• Mark Zuckerberg's plan to replace fact checkers with "community notes" is a familiar one.
• A similar system of community moderation is already in place on Elon Musk's X.
• On X, community notes let users add context to posts. Meta has said it seems to work well.

Mark Zuckerberg says Meta will use "community notes" to moderate content on its platforms like Facebook and Instagram — but what exactly does that mean, and how has it worked on other platforms?

Meta said the feature would function much like it does on Elon Musk's platform, where certain contributors can add context to posts they think are misleading or need clarification. This type of user-generated moderation would largely replace Meta's human fact-checkers.

"We've seen this approach work on X — where they empower their community to decide when posts are potentially misleading and need more context and people across a diverse range of perspectives decide what sort of context is helpful for other users to see," Meta said in its announcement Tuesday.

Musk, who has a sometimes-tense relationship with Zuckerberg, appeared to approve of the move, posting "This is cool" on top of a news article about the changes at Meta.

So, will it be cool for Meta and its users? Here's a primer on "community notes" — how it came to be, and how it's been working so far on X:

How the 'community notes' feature was born

The idea of "community notes" first came about at Twitter in 2019, when a team of developers at the company, now called X, theorized that a crowdsourcing model could solve the main problems with content moderation. Keith Coleman, X's vice president of product who helped create the feature, told Asterisk magazine about its genesis in an interview this past November.

Coleman told the outlet that X's previous fact-checking procedures, run by human moderators, had three main problems: dedicated staff couldn't fact-check claims in users' posts fast enough, there were too many posts to monitor, and the general public didn't trust a Big Tech company to decide what was or wasn't misleading.

Coleman told Asterisk that his team developed a few prototypes and settled on one that allowed users to submit notes that could show up on a post.

"The idea was that if the notes were reasonable, people who saw the post would just read the notes and could come to their own conclusion," he said.

And in January 2021, the company launched a pilot program of the feature, then called "Birdwatch," just weeks after the January 6 Capitol riot. On its first day, the pilot program had 500 contributors.

Coleman told the outlet that for the first year or so of the pilot program — which showed community notes not directly on users' posts but on a separate "Birdwatch" website — the product was very basic, but over time, it evolved and performed much better than expected.

When Musk took over the platform in 2022, he expanded the program beyond the US, renamed it "community notes," and allowed more users to become contributors.

Around the same time, he disassembled Twitter's trust and safety team, undid many of the platform's safety policies, and lowered the guardrails on content moderation. Musk said in 2022 that the community notes tool had "incredible potential for improving information accuracy."

It's unclear how many users participate in community notes contributors. It's one of the platform's main sources of content moderation. X didn't immediately respond to a request for comment from BI.

How the community notes feature works on X

The community notes feature is set to roll out on Meta's Instagram, Facebook, and Threads platforms over the next few months, the company said in a statement shared with BI. Meta said the feature on its platforms would be similar to X's.

On X, community notes act as a crowd-sourced way for users themselves to moderate content without the company directly overseeing that process.

A select group of users who sign up as "contributors" can write a note adding context to any post that could be misleading or contain misinformation.

Then, other contributors can rate that note as helpful or not. Once enough contributors from different points of view vote on the note as helpful, then a public note gets added underneath the post in question.

For instance, here's an example of a community note attached to a recent X post:

X has made the complex ranking algorithm behind the feature transparent and open-source, and users can view it online and download the latest data.

X says that community notes "do not represent X's viewpoint and cannot be edited or modified by our teams," adding that a community-flagged post is only removed if it violates X's rules, terms of service, or privacy policies.

Similar to X, Meta said its community notes will be written and rated by contributing users. It said the company will not write notes or decide which ones show up. Also like X, Meta said that its community notes "will require agreement between people with a range of perspectives to help prevent biased ratings."

Facebook, Instagram, and Threads users can sign up now to be among the first contributors to the new tool.

"As we make the transition, we will get rid of our fact-checking control, stop demoting fact-checked content and, instead of overlaying full-screen interstitial warnings you have to click through before you can even see the post, we will use a much less obtrusive label indicating that there is additional information for those who want to see it," Joel Kaplan, Meta's chief global affairs officer, said in Tuesday's statement.

Potential pros and cons of community notes

One possible issue with the feature is that by the time a note gets added to a potentially misleading post, the post may have already been widely viewed — spreading misinformation before it can be tamped down.

Another issue is that for a note to be added, contributors from across the political spectrum need to agree that a post is problematic or misleading, and in today's polarized political environment, concurring on facts has sometimes become increasingly difficult.

One possible advantage to the feature, though, is that the general public may be more likely to trust a consensus from their peers rather than an assessment handed down by a major corporation.

Maarten Schenk, cofounder and chief technology officer of Lead Stories, a fact-checking outlet, told the Poynter Institute that one benefit of X's community notes is that it doesn't use patronizing language.

"It avoids accusations or loaded language like 'This is false,'" Schenk told Poynter. "That feels very aggressive to a user."

And community notes can help combat misinformation in some ways. For example, researchers at the University of California, San Diego's Qualcomm Institute found in an April 2024 study that the X feature helped offset false health information in posts related to COVID-19. They also helped add accurate context.

In announcing the move, Zuckerberg said Meta's past content moderation practices have resulted in "too many mistakes" and "too much censorship." He said the new feature will prioritize free speech and help restore free expression on Meta's platforms.

Both President-elect Donald Trump and Musk have championed the cause of free speech online, railed against content moderation as politically biased censorship, and criticized Zuckerberg for his role overseeing the public square of social media.

One key person appeared pleased with the change: Trump said Tuesday that Zuckerberg had "probably" made the changes in response to previous threats issued by the president-elect.

• Some advertisers are expressing concerns about Meta's commitment to brand safety.
• Meta this week unveiled a new approach to content moderation, removing third-party fact-checkers.
• Many ad industry insiders doubt it'll lead to major spending shifts, however.

Meta's new plan to shake up its content-moderation policies has some advertisers worried about the social giant's brand-safety standards. Despite that, ad insiders who spoke with Business Insider generally didn't expect the changes to hurt Meta's business.

"It's the final nail in the coffin for platform responsibility," an ad agency veteran told BI. They and some others interviewed asked for anonymity to protect business relationships; their identities are known to BI.

The industry reaction — or lack of it — reflects both advertisers' reliance on Meta and the shifting conversation around how brands should approach "brand safety" or "suitability," which refer to when marketers try to avoid funding or appearing next to content they deem unsuitable.

"A lot of brands have shied away from platforms that are too tied to news or controversy, mostly out of fear of cancel culture," said Toni Box, EVP of brand experience at the media agency Assembly. "But at some point, we have to ask: Are we missing opportunities to connect with people during meaningful moments because we don't trust audiences to tell the difference between a news story and an ad?"

The brand-safety tides are shifting

Meta used to bend over backward to address advertisers' brand-safety concerns. But brands weren't mentioned in Meta CEO Mark Zuckerberg's video announcing the changes or in policy chief Joel Kaplan's interview on Tuesday morning with Fox News' "Fox and Friends."

Instead, their pitch was about preventing the censorship of speech. Meta said it plans to replace third-party fact-checkers with a community-based fact-checking program, addressing criticism that the previous system was too partisan and was often overcorrective. The company also said it would loosen some content moderation restrictions on topics that are "part of mainstream discourse" and be more open to reintroducing political content to people's feeds.

Meta did give a very brief public nod to advertisers. A Meta spokesperson pointed BI to a LinkedIn post from Meta ads exec Nicola Mendelsohn that said the company continued to be focused on ensuring brand safety and suitability by offering a suite of tools for advertisers. In an email from Meta account reps to ad buyers, copies of which were viewed by BI, the company said it knew how important it was to continue giving advertisers transparency and control over their brand suitability. And in an interview with BI, Meta's chief marketing officer Alex Schultz said advertisers' primary brand safety concerns were around hate speech and adult nudity and that its tools would focus on "precision and not be taking down things we shouldn't be taking down."

Despite private grumbling from some advertisers about the changes, and how they appeared to be timed to appease incoming President Donald Trump, industry insiders said they don't expect much public blowback on Meta.

Advertiser boycotts and similar actions were once seen as a point of leverage for marketers. One high-profile example was the 2020 #StopHateFor Profit movement when hundreds of major brands protested Meta's policies on hate speech and misinformation.

But brand safety has recently become a political hot potato and been a flash point for some influential, right-leaning figures.

Last year, the chairman of the House Judiciary Committee, Jim Jordan, began investigating whether advertisers had illegally colluded to demonetize conservative platforms and voices. Elon Musk's X went on to sue the Global Alliance for Responsible Media, the brand-safety initiative at the center of Jordan's investigation, and some of its advertiser members after they withdrew ad dollars from the platform. GARM discontinued activities days later. Jordan has continued to press advertisers about their involvement in GARM, and X's litigation against it and some of its members is ongoing.

A media agency employee told BI that they had clients who were now more cautious about criticizing platforms in public or saying they would pull spending.

Industry analysts also said that — politics aside — many marketers would likely continue to spend with Meta so long as it delivered them the audiences and ad performance they had come to expect. Meta commands about 21% of the US digital ad market, behind only Google, according to data firm EMARKETER.

"For us, after Google, Meta is the next-best performer as far as ROI is concerned," said Shamsul Chowdhury, VP of paid social at the digital ad agency Jellyfish, referring to the return on investment advertisers get from their campaigns.

Advertisers are split on whether the changes will improve Meta's platforms

Some advertisers who spoke with BI said they had outstanding questions about the new thresholds Meta would apply to removing posts, what's on the road map for monitoring trends around misinformation, and whether they would still be able to effectively apply their own third-party brand suitability software to content on Meta's apps.

Advertisers said they would pay close attention to how Meta's Community Notes-like feature would work in practice, especially as some hadn't been impressed with X's performance in this area with a similar feature.

"This is a major step back and likely going to result in serious issues where social platforms, not just Meta, are going to hide behind the notion that their users do the moderation and fact-checking for them and they are free speech platforms," said Ruben Schreurs, CEO of the marketing consultancy Ebiquity.

It's not entirely clear how effective X's Community Notes have been. A study published last year by researchers at the University of Luxembourg, University of Melbourne, and JLU Giessen concluded that X's "Community Notes might be too slow to effectively reduce engagement with misinformation in the early (and most viral) stage of diffusion." Still, a separate study from the Qualcomm Institute within UC San Diego found Community Notes helped counter false information about Covid vaccines.

Some advertising execs supported Meta's announcement. Two media agency reps said increasing the number of conversations people are having on the platform could benefit Meta and advertisers alike by boosting engagement.

"I think the best news is free speech and mitigation of harmful or dangerous content remains the primary focus of this maturing program, and Meta has taken a forward position here," said John Donahue, founder of the digital media consultancy Up and to the Right.

Mike Zaneis of the ad initiative the Trustworthy Accountability Group said Meta's announcement should be seen as an evolution of the platform's brand-safety standards and not a retreat from protecting users and marketers.

"The speed and accuracy of the Community Notes tool is impressive and it's the increased transparency that makes a fundamental difference for users and marketers alike," Zeneis said of X's implementation of the concept so far. "If something seems to be working, we shouldn't discourage others from adopting the approach just because it hasn't been precisely tested."

• Microsoft OneDrive is a cloud storage service that lets you backup, sync, or share your files.
• Microsoft OneDrive comes with a Microsoft 365 subscription, but there is also a free version.
• You can use OneDrive on devices like computers, laptops, tablets, phones, and even Xboxes.

OneDrive is Microsoft's cloud-based online storage solution.

Most OneDrive users get access as a part of a Microsoft 365 subscription, which includes Microsoft Office and 1TB of OneDrive storage space. But you can also get a free OneDrive account with 5GB of space.

OneDrive lets you keep files that you create and store on your computer in sync with the cloud. You can connect any number of other devices, such as laptops, phones, tablets, and even your Xbox with OneDrive, letting you keep those files in sync and making them available from anywhere.

In addition, OneDrive lets you back up specific locations from your computer to the cloud. If you turn this feature on, you can automatically keep files stored on your Desktop, in the Documents folder, and photos in your Pictures folder on your OneDrive, effectively giving you a reliable automatic backup of your most critical files.

In 2024, Microsoft also incorporated its Copilot AI tool into OneDrive, enabling features like a chat mode, where you can ask Copilot questions, and AI-curated summaries and comparisons of your files.

How to get started with OneDrive

In Windows 11, OneDrive has been deeply integrated into the operating system, making it easy to configure and use. Even if you are using a different operating system, though — such as a Mac or Windows 8 — using OneDrive is still quite similar.

Here are the main things you need to know.

Sign in and start using OneDrive

If you are using OneDrive for the first time, you'll first need to download it — if it isn't already installed — and sign in. After you sign in to your OneDrive account, you'll be prompted to configure the service based on your needs.

Use OneDrive to back up files on your computer

By default, OneDrive can keep the files on your computer's OneDrive folder in sync with the cloud. But you can also enable a continuously synced OneDrive backup of the Desktop, Documents, and Pictures folders.

To do this on a PC, open Settings, navigate to the Sync and backup tab, hit Manage backup, and toggle whichever folders are labeled Not backed up.

For a Mac, select the OneDrive icon in your Menu bar, then open Preferences, navigate to the Backup tab, hit Manage backup, and click Start backup for any folders that aren't already backed up.

Share OneDrive files with other people

OneDrive makes it easy to share individual files or even entire folders with other people. You can invite people to share your files or share a link to those shared files.

There are several different ways to share files and folders on OneDrive, including passing along a "Share" link and using the OneDrive "Share" button.

Delete files from OneDrive

Need to remove a file, document, or photo? There are a couple of ways to delete files from OneDrive, but you should know it will remove the file across your OneDrive enabled devices.

For Windows users, click File Explorer on your task bar, then select your OneDrive folder. Select all of the items within that folder that you want to delete, and press Delete.

For Mac users, open Finder, find the OneDrive folder, select the items you want to delete, and drag and drop them into Trash.

Stop OneDrive from syncing

You might need to pause syncing temporarily or permanently stop OneDrive from syncing a particular folder on your computer.

To do this on Windows or Mac devices, right-click the OneDrive icon on your taskbar. To pause syncing, choose whichever length of time you'd like to temporarily stop syncing for. To permanently stop syncing, click Quit OneDrive.

ICAO says compromised data includes job applicants' names, email addresses and employment history

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