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SolomonMg's profile
Sol Messing
Sol Messing
Sol Messing
@SolomonMg

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Sol Messing

@SolomonMg

ML prototypes, network experiments, & counting things @Twitter. @Georgetown MDI. Past Acronym, @Facebook, @PewResearch, @Stanford.

No longer coastal
solomonmg.github.io
Joined September 2009

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    1. Sol Messing‏ @SolomonMg 28 Apr 2020

      🚨 @NYTnickc wrote about our work at @anotheracronym to bring fast & rigorous measurement to online political advertising 🚨 https://www.nytimes.com/2020/04/28/us/politics/Facebook-Acronym-adverstising.html ….

      2 replies 22 retweets 71 likes
      Show this thread
    2. Sol Messing‏ @SolomonMg 28 Apr 2020

      Nick wrote for a general audience which means that the social scientists who I’m friends with on this platform will have a lot of questions! Here are some answers.

      1 reply 1 retweet 7 likes
      Show this thread
    3. Sol Messing‏ @SolomonMg 28 Apr 2020

      What exactly are you doing in social science terms? We run digital field-experiments. A lot of them. We have multi-cell studies for particular messaging strategies & an ongoing study of overall program effectiveness.

      1 reply 0 retweets 4 likes
      Show this thread
    4. Sol Messing‏ @SolomonMg 28 Apr 2020

      We iterate quickly in 1-2 week sprints, working closely with our creative team to develop messaging strategies. We are not testing individual ads but sets of ads and promoted content on a particular theme. Some key findings:

      1 reply 1 retweet 3 likes
      Show this thread
    5. Sol Messing‏ @SolomonMg 28 Apr 2020

      1. Audiences with lower levels of political knowledge are consistently more responsive to an array of messaging strategies, despite being more difficult to reach

      1 reply 1 retweet 7 likes
      Show this thread
    6. Sol Messing‏ @SolomonMg 28 Apr 2020

      2. Featuring conservative messengers in ads criticizing Trump is an effective tactic to weaken the President’s support, particularly among voters 55 and older

      1 reply 2 retweets 8 likes
      Show this thread
      Sol Messing‏ @SolomonMg 28 Apr 2020

      3. Promoting news articles on Facebook to audiences with lower levels of political knowledge can be as effective as delivering fully produced ad spots

      6:57 AM - 28 Apr 2020
      • 5 Retweets
      • 14 Likes
      • Laurence Benjamin Khan Dr. Rachel Bernhard Alex Engler Michael Sofaer jacob Ruby knows why Cassandra lost her mind Utsav Gandhi 😷 Professor Cristian Vaccari Jonathan Robinson
      1 reply 5 retweets 14 likes
        1. New conversation
        2. Sol Messing‏ @SolomonMg 28 Apr 2020

          So what’s your overall program effectiveness? People who saw our ads over the past two months have 3.6% [95% CI: 1%, 6.2%] lower approval of Donald Trump compared with our control/holdout.

          2 replies 2 retweets 10 likes
          Show this thread
        3. Sol Messing‏ @SolomonMg 28 Apr 2020

          Tell me about your methods! We run surveys *on FB.* That means that we know that nearly everyone we survey saw our ads (except those in control). Most attempts to measure social media advertising cannot cleanly match people who took the survey to people who actually saw the ad.

          2 replies 1 retweet 1 like
          Show this thread
        4. Sol Messing‏ @SolomonMg 28 Apr 2020

          Aren’t most ad experiments noisy & under-powered? Yes! This is why we generally issue pre- & post surveys—dramatically more precision. & we use indices for our key outcome measures. See @dbroockman, @j_kalla, & Jas Sekhon https://web.stanford.edu/~dbroock/published%20paper%20PDFs/broockman_kalla_sekhon_design_of_field_experiments_with_survey_outcomes.pdf …

          1 reply 1 retweet 17 likes
          Show this thread
        5. Sol Messing‏ @SolomonMg 28 Apr 2020

          Who are these people? What’s your sample frame? We use the voter file to find people in battleground states, who are more likely to be politically moderate, & less likely to follow politics. These folks are most likely to respond to key facts, but they are hard to reach.

          1 reply 0 retweets 1 like
          Show this thread
        6. Sol Messing‏ @SolomonMg 28 Apr 2020

          What about bias from the FB algorithm/ad auction? We take measures to mitigate bias documented by @sapiezynski, @mbogen, @korolova & others https://arxiv.org/abs/1904.02095 . 1, we don’t include hardcore partisans & 2, we reach the vast majority of people in our sample frame.

          1 reply 1 retweet 5 likes
          Show this thread
        7. Sol Messing‏ @SolomonMg 28 Apr 2020

          We are also relying on an array of ad optimization techniques to get a diverse set of people when they are are most likely to see the ad, rather than just optimizing for clicks

          1 reply 0 retweets 1 like
          Show this thread
        8. Sol Messing‏ @SolomonMg 28 Apr 2020

          What about non-response bias? FB's population base for age and gender counterbalance typical response bias patterns. Still, we oversample younger and non-white audiences and constantly rebalance our advertising budgets to make sure we are recruiting from these subpopulations.

          1 reply 0 retweets 1 like
          Show this thread
        9. Sol Messing‏ @SolomonMg 28 Apr 2020

          Sol Messing Retweeted jimmyeatcarbs.eth

          https://twitter.com/jimmyeatcarbs/status/1255113795111759872?s=20 …

          Sol Messing added,

          jimmyeatcarbs.eth @jimmyeatcarbs
          What's working to beat Trump? Putting real news in front of voters that would otherwise see less of it. Highlighting conservative messengers. Identifying key audiences that are more persuadable than others. https://www.nytimes.com/2020/04/28/us/politics/Facebook-Acronym-adverstising.html …
          Show this thread
          1 reply 0 retweets 2 likes
          Show this thread
        10. Sol Messing‏ @SolomonMg 28 Apr 2020

          Sol Messing Retweeted ACRONYM

          https://twitter.com/anotheracronym/status/1255112889482055680?s=20 …

          Sol Messing added,

          ACRONYMVerified account @anotheracronym
          🚨 We’re excited to begin sharing the results of months of testing that show how our work has been persuading voters in key states. https://nyti.ms/35eH2wE 
          Show this thread
          2 replies 0 retweets 0 likes
          Show this thread
        11. Sol Messing‏ @SolomonMg 28 Apr 2020

          Sol Messing Retweeted Tara McGowan

          Great thread from @taraemcg on this!https://twitter.com/taraemcg/status/1255135755757748224?s=20 …

          Sol Messing added,

          Tara McGowanVerified account @taraemcg
          Political junkie🧵alert: One of the hardest things to do in electoral politics is to persuade voters who are on the fence or leaning towards your opponent to change their opinion. It's why billions of💵are spent every single cycle with very little evidence of what actually works
          Show this thread
          1 reply 0 retweets 2 likes
          Show this thread
        12. Sol Messing‏ @SolomonMg 28 Apr 2020

          Blogpost from @anotheracronymhttps://www.anotheracronym.org/introducing-barometer/ …

          0 replies 0 retweets 4 likes
          Show this thread
        13. End of conversation

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