Digital media has gained traction worldwide. Developed countries are totally dependent on it. Developing countries are being influenced by it to a large extent. This is a valuable tool but it is alleged that Russia used it to interfere with United States 2016 election. Facebook’s Chief Executive Mark Zuckerberg appeared in a United States congressional hearing on10th April 2018 told that “One of my greatest regrets in running the company is that we are slow in identifying the Russian information operation”.
Today social media is one of major source of information dissemination. Globally companies are using it to inform their customers about product. Then using analytical data to improve customer experience and sales. News and production organizations are using it to provide type of content which users want. We saw in Arab spring how it can influence masses in doing what is necessary.
As CEO of Facebook was concluding his congressional hearing he said “I started Facebook, I run it, and I’m responsible for what happens here.” After it “Coordinated Inauthentic Behavior” became a priority.
Facebook came up to the speed and launched an operation to keep community experience as authentic as possible. It started to flag accounts and pages which were involved in starting any information campaign. It has to be noted that accounts and pages involved misrepresent themselves. Moreover they target individuals of certain demographics, nationality, geographic area or certain interest to sway opinion.
This act of posting news stories on current events, repurposed content, networked event and amplified content violates Facebooks community standards. It also creates problems for advertisers and businesses of that very locality.
Fake accounts add to advertisement cost of businesses, additionally they distort analytical data being gathered. In an era where data is most important commodity. Descriptive data analytics describe businesses why one thing happened. Data is used by businesses for predictive analytics so that they can anticipate demand leading to prescriptive analytics which outlines the path businesses need to achieve its goals. It is very important to sanitize it so that businesses can trust the platform. Social media is already a major source of income for various businesses.
Facebook is keen in keeping its platform safe and not to be abused. This will benefit users in long run.