Mark Zuckerberg has found a new platform to defend the business practices of Facebook Inc. (FB).
On Thursday, the CEO under attack wrote a 1,000-word column in The Wall Street Journal titled "The Facts About Facebook." In the article, Zuckerberg sought to reassure investors and the general public about the advertising strategy of the social network and the handling of user data.
Here are five key points for getting into the public:
Advertising is necessary
Zuckerberg started by justifying the use of advertising on Facebook. The social network was created to give everyone a voice, he said, adding that without advertising it would not be possible to make this service free and available to everyone.
Facebook does not sell user data
Facebook's CEO was excited to claim that working with advertisers does not mean the social network is auctioning user data. Zuckerberg, who has admitted that the company's business model "may feel opaque," wanted to assure readers that selling people's data would be against Facebook's interests and even discourage advertisers from using the service.
Contrary to what many people believe, Zuckerberg said Facebook simply gathers enough data about users to break it up into different groups, and then calculates advertisers that targeted ads appear in front of those different categories, displaying whatever information they see in ads and prevent advertisers from reaching them. "You can figure out why you see an ad and change your preferences to get ads that you're interested in," he wrote, adding that this process offers much more transparency than TV, radio, or print.
Happy to back the regulation
The Cambridge Analytica scandal has called for monitoring companies like Facebook. In the column Zuckerberg said he fully supports the regulation, which promotes transparency, selection and control of data and advertising. "We need to be clear about how we use information and people need to make clear decisions about how their information is used," he added.
Facebook is not on Clickbait
Facebook has also been criticized for not deleting harmful or delinquent content immediately. Zuckerberg claimed that acting faster was not driving, but the fault of his imperfect inspection systems.
"The only reason poor content exists is that the people and the artificial intelligence systems we use for review are not perfect – not because we have an incentive to ignore it," he wrote. Zuckerberg added that negative content in feeds for Facebook is bad because it keeps users from using the social network.