Within the memo, Fb VP Andrew Bosworth wrote that the Trump marketing campaign’s use of Fb’s promoting instruments had been liable for Trump’s win within the 2016 presidential election. The corporate’s political promoting platform, he added, “very effectively might result in the identical consequence” this yr.
“As a dedicated liberal I discover myself desperately wanting to tug any lever at my disposal to keep away from the identical consequence,” Bosworth stated within the memo. However he laid out his philosophical objections to any theoretical try at intervening. “As tempting as it’s to make use of the instruments out there to us to vary the result, I’m assured we must not ever try this or we are going to change into that which we worry.”
Bosworth, a longtime Fb govt and confidant of CEO Mark Zuckerberg, used the memo to dismiss filter bubbles (“a delusion” that distracts from the actual difficulty of polarization), clarify why Fb is extra like sugar than nicotine (“It advantages from moderation”) and supply his evaluation of the platform’s actual impression on the 2016 election.
“So was Fb liable for Donald Trump getting elected? I believe the reply is sure, however not for the explanations anybody thinks,” Bosworth wrote. “He did not get elected due to Russia or misinformation or Cambridge Analytica. He obtained elected as a result of he ran the only greatest digital advert marketing campaign I’ve ever seen from any advertiser. Interval.”
Bosworth stated Trump and Brad Parscale, the digital director for Trump’s 2016 marketing campaign and now the marketing campaign supervisor for the 2020 marketing campaign, did “unbelievable work.”
“They weren’t operating misinformation or hoaxes. They weren’t microtargeting or saying various things to completely different individuals. They simply used the instruments we needed to present the fitting inventive to every particular person,” he wrote.
He additionally had sharp phrases for the info analytics agency on the heart of arguably Fb’s largest scandal. Bosworth described Cambridge Analytica as a “complete non-event” and referred to as these behind the corporate “snake oil salespeople.”
“When Trump received, Cambridge Analytica tried to take credit score,” he wrote, “I used to be glad when the Trump marketing campaign supervisor Brad Parscale referred to as them out for it.”
Bosworth urged his colleagues to not dismiss suggestions, significantly from points uncovered by the media.
“I believe many of the criticisms which have come to gentle have been legitimate and signify actual areas for us to serve our neighborhood higher. I do not take pleasure in having our flaws uncovered, however I contemplate it much better than the choice the place we stay blind to our shortcomings,” he wrote.