'Facebook is revealed to have hired a pollster to monitor the public perception of founder Mark Zuckerberg and chief operating officer Sheryl Sandberg.
Last year, Tavis McGinn was hired to fill the role that is similar to those held in political campaign, reported The Verge.
Facebook had recently acknowledged that Russia-linked groups had spent more than $100,000 on political advertising after initially discounting the possibility that fake news had contributed to Donald Trump's victory.
Zuckerberg had undertaken a nationwide listening tour meant to 'get a broader perspective' to inform how he runs Facebook.
'It was a very unusual role,' McGinn told the website.
'It was my job to do surveys and focus groups globally to understand why people like Mark Zuckerberg, whether they think they can trust him, and whether they've even heard of him. That's especially important outside of the United States.'
McGinn said he used several questions to track the public perception.
'Not just him in the abstract, but do people like Mark's speeches? Do they like his interviews with the press? Do people like his posts on Facebook? It's a bit like a political campaign, in the sense that you're constantly measuring how every piece of communication lands,' he said.
It went beyond simple 'thumbs-up' or 'thumbs-down' metrics, McGinn said. The research look at different topics he mentioned in his speeches and seeing what resonated with US audiences.'
Read more: Revealed: Facebook hired a pollster to monitor public perception of Mark Zuckerberg and Sheryl Sandberg - but he quit after six months after believing the social media giant is bad for society
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