META

Final Communication Plan

Team 1
 Table of Contents
META, Inc.

Executive Summary…………………………………………………………3
Situation……………………………………….………………………….3
Background……………………………..………………………………...3
Analysis…………………………………………………………………...3
Recommendation & Response……………………………………………3

Communication Plan……………………………………………………...4-12
Situation……………………………………….………………………...4-5
Background……………………………..……………………………...….5
Analysis………………………………………………………………....5-7
Recommendations……………………………………………………..7-10
Response Plan………………………………….…………….………10-12

References………………………………………………………………13-15

Appendix…………..……………………………………………………16-18
Executive Summary
META, Inc.
Situation
Meta Platforms, Inc., formerly named Facebook, Inc., is an American multinational technology
conglomerate based in Menlo Park known for owning and operating Facebook, Instagram, Meta Quest,
and WhatsApp. This executive summary presents Meta’s goal of being an innovative and responsible
company that builds communities and connects the world. Meta faces criticism over youth safety on its
platforms, with low adoption of parental controls demonstrating a gap of communication between Meta
and families that is contributing to distrust and negative outcomes in youth. We suggest that by
streamlining parental controls and investing in educating stakeholders on their use, Meta can combat
unintended narratives by building trust in stakeholders and increasing the use of their safety tools.

Background
In shaping our communication strategy, our study of Meta's historical data and user interaction trends has
revealed key points of concern and areas for intervention:
● Only 10% of teen users had enabled parental supervision settings by the end of 2022.
● Surveys show that 70% of parents attempt to regulate their children's social media usage, yet are
unable to navigate parental control features.

Analysis
Meta has faced legal woes in multiple countries as a result of the negative impact that social media, with
their suite of apps being the primary platforms, has had on youth, with more than 350 lawsuits in 2023
alone from impacted families. The Federal Trade Commission has accused Meta of misleading parents
about protections for children. These developments are not aligned with Meta’s mission: To “bring the
world closer together.”

Recommendation & Response

We propose a multi-step process to clearly outline parental restrictions while also restoring public
confidence in Meta’s protection of younger audiences. This will be communicated through a proper
introduction to parental controls that outlines exact settings for adolescents in addition to an ad campaign
with popular influencers about safe social media use and navigating controls. This section will summarize
the needed cost structure to provide the required actions illustrated through these recommendations:
● Employ a division of Meta’s web design section to update a parental policy section for Meta and
each subordinate app.
● Generate a form through the family center of Instagram to take parental input and monitor
positive developments.
● Host marketing and directive teams to develop an influencer campaign to communicate app
changes to stakeholders and promote safe social media use.
Understanding how parents adapt to an updated communication plan will pay large dividends in overall
parental happiness and continuation of adolescent use through Meta’s platforms. These small innovations
seek to counter Meta’s complex parental restrictions while simultaneously bolstering positive social
media use.
Communication Plan
META, Inc.

Situation
Meta Platforms, Inc., formerly known as Facebook, Inc., holds a significant presence in the technology
sector. Headquartered in Menlo Park, California, Meta Platforms has established itself as a multinational
technology conglomerate. Meta possesses a diverse portfolio of products and services, with its flagship
social media platform, Facebook (2008), retaining billions of users of diverse ages and nationalities. Over
time, Meta Platforms has acquired the video and photo-sharing network Instagram (2012) and the
messaging application WhatsApp (2014), providing numerous platforms for users to engage with others
online. In addition to social networking platforms, Meta Platforms has recently expanded into the realms
of virtual and augmented reality. Leveraging AI to enhance its users' social network experiences, Meta has
developed wearable technology and has claimed a seat at the forefront of artificial intelligence research.

Recently, Meta’s commitment to youth safety has been called into question, with young stakeholders
reportedly navigating mental health and safety issues on Meta’s Platforms. Correspondingly, their parents,
families, and the government officials that they elect have cast scrutiny on Meta’s efforts to combat these
negative impacts through strategically designed parental controls within Meta’s user interface– most of
which are not fully utilized by families. While Meta maintains growth in terms of their share value,
underutilized parental controls stand as a key barrier in the relationship between Meta, its young users,
and families– a relationship that is important to maintain to prevent negative externalities such as legal
action, youth mental health crises, and decreased trust and authority. BCOM+ firmly believes that a
communication plan centered on building an understanding of parental controls and their importance to
family and youth would be of great benefit to Meta, bolstering its position in the technology industry by
building trust and a sense of comradery with families.

Background
Meta Platforms Inc., evolving from its beginnings as Facebook Inc., commands a significant presence in
the technology landscape, with shares skyrocketing in 2023 and a projected 2024 market cap over $1.2
trillion (Yahoo Finance, 2024). During its rebranding from Facebook to Meta, Meta experienced a historic
value plunge in October 2021. The stock lost “nearly a quarter of its market value,” which was “nearly
$85 billion of the Menlo Park, Calif., company’s market value” (WSJ, 2022). Despite this, Meta has fully
recovered from the rebrand, with its stock currently valued 60% higher than its pre-crash value and
485.56% higher than its low following the crash in October 2021 (Yahoo Finance, 2024). While Meta
produces some physical virtual and augmented reality products, its family of apps accounts for 98.5% of
its total revenue (Statista, 2024). At the heart of its success is the relentless innovation aimed at
connecting people in an increasingly digital world. However, this rapid evolution hasn't come without its
challenges.

As Meta delves deeper into integrating technology with daily life, it grapples with the implications its
platforms have on the mental health and safety of its users, particularly youth. Facebook, Meta’s flagship
platform, currently boasts 3.03 billion in active monthly users with an estimated 4.6% under the age of 18.
Instagram has a reported 2 billion monthly active users with an estimated 8% under the age of 18
(Khoros, 2024). Meta restricts individuals under the age of 13 from using their platforms, however, there
is evidence that some accounts have slipped through their radar, with Meta receiving “1.1 million reports
of under-13 users on Instagram between 2019 and the first half of 2023,” according to a complaint from
33 states that sued Meta over their management of young platform-users (Brodkin, 2023).

Despite accounting for only a portion of app users, Meta devotes a significant amount of attention to their
young users and the stakeholder groups of youth and families, providing a plethora of controls aimed at
giving parents the option to control how their children interact with the app (See Images 1-3 in appendix).
Initiatives have been put in place, such as the Family Center on Instagram, aimed at providing better
oversight for parents. However, despite such measures, a divide remains between the company's intent
and the user experience, as exemplified by the fact that less than 10% of teen users had enabled parental
supervision settings by the end of 2022 (Nix, 2024). This gap suggests that while Meta's platforms like
Facebook, Instagram, and the emerging MetaQuest VR environment continue to attract millions of young
users, the mechanisms to safeguard them remain underutilized.

Gaps in parents’ expectations for Meta have led to over 350 legal actions in the year 2023 alone, pointing
to a crisis of confidence among its users. Meta's commitment to safety and community is underscored by
the existence of these tools, yet the efficacy and adoption rates point towards a pressing need for
simplification and heightened awareness among stakeholders about the protective measures available. By
investing in building awareness of these tools, Meta could bridge this gap in communication restore trust
with guardians, and ensure that the tools that they have already developed are successful in promoting a
positive user experience for youth.

Analysis
Intended Narratives
One intended narrative that Meta seeks to employ is that they aim to build strong external relationships
with a diverse group of stakeholders. According to a January 2023 statement on Meta’s Transparency
Center, “Integrating stakeholder feedback into the policymaking process is a core part of how Meta
works,” noting that they seek out a diverse range of organizations ranging from activists to experts in
“digital and civil rights, anti-discrimination laws, free speech principles, and other basic human rights”
(Meta, 2023). This verbal commitment to hearing a range of perspectives when forming app policy
illustrates that Meta wants users and stakeholders to feel heard, valued, and integral to the development
and implementation of their policies. The endeavor reflects an effort to create an inclusive platform by
acknowledging and addressing the needs and concerns of users. By actively seeking and considering such
diverse input, Meta demonstrates a proactive approach to enhancing user experience.

Additionally, Meta employs the narrative that they protect young users in a variety of tangible ways.
According to a Meta press release discussing CEO Mark Zuckerberg’s statement to the U.S. Senate
Judiciary Committee, Meta and the Center for Open Science, a 501(c)3 non-profit research organization,
began a pilot program in January 2024 to share data. This initiative, which utilizes third-party
industry-academia partnerships, aims to study user well-being and child safety. Furthermore, the report
reveals that the company has an estimated 40,000 people working on safety and security in the app. This
effort is supported by an investment of over $20 billion in user well-being, with “around $5 billion in
[2023] alone” (Meta, 2024) Meta’s commitment to safety extends beyond its apps, as it collaborates with
the National Center for Missing and Exploited Children and shares information and tools with other
companies and law enforcement, including state attorney generals, to help root out predators (Ortutay,
2024). This narrative underscores Meta's strategic focus on fostering a secure digital environment for its
younger users by actively engaging in partnerships and investing significant resources in safety measures.

Unintended Narratives
Despite Meta’s efforts to foster safe experiences for youth online, Meta’s social networking platforms,
including Instagram and Facebook, have been associated with various detrimental impacts on adolescent
users. The primary concern and unintended narrative is the negative impact that the company’s platforms
can have on the mental health of youth. According to a study done by the University of South Florida’s
Department of Psychology, the results showed significant correlations between time/frequency exposed to
social networking sites and depression (Dyer, 2023). Results indicate that prolonged usage of these
platforms has contributed to increased feelings of loneliness, anxiety, and social comparison in younger
users. This is because constant exposure to curated and often unrealistic content can lead to a heightened
sense of inadequacy and low self-esteem. These emotions can later develop into major long-lasting
problems such as body image issues and eating disorders. Meta attempted to address these concerns in
March 2022 when they responded to parents’ concerns by establishing a family center that allows
“parents to view how much time their teens spend on Instagram,” along with a range of other
parent-implemented features that nudge youth when scrolling for a set amount of time (Nix, 2024).
However, because Meta’s parental controls are underutilized, the impact of these tools is likely not to the
caliber that they could be, which could contribute to negative outcomes and parental dissatisfaction.

Parents are outraged over some youth’s negative experiences on the app, and the federal government
echoes their opinion: According to Reuters, the Federal Trade Commission is trying to tighten an existing
privacy settlement relating to Meta. When Meta tried to appeal the FTC reopening the probe 4 years after
paying a $5 billion fine and agreeing to safeguards to youth on a previous settlement, a court ruled that
“Meta cannot delay the U.S. Federal Trade Commission from reopening a probe into alleged privacy
failures,” accusing the company of “misleading parents about protections for children” (Scarcella &
Shepardson, 2024). In addition to further strain in relationships with stakeholders, Meta partnerships and
share value have suffered from past FTC probes, with brands like Pep Boys and Sonos removing ads, and
notable figures such as Elon Musk threatening to delete his companies’ accounts including SpaceX and
Tesla on Meta’s platforms (Snicer & Guynn, 2018). Immediate action to ensure that allegations of
misleading parents are addressed is needed to reinforce Meta’s intended narratives.

BCOM+ acknowledges that Meta has worked to address these unintended narratives, however, we feel
that without a revitalized communication plan, Meta may be missing an opportunity to repair relationships
with impacted families, which could bear significant costs on the company in the future. Meta maintains
that they have developed more than 30 “tools, features, and resources to support teens and their parents,”
however, developments in the media and the justice system imply that Meta’s current efforts are not
substantial to stakeholders. Just on March 22 of this year, a group of parents, teens, and officials known as
Mothers Against Media Addiction (MAMA) held a rally outside of a Meta office location demanding
that the State of New York pass new data privacy laws geared towards youth, and calling on tech
companies to “put kids’ safety before profits,” (Cranmore, 2024) illustrating that our target stakeholder
group is still unsatisfied with Meta’s efforts to protect youth on its platforms. Bridging the gap in
communication between Meta and Parents to protect youth is essential to maintain Meta’s intended
narrative of promoting youth safety and responding to stakeholder feedback.

Our Solution
Meta must adopt a clear, streamlined approach to youth safety, aligning its efforts with stakeholder
expectations and reinforcing its commitment to protecting families. Our forthcoming recommendations
will help Meta address unintended narratives, demonstrating its investment in safety and rebuilding trust
among users by promoting the use of its parental control tools and increasing their adoption rate.

Recommendations
Recommendation One: Streamlined Parental Control Sections
To gain larger outright support for your company and subordinate companies, configuring a small-scale
effective way to update a clear parental control section will lead to a better trust system. Your company
has faced challenges in communication along the lines of parental controls since Meta’s updated parental
sections in 2022. The biggest issues between Meta’s users and the current system in place is the lack of
directive measures for adults trying to monitor Meta’s controls and insufficient forcible action on Meta’s
side to stray from set default settings. Regulating and refining a new communication platform with clearly
defined regulators can allow for critical stakeholders, parents, and adolescents, to increase satisfaction and
encourage safe social media use.

Having high-functioning parental control and supervision across Meta’s platforms will help encourage
safety and bring more users to Meta’s social media websites. Through updating the way in which Meta
continues to advocate for their parental restrictions, the focus needs to shift toward parents and their
impact on parental supervision. In an Instagram-based study written by Krishnashree Achuthan, social
media itself was thoroughly presented through the study of vivid adolescent use which provided
“implications of social media have a clear correlation on adolescent behaviors and actions” (Achuthan et
al, 2022). The following actions directly created “poor relation spillover upon parents to deal with leading
dilemmas” (Achuthan et al, 2022). Increasing the interconnection between parental and adolescent use of
social media will help mitigate these leading issues and further direct the intended value of safety.

Although, in order to meet the requirements of reaching a larger parental audience our team suggests that
Meta improves upon the way it presents parental controls. Taking a look into the top three largest
Meta-owned social media platforms with adolescent use; the apps Facebook and Instagram, along with
the Meta Quest host hundreds of millions of adolescents ages 10-17 across their platforms. These apps
currently offer an array of setting changes for parents (see figures 1-3). These improvements in parental
controls are widely more popular in the public eye, but recent statistics presented in the Washington Post
state, “By the end of 2022, fewer than 10 percent of teens on Meta’s Instagram had enabled the parental
supervision setting” (Nix, 2022). Even when an adolescent accesses a potentially harmful app, parents are
notably unaware of how to make the appropriate decisions for their children. In other cases, in a recent
article by Techradar, Facebook requires both sides to agree to certain changes, “new features require the
choice to opt-in from the child, and that this will perhaps hamper the features’ effectiveness” (Terech,
2023). Each adds an adult initiative that can be forgotten or difficult to overcome.
The first such addition that we believe will encourage parents to take more responsibility through Meta’s
platform will come through a step-by-step setup of parental controls. Once a child’s age is verified and
connected through a Meta app, the application will take the adolescent to a process that requires parental
guidance. The process will detail the individual platform's ideal message, and adolescent potential harm,
and require the completion of parental controls. As part of this section, Meta should include aspects of
parental supervision as a counter to the overuse of social media. A study by Current Psychology on
disconnectivity outlined how “media-specific parenting may thus help adolescents to control their social
media use and to prevent social media-related distraction” (Siebers et al, 2022). Having outside input
from medical-related studies will help parents further understand the impact of their active social
supervision. Since Meta’s social media platforms have tedious and technical parental control outlines,
often parents can allow their children to complete these processes. If the company makes a parental
bypass controllable, this will allow parents to forcefully be involved in their child's social media accounts.
Subsequently, an adult will be aware of the app itself and know what parental controls they have access
to.

As a follow-on incorporation to Meta’s parental controls, parents need to be informed about options other
than the default settings. In the same article from the Washington Post, of the 10 percent of parents who
enabled supervision, “only a single-digit percentage of parents had adjusted their kids’ settings” (Nix,
2022). Having parental controls for a child's social account is nearly not enough, in many cases a parent is
unaware of how to change a child’s account to their preferred settings. Along with a setup of parental
controls, we advocate that Meta creates a walkthrough of the individual settings from default to highly
restricted. Zvika Krieger, the former director of Meta’s innovation team had spoken to the Washington
Post about default settings describing how, “unless the defaults are set to restrictive settings, which most
are not, they do little to protect users” (Nix, 2022). In a similar example, Meta’s Meta Quest offers teens
time limits and scheduled breaks, but these settings are turned off and must be added by the parent before
any implications. It is for this reason that there starts to become mental health implications from overuse
and the unuseful attribute of having time-limited settings.

A more plausible solution to default settings would be to have an outline of three individual regulating
default settings based on restriction. These settings can be changed at any time, and the adult should be
fully aware of the settings due to the setup process, but these baseline settings can set a basis for the level
of restriction they want their child to correlate with. This change will help simplify the idea of parental
controls one step further and make parental decision-making easier to follow, straying from the default
settings without age restrictions.

Recommendation Two: Use Influencers to Promote Parental Controls

As a way to communicate the changes to Meta’s parental controls and increase their adoption rate, we
recommend that Meta identity and employ influencers to create an advertising campaign. This campaign
will leverage Meta’s data to identify influencers that would reach both parents and youth with the goal of
creating educational content that informs parents and youth about how to use Meta’s tools to ensure a safe
social media experience that avoids the negative impacts outlined in the Analysis section.

Meta typically communicates app updates through statements via their website, however, given the
frequency of updates and the established lack of inclination that many parents have to navigate complex
parental control settings, our recommendation to utilize influencers ensures that the changes mentioned in
Recommendation One will stand out and reach audiences in a way that other updates seemingly have not,
given low parental control adoption rates. This step will help maintain Meta as a reliable, secure
social-tech company that is friendly and engaged with stakeholders of all ages, ensuring a dominant
market presence and illustrating a positive association in the public eye.

Our team’s recommendation to create an influencer campaign is based on a number of metrics about
marketing to youth and parents. A survey of over 1000 U.S. consumers found that while only 38% of
consumers trust branded social media content, 61% trust influencer recommendations (BusinessWire,
2023). Employing influencers will maximize trust in Meta’s new parental control settings and foster an
increased adoption rate, especially given that parents are wary of Meta’s current commitment to youth
safety. Additionally, research from Croes and Bartels reveals that “young adults follow social influencers
to pass the time and to be entertained, and view them as an important source of information, which makes
them highly influential” (Croes & Bartels, 2021). As for parents, The Pew Research Center estimates that
72% of social media users ages 18-29 follow influencers or content creators, followed by 44% of 30-49
year olds (Pew, 2022). If Meta’s goal is for their recommendations to reach parents of children and youth
under 18, this data confirms that utilizing influencers is an effective way to reach this group, which likely
falls between that age range. Leveraging influencers provides an immense opportunity to increase youth
cooperation with parental controls and increase their adoption rate. The impact of influencers will assist
Meta in reaching younger demographics and parents while drawing a more extensive appeal toward the
overall promotion of safety within Meta’s social companies.

Our team at BCOM+ has formulated this recommendation to give Meta immense freedom to leverage its
robust advertising budget, which reportedly stood at $2.02 Billion in 2023, to allocate towards an
influencer campaign. We recommend that Meta utilize a research and analysis team to identify a
combination of influencers that will reach the maximum amount of both youth and parents. Through
Meta’s web traffic data and analysis, Meta can increase or decrease the number of influencers involved in
the campaign as it deems necessary throughout the monitoring of control adoption. We recommend that
Meta establish a modest but innovative advertising team to negotiate contracts with influencers, develop
multimedia content to embed within the parental control centers themselves, and for the selected
influencers to promote on their respective Meta accounts across all of Meta’s apps.

Our team at BCOM+ acknowledges that encouraging adaptability is different from traditional advertising,
as Meta desires to persuade stakeholders to take precautionary safety measures online rather than to buy a
product or service. It is also evident that an influencer campaign is a significant investment that may take
time to measure the impact of. When comparing Meta’s goal in improving the adoption of parental
controls (a precautionary safety measure) by adults and youth to other public safety initiatives, such as
vaccination during the COVID-19 pandemic, it is evident that online ads are a cost-effective way to
encourage action. A study cited by the Harvard Business School found that online platforms were a
cost-effective way to encourage vaccination during the pandemic. The study, with contributions from a
former Meta economist, estimated that every $5.68 spent on online ads yielded an additional COVID
vaccination. This cost was significantly lower than non-digital methods, where per-person costs were up
to $68, and demonstrates that spending money on digital campaigns can be successful in mobilizing
consumers to take action to protect themselves and their loved ones– a goal that mirrors Meta’s desire to
empower parents and youth to use their controls (Athey et al, 2023).

To effectively demonstrate how Meta's advertising team could engage both parents and youth with the
company's parental control features, our team developed mock content, detailed in the Appendix. This
content showcases various creative approaches tailored to each stakeholder group. Utilizing photo editing
software, we created simulations of potential Meta posts involving influencers, selecting two examples to
highlight our content ideas. Image 4 presents a campaign aimed at parents, featuring a professional athlete
and their child in a parent-child dynamic. Through question-and-answer style videos with this influencer,
Meta could educate parents by providing clear instructions on how to use parental controls effectively.
This strategy helps parents who may be unfamiliar with these features, encouraging dialogue and
facilitating easier navigation of the controls. Image 5 targets youth, using influencers to promote
cooperation with parental controls and online self-protection. This image outlines how Meta could extend
the campaign beyond its own platforms, like Instagram, to others such as YouTube, broadening the reach
and impact of the message.

Overall, our team’s recommendation to leverage influencer marketing to promote their intended narratives
and communicate our recommended changes within Meta’s parental controls would ensure that parents
begin to use the parental control tools that Meta has already spent over a decade developing. By investing
in an influencer campaign to increase its parental control adoption rate, Meta has the potential to
demonstrate a commitment to its stakeholders that will prevent negative youth outcomes and increase
communication and trust between parents, youth, and Meta.

Response Plan
Timeline
During the first two months of the communication plan, a comprehensive phase of research and analysis
will be conducted to assess and analyze the parental control solutions that are now in use on Meta
platforms. The goal of this first phase is to give an extensive overview of the advantages and
disadvantages of the existing systems. After that, the third and fourth months will be devoted to creating a
comprehensive plan that will update and improve the parental control areas on all Meta platforms. In
order to address customer complaints and enhance the user experience, this phase will concentrate on
improving clarity, accessibility, and overall effectiveness. The following five to eight months will be
dedicated to creating and executing detailed setup instructions for the upgraded parental controls. To
guarantee that strong supervision procedures are in place involves integrating age verification procedures
and enacting mandated parental advice. Lastly, the revised parental control sections will be gradually
implemented throughout Meta's platforms in months nine through twelve. This would enable an easy
execution process and make it easier to gather input to address any early worries or problems that might
come up. The overall goal of this plan is to offer an organized method for improving parental control
capabilities on Meta platforms, which will ultimately lead to increased user happiness and safety. The
timeline for the influencer campaign spans over twelve months and is strategically divided into four key
phases. During the first two months, the focus will be on Planning and Strategy Development, where
comprehensive research, goal setting, audience segmentation, and influencer identification will take place.
Months three to five will be dedicated to Influencer Outreach and Content Creation, involving building
relationships with selected influencers, negotiating contracts, briefing them on campaign objectives, and
collaborating on content creation aligned with the campaign's messaging and goals. Following this,
months six to eight will mark the Campaign Launch and Engagement phase, where the campaign goes
live across various channels, and influencers actively engage with their audiences to drive awareness,
interest, and participation. Finally, months nine to twelve will involve Evaluation and Optimization,
where the campaign's performance will be meticulously evaluated against predefined KPIs, feedback
from surveys, and other relevant metrics. Based on insights gained, adjustments and optimizations will be
made to enhance effectiveness and maximize results.

KPI’s
The key performance indicators (KPIs) in the communication plan are intended to assess how well the
measures put in place are increasing parental participation, decreasing negative incidents, and
encouraging the adoption of updated parental controls on Meta platforms. Within the first six months after
implementation, the first KPI aims to enhance parental engagement. This metric, which measures how
well communication methods reach and engage parents, will evaluate the degree of parental involvement
and interaction with the new parental control areas. Within the first year following implementation, the
second KPI is to reduce the number of negative social media incidents that are given to poor
parental monitoring. This metric will monitor how well the new parental controls are working to reduce
risky behavior and give consumers a safer online experience. Finally, within the first nine months
following deployment, the third KPI seeks to attain an adoption rate among adolescent users for
improved parental controls. This metric will assess how much adolescent users are making use of the
new features, demonstrating how well they have been accepted and incorporated into regular usage
routines. When combined, these Key Performance Indicators offer a thorough framework for evaluating
how well the communication strategy has increased parental involvement, promoted safety, and
encouraged the implementation of updated parental controls on Meta platforms. For the influencer
campaign, three key performance indicators (KPIs) will be crucial for evaluating its effectiveness:
engagement rate, traffic increase, and survey feedback. The engagement rate will measure the level of
interaction and involvement generated by the campaign's content across various social media platforms. It
will provide insights into the campaign's ability to capture the audience's attention and stimulate
meaningful interactions, such as likes, comments, shares, and saves. Additionally, tracking traffic
increases will allow us to monitor the campaign's impact on driving website visits, click-through rates,
and overall online visibility. By analyzing web analytics data, we can assess the campaign's effectiveness
in attracting new visitors and converting them into potential customers or leads. Lastly, survey feedback
will provide qualitative insights into the audience's perceptions, preferences, and satisfaction levels
regarding the campaign's messaging, content quality, and overall brand experience. Gathering feedback
through surveys will enable us to identify strengths, weaknesses, and areas for improvement, facilitating
data-driven decision-making and optimization strategies for future campaigns.

Budgeting
We carefully weighed our financial allocations to guarantee the effective implementation of our activities.
We understand that conducting in-depth research and analysis is crucial to establishing a foundation for
making smart choices. As a result, we have set aside $100,000 especially for this purpose, allowing us to
carefully examine user input, industry best practices, and the state of parental controls today. Furthermore,
we are spending $500,000 to hire a dedicated Meta marketing team because we recognize the need to
magnify our message and reach a larger audience. This group will be in charge of our marketing
initiatives, which will include launching an influencer campaign designed to increase public awareness of
the value of parental controls. Our goal is to effectively engage our target demographic and generate
meaningful conversations around online safety by utilizing the power of influencers. We recognize the
importance of ongoing monitoring and assessment in addition to these preventative actions in order to
determine the success of our endeavors. As a result, we have set aside $60,000 for continuing observation
and assessment. We will be able to monitor important performance metrics, examine user input, and
modify our tactics based on data as necessary. We are certain that these strategic budget allocations will
allow us to accomplish our main objective of improving customer safety and satisfaction across Meta's
platforms, even with a campaign cost of $660,000 in total. This low figure allows Meta’s team to invest
the amount that their marketing team then deems appropriate on Influencer campaigns, utilizing
performance metrics in our KPIs to determine the return on investment and adjust course as necessary.
Ultimately, this budget provides a strong basis for creating a more responsible and secure online
community by allocating resources toward research, marketing, and assessment.
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Appendix
Image 1: Facebook Current Parental Control PageSource:
https://www.internetmatters.org/parental-controls/social-media/facebook/

Image 2: Instagram Current Parental Control Page

Source: https://techcrunch.com/2021/07/20/instagram-sensitive-content-controls-explore/
Image 3: Meta Quest Current Parental Control Page
Source: https://www.lifewire.com/use-parental-controls-on-quest-6260333

Image 4: Mock Meta Advertising Campaign Artifact 1 - Parent Stakeholder Ad

Source: Edited screenshot of Meta Platforms post with Photo of Dwayne Wade and Son as
featured in Miami Herald
Image 5: Mock Meta Advertising Campaign Artifact 2 - Youth Stakeholder Ad
Source: Edited screenshot of https://www.youtube.com/watch?v=xhbkuf1pNFA featuring Olivia
Rodrigo