Mark Zuckerberg kept the circle of people who knew his thinking small.
Last month, Mr. Zuckerberg, the chief executive of Meta, tapped a handful of top policy and communications executives and others to discuss the company’s approach to online speech. He had decided to make sweeping changes after visiting President-elect Donald J. Trump at Mar-a-Lago over Thanksgiving. Now he needed his employees to turn those changes into policy.
Over the next few weeks, Mr. Zuckerberg and his handpicked team discussed how to do that in Zoom meetings, conference calls and late-night group chats. Some subordinates stole away from family dinners and holiday gatherings to work, while Mr. Zuckerberg weighed in between trips to his homes in the San Francisco Bay Area and the island of Kauai.
By New Year’s Day, Mr. Zuckerberg was ready to go public with the changes, according to four current and former Meta employees and advisers with knowledge of the events, who were not authorized to speak publicly about the confidential discussions.
The entire process was highly unusual. Meta typically alters policies that govern its apps — which include Facebook, Instagram, WhatsApp and Threads — by inviting employees, civic leaders and others to weigh in. Any shifts generally take months. But Mr. Zuckerberg turned this latest effort into a closely held six-week sprint, blindsiding even employees on his policy and integrity teams.
On Tuesday, most of Meta’s 72,000 employees learned of Mr. Zuckerberg’s plans along with the rest of the world. The Silicon Valley giant said it was overhauling speech on its apps by loosening restrictions on how people can talk about contentious social issues such as immigration, gender and sexuality. It killed its fact-checking program that had been aimed at curbing misinformation and said it would instead rely on users to police falsehoods. And it said it would insert more political content into people’s feeds after previously de-emphasizing that very material.
In the days since, the moves — which have sweeping implications for what people will see online — have drawn applause from Mr. Trump and conservatives, derision from fact-checking groups and misinformation researchers and concerns from L.G.B.T.Q. advocacy groups that fear the changes will lead to more people getting harassed online and offline….
Mr. Zuckerberg decided to promote Mr. Kaplan to Meta’s head of global public policy to carry out the changes and deepen Meta’s ties to the incoming Trump administration, replacing Nick Clegg, a former deputy prime minister of Britain who had handled policy and regulatory issues globally for Meta since 2018. The night before Meta’s announcement, Mr. Kaplan held individual calls with top conservative social media influencers, two people said.
On Tuesday, Mr. Zuckerberg made the new speech policies public in his Instagram video. Mr. Kaplan appeared on “Fox & Friends,” a mainstay of Mr. Trump’s media diet, saying Meta’s fact-checking partners “had too much political bias.”
(Fact-checking groups that worked with Meta have said they had no role in deciding what the company did with the content that was fact-checked.)
Among its changes, Meta loosened rules so people could post statements saying they hated people of certain races, religions or sexual orientations, including permitting “allegations of mental illness or abnormality when based on gender or sexual orientation.” The company cited political discourse about transgender rights for the change. It also removed a rule that forbade users from saying people of certain races were responsible for spreading the coronavirus.
Some training materials that Meta created for the new policies were confusing and contradictory, two employees who reviewed the documents said. Some of the text said that saying “white people have mental illness” would be prohibited on Facebook, but saying “gay people have mental illness” was allowed, they said….