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Rather than addressing corporate controversies, Mr. Zuckerberg’s personal Facebook and Instagram accounts soon changed.

In July, when President Biden said the social network was “ killing people” by spreading Covid-19 misinformation, Guy Rosen, Facebook’s vice president for integrity, disputed the characterization in a blog post and pointed out that the White House had missed its coronavirus vaccination goals. Capitol a week earlier had little to do with Facebook.

Zuckerberg - told Reuters that the storming of the U.S. 11, Sheryl Sandberg, Facebook’s chief operating officer - and not Mr. The Information, a tech news site, previously reported on the document.

Zuckerberg from scandals, partly by focusing his Facebook posts and media appearances on new products, they said. In January, the communications team circulated a document with a strategy for distancing Mr. Zuckerberg, who had become intertwined with policy issues including the 2020 election, also wanted to recast himself as an innovator, the people said. That same month, the communications team discussed ways for executives to be less conciliatory when responding to crises and decided there would be less apologizing, said two people with knowledge of the plan.

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They also debated how to define a pro-Facebook story, two participants said. The group discussed using the News Feed to promote positive news about the company, as well as running ads that linked to favorable articles about Facebook. So in January, executives held a virtual meeting and broached the idea of a more aggressive defense, one attendee said. They attributed that attention to Facebook’s leaving itself more exposed with its apologies and providing access to internal data, the people said. “People deserve to know the steps we’re taking to address the different issues facing our company - and we’re going to share those steps widely,” he said in a statement.įor years, Facebook executives have chafed at how their company appeared to receive more scrutiny than Google and Twitter, said current and former employees. Joe Osborne, a Facebook spokesman, denied that the company had changed its approach. “They’re realizing that no one else is going to come to their defense, so they need to do it and say it themselves,” said Katie Harbath, a former Facebook public policy director.Īlex Schultz, Facebook’s chief marketing officer, has been influential in reshaping the company’s image. So Facebook executives, concluding that their methods had done little to quell criticism or win supporters, decided early this year to go on the offensive, said six current and former employees, who declined to be identified for fear of reprisal. Last week, The Wall Street Journal published articles based on such documents that showed Facebook knew about many of the harms it was causing. Disgruntled Facebook employees have added to the furor by speaking out against their employer and leaking internal documents. Facebook also promised transparency into the way that it operated.īut the drumbeat of criticism on issues as varied as racist speech and vaccine misinformation has not relented.

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Zuckerberg personally took responsibility for Russian interference on the site during the 2016 presidential election and has loudly stood up for free speech online. For years, Facebook confronted crisis after crisis over privacy, misinformation and hate speech on its platform by publicly apologizing. The moves amount to a broad shift in strategy. Zuckerberg from scandals, reducing outsiders’ access to internal data, burying a potentially negative report about its content and increasing its own advertising to showcase its brand. Since that January meeting, the company has begun a multipronged effort to change its narrative by distancing Mr.

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Project Amplify punctuated a series of decisions that Facebook has made this year to aggressively reshape its image. Several executives at the meeting were shocked by the proposal, one attendee said. But the move was sensitive because Facebook had not previously positioned the News Feed as a place where it burnished its own reputation. The idea was that pushing pro- Facebook news items - some of them written by the company - would improve its image in the eyes of its users, three people with knowledge of the effort said. The effort, which was hatched at an internal meeting in January, had a specific purpose: to use Facebook’s News Feed, the site’s most important digital real estate, to show people positive stories about the social network. Mark Zuckerberg, Facebook’s chief executive, signed off last month on a new initiative code-named Project Amplify.