Theoretically, repetition is a way of ensuring your message really lands. It's a way of persuading your audience into your way of thinking.
Facebook COO Sheryl Sandberg tried to leverage the power of repetition at a speech in Germany on Sunday but, at a crucial time for her company in Europe, it seems to have backfired.
In a continuation of the Facebook apology tour , Sandberg touched on Facebook's many missteps in 2018, and on other familiar themes in a speech titled: "What kind of internet do we want?"
"At Facebook, these last few years have been difficult," she told the Munich audience. "We need to stop abuse more quickly and we need to do better to protect people's data. We have acknowledged our mistakes."
"We know we need to do better," she said, adding that the company was trying to win back users' trust.
Sandberg went on: "I, and everyone at Facebook, accept the deep responsibility we have to protect the people who use our services. We know we need to get better at anticipating all of the risks that come with connecting so many people."
But those listening to the speech didn't buy the message.
"After a written interview with @FAZnet and this memorized talk, they missed a huge chance to regain trust. It's time for real conversation & dialogue," wrote digital strategist Daniel Fiene .
Another user wrote: "Amazing to see how they have upgraded Sophia the robot to look and talk like Sheryl Sandberg."
Yet another wrote : "Sheryl Sandberg did a sugarcoated [speech], thanking Germany and praising Data Protection. Why can I not believe and trust these promises? Maybe because I cannot forget the active selling & manipulation of Data, she did not mention."
And users criticized the Facebook exec for not taking questions
. "I dont agree w/ [Sheryl Sandberg].
is not presenting a perfectly read out but distanced speech. Trustbuilding would have been to be authentic and to agree on a Q&A session."
Sandberg should be alarmed by this indication of the temperature in Europe. Germany has been the most aggressive country in regulating Facebook , and is reportedly about to clamp down on the kinds of information the firm can collect. It is one of the most privacy-conscious nations in Europe, and played a key role in the introduction of GDPR, Europe's strict new privacy regulation.
Should Sandberg fail on this trip to convince German regulators and world leaders attending Davos that Facebook can clean up its act, the firm may face stricter rules and fines at home and abroad.
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