The New Times reports that senior Facebook executive Andrew throws cold water on a favorite conspiracy theory of the political left:
So was Facebook responsible for Donald Trump getting elected?
Bosworth says :
I think the answer is yes, but not for the reasons anyone thinks.
He didn’t get elected because of Russia or misinformation or Cambridge Analytica. He got elected because he ran the single best digital ad campaign I’ve ever seen from any advertiser.
Period.
The NYT continues
(Cambridge Analytica was a political consulting firm and Trump campaign vendor which was accused of using personal data about Facebook users without their knowledge. The Federal Trade Commission recently settled a case with some of those involved, who agreed to destroy the data they collected and be honest with users in the future about data collection.)
The memo from Facebook’s
Mr. Bosworth continues:
To be clear, I’m no fan of Trump. I donated the max to Hillary. After his election I wrote a post about Trump supporters that I’m told caused colleagues who had supported him to feel unsafe around me (I regret that post and deleted shortly after).
But [Trump campaign digital media chief Brad Parscale ] and Trump just did unbelievable work. They weren’t running misinformation or hoaxes. They weren’t microtargeting or saying different things to different people. They just used the tools we had to show the right creative to each person. The use of custom audiences, video, ecommerce, and fresh creative remains the high water mark of digital ad campaigns in my opinion.
“Creative” is a noun in the marketing world, used to describe the particular advertisements designed to deliver messages. Mr. Bosworth fears that Team Trump is still really good at creating them and therefore he fears that Mr. Trump may win again.
As a committed liberal I find myself desperately wanting to pull any lever at my disposal to avoid the same result. So what stays my hand?,” asks Mr. Bosworth. He writes, “I find myself thinking of the Lord of the Rings at this moment. Specifically when Frodo offers the ring to Galadrial and she imagines using the power righteously, at first, but knows it will eventually corrupt her. As tempting as it is to use the tools available to us to change the outcome, I am confident we must never do that or we will become that which we fear.”