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JSTM GUIDELINES

Subtopics Labeling (Round 2)

These guidelines cover the following: IG Feed R2, IG Reels R2, FB Feed R2 and FB Reels
R2 and IG UTG. In these projects, you will review content (post or Reel) and then label all

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of the relevant subtopics. There are multiple sub-topic queues for each high-level topic
from R1.
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1. Key Rating Concepts

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

When we are determining if a topic is related to a piece of content we are reviewing, we

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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?
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The short sentence should then provide you with a potential list of topics that could 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/subtopic?

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 subtopic(s) selection:

Topic is explicitly mentioned in Content makes sense showing up Action

the captions, hashtags or media in a search/feed about that topic

Apply relevant subtopic label(s)

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✅ ✅ Ex. A: This IG Reel is about a bathroom makeover and

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can be labeled: ‘Home Renovation & Construction’ +
‘Interior Design’

Apply relevant subtopic label(s)

❌ ✅ Ex. B: This IG Reel is about an interaction between a

dad and his daughter who uses a hearing aid and can be
labeled: ‘Special Needs Parenting’

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✅ ❌
Do not apply irrelevant subtopic label(s)

Ex. A: 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
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search/feed about dogs. Therefore do NOT apply the
‘Dogs’ subtopic label.

Ex. B: 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
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it would not make sense showing up in a search/feed

about birds. Therefore do NOT apply the ‘Birds’ label.
[See exclusions for ‘Animals & Pets’]
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1.2. Granularity and content that applies across multiple topics

 Often, content can cut across multiple topics, we should include as many relevant
subtopics 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

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the movie The Princess Diaries during a wedding. These subtopics can be applied:
✅ ‘Siblings’

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✅ ‘Beauty & Fashion Makeovers’
✅ ‘The Princess Diaries (2001 film)’
✅ ‘Engagements & Weddings’
● Ex. B: This IG Reel is about a travel vlogger enjoying street food in Senegal. These

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✅ ‘Street Food’
✅ ‘Travel & Tourism in Africa’
✅ ‘West Africa Travel & Tourism’
Generally, we should strive to be as thorough as possible and select all subtopics that
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meet the relevance criteria. However, there may be cases where the content only relates
primarily to a broader subtopic and it is not necessary to include all the more granular
subtopics. Consider the differences in the scenarios below:
● Ex. A: This IG post shows a photo of an assortment of sweet Thanksgiving pies.
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The post is not about the individual flavors of pie but just baking sweet pies in
general so only the broader subtopic should be applied:
✅ Apply ‘Sweet Pies’
❌ Do not apply pie flavors (ex. ‘Apple Pie’, ‘Pecan Pie’ etc)
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● Ex. B: This FB post is about baking the best sweet pies for Thanksgiving in three
specific flavors so the more granular subtopics need to be applied:
✅ Apply ‘Sweet Pies’
✅ Apply ‘Apple Pie’
✅ Apply ‘Pecan Pie’
✅ Apply ‘Pumpkin Pie’
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 subtopics, consider what is specifically
mentioned or shown in the post itself and add all relevant subtopics that apply using the
matrix in 1.1.
 ● Ex. A: This is a 3.5-minute FB video tutorial about styling hair. Click at 5 places
throughout the video and if:
○ All 5 instances refer to styling a bob
✅ Apply ‘Bob (hair style)’

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○

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The 5 instances refer to styling different kinds of hairstyles BUT
■ Do not specifically focus on any particular hairstyle in the post or
captions and
■ The sharecard image shows a compilation of different hairstyles
✅ Apply ‘Hairstyles & Trends’
❌ Do not apply each individual hair style

44 ne ○ The 5 instances refer to styling different kinds of hairstyles BUT

■ The caption mentions “4 ways to style a bob and other hairstyles”
and
■ The sharecard image shows a person styling a bob
✅ Apply ‘Bob (hair style)’
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1.2.1 Content involving multiple known individuals

For content involving multiple known and easily identifiable individuals, apply labels for
all of them if they are relevant AND are the focus. [See also Section 1.6 on selfies and
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wefies]
● Ex. A: This IG post is a group photo of famous basketball/NBA players: LeBron
James, Carmelo Anthony, Chris Paul and Dwyane Wade. These subtopics can be
applied:
✅ Apply ‘Basketball’
✅ Apply ‘National Basketball Association (NBA)’
Co

✅ Apply ‘LeBron James’

✅ Apply ‘Carmelo Anthony’
✅ Apply ‘Chris Paul’
✅ Apply ‘Dwyane Wade’
⚠️ NOTE: If you not know all the names of the players but can identify that it is
relevant to basketball, apply a higher level subtopic such as ‘Popular NBA Players’
and/or ‘Popular Basketball Players’
 ● Ex. B: This FB video shows a basketball match between the Boston Celtics and
Detroit Pistons but the focus is on player Jaylen Brown scoring a three-pointer.
These subtopics can be applied:
✅ Apply ‘Basketball’
✅ Apply ‘National Basketball Association (NBA)’

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✅ Apply ‘Boston Celtics’

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✅ Apply ‘Detroit Pistons’
✅ Apply ‘Jaylen Brown’
❌ Do not apply names of other players in the match as they are not the
focus even if they are known or easily identifiable

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●

e Ex. C: This FB video is mainly about Golden State Warriors player Ryan Rollins
making his first career bucket during a match against the New Orleans Pelicans.
However, Rollins does not currently exist in the Taxonomy (as of Nov 2022). Take
the following actions:
✅ Apply ‘Basketball’
✅ Apply ‘National Basketball Association (NBA)’
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✅ Apply ‘Golden State Warriors’
✅ Apply ‘New Orleans Pelicans’
✅ Suggest ‘Ryan Rollins’ as a potential subtopic in the free-form textbox
✅ Apply higher level labels such as ‘Popular Basketball Players’ or
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‘Popular NBA players’ since the sport is identifiable

❌ Do not apply names of other players in the match as they are not the
focus even if they are known or easily identifiable
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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 and subtopic, you should assign them to the content.
● Ex. A: This IG post/video is about movie star Zendaya gracing the cover of Vogue
Italia.
✅ Apply ‘TV & Movies’
✅ Apply ‘TV & Movies Celebrities’
✅ Apply ‘Zendaya (US actor, music artist)’
✅ Apply ‘Books & Literature’
 ✅ Apply ‘Magazines’
✅ Apply ‘Vogue’
● Ex. B: This IG Reel is about a food hack involving fast food chain Chipotle’s

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ingredients
✅ Apply ‘Food & Drink’

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✅ Apply ‘Fast Food’
✅ Apply ‘Chipotle (Restaurant)’
● Ex. C: This FB post is about the K-pop group BTS meeting with President Joe
Biden at the White House
✅ Apply ‘Music & Audio’
44 ne ✅ Apply ‘K-pop Music Artists’
✅ Apply ‘BTS (KR music group)’
✅ Apply ‘Politics’
✅ Apply ‘Joe Biden (US president)’
✅ Apply ‘The White House’
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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 and subtopics.

● Ex. A: This IG Reel is about a freestyle soccer competition sponsored by energy

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drink company Redbull. While the company is featured prominently and

mentioned in the captions, it is not sufficient to consider this content relevant to
‘Food & Drink’
✅ Apply ‘Sports’
✅ Apply ‘Freestyle Soccer’
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❌ Do not apply ‘Food & Drink’

❌ Do not apply ‘Sports & Energy Drinks’
● Ex. B: 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 captions, it is not sufficient to consider this content relevant to ‘Animals &
Pets’
✅ Apply ‘Music & Audio’
✅ Apply ‘R&B Music’
✅ Apply ‘Beyoncé (US music artist)’
 ✅ Apply ‘Renaissance (Beyoncé album)’
❌ Do not apply ‘Animals & Pets’
❌ Do not apply ‘Horses’

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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

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●

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

For example, Adele is a well-known English singer and songwriter

● A post by Adele congratulating the England women’s national football team on
winning the UEFA Women’s Euro Championship is not about her:
✅ Apply ‘Sports’
✅ Apply ‘Football (Association Rules, Soccer)’
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✅ Apply ‘UEFA Women's Championship’
❌ Do not apply ‘Music & Audio’
❌ Do not apply ‘Adele (GB Music Artist’)
nf

● A post by Adele expressing her thoughts about her Las Vegas tour being
delayed relates to her:
✅ Apply ‘Music & Audio’
✅ Apply ‘Western Pop Music’
✅ Apply ‘Adele (GB music artist)’
Co

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

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

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

1.6. Selfies, Wefies

Apply relevant subtopic(s) for selfie or wefie (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 subtopic label to be applied
○ Ex. A: This selfie Reel of a person trying on wedding gowns
✅ Apply ‘Bridal Fashion’

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✅ Apply ‘Wedding Dresses’

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● The subject(s) of the selfie or wefie are easily recognizable public figures whom
we can associate a relevant subtopic with
○ Ex. A: This wefie by actor Bradley Cooper during the Academy Awards
✅ Apply ‘Academy Awards (Oscars)’
✅ Apply ‘TV & Movies Celebrities’
44 ne ✅ Apply ‘Bradley Cooper’
✅ Apply ‘Ellen DeGeneres (US actor, TV host)’
✅ Apply other celebrities who are present
⚠️ NOTE: If you not know the names of the celebrities, apply a higher level
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subtopic such as ‘TV & Movies Celebrities’. If you know the name of the celebrity
but the individual does not currently exist in the Taxonomy, suggest the celebrity’s
name as a potential subtopic in the free-form textbox

● The imagery contains additional context such as identifiable landmarks beyond

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just the subject(s) for a relevant subtopic label to be applied

○ Ex. A: This selfie with the Statue of Liberty in New York
✅ Apply ‘United States Travel & Tourism’
✅ Apply ‘New York City Travel & Tourism’
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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 edit that can pertain to a timely cultural
moment and are intended for humor and/or relatability. Memes are highly contextual and
a reaction to a community/shared experience.
 In most cases, a creator’s original contribution to most memes is the text, not the image.
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;

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● 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;

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

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.

⚠️ NOTE: ‘Internet Memes’ falls under the ‘Books & Literature’ topic. Therefore, apply

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‘Internet memes’ or ‘Memes (idea, fad)’ for all memes AND the subtopic that the meme
is about. See below examples for guidance.

Are the topic(s) associated with

Meme A
e What is the meme about

Meme origin: Quote by actor

the original meme image
relevant to what the meme is
about
Action
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Sean Bean from the same scene
in the movie The Lord of the
Rings: The Fellowship of the ✅ Apply ‘The Lord of the Rings: The
Ring
✅ Fellowship of the Ring (2001 film)’
✅ Apply ‘Memes (idea, fads)’ or
Original image subtopic(s): The ‘Internet Memes’
Lord of the Rings: The
nf

Fellowship of the Ring (2001

film)
Co
 ✅ Apply ‘The Lord of the Rings: The
Fellowship of the Ring (2001 film)’
An iteration that has deviated
✅ Apply ‘TV & Movies Celebrities’
✅ ✅ Apply ‘Memes (idea, fads)’ or
from its original text structure
but is still related to the actor.
This one is about making ‘Internet Memes’
memes involving Sean Bean ✅ Suggest ‘Sean Bean (UK actor)’ as

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a potential subtopic

✅ Apply ‘Memes (idea, fads)’ or

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‘Internet Memes’
✅ Apply ‘McDonald's’
An iteration with some minor
changes to the text. This is ❌
about going to the fast food
restaurant McDonald’s.
❌ Do not apply ‘The Lord of the
Rings: The Fellowship of the Ring
(2001 film)’

✅ Apply ‘Memes (idea, fads)’ or

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pizzas with pineapples that is
not conceptually connected to
the original content
❌
‘Internet Memes’
✅ Apply ‘Pineapple (fruit)’
✅ Apply ‘Pizza’
❌ Do not apply ‘The Lord of the
Rings: The Fellowship of the Ring
(2001 film)’

✅ Apply ‘Memes (idea, fads)’ or

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‘Internet Memes’
✅ Apply ‘Investing & Trading’
An iteration that no longer
features any part of the original
text and uses the imagery to ❌ ✅ Apply ‘Non-Fungible Token [NFT]’
show one’s financial investment
in NFTs (non-fungible tokens)
❌ Do not apply ‘The Lord of the
Rings: The Fellowship of the Ring
(2001 film)’
nf

Some memes may be purely comedic in nature with no additional relevant subtopics that
can be applied other than ‘Memes (idea, fads)’ or ‘Internet Memes’. (See Meme B).
Co
 Are the topic(s) associated with
the original meme image
Meme B What is the meme about Action
relevant to what the meme is
about

An iteration of animated sitcom

character Lisa Simpson’s

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presentation meme, this version
involves a pun/joke that is not
❌ ✅ Apply ‘Memes (idea, fads)’ or

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conceptually connected to the
‘Internet Memes’
original content

Original image topic(s): TV &

Movies

Sometimes, memes may not include text and the original imagery is digitally altered for

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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
e What is the meme about
Are the topic(s) associated with
the original meme image
relevant to what the meme is
about
Action
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An iteration of singer Rihanna’s ✅ Apply ‘Memes (idea, fads)’ or
yellow Met Gala dress meme ‘Internet Memes’
where a pizza is overlaid on top
of the train of her couture gown
✅ Apply ‘Rihanna (BB actor, music
✅
artist)’
✅ Apply ‘Evening Dresses (product)’
✅ Apply ‘Gowns (product)’
Original image subtopic(s):
nf

‘Rihanna (BB actor, music

artist)’ + ‘Evening Dresses ✅ Apply ‘Met Gala (event)’
(product)’ + ‘Gowns (product)’
+ ‘Met Gala (event)’
✅ Apply ‘Pizza’
Co
 ✅ Apply ‘Memes (idea, fads)’ or
‘Internet Memes’
An iteration of singer Rihanna’s
yellow Met Gala dress meme
✅ Apply ‘Rihanna (BB actor, music
artist)’
where characters from the film
✅ ✅ Apply ‘Evening Dresses (product)’
✅ Apply ‘Gowns (product)’
The Wizard of Oz are added,
drawing comparisons between
✅ Apply ‘Met Gala (event)’

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the haute couture gown and the
movie’s yellow brick road
✅ Apply ‘The Wizard of Oz (1939

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film)’

1.8. Audio effects

Audio effects such as music may be present as a part of a video or Reel. Apply relevant
subtopic labels related to the audio if it is central and relevant to the content.

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Audio is central and relevant to the content

Content ONLY works with this

particular piece of audio
Movements are timed or
choreographed to match the
audio or vice versa
Action

Apply relevant subtopic label(s)

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Ex. A: This IG Reel shows two brothers lip-syncing into
a comb featuring the pop band Jonas Brothers’ hit
song Burnin’ Up. Apply ‘Jonas Brothers (US music
group)’

✅ ✅
nf

Ex. B: This IG Reel shows a pony skipping in the snow

and the beats of American rapper Dr. Dre’s What’s The
Difference follows its skips. Apply ‘Dr. Dre (US actor,
music artist, producer)’
Co
 Ex. C: This IG Reel shows a trio dancing to singer
Michael Bublé’s Sway and their dance moves are
choreographed to coincide with the music. Apply
‘Michael Bublé (CA actor, music artist, producer)’

Apply relevant subtopic label(s)

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Ex. A: This IG Reel is a meme centering around Mariah
✅ ❌ Carey’s iconic Christmas song All I Want For Christmas
Is You and the singer’s tradition announcing the arrival
of the holiday season. Apply ‘All I Want for Christmas Is
You (1994 song)’ and ‘Mariah Carey (US music artist,
producer)’

Do not apply subtopic label(s)

❌
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Ex. A: This IG Reel shows sweeping landscape views of
a Swiss river and the music by British electronic duo
Disclosure is roughly timed to the twists and turns of
the drone camera movements. However, another piece
of music could potentially be used here too. Do NOT
apply ‘Disclosure (GB music group)’
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Do not apply subtopic label(s)

❌ ❌
Ex. A: This IG Reel highlights climate activist Xiye
Bastida’s work while featuring Mexican singer Sofia
Reyes’ popular song Mujer in the background. In this
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instance, another song can easily replace this one and

the content would still work without it. Do NOT apply
‘Sofia Reyes (MX actor, music artist)’

1.9. Content with no subtopics

Co

There might be instances where a piece of content is appearing in the correct R2 queue
but it has no relevant subtopics that can be applied:
 ● Ex. This IG post about color palettes would fall under ‘Visual Arts, Architecture &
Crafts’ but it has no relevant subtopics

✅ Apply the high-level topic ‘Visual Arts, Architecture & Crafts’

✅ Suggest ‘Color Palettes’ as a potential subtopic in the free-form textbox

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[See Section XX in Labeling Instructions]
❌ Do not apply ‘No Topic’

2. Rejection Protocol

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

●
e
2.1. Foreign language content

Written foreign language

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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
nf

✅
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
Co

● 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

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2.2. Content fails to load

✅ Action: Reject: Post Not Loaded

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

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2.3. Sensitive content

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

●

●
e 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:
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○ 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
nf

protests, and health-related situations)

■ Nudity in sculptures and paintings is not violating
○ Bullying and Harassment
○ Child Exploitive Imagery (CEI)
Co

■ 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

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○ Sex Offender

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○ Sextortion

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

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2.4. Content in wrong R2 queue

In the event that a piece of content you are reviewing appears to be in the wrong R2
queue:
●
e For example, if this IG Reel about how to make an egg and cheese bagel sandwich
is incorrectly placed in a ‘Crime & Tragedy’ R2 queue:
✅ Select all the correct and relevant ‘Food & Drink’ subtopics that apply to
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the content (i.e. ‘Bagels’, ‘Egg Sandwiches’ etc) despite it being in the
‘Crime & Tragedy’ queue [See Section 4 in Labeling Instructions]
❌ Do not apply ‘Reject: Incorrect queue’
nf

● You should ONLY apply ‘Reject: Incorrect queue’ if you are absolutely confident
no relevant subtopics can be applied
Co

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

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child. This includes but is not limited to:

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● 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

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Appendix
e
Labeling Instructions
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Definitions
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Co