"Objective: Guide product experiences for how COPPA compliant FB could serve tweens well"

"Tweens are already on social media. They decide on which app is for them based on the app's user base. The real driver for tween engagement on social media is entertainment. Currently no social media app truly feels like it was made for them or fully fulfills their needs." "There is an opportunity for a tween centric social (media) experience." "Signing up for social media is a foregone conclusion" "From older siblings/cousins to peers with older siblings to the news, tweens know what social media is way before they actually start dabbling. Their engagement is really a matter of 'when,' not 'if.'" "[Parents] are concerned with their children: — Being exposed to mature content, which contributes to the larger concern of innocence lost — Accidentally sharing more information that they should, and resulting predator danger — Engaging with, or becoming the victims of, bullying — Having yet another reason to try to increase screen time — Being unable to communicate properly in the real world — Tying their self worth too closely to 'likes'" "Tweens discover Instagram from parents, older siblings or friends with older siblings." "Perceived user base [Instagram]: • Middle schoolers • High schoolers" "Which changes to product experiences would need to be made to make FB appropriate for tweens?" "Objective: Guide product experiences for how COPPA compliant FB could serve tweens well"