Posted on Mar 4, 2017
Facebook, whose founder Mark Zuckerberg called arguments that the tech giant helped swing the presidential election toward Donald Trump “crazy” and “extremely unlikely,” is now boasting of its ability to influence elections for pay.
Adam Peck reports at ThinkProgress:
Facebook’s marketing department has a web page set up to document success stories. Most of them are examples of businesses that leveraged Facebook’s advertising network into higher sales, larger audiences, and better customer reviews. But nestled somewhere between the pages for Panera Bread and Cheetos are pages for politicians like Sen. Pat Toomey (R-PA), Sen. Bernie Sanders (I-VT), and former Libertarian presidential candidate Gary Johnson.
On each page, Facebook’s business team breaks down some metrics about how these political campaigns leveraged the platform to boost donations and turnout on election day. On Johnson’s page, Facebook boasts of a 6.8-point bump in the candidate’s favorability numbers among moderate voters.
But it is wording on Sen. Toomey’s “success story” that has struck a troubling chord. After noting that Toomey was facing a tough re-election in 2016, Facebook touted it’s ability to “significantly shift voter intent and increase favorability,” and that the campaign’s “made-for-Facebook creative strategy was an essential component to Senator Pat Toomey’s re-election, as the senator won by less than 100,000 votes (of nearly 6 million votes cast).”
The Philadelphia Business Journal noted that Toomey’s campaign outspent Democratic rival Katie McGinty by more than a two to one margin on digital content, most of that directed towards Facebook. In return, the campaign was able to create more content specifically tailored to Facebook’s platform rather than recycling things like television ads.
Read more here.