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The changes included Facebook executives from the marketing, communications, policy and integrity teams. Five people who worked with him said Alex Schultz, a 14-year company veteran who was appointed chief marketing officer last year, was also instrumental in the effort to reshape the image. But three people said that at least one of the decisions was made by Mr. Zuckerberg and they were all approved by him.
Facebook spokesman Joe Osborne denied that the company had changed its approach.
“People deserve to know the steps we’ve taken to address the different issues our company is facing, and we will share those steps widely,” he said.
Current and former employees said Facebook executives have been annoyed for years that their companies have come under greater scrutiny from Google and Twitter. People attributed this interest to Facebook’s further exposure to its apologies and access to internal data.
One participant said that in January, executives held a virtual meeting and put forward the idea of a more aggressive defense. The group discussed using the News Feed to promote positive news about the company and running ads linked to positive articles about Facebook. Two participants said they also discussed how to define a pro-Facebook story.
That same month, two people familiar with the plan said the communications team had discussed ways for managers to be less accommodating when responding to crises and decided that there would be less apology.
The public said Mr. Zuckerberg, who is entangled with policy issues, including the 2020 election, also wants to reshape himself as an innovator. In January, the communications team released a document that included a strategy to distract Mr. Zuckerberg from scandals, focusing in part on new products in their Facebook posts and media appearances.
The Information, a technology news site, previously reported on the document.
The effect was immediate. On January 11, Sheryl Sandberg, COO of Facebook, not Mr. Zuckerberg – told Reuters He said the attack on the US Capitol a week ago had little to do with Facebook. In July, President Biden announced that the social network “killing peopleGuy Rosen, Facebook’s vice president of integrity, discusses characterization by spreading Covid-19 misinformation in a blog post He pointed out that the White House missed its coronavirus vaccination targets.
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