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For over a year, Facebook has resisted the stunt crises – on Russian disinformation, data privacy and abusive content – which has turned the icon of Silicon Valley into a besieged giant accused of the reach of businesses and negligence.
An investigation by the New York Times revealed Facebook's reaction against its critics: with delays, denials and a full campaign in Washington. Here are six dishes to take away.
Facebook knew about the Russian interference
In the fall of 2016, Mark Zuckerberg, CEO of Facebook, publicly declared that it was "a crazy idea" that his company played a role in the election decision. But the security experts of the company already knew the opposite.
In the spring of 2016, they found signs that Russian hackers were digging Facebook accounts of people linked to US presidential campaigns. Months later, they saw accounts controlled by Russia sharing information with journalists hacked by Democratic emails. Facebook has accumulated evidence of Russian activity for more than a year before leaders decide to share their knowledge with the public – and even with their own board of directors.
Society fears Trump supporters
In 2015, when the presidential candidate Donald J. Trump called for the ban on Muslim immigrants, Facebook employees and outside critics called on the company to punish Mr Trump. Mr. Zuckerberg looked into the matter by asking subordinates if Mr. Trump had broken the company's rules and whether his account should be suspended or his position removed.
But while Mr. Zuckerberg was personally offended, he relied on the subordinates who warned him that penalizing Mr. Trump would trigger a negative reaction for the Republicans.
Mr. Trump's position remained in place.
Facebook launched a multi-pronged attack and lobbying campaign
Facebook hired the former chief of staff of Senator Mark Warner to put pressure on him; Ms. Sandberg personally called on Senator Amy Klobuchar to complain about her criticisms. The company has also deployed a public relations agency to spread negative articles about its political critics and blame companies such as Google.
These efforts included introducing Liberal billionaire donor George Soros as the force behind a massive anti-Facebook movement, posting Facebook-praising articles, and criticizing Google and Apple at a conservative news site.
Cambridge Analytica raised the question
Facebook faced worldwide outrage in March after the publication of The Times, The Observer of London and The Guardian a joint analysis of how Cambridge Analytica had appropriated user data to profile US voters. But inside Facebook, the leaders thought they could contain the damage. The company has installed a new US lobbying official to help placate bipartisan anger in Congress and has quietly abandoned an internal communications campaign, titled "We Get It," designed to ensure employees that the company was determined to get back on track in 2018.
Some critics hurt more than others
Aware of the vulnerability of Facebook, some rival technology companies in Silicon Valley have tried to use the outcry to promote their own brands. After an interview with Tim Cook, Apple's CEO, that his company was not transmitting personal data, Zuckerberg ordered his management team to use only Android phones. After all, he explained, the operating system had many more users than Apple.
Facebook still has friends
New York Democrat Senator, Senator Chuck Schumer of Washington, raised more money from Facebook employees than any other congressman during the 2016 election cycle – and was present when the company needed him.
Last summer, as Facebook's problems escalated, Schumer confronted Warner, who then became Facebook's most vocal inquisitor in Congress. Schumer told Warner to step back and look for ways to work with Facebook, not to denigrate him. Facebook's lobbyists – who also employs Mr. Schumer's daughter – have been kept informed of Schumer's efforts.
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