When 44 percent of Americans adults are getting their news filtered through partisan sources and are consuming fake news as gospel, FACEBOOK found itself in the crosshairs of accusations that it influenced the presidential election with mis-information. This week’s new campaign deftly walks the line of recognizing its role as a purveyor of junk, while putting the onus on users to filter better.
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As brands become communities and communities become brands, how do you draw the line between who is responsible for what? As a monster brand in a world that rejects the mainstream, FACEBOOK is sweetly ripe for attack, defection, and disaggregation. Yet the brand stands tall, drawing a line while remaining beautifully inclusive.