Parent Sentiment Priorities & Efforts to Align

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Case 4:22-md-03047-YGR Document 3028-32 Filed 05/08/26 Page 1 of 6 Exhibit 79 Case 4:22-md-03047-YGR Document 3028-32 Filed 05/08/26 Page 2 of 6 Parent Sentiment Priorities & Efforts to Align Audience Corsagers:22-md-03047-YGR Document 3028-32 Piper 08/26 Page 3 of 6 GenPop > Parents > Parents of Teens > Parents of Teens 13-14 Policy Elites > Parents Remit Meta > xFOA (IG, Facebook, Messenger, RL) Meta only Research Teams MI, MDS, UXR DSS Internal Product, PMM Comms, Policy, Public Affairs Stakeholders Problem to be solved Brand/Product: Parent Gatekeeping is #1 reason early teens do not join IG. Parents do not think that IG is appropriate/safe for their children. Hypothesis Brand/Product: Improving parent sentiment will help unblock new teens to join IG and also help improve overall brand sentiment PA: Boost Policy Elite Sentiment Proposed Solutions Brand: Raise awareness of product efforts across youth well-being Measurement Brand: parent sentiment tracker Plan Product: usage tracker Product: Provide tools to support parents multi-pronged; often focused on product proof points, campaigns, cross-industry alliance, reactive messaging -CSN broad measurement - inside MTS 2.0 YWB focus area: aligned with parent metric some marketing campaigns Goal Brand: Boost Consumer Trust Product: Adoption PA: Boost Policy Elite Sentiment End Goal Best days ahead Considerations: Case 4:22-md-03047-YGR Document 3028-32 Filed 05/08/26 Page 4 of 6 Unknown if improved parent sentiment correlates with more teens on the app Improvement of parent sentiment alone will not solve for Teen PMF, but parent sentiment should not be ignored Improvement of parent gatekeeping is only one piece of the overall Teen PMF problem to address DSS is moving forward with the align-interest metric as THE parent sentiment metric Goaling should not based on shifting in parent sentiment/gatekeeping (DSS - nuanced opportunity for growth) Questions: Who is IG's target audience? Early teens? All teens? (Teens are not a monolith) What about RL? Facebook? Messenger? What research is being leveraged for parent sentiment strategies? Which research? How do parent values change by xFOA app? What is the same across xFOA? What is unique for each xFOA? Knowns: Public Affairs campaigns are not associated with Consumers, Products, Product Marketing Parent sentiment tracking plan and strategies need to align across Meta, xFOA regardless of specific audiences - all parties should be pulling leveraging parent research, regardless of research team MI Notes: How does Product product adoption goal align with Brand consumer trust goal? Can it be merged together? Review 2023 roadmaps to incorporate Case 4:22-md-03047-YGR Document 3028-32 Taxonomies MI/PMM UXR Filed 05/08/26 PA Page 5 of 6 DSS Best Days Ahead (?) TBD More Teens on App Trust (?) Appropriate Believability Safety Privacy Behavior Best Days Ahead MTS 2.0 Emotional Health Punitive Action (Regulatory) YWB Aligned Interest Effective Serious Serious Effective Believable Message Pull-Through Appropriate RACI Responsible Case 4:22-md-03047-YGR ASDocument 3028-32or de Filed 05/08/26 Page 6 of 6 Assigned complete the task deliverable. A Accountable Has final decision-making authority and accountability for completion C Consulted An advisor, stakeholder or subject matter expert who is consulted before a decision or action is taken. Informed Must be informed after a decision or action is taken.