JSTM Guidelines - R1

LAST UPDATED: Jan 27, 2023

These guidelines cover the following: IG Feed R1, IG Reels R1, FB Feed R1 and FB Reels R1 and IG UTG.

In these projects, you will review content (post or Reel) and then label all of the relevant related topics by selecting from a group of broad topics (e.g. Sports, Food & Drink). The content will then be routed to the
appropriate topic-specific Round Two (R2) queue(s), based on their R1 topic assignment.

If you encounter a tooling bug, please follow instructions here.

1. Key Rating Concepts

1.1. How to determine if a piece of content is related to a topic

When we are determining if a topic is related to a piece of content we are reviewing, we should first consider the following questions. The answers to these questions should guide you in applying topic(s) to the
post. Captions, hashtags and the media (images/video) can provide clues to the answer.

What is the content about?

The short sentence should then provide you with a potential list of topics that can be applied to the content. However, not all of those topics are ultimately relevant as we have to consider the context of the
content. Therefore, we also need to answer this next important question:

Does the content make sense showing up in a search/feed about that topic?

Ex. This FB post/video is about a permanent memorial site being selected to commemorate the victims of the Waukesha Christmas parade tragedy. We would not label the content ‘Holidays & Celebrations’ just
because Christmas is mentioned or is related to the content. This content would not make sense showing up in a search/feed about ‘Christmas’ or ‘Holidays & Celebrations’.

Use the matrix below to help guide your topic(s) selection:

Topic is explicitly mentioned in the Content makes sense showing up in a Action

captions, hashtags or media search/feed about that topic

✅ ✅ Apply relevant topic label(s)

Ex. This IG Reel is about a bathroom

makeover and can be labeled: ‘Home &
 Garden’

❌ ✅ Apply relevant topic label(s)

Ex. This IG Reel is about an interaction

between a dad and his daughter who
uses a hearing aid and can be labeled:
‘Children & Parenting’

✅ ❌ Do not apply irrelevant topic label(s)

Ex. A: This FB post/video is about people

throwing food at a piece of art as an act
of protest. While the food item — in
this case mashed potatoes — was
mentioned in the post and shown
prominently in the video, it is not the
point of the content and would not
make sense showing up in a search/feed
about it. Therefore, doNOT apply the
‘Food & Drink’ label

Ex. B: This IG Reel is about a magician

trying to show a card trick to his wife
who is carrying a dog. While the dog is
prominently featured, it is not the point
of the content and would not make
sense showing up in a search/feed
about dogs. Therefore do NOT apply the
‘Animals & Pets’ label.

Ex. C: This IG post is about a waterfowl

that has been hunted. While the bird is
the dominant subject, the content is
about hunting and features a dead
animal so it would not make sense
showing up in a search/feed about birds.
Therefore do NOT apply the ‘Animals &
Pets’ label. [See exclusions for ‘Animals
& Pets’]
1.2. Content that applies across multiple topics

Often, content can cut across multiple topics, we should include as many relevant topics that apply using the matrix laid out above in 1.1.

Ex. A: This IG Reel is about a group of sisters reenacting a makeover scene from the movie The Princess Diaries during a wedding.

✅ Apply ‘Relationships, Friends, & Family’

✅ Apply ‘Fashion & Style’

✅ Apply ‘TV & Movies’

✅ Apply ‘Holidays & Celebrations’

Ex. B: This IG Reel is about a travel vlogger enjoying street food in Senegal.

✅ Apply ‘Food & Drink’

✅ Apply ‘Travel & Leisure Activities’

If a post links to an article, video, slideshow or other content that is long (Ex. video over 30 seconds long) and contains a wide range of topics, scan the content and consider what is specifically mentioned or
shown in the post itself and add all relevant topics that apply using the matrix in 1.1.

Ex. A: This 5-minute FB video is about Oprah Winfrey’s prime-time interview with Prince Harry and Meghan, the Duchess of Sussex.

✅ Apply ‘Politics’

✅ Apply ‘TV & Movies’

Note: Prince Harry and Meghan are members of the British royal family which falls under ‘Politics’ under our topic definitions [See inclusions for ‘Politics’]

1.3. Specific entities

If the content is about an entity (i.e. unique people/groups, places or things) AND that entity is strongly related to a topic, you should assign the topic to the content.

Ex. A: This IG post is about styling movie star Zendaya in a Valentino gown and Bulgari jewels

✅ Apply ‘TV & Movies’

✅ Apply ‘Fashion & Style’

Ex. B: This IG Reel is about a food hack involving fast food chain Chipotle’s ingredients

✅ Apply ‘Food & Drink’

Ex. C: This IG post is about the launch of a SpaceX rocket
✅ Apply ‘Science & Tech’
Ex. D: This FB post is about the K-pop group BTS visiting the White House

✅ Apply ‘Music & Audio’

✅ Apply ‘Politics’

However, not every piece of content that mentions an entity is about that entity. Refer to the matrix in 1.1 for relevancy when selecting topics.

Ex. A: This IG Reel is about a football freestyle competition sponsored by energy drink company Redbull. While the company is featured prominently and mentioned in the post, it is not
sufficient to consider this content relevant to ‘Food & Drink’ because the reel is about soccer, not energy drinks.

✅ Apply ‘Sports’

❌ Do not apply ‘Food & Drink’

Ex. C: This FB post is about Beyoncé’s new Renaissance album cover art which features a holographic horse. While a horse is featured prominently and mentioned in the post, it is not
sufficient to consider this content relevant to ‘Animals & Pets’ because the post is not about the horse.

✅ Apply ‘Music & Audio’

❌ Do not apply ‘Animals & Pets’

1.4. Author(s) of the content

When labeling content, we must not automatically apply labels based solely on the author. The following conditions must be met in order for us to apply topics associated with the author:

The content must be about the author;OR

The content features their opinions and/or thoughts on a subject

For example, Joe Biden, the 46th President of the United States, is a known politician.

Ex. A: This post by Biden congratulating the Houston Astros for winning the World Series title is not about him.

✅ Apply ‘Sports’

❌ Do not apply ‘Politics’

Ex. B: This post by Biden expressing his views on student loan debt relief is associated with him.

✅ Apply ‘Politics’

1.5. Images without captions

If an image has no accompanying captions to provide additional context, the main subject matter is determined by the ‘focus’ of the image. There are two types of focus:

Primary focus: The subject(s)* that is

Central focus: The subject(s)* that is at
the center of the image is the focus. The
person and the dog are the central focus
or main subject matters in the image
above.
dominant (or covers at least two-thirds
of the image) is the focus. The
landscape is the primary focus or main
subject matter in the image above.

* Subject(s) can refer to people, animals, objects or settings.

⚠️NOTE: If the image itself does not contain sufficient additional context for any relevant topic(s) to be selected, apply the ‘No Topic’ label. [See also Section 1.6 on selfies, wefies]

1.6. Selfies, Wefies

Apply relevant topic(s)f or selfie/photo of person or wefie/photo of group (group portrait) content if one or more of the following conditions are met:

It has accompanying captions that provide sufficient additional context for a relevant topic label to be applied

Ex. A: This selfie Reel of a person trying on wedding gowns

✅ Apply ‘Fashion & Style’

The subject(s) of the selfie or wefie are easily recognizable public figures whom we can associate a relevant topic with

Ex. A: This wefie by actor Bradley Cooper during the Academy Awards

✅ Apply ‘TV & Movies’

The imagery contains additional context such as identifiable landmarks beyond just the subject(s) for a relevant topic label to be applied

Ex. A: This selfie with the Statue of Liberty in New York

✅ Apply ‘Travel & Leisure Activities’

If none of the above conditions are met AND there is no discernable additional context or intent:

✅ Apply ‘No Topic’

1.7. Memes

Memes are photos, screenshots, videos, GIFs or other types of digital imagery that usually contain a text overlay or other digital alterations. Memes can pertain to a timely cultural moment (e.g. Rihanna’s Met
Gala dress, see Meme C) and are intended for humor and/or relatability (e.g. This IG Reel about napping)

In most cases, a creator’s original contribution to most memes is the text, not the image. For memes, the creator makes edits or textual additions that add a new meaning or context to the original content. For
template memes (see Meme A), the image remains the same while the text (and context/meaning) changes with each new version. This can take on a couple of different forms:

The text may be related to the image directly, particularly in early iterations of a meme, but this is not always the case and becomes less so as the meme evolves;

The text deliberately subverts the original context of the image or uses it as a juxtaposition for the purpose of humor, to highlight absurdity, etc;

The text is completely divorced from its original context and leans in on being relatable

In some cases — most often in video — a creator’s original contribution to the meme is the imagery/video. In this instance, the text or audio serves as the template or remains the same, while the imagery/video
changes with each new version

E.g. These two Reels use the same audio/text about napping with different imagery

IG Reel A (child) vs. IG Reel B (cat)

When applying subtopic(s) to memes, base your selection on the content and context of the post. A meme is highly likely to be relevant on a subtopic based on its text and less likely based on its image but in
some cases, selecting subtopic labels for both the image and text may be relevant.

It is important to note that not all content that is funny and/or relatable and includes a text overlay is a meme. This applies especially in the case of Reels where text overlays are often used just as a tool to display
captions and/or descriptions.

Ex. A: This IG Reel shows a funny and relatable scenario while staying at a hotel and has a text overlay, but it is not a meme. The text does not add a new meaning to the content and is purely
describing the situation.

❌ Do not apply ‘Internet memes’

✅ Apply ‘Comedy (performing arts)’

Ex. B: This IG Reel is a funny video about pronunciation with a text overlay but it is not a meme. The text is just displaying the captions of the voiceover/audio

❌ Do not apply ‘Internet memes’

✅ Apply ‘Comedy (performing arts)’

Ex. C: This IG Reel is a funny and relatable video about cooking with a text overlay and is a meme as the text applies new meaning and context to a relatable everyday action.
✅ Apply ‘Internet memes’

⚠️NOTE: ‘Internet Memes’ falls under the ‘Books & Literature’ topic. Therefore, apply ‘Internet memes’ or ‘Memes (idea, fad)’ for all memes AND the subtopic that the meme is about. See below examples for
guidance.

Meme A What is the meme about Are the topic(s) associated with the Action
original meme image relevant to what
the meme is about

Meme origin: Quote by actor Sean Bean ✅ ✅ Apply ‘Books & Literature’
from the same scene in the movie The
Lord of the Rings: The Fellowship of the ✅ Apply ‘TV & Movies’
Ring

Original image topic(s): TV & Movies

An iteration that has deviated from its ✅ ✅ Apply ‘Books & Literature’
original text structure but is still related
to the actor. This one is about making ✅ Apply ‘TV & Movies’
memes involving Sean Bean

An iteration with some minor changes to ❌ ✅ Apply ‘Books & Literature’

the text. This is about going to the fast
food restaurant McDonald’s. ✅ Apply ‘Food & Drink’

❌ Do not apply ‘TV & Movies’

 An iteration about topping pizzas with ❌ ✅ Apply ‘Books & Literature’
pineapples that is not conceptually
connected to the original content ✅ Apply ‘Food & Drink’

❌ Do not apply ‘TV & Movies’

An iteration that no longer features any ❌ ✅ Apply ‘Books & Literature’

part of the original text and uses the
imagery to show one’s financial ✅ Apply ‘Business, Finance,

investment in NFTs (non-fungible Economics’

tokens)
✅ Apply ‘Science & Tech’

❌ Do not apply ‘TV & Movies’

Some memes may be purely comedic in nature with no additional relevant topics that can be applied other than ‘Books & Literature’ itself (See Meme B). ‘Books & Literature’ is applied here because memes as a
concept falls under this topic.

Meme B What is the meme about Are the topic(s) associated with the Action
original meme image relevant to what
the meme is about

An iteration of animated sitcom ❌ ✅ Apply ‘Books & Literature’

character Lisa Simpson’s presentation
meme, this version involves a pun/joke
that is not conceptually connected to
the original content

Original image topic(s): TV & Movies

Sometimes, memes may not include text and the original imagery is digitally altered for the purpose of humor (i.e. comedic comparisons), to highlight absurdity or add relatability (See Meme C). In such
instances, the topic(s) associated with the original meme image is often still highly relevant to the content and context of the meme so those topics should be applied.

Meme C What is the meme about Are the topic(s) associated with the Action
original meme image relevant to what
the meme is about

An iteration of singer Rihanna’s yellow ✅ ✅ Apply ‘Books & Literature’

Met Gala dress meme where a pizza is
overlaid on top of the train of her ✅ Apply ‘Music & Audio’
couture gown
✅ Apply ‘Fashion & Style’
Original image topic(s): ‘Music & Audio’
+ ‘Fashion & Style’ ✅ Apply ‘Food & Drink’

An iteration of singer Rihanna’s yellow ✅ ✅ Apply ‘Books & Literature’

Met Gala dress meme where characters
from the film The Wizard of Oz are ✅ Apply ‘Music & Audio’
added, drawing comparisons between
the haute couture gown and the movie’s ✅ Apply ‘Fashion & Style’
yellow brick road
✅ Apply ‘TV & Movies’

2. Rejection Protocol
If you encounter an issue that prevents you from evaluating the content, use the appropriate ‘Reject’ button, according to the conditions below.

2.1. Foreign language content

Written foreign language

General guidance is to rate content if you are able to understand the post. Use Google Translate to translate foreign language that appears in the caption of a post or Reel.
 If the translation is proper AND you can confidently determine topic labels from the translation

✅ Action: Apply labels as per normal

If the translation is poor OR you are unable to confidently determine topic labels from the translation

✅ Action: Reject: Incorrect Language

Spoken foreign language

Review the caption AND the video. Use Google Translate to translate the foreign language that appears in the caption if necessary

If the full intent of the content is understood despite the spoken foreign language

✅ Action: Apply labels as per normal

If you are not able to clearly understand the intent of the content

✅ Action: Reject: Incorrect Language

Foreign language music

Music is considered an international language, and can be rated normally, even when it is in a foreign language and is being sung or lip-synced by the person in the video.

✅ Action: Apply labels as per normal

2.2. Content fails to load

✅ Action: Reject: Post Not Loaded

‼️Alert your manager if this is affecting more than 5% of your workflow

2.3. Sensitive content

We should apply ‘Reject: Sensitive Content’ if the content (imagery, text):

Violates or potentially violates Facebook's Community Standards or Instagram's Community Guidelines; and/or

Contains or potentially contains any of the following harmful categories:

Acts of Terrorism

Adult Sexual Content and/or Nudity

Sexual intercourse, genitals, close-ups of fully nude buttocks, female nipples (except in the context of breastfeeding, giving birth, acts of protests, and health-related situations)
 Nudity in sculptures and paintings is not violating

Bullying and Harassment

Child Exploitive Imagery (CEI)

Imagery (images, videos) depicting the sexual exploitation of a child

Credible Threats, Violence or Calls to Violence

Hate Speech

Human Trafficking

Includes the recruiting, transporting, or harboring of people by means of threat, coercion, or fraud for the purpose of exploitation. That exploitation can come in many different forms,
including sexual exploitation, forced slavery, slavery, servitude, or the removal of organs

Non-Consensual Intimate Images or Revenge Porn

Non-Consensual Sexual Touching, Rape or Sexual Assault

Prostitution Involving Minors Only

Self Injury and Suicidal Content

Sex Offender

Sextortion

‼️If the content contains or potentially contains any of the harmful categories above, alert your manager immediately. [See Escalation Protocol section]

3. Escalation Protocol
See something, say something.

If you think you are reviewing a piece of content that violates or potentially violates Facebook's Community Standards or Instagram's Community Guidelines and/or the content contains or potentially contains any
of the harmful categories in Section 2.3:

1. Escalate the Job ID to your manager immediately;

2. Manager uses the CO Contact Form to route the Job ID into CO Safety queues
🚨 CAUTION

Always use the Task and/or Job ID for

issue identification. You must never
capture, duplicate, or transmit any
content you believe might involve the
sexual exploitation of a child. This
includes but is not limited to:

Taking a screenshot of a bug or

widget in an internal tool displaying
CEI

Saving CEI to your laptop or mobile

device to attach to a task or email

Forwarding an email with an

attachment of CEI

Forwarding or sharing CEI content on

Workchat, Messenger, Instagram, or
WhatsApp