Sheryl Sandberg’s intricate legacy

As the former Facebook COO decides to leave the social media giant, the state he built by selling ads faces a number of challenges.

Facebook chief executive Sheryl Sandberg has announced that she will be leaving social media in the fall to pursue a career in charity. His announcement came at a difficult time when Facebook was facing an uncertain future and a fierce competition. Then comes a time when his influence on the company, which he helped to build, is diminishing.

Ms. Sandberg joined Facebook when it was launched and its founder Mark Zuckerberg, only 23 years old. A former Google employee who oversaw the search and operation of an online search giant between 2001 and 2008 brought him the power to sell the ad on Facebook to create an advertising platform for the forum. At Google, Ms. Sandberg owned the company AdWords and AdSense. The former helped to place text ads on the search results page, and the latter placed targeted ads on the websites of other companies contracted with the Silicon Valley company.

On Facebook, an Harvard-educated official helped build a multimillion-dollar advertising empire, and turned social media into a colossus. He built a highly developed promotional system based on his Google lead. But a layer of technology evolved from network capacity (or current power) to younger targeted users based on their interests and activities posted on the Facebook website. It helps to accurately identify potential customers who are targeting targeted ads.

An advertisement that sells cigarettes

Ms. Sandberg’s strategy worked. More than 97% of Facebook’s revenue in 2021 comes from advertising. But that success was costly. Sometime in 2018, things started to change for a California company after reports emerged that Facebook user data had been used without their political advertising consent. The British-based consulting firm Cambridge Analytica, which ran the US Presidential election campaign for Donald Trump in 2016, admitted to using about 30 million user profiles from Facebook.

Information from Facebook is collected through an app called “This is Your Digital Life”, which creates user profiles for users to push ads (some focus on political campaigns). The revelations fundamentally changed the way the social media giant was often perceived. Ms Sandberg has contributed to Facebook’s failure as the company initially dropped the case and denied the allegations. Under his leadership, the court has continued to see false stories, which critics say are damaging to society as a whole, are flourishing.

Some key founders, including Brian Acton of WhatsApp have faced problems with the company’s growth by growing at all costs. In the 2018 interview for Forbes, Mr. Acton recalled a meeting with Ms. Sandberg for his system of charging users of the messaging system a small fraction of a cent after sending a certain number of free messages. That idea was shot with a short response, ‘it won’t grow’. The interview shared details about the company’s strong position in making money by selling ads, which is very different from what the founders of WhatsApp wanted to do – make users pay, and block advertisers.

Hats and gauges

Now, as Ms. Sandberg decides to leave the company, and the state he builds in advertising is facing tests. Apple’s App Tracking Transparency (ATT) feature has drained $ 10 billion of the company’s revenue. The feature allows users to stop apps from tracking which leaves advertisers anonymous to target Apple users. And in a few cases, the cost of recruiting new customers has doubled and reduced the cost of advertising campaigns.

While Facebook is playing with its marketing strategy, it also destroys its flaws that cause Cambridge Analytical, a U.S. attack. Capitol, and more recently, its failure to do harmful things that emerged after Frances Haugen released internal company documents. . Ms Sandberg witnessed all of these incidents while leading the day-to-day operations of the social media platform.

Facebook stocks have also been taken seriously. Since the beginning of this year, the company’s stock has dropped by 45% to $ 190 on Friday. It is unknown at this time what he will do after leaving the post.

A change in path

His departure also comes at a time when the focus of Mr. Zuckerberg is focused on building metaverse, a new concept for creating digital worlds. And the choice of CEO instead gives an indication of what is expected on a social network.

Javier Olivan, a 14-year-old veteran on Facebook, will take the baton from Ms. Sandberg. The two have very different personalities. Although Ms. Sandberg has been a public figure on Facebook, and may seem to promote her ‘Lean In’ philosophy, Olivan does not speak and maintains a low profile. Acknowledging that it would be a difficult task to fill Ms. Sandberg’s shoes, Mr. Olivan noted that his role would be very different from that of his predecessor. “I do not expect my role to face a similar situation, as we have other leaders in Meta who are already doing that work,” he wrote in a post.

This also means that when Mr. Zuckerberg, who was looking for a successor, had a reduced role in the mind. Therefore, Mr. Olivan will be running the company’s day-to-day operations and leaving fire on Nick Clegg, head of international affairs, and Jennifer Newstead, Meta’s legal officer.

FACT

Facebook chief executive Sheryl Sandberg has announced that she will be leaving social media in the fall to pursue a career in charity.

Ms. Sandberg helped build a multimillion-dollar advertising empire. He has built a high-performance promotion system where complexity lies in the network’s ability to target younger users based on their interests posted on the Facebook website. It helped to accurately identify potential customers targeting multiple ads.

Sometime in 2018, things started to change after reports emerged that Facebook users’ data had been used without their political advertising consent. Sandberg is involved in this as the company initially dropped the case and denied the allegations. Even under his leadership, the court has continued to see false stories flourish.

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