Mark Zuckerberg lays out Facebook vision to users, Bank’s Beer ‘tells it like it is’ and YouTube automatic caption videos exceed 1bn consumers

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…our pick from the week’s marketing news industry stories…

Zuckerberg lays out vision to rise against isolationism

Facebook Inc Chief Executive Mark Zuckerberg has laid out his company’s vision to rise against isolationism, writing in a 5,700-word manifesto letter to Facebook users that the company’s platform could be the “social infrastructure” for the globe.

Zuckerberg’s comments come at a time when many people and nations around the world are taking an increasingly inward view. U.S. President Donald Trump pledged to put “America first” in his inaugural address in January. That followed Britain’s decision last June to exit the European Union.

“Across the world there are people left behind by globalization, and movements for withdrawing from global connection,” Zuckerberg wrote, without naming specific movements.”

The question, the 32-year-old executive said, was whether “the path ahead is to connect more or reverse course,” adding that he stands for bringing people together.

He suggested Facebook play a role in five areas, all of which he referred to as “communities,” ranging from strengthening traditional institutions, to providing help during and after crises, to boosting civic engagement.

Facebook has been under pressure to more closely police hoaxes, fake news and other controversial content, although the concerns have had little impact on its finances. The company reported 2016 revenue of $27.6 billion, up 54 percent from a year earlier.

Bank’s Beer ‘tells it like it is’

Bank’s Beer sent out an alternative message this Valentine’s Day, as part of its ‘Tells it like it is’ campaign.
While sending a message to lovers…of a night at the pub, the campaign is aimed at increasing the popularity of Banks’s Amber Ale and reasserting a cultural identity for the traditional pint.

The creative combines real graffiti from independent artist Graffoflarge with the brewery’s social platforms.

YouTube videos with automatic captions now exceed 1bn

According to social platform YouTube, the number of its videos with automated captions now exceeds over 1bn, with consumers watching of this type more than 15m times per day, the platform said.

Automated captions were added on YouTube in 2009 to not just benefit consumers watching videos without sound, but to also assist those who are deaf or hard of hearing.

As a result, a big goal has been for YouTube to improve the accuracy of automatic captions, which as Product Manager Liat Kaver wrote in a blog post, is not easy for a platform of YouTube’s size – especially considering the diversity of content.

“Key to the success of this endeavor was improving our speech recognition, machine learning algorithms and expanding our training data,” Kaver wrote. “All together, those technological efforts have resulted in a 50[%] leap in accuracy for automatic captions in English, which is getting us closer and closer to human transcription error rates.”

Continuing to improve the accuracy of captions remains an important goal moving forward and YouTube wants to extend this work to its ten supported languages.

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