With midterm elections looming, the folks at Facebook are still desperately trying to reverse a cataclysmic loss of consumer trust thanks to a massive privacy scandal that revealed a myriad of issues with the social media giant. Along those lines, the company is offering a unique level of transparency into its battle against hackers and other bad actors on the platform. The question, though, is will these actions be enough to mollify an increasingly distrustful public.

In a recent report, Facebook is said to have added “thousands of human moderators and advanced artificial intelligence systems” in an effort to remove “fake accounts” and “foreign propaganda” … but will this translate into more consumer confidence? Some experts say it’s too little, too late, and it’s these kinds of headlines and stories that Facebook needs to counter successfully if the company is going to regain consumer confidence.

One of the ways to do this is to reveal its successes. After making mind-blowing revelations about the sheer number of fake accounts on the service, Facebook recently added to that total, admitting to removing 32 fake accounts and pages in a single week. These accounts, which also appear to have cohorts on other social platforms such as Twitter, YouTube, and Reddit, are sending barrages of agenda-driven content across cyberspace at speeds and in quantities that the social platforms are finding difficult to match.

The result, according to the experts, is that the “bad guys” are getting smarter, learning how to sneak in more quietly and more effectively cover their tracks. The content is getting “smarter” too. Users are having more trouble distinguishing between the opinions of real people and of bots, thus creating echo chambers of fringe ideas, amplifying perspectives that tend to be more extreme.

This tactic continues to be effective. When people see opinions professed boldly and getting “likes” and “shares,” they are more likely to espouse similar perspectives, even if they are not quite in line with what they believe. It’s the natural human desire to fit politically weaponized.

The success of previous campaigns have, according to both Facebook and industry insiders, “emboldened” more groups to get involved. They have seen how something works, so they are mirroring these tactics and messages. This creates the need for an even wider net, even as Facebook is trying to be “smarter” and more targeted.

This puts Facebook in a perilous communications position. The fight they’re in is a long, hard one, but consumers are not likely to be patient, especially since they already feel they have reason not to trust the social media giant.

Ronn Torossian, 5WPR CEO

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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