https://www.techdirt.com/articles/20210928/16495447654/facebook-amplifying-good-bad-getting-ugly.shtml

When the New York Times reported Facebook’s plan to improve its reputation, the fact that the initiative was called “Project Amplify” wasn’t a surprise. “Amplification” is at the core of the Facebook brand, and “amplify the good” is a central concept in its PR playbook.

Mark Zuckerberg initiated this talking point in 2018. “I think that we have a clear responsibility to make sure that the good is amplified and to do everything we can to mitigate the bad,” he said after the Russian election meddling and the killings in Myanmar.