the doors to the veranda), and you’ll be embarassed if visitors ask about it and you haven’t hopped on recently.
“A good place for your Peloton bike is between your kitchen and your living room facing the cactus garden so you always remember virtual spin class” –ClueHeywood on Twitter
The Network Effect – Many of these smart product design moves could be copied by competitors. But by amassing a community of 1.4 million members to date, Peloton benefits from social features and economies of scale. You can ride together with pals over video chat, send each other digital high fives, or race and compare achievements. Each friend that joins Peloton is one more reason not to sign up for a competitor. The whole concept virtual personal training is being legitimized. And the cost of producing more classes gets spread wider as membership grows.
The Shared Accounts – Peloton has even built in a way to feel noble about your sanctimonious prosyletizing about how it “jumpstarted your metabolism”. Each $39 on-bike subscription allows unlimited accounts on up to three devices, so you can hook up some friends if you convince them to buy the big-budget gadget.
High-five fellow riders as you virtuall pass them
The Growth Hacks – Peloton streaks are for adults what Snapchat streaks are to kids: a clever way to reward consistent usage. But beyond the achievement badges displayed on your profile, you’ll get in-ride leaderboards full of people to proudly pass, progress bars to fill by pedaling, and kilojoule output high scores to beat. Peloton makes exercise a game you want to win.
The Shoutouts – Yet Peloton’s most explicit levering of our psychology comes from the in-class name-drop shoutouts instructors give. Whether mentioning the screen names of a few participants at the start of a session or congratulating users hitting their 50th, 200th, or 500th ride, the recognition pushes people to join the dozen live-streamed classes each day that add urgency to the on-demand catalog. Proof it works? People strategize to ensure their 100th ride is a long live class to maximize the chance of a shout-out.
A free cult shirt after your 100th ride
The ‘Transcendence’ – Peloton minimizes the isolation from working out at home. In fact, its whole product enables people to feel ‘glamorous’ and ‘manifested’ yet nonchalant in ways going to a sweaty gym or using a personal trainer can’t. It’s like being able to buy a little piece of the smug satisfaction and in-group affiliation of going to Burning Man. That’s why the company even sends you a free “Century Club” t-shirt when you hit your 100th ride. You’re meant to feel cool sharing that you “Peloton”, using the startup’s name as a verb.
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Conspicuous Self-Actualization
Still, Peloton has plenty left to optimize. There’s room to expand use of its camera to offer premium one-on-one coaching, head-to-head racing, group video chat with friends, and augmented reality filters to make people feel comfortable on screen and take shareable selfies. A wider range of intense but short classes could appeal to overworked professionals who picked Peloton precisely because they don’t have an hour for the gym.
Novelty could come from celebrity guest instructors, or themed classes for pre-gaming for a night out, fans of a particular artist, or songs about a certain topic. And it should definitely have some iconic sounds like an om or singing bowl chime that play before each class to center you and after to release you.
Most excitingly, the Peloton screen has the potential to be a platform for exercise-controlled gaming and apps. Whether pedaling to escape zombies chasing you or piece together a puzzle, maintaining an output level to keep your cross-hairs locked on an enemy plane as you dogfight, or making a garden bloom by growing each flower during a different interval, Peloton could evolve riding to be much more interactive. Apps could offer training simulators for different sports focused on sprints for basketball or marathons for soccer. Or just put Netflix on it! By opening up to outside developers, Peloton could build a moat of extra experiences competitors can’t match.
With the strengths and opportunities of its core product, Peloton is poised to absorb more of your fitness time and money. It’s already branching out with yoga, meditation, lifting, bootcamp, and jazzercise classes you can do standing next to your bike or without one on its $19 per month app. Its second gadget is a $4300 treadmill.
From there it could break into more of the “pushbutton health” business. I categorize these as wellness products and services that rely on convenience instead of your will power. Think delivery health food instead calorie-counting apps that are a chore. My pushbutton regimen includes Peloton, six salads per week dropped off in batches by Thistle, monthly packages of Nomiku vacuum-sealed meals that RFID scan into its sous vide machine, and a Future remote personal trainer who nags me by text message.
https://techcrunch.com/2019/09/22/why-buy-peloton/As Facebook prepares to launch its new cryptocurrency Libra in 2020, it’s putting the pieces in place to help it run. In one of the latest developments, it has acquired Servicefriend, a startup that built bots — chat clients for messaging apps based on artificial intelligence — to help customer service teams, TechCrunch has confirmed.
The news was first reported in Israel, where Servicefriend is based, after one of its investors, Roberto Singler, alerted local publication The Marker about the deal. We reached out to Ido Arad, one of the co-founders of the company, who referred our questions to a team at Facebook. Facebook then confirmed the acquisition with an Apple-like non-specific statement:
“We acquire smaller tech companies from time to time. We don’t always discuss our plans,” a Facebook spokesperson said.
Several people, including Arad, his co-founder Shahar Ben Ami, and at least one other indicate that they now work at Facebook within the Calibra digital wallet group on their LinkedIn profiles. Their jobs at the social network started this month, meaning this acquisition closed in recent weeks. (Several others indicate that they are still at Servicefriend, meaning they too may have likely made the move as well.)
Although Facebook isn’t specifying what they will be working on, the most obvious area will be in building a bot — or more likely, a network of bots — for the customer service layer for the Calibra digital wallet that Facebook is developing.
Facebook’s plan is to build a range of financial services for people to use Calibra to pay out and receive Libra — for example, to send money to contacts, pay bills, top up their phones, buy things and more.
It remains to be seen just how much people will trust Facebook as a provider of all these. So that is where having “human” and accessible customer service experience will be essential.
“We are here for you,” Calibra notes on its welcome page, where it promises 24-7 support in WhatsApp and Messenger for its users.
Servicefriend has worked on Facebook’s platform in the past: specifically it built “hybrid” bots for Messenger for companies to use to complement teams of humans, to better scale their services on messaging platforms. In one Messenger bot that Servicefriend built for Globe Telecom in the Philippines, it noted that the hybrid bot was able to bring the “agent hours” down to under 20 hours for each 1,000 customer interactions.
Bots have been a relatively problematic area for Facebook. The company launched a personal assistant called M in 2015, and then bots that let users talk to businesses in 2016 on Messenger, with quite some fanfare, although the reality was that nothing really worked as well as promised, and in some cases worked significantly worse than whatever services they aimed to replace.
While AI-based assistants such as Alexa have become synonymous with how a computer can carry on a conversation and provide information to humans, the consensus around bots these days is that the most workable way forward is to build services that complement, rather than completely replace, teams.
For Facebook, getting its customer service on Calibra right can help it build and expand its credibility (note: another area where Servicefriend has build services is in using customer service as a marketing channel). Getting it wrong could mean issues not just with customers, but with partners and possibly regulators.
Facebook CEO Mark Zuckerberg, a 35-year-old billionaire who keeps refusing to sit in front of international parliamentarians to answer questions about his ad business’ impact on democracy and human rights around the world, has a new piece of accountability theatre to sell you: An “Oversight Board“.
Not of Facebook’s business itself. Though you’d be forgiven for thinking that’s what Facebook’s blog post is trumpeting, with the grand claim that it’s “Establishing Structure and Governance for an Independent Oversight Board”.
Referred to during the seeding stage last year, when Zuckerberg gave select face-time to podcast and TV hosts he felt comfortable would spread his conceptual gospel with a straight face, as a sort of ‘Supreme Court of Facebook’, this supplementary content decision-making body has since been outfitted in the company’s customary (for difficult topics) bloodless ‘Facebookese’ (see also “inauthentic behavior”; its choice euphemism for fake activity on its platform).
The Oversight Board is intended to sit atop the daily grind of Facebook content moderation, which takes place behind closed doors and signed NDAs, where outsourced armies of contractors are paid to eyeball the running sewer of hate, abuse and violence so actual users don’t have to, as a more visible mechanism for resolving and thus (Facebook hopes) quelling speech-related disputes.
Facebook’s one-size-fits-all content moderation policy doesn’t and can’t. There’s no such thing as a 2.2BN+ “community” — as the company prefers to refer to its globe-spanning user-base. So quite how the massive diversity of Facebook users can be meaningfully represented by the views of a last resort case review body with as few as 11 members has not yet been made clear.
“When it is fully staffed, the board is likely to be forty members. The board will increase or decrease in size as appropriate,” Facebook writes vaguely this week.
Even if it were proposing one board member per market of operation (and it’s not) that would require a single individual to meaningfully represent the diverse views of an entire country. Which would be ludicrous, as well as risking the usual political divides from styming good faith effort.
It seems most likely Facebook will seek to ensure the initial make-up of the board reflects its corporate ideology — as a US company committed to upholding freedom of expression. (It’s clearly no accident the first three words in the Oversight Board’s charter are: “Freedom of expression”.)
Anything less US-focused might risk the charter’s other clearly stated introductory position — that “free expression is paramount”.
But where will that leave international markets which have suffered the worst kinds of individual and societal harms as a consequence of Facebook’s failure to moderate hate speech, dangerous disinformation and political violence, to name a few of the myriad content scandals that dog the company wherever it goes.
Facebook needs international markets for its business to turn a profit. But you sure wouldn’t know it from its distribution of resources. Not for nothing has the company been accused of digital colonialism.
The level of harm flowing from Facebook decisions to take down or leave up certain pieces of content can be excruciatingly high. Such as in Myanmar where its platform became a conduit for hate speech-fuelled ethnic violence towards the Rohingya people and other ethnic minorities.
It’s reputational-denting failures like Myanmar — which last year led the UN to dub Facebook’s platform “a beast” — that are motivating this latest self-regulation effort. Having made its customary claim that it will do a better job of decision-making in future, Facebook is now making a show of enlisting outsiders for help.
The wider problem is Facebook has scaled so big its business is faced with a steady pipeline of tricky, controversial and at times life-threatening content moderation decisions. Decisions it claims it’s not comfortable making as a private company. Though Facebook hasn’t expressed discomfort at monetizing all this stuff. (Even though its platform has literally been used to target ads at nazis.)
Facebook’s size is humanity’s problem but of course Facebook isn’t putting it like that. Instead — coming sometime in 2020 — the company will augment its moderation processes with a lottery-level chance of a final appeal via a case referral to the Oversight Board.
The level of additional oversight here will of course be exceptionally select. This is a last resort, cherry-picked appeal layer that will only touch a fantastically tiny proportion of the content choices Facebook moderators make every second of every day — and from which real world impacts ripple out and rain down.
“We expect the board will only hear a small number of cases at first, but over time we hope it will expand its scope and potentially include more companies across the industry as well,” Zuckerberg writes this week, managing output expectations still many months ahead of the slated kick off — before shifting focus onto the ‘future hopes’ he’s always much more comfortable talking about.
Case selection will be guided by Facebook’s business interests, meaning the push, even here, is still for scale of impact. Facebook says cases will be selected from a pool of complaints and referrals that “have the greatest potential to guide future decisions and policies”.
The company is also giving itself the power to leapfrog general submissions by sending expedited cases directly to the board to ask for a speedy opinion. So its content questions will be prioritized.
Incredibly, Facebook is also trying to sell this self-styled “oversight” layer as independent from Facebook.
The Oversight Board’s overtly bureaucracy branding is pepped up in Facebook headline spin as “an Independent Oversight Board”. Although the adjective is curiously absent from other headings in Facebook’s already sprawling literature about the OB. Including the newly released charter which specifies the board’s authority, scope and procedures, and was published this week.
The nine-page document was accompanied by a letter from Zuckerberg in which he opines on “Facebook’s commitment to the Oversight Board”, as his header puts it — also dropping the word ‘independent’ in favor of slipping into a comfortable familiar case. Funny that.
The body text of Zuckerberg’s letter goes on to make several references to the board as “independent”; an “independent organization”; exercising “its independent judgement”. But here that’s essentially just Mark’s opinion.
The elephant in the room — which, if we continue the metaphor, is in the process of being dressed by Facebook in a fancy costume that attempts to make it look like, well, a board room table — is the supreme leader’s ongoing failure to submit himself and his decisions to any meaningful oversight.
Supreme leader is an accurate descriptor for Zuckerberg as Facebook CEO, given the share structure and voting rights he has afforded himself mean no one other than Zuckerberg can sack Zuckerberg. (Asked last year, during a podcast interview with recode’s Kara Swisher if he was going to fire himself, in light of myriad speech scandals on his platform, Zuckerberg laughed and then declined.)
It’s a corporate governance dictatorship that has allowed Facebook’s boy king to wield vast power around the world without any internal checks. Power without moral responsibility if you will.
Throughout Zuckerberg’s (now) 15-year apology tour turn as Facebook CEO neither the claims he’ll do things differently next time nor the cool expansionist ambition have wavered. He’s still at it of course; with a plan for a global digital currency (Libra), while bullishly colonizing literal hook-ups (Facebook Dating). Anything to keep the data and ad dollars flowing.
Recently Facebook also paid a $5BN FTC fine to avoid its senior executives having to face questions about their data governance and policy enforcement fuck-ups — leaving Zuckerberg & co free to get back to lucrative privacy-screwing business as usual. (To put the fine in context, Facebook’s 2018 full year revenue clocked in at $55.8BN.)
All of which is to say that an ‘independent’ Facebook-devised “Oversight Board” is just a high gloss sticking plaster to cover the lack of actual regulation — internal and external — of Zuckerberg’s empire.
It is also an attempt by Facebook to paper over its continued evasion of democratic accountability. To distract from the fact its ad platform is playing fast and loose with people’s rights and lives; reshaping democracies and communities while Facebook’s founder refuses to answer parliamentarians’ questions or account for scandal-hit business decisions. Privacy is never dead for Mark Zuckerberg.
Evasion is actually a little tame a term. How Facebook operates is far more actively hostile than that. Its platform is reshaping us without accountability or oversight, even as it ploughs profits into spinning and shape-shifting its business in a bid to prevent our democratically elected representatives from being able to reshape it.
Zuckerberg appropriating the language of civic oversight and jurisprudence for this “project”, as his letter calls the Oversight Board — committing to abide by the terms of a content decision-making review vehicle entirely of his own devising, whose Facebook-written charter stipulates it will “review and decide on content in accordance with Facebook’s content policies and values” — is hardly news. Even though Facebook is spinning at the very highest level to try to make it so.
What would constitute a newsworthy shock is Facebook’s CEO agreeing to take questions from the democratically elected representatives of the billions of users of his products who live outside the US.
Zuckerberg agreeing to meet with parliamentarians around the world so they can put to him questions and concerns on a rolling and regular basis would be a truly incredible news flash.
Instead it’s fiction. That’s not how the empire functions.
The Facebook CEO has instead ducked as much democratic scrutiny as a billionaire in charge of a historically unprecedented disinformation machine possibly can — submitting himself to an awkward question-dodging turn in Congress last year; and one fixed-format meeting of the EU parliament’s conference of presidents, initially set to take place behind closed doors (until MEPs protested), where he was heckled for failing to answer questions.
He has also, most recently, pressed US president Donald Trump’s flesh. We can only speculate on how that meeting of minds went. Power meet irresponsibility — or was it vice versa?
International parliamentarians trying on behalf of the vast majority of the world’s Facebook users to scrutinize Zuckerberg and hold his advertising business to democratic account have, meanwhile, been roundly snubbed.
Just this month Zuckerberg declined a third invitation to speak in front of the International Grand Committee on Disinformation which will convene in Dublin this November.
At a second meeting in Canada earlier this year Zuckerberg and COO Sheryl Sandberg both refused to appear — leading the Canadian parliament’s ethics committee to vote to subpoena the pair.
While, last year, the UK parliament got so frustrated with Facebook’s evasive behavior during a timely enquiry into online disinformation, which saw its questions fobbed off by a parade of Zuckerberg stand-ins armed with spin and misdirection, that a sort of intergovernmental alchemy occurred — and the International Grand Committee on Disinformation was formed in an eye-blink, bringing multiple parliaments together to apply democratic pressure to Facebook.
The UK Digital, Culture, Media and Sport committee’s frustration at Facebook’s evasive behavior also led it to deploy arcane parliamentary powers to seize a cache of internal Facebook documents from a US lawsuit in a creative attempt to get at the world-view locked inside Zuckerberg’s blue box.
The unvarnished glimpse of Facebook’s business that these papers afforded certainly isn’t pretty…
US legal discovery appears to be the only reliable external force capable of extracting data from inside the bellow of the nation-sized beast. That’s a problem for democracies.
So Facebook instructing an ‘oversight board’ of its own making to do anything other than smooth publicity bumps in the road, and pave the way for more Facebook business as usual, is like asking a Koch brothers funded ‘stink tank’ to be independent of fossil fuel interests. The OB is just Facebook’s latest crisis PR tool. More fool anyone who signs up to ink their name to its democratically void rubberstamp.
Dig into the detail of the charter and cracks in the claimed “independence” soon appear.
Aside from the obvious overriding existential points that the board only exists because Facebook exists, making it a dependent function of Facebook whose purpose is to enable its spawning parental system to continue operating; and that it’s funded and charged with chartered purpose by the very same blue-veined god it’s simultaneously supposed to be overseeing (quite the conflict of interest), the charter states that Facebook itself will choose the initial board members. Who will then choose the rest of the first cohort of members.
“To support the initial formation of the board, Facebook will select a group of cochairs. The co-chairs and Facebook will then jointly select candidates for the remainder of the board seats,” it writes in pale grey Facebookese with a tone set to ‘smooth reassurance’ — when the substance of what’s be
source https://techcrunch.com/2019/09/21/meet-facebooks-latest-fake/
