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Zuckerberg personally took responsibility for Russian interference on the site during the 2016 presidential election and has loudly stood up for free speech online. For years, Facebook confronted crisis after crisis over privacy, misinformation and hate speech on its platform by publicly apologizing. The moves amount to a broad shift in strategy. Zuckerberg from scandals, reducing outsiders’ access to internal data, burying a potentially negative report about its content and increasing its own advertising to showcase its brand. Since that January meeting, the company has begun a multipronged effort to change its narrative by distancing Mr. Project Amplify punctuated a series of decisions that Facebook has made this year to aggressively reshape its image. Several executives at the meeting were shocked by the proposal, one attendee said. But the move was sensitive because Facebook had not previously positioned the News Feed as a place where it burnished its own reputation. The idea was that pushing pro- Facebook news items - some of them written by the company - would improve its image in the eyes of its users, three people with knowledge of the effort said. The effort, which was hatched at an internal meeting in January, had a specific purpose: to use Facebook’s News Feed, the site’s most important digital real estate, to show people positive stories about the social network.
Mark Zuckerberg, Facebook’s chief executive, signed off last month on a new initiative code-named Project Amplify.
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