What We Learned So Far About CSN #7

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WIP / DRAFT DO NOT CITE #7 Well-being: We know connecting people is core to well-being What we learned so far about CSN #7 Overview Resonance (more) Persuadability (more) Messaging (more) 1. Insiders, parents, and non-parents in 1. Anticipate significant headwinds in Fall DOs (more) the US view connections as core to 2022 for teen well-being that requires 1. Demonstrate action. well-being, and social media as positive unique, reactive approaches. 2. Join positive arguments with for connections. acknowledgment of difficulties and 2. All stakeholders want to see action -- negatives. 2. All stakeholders parents of teens are certain product proof points perform 3. Design messages to acknowledge more likely to view social media well, especially proof points focused on the role of others (especially parents, positively; however insiders, parents, age verification, parental supervision, difficulties of youth life lately) and and non-parents all view social media and content control. emphasize partnerships (parents, as more negative than positive. Insiders medical professionals and youth in the US are extremely negative. 3. In the face of significant deficits of advisors) and joint interests. trust, third party vouching has some 3. Highest ranked concerns fall on youth positive effect on convincing people DON'Ts (more) well-being with a focus on safety, that Meta is serious about well-being – 1. Over-rely on statistics; these do not content, and parental supervision. With consider collaborations with medical win over personal experience and social comparison and time spent professionals and youth advisors. existing narratives. relatively less common. Project Beyond 1 PLTF EX PLTF EX-06075 PLTF EX-06075_0001 WIP / DRAFT DO NOT CITE #7 Well-being: We know connecting people is core to well-being What we learned so far about CSN #7 Current messaging – What works What Works Why it works Demonstrating action. Especially through product proof points - ● Generally, Insiders and voters gravitate toward products and messages promoting in particular related to parental supervision, age verification and age-appropriate experience, and content control. These have a strong influence on content control, and safety. the perception that Meta is serious and effective in addressing issues. (link) Supporting parents by providing tools and information that ● Insiders and voters gravitate towards products and messages promoting parental engage parents by facilitating connection, information, and controls (ex: daily time limit). (link) participation with their teens. ● Insiders agree that while parents should play a role, parents seem to be limited in what they can do. Messages that are supportive of parents and show how Meta's actions can help parents and increase safety of teens seem to be convincing and improve perception on seriousness and effectiveness. (link) Third-party vouching. Collaboration with trusted entities may ● Insiders express that when it comes to new and unfamiliar technology (ex: AI for improve confidence in either new technology or products that age verification), partnering with "first-class" experts could increase their trust. require more trust or validation by experts (ex: education tools, (link) research, regulations). ● Collaborations with trusted entities (e.g., vis-a-vis a Coalition) can strengthen some of Meta's actions. For example, Insiders are more likely to indicate that tools centered around education and research can help parents support youth well-being, when such tools are informed by a broader coalition (vs. Meta working alone). (link) Combine positives with acknowledgement of negatives. Outline ● Insiders and consumers want transparency and acknowledgement of the potential the positives of our platforms, while still acknowledging some negative experience that some users can have . (link) Refuting claims especially users have negative experiences and emphasizing how we work with detailed statistics does not work well and can increase skepticism; instead to mitigate these. providing acknowledging and offering solutions works. (link) Project Beyond 2 PLTF EX-06075_0002 WIP / DRAFT DO NOT CITE #7 Well-being: We know connecting people is core to well-being What we learned so far about CSN #7 Current messaging – What to avoid What to avoid Why it doesn't work What do instead Emphasis on statistics Stakeholders rely on their own experiences over statistics. Emphasize concrete actions being taken by Meta to (link) protect teens online (such as removing harmful content or creating parental controls). (link) Statistics that resonate relate to measuring the actions. A defensive tone, or ignoring They want us to meet them where they are at. Not Acknowledge (without taking blame) that the potentially negative impacts acknowledging negatives makes it seem like we are hiding negatives could exist and that we're taking concrete something. (link) actions to improve the safety of youths. (link) Blaming parents Voters and insiders who are parents viewed parenting as Saying Meta takes responsibility for protecting youth particularly challenging with nearly every parent thinking online, or, that we are supporting parents with our new that they were doing a good job. (link) features and tools. (link, link) Explicit mentions of addiction Insiders and voters hated claims that social media is not Avoid making any mention of addiction. Instead, and comparisons to addictive addictive. Insiders and voters generally anchor heavily on make a commitment to address concerns going substances their own personal experience and don't trust research. forward. (link) (link) Emphasizing tools for teens to Low trust in teens to limit their own use (link) Emphasize parental controls ("Daily Limit") (link) use to limit time-spent ("Take a Break") Project Beyond 3 PLTF EX-06075_0003 WIP / DRAFT DO NOT CITE #7 Well-being: We know connecting people is core to well-being Early research-informed GTM strategy (1/2) Overarching goal Overarching goal Help identify how Meta might earn and establish the license to operate by taking a leadership role to empower and protect youth online. Why we think this will work How we will get there Key audiences Significant short-term headwinds and Splitting the strategic CSN approach into All some association with severely negative 3 major goals as outlined below: Special focus on Parents and Insiders impacts (ex: SSI) warrant short-term focus on teen well-being, and messaging can be (1) Minimize further brand damage short term broadened later. [immediately] (2) Repair a the trust deficit by developing and messaging third-party collaborations [immediately] (3) Shift toward more positive messaging [Winter 2022 into 2023] Project Beyond 4 PLTF EX-06075_0004 WIP / DRAFT DO NOT CITE #7 Well-being: We know connecting people is core to well-being Early research-informed GTM strategy (2/2) 3 short- and long-term goals Goals for CSN Why we think this will work How we will get there Key audiences (1) Minimize further brand damage in ● Among US and European insiders, there is organic ● Work closely with ● All the face of significant headwinds on brand association between Instagram and teen SSI comms and marketing to ● Special focus issues of teen well-being through Fall (link). test and validate reactive on Parents and 2022. ● Events in Fall 2022 will echo these associations messaging through the Insiders (link). Core CSN messaging will be harder under remainder of summer Timeline: Summer/Fall 2022 this climate. and fall. (2) Address trust deficit by developing ● There is a trust deficit in Meta among key ● Work alongside safety ● Non-parents and messaging for collaborations and audiences (policy insiders, consumers), though policy to develop and ● Insiders (third-party vouching). this isn't as strongly observed among parents. shape the coalition (link) strategy and messaging. Timeline: Summer/Fall 2022 and ● Research suggests modest gains to certain proof ● Identify and vett ways to ongoing points by a combined approach. (link) validate detailed third- ● Collective action is supported, and reactive party vouching related to messaging on age verification for third parties actions. highlighted use of third-parties will work. (link) (3) Begin to pivot to positives by ● Research consistently demonstrates focusing on ● Develop additional ● Parents messaging these key points: action (i.e. products) and acknowledging concerns messaging regarding ● Insiders 1. Expanding the context and work. (link) positive proof points. acknowledge concerns, ● High-level concerns and preferred solutions follow ● Highlight the appropriate 2. Leaning into connection; parental controls, age appropriate content and tone for each audience. 3. Demonstrating action with safety. (link) Project Beyond products 5 Timeline: Fall/Winter 2022 PLTF EX-06075_0005 WIP / DRAFT DO NOT CITE Upcoming Events Affecting CSN #7 Significant headwinds focused on teen well-being and SSI over Fall 2022 need to be addressed to maintain brand health in advance of Go-to-Market for CSN-7. We recommend developing reactive messages for these events as first order of business. The dynamics of the current negative environment 1. We have significant ground to cover with insiders on youth well-being: a. They believe the products are much more bad than good (cite); b. Organic and unprompted associations with Instagram and SSI occur with some frequency in qualitative research (cite). 2. Broader environment has deteriorated this year even more: a. Surgeon's General Advisory on well-being is broadly critical/negative b. Opportunistic critics are ready to reinforce presumed negative associations between teen-well-being and social media in the news, in podcasts and testifying to congress (e.g. Haidt's website, here, adolescent mood disorder focused, social media focused open sourced lit reviews) 3. In both the US and the UK, Fall 2022 brings significant headwinds reinforcing negative framing of youth well-being: a. In August in the United States, b. c. In October and November in the United States, we should expect the possibility of politicians exploiting these news cycles for the US midterms (e.g. Josh Hawley's Tyranny of Big Tech, summary) *Note: This is not an accurate depiction of the state of scientific knowledge, but we highlight a common critique, here. AC Priv - Project Beyond 6 PLTF EX-06075_0006 WIP / DRAFT DO NOT CITE Resonance Stakeholders agree with our internal position for value, but significant concerns for Insiders Genpop & Voters Non-parents Parents Value: Connections are core and Articulation resonates, but does More than half of US genpop and In the US, non-parents are least In the US parents of teens are we build products that way not address (1) business voters believe that social media likely to believe social media most likely to believe social motivation, or (2) decreased makes teens more connected. connects teens to friends and media connects teens to friends efficacy of social media. family. and family. Articulation resonates, but leaning on positive benefits alone has the potential to backfire--diminishing the power of the message and moving toward critical or negative messages. Balance: Our products are a net Insiders have the dimmest view In the US, no demographic group In the US, non-parents are the Parents of teens in the US are benefit to well-being of social media: currently believes that "the most negative: only 1 in 5 twice as likely as non-parents to - social media universally viewed overall impact is more positive asserting believing that the say that social media is positive. as net negative than negative" for teens. "overall impact is more positive - organic association of brand than negative" for teens. with SSI Top concerns are consistent across audiences and generally fall in this order: Lack of parental involvement or supervision; safety from others' comments/activities; inappropriate content; social comparison using too much or at the wrong time. Leadership: We lead the industry N/a - leadership in the industry is not top-of-mind for these stakeholder groups. in how we research and manage AC Priv - Project Beyond 7 PLTF EX-06075_0007 WIP / DRAFT DO NOT CITE All demographics agree that connecting others is the key value proposition ● "I think it's hugely helpful to stay connected with people you may not see regularly: people that were in your life previously that you don't see: former coworkers, classmates, etc. There are a lot of positive aspects of social media in that regard." - Republican Insider ● "The greatest good of social media is allowing people to find their communities. I knew people growing up who did not fit the mold: they couldn't talk to their parents about issues, they couldn't talk to their family, they weren't comfortable telling their friends. So, the only place they could really go to find a community was online." - Democratic Insider ● "I think finding inspiration and creativity are always positive. If you inspire yourself, maybe you can inspire others with what you're doing–that is always good." - Consumer, non-parent ● "I think learning something new is the biggest positive, simply because focusing on learning is always important. Social media grants a lot of access to learning and even can pique interests in different career fields, subjects, and topics that school did not expose." - Consumer, parent (Focus groups among insiders, parents, non-parents; emphasis added) AC Priv - Project Beyond 8 PLTF EX-06075_0008 1 WIP / DRAFT DO NOT CITE Despite recognizing the its ability to connect people, US parents and non- parents do not believe social media is overall positive A majority believe social media However, a majority believe social connects teens to friends and family. media is more negative than positive. Parents of teens have the most positive sentiment. PLTF EX-06075_0009 Slide 9 1 @ @fb.com - this is why I hesitate a little with the "overall positive" framing in your deck. There can be distinction between believable and accurate. I don't think non-parents or insiders (next slide) would find "overall positive" believable. BUT, probably a lot of parents of teens would. _Assigned to @fb.com_ Bryce Bartlett, 7/15/2022 PLTF EX-06075_0010 WIP / DRAFT DO NOT CITE Insiders -- especially in the US -- have extremely negative views on the impact of social media to youth well-being. Much more so than the general population. ● Most Insiders (75%) believed social media has a negative impact overall on youth well-being, with this sentiment being more intense among Left-leaning Insiders (79% negative on the Left, 68% negative on the Right). ● Consistent with past research, Democrats and Republicans were In our June 2022 survey, not in near unanimous agreement (97%) that that the overall impact a single DC insider viewed social media as more of social media on youth is negative. Similarly, Insiders did not positive than negative for youth. think social media has the best interest of youth, or the same interest as parents, in mind. ● Major concerns are related to safety, influence, and time spent; discussed in details in subsequent slides. Q: In your opinion, is the overall impact of social media more positive or more negative for youth wellbeing? Note: Data tables for this metric here. PLTF EX-06075_0011 WIP / DRAFT DO NOT CITE Insiders organically offer very negative associations with social media, including SSI 1. Insiders believe that the products are net negative. 2. Organic and unprompted associations with Instagram and SSI occur with some frequency in qualitative research. Question asked: How would you describe the impact of social media on youth wellbeing? Organic surfacing of SSI Positive associations do not shift the balance "The suicide rates of teens has skyrocketed since the arrival of Facebook and "In general social media does have a lot of positive effects but the thing is that by Instagram, especially since those platforms allow you to put the best pictures of your overusing it also results in negative effects. The way they are designed purposely, it life and everyone is just comparing each other." – Spain, Right. is to overuse it… And we are at a point where we are over consuming social media." – Netherlands, Right "...The negative I think is the risk of discrimination that could happen on social media against younger people. I am thinking for example of revenge porn which has happened in Italy a lot recently in recent years and has had a direct influence on people "So I think social media affects the self perception of its users and of course people committing suicide." – Italy, Left under the age of 18 have a less established- they're more susceptible to this type of "For me, what I hear is a couple things - overuse is a big one. Another is FOMO and influence… It can be body image. For minors it can be issues of perception of how that can create social pressures to maybe act out in different ways or feel lifestyle success… and the type of [things] they share it is more positive than differently, and my final big concern or thought on social media is suicidal ideation and negative. So one can have a distorted perception of how life really is occurring and that's correlated to my first comment - the danger there as peoples' brains are still have a more negative perception than they should be…" – Brussels, Left forming in teen years." – Democratic Insider "The unfortunate number of teens trying to hurt themselves due to bullying, not "I think it is a bit mixed… social media sometimes gives them models that are not caused by but related to social media. Smack down kids and make them feel bad about that great that they want to mimic. There is a lot of competition for attention which I themselves. Not directly related to social media, but an unfortunate side effect." – think can be a danger, but for young people being harassed online is something that Republican Insider is a pretty new trend for some years. I think it's really terrible, I think it's really "We know that suicide and violence spreads like contagion. When it's mentioned on dangerous that is going on. In general I would say the impact is a net negative." – social media suicide attempts rise…." – Democratic Insider France, Left 11 PLTF EX-06075_0012 WIP / DRAFT DO NOT CITE European insiders express similar concerns to parents from the previous slide, consistent with previous research. Insiders on the Right were equally concerned about bullying and the negative impacts of social media on the mental health of young people. Mental health concerns were also high amongst Left-leaning Insiders. Around half of Insiders also selected negative influences and role models as a top concern. No Insiders had no concerns at all. How would you describe the impact of social media on youth well-being? "...The negative I think is the risk of discrimination that could happen on social media against younger people. I am thinking for example of revenge porn which has happened in Italy a lot recently in recent years and has had a direct influence on people committing suicide." Italy Insider (Left-leaning) "I don't think it's very positive based on the data I saw. The suicide rates of teens has skyrocketed since the arrival of Facebook and Instagram, especially since those platforms allow you to put the best pictures of your life and everyone is just comparing each other.." Spain Insider (Right-leaning) Q: Of the following issues, what are your top three concerns when it comes to youth wellbeing on social media? Legend: Showing % selected. 12 PLTF EX-06075_0013 [Note: this page includes a bar chart (Well-being Concerns, Left vs. Right insiders) whose numeric data labels were not captured by text-layer extraction -- see source PDF/slide image for exact percentages.] WIP / DRAFT DO NOT CITE The general order of concerns among US parents with teenage children are similar; though there are some differences between men and women related to social comparison and time spent. Top concerns about the use of social media for teenage children (%) Age inappropriate content Being contacted by adult strangers Being bullied harassed Inappropriate behaviors by others Too much screen time overall Interference with school work* Self esteem social comparison* Interfering with sleep Not developing in person social skills Posts or information is too public* Their posts affecting them in the future Screen time at certain times* Being contacted by same aged strangers Too much commercialism advertising* No concerns* Gender: Female / Male Question: For your teenage children, what are your top three concerns about the use of social media (if any)? * shows statistically significant difference 13 PLTF EX-06075_0014 [Note: bar chart with numeric axis (0-30%); individual bar values not text-labeled in source and not machine-readable via OCR -- see source PDF/slide image for exact percentages.] WIP / DRAFT DO NOT CITE Like Insiders, parents were were also concerned with safety both on and offline The pandemic was among the most Parents were particularly concerned with "safety" mentioned factors affecting teens – and many mentioned how social media also Insiders and Consumers who were parents were most worried about their child's physical safety. While some mentioned gun shaped that experience. violence and driving, many safety concerns were also closely tied "Well, I don't know very many teens, but I imagine going to social media use, like teens interacting with predators using through a pandemic, during those formative years, could not fake accounts. have been a piece of cake. I'm sure that many of the impacts "For me with two girls in the household I am concerned about who they that social media already had on that age are amplified by talk to. There are so many people with fake pages, and I've had to the isolation and the extra extra screen time." - Consumer, block several of those accounts because they're adults. Reality is that non-parent you can't watch them 24/7. You can't catch everything, so it's frightening. "I think coming off of the COVID pandemic, there's been What gets past me that I don't know about?" - Consumer, parent myriads of news articles around pediatric and youth mental "I definitely worry most about online predators. For example, an health being labeled a crisis. There's been a spike and in a Instagram account was created for a 13 year old girl, and within number of emergency department and inpatient cases for Youth seconds, the account was bombarded with solicitations. The pace and Mental Health, treatment needs suicide, behavioral health, aggressiveness of online interactions is incredibly disturbing." - Republican depression, anxiety, etc." - Republican Insider Insider Source 14 PLTF EX-06075_0015