Facebook may well be exceptionally nasty and it’s leadership particularly deceitful, but the whole enterprise is the natural conclusion to an ad-powered social network. Ever greater surveillance, hyper targeting, and engagement baiting is what the basic incentives demand.

Most commit messages are next to useless because they focus on WHAT was done instead of WHY.

This is exactly the wrong thing to focus on.

You can always reconstruct what changes a commit contains, but it's near impossible to unearth the reason it was done.

(thread)

Think about the last time you `git blame`d something.

You were almost certainly thinking "WHY is this like this?", not "What is a one-line summary of what happened in this commit?".

Here's the antidote: use this commit template (stolen from @joeferris).

```
[one line-summary of changes]

Because:
- [relevant context]
- [why you decided to change things]
- [reason you're doing it now]

This commit:
- [does X]
- [does Y]
- [does Z]
```

Leading with the WHY has tremendous value.

First, it captures context that will be near impossible to recover later. Trust me, this stuff is gold.

Secondly, if you train yourself to ask why you're making every change, you'll tend to make better changes.

Give this template a try for a while.

The first time you see a commit message like the above instead of "refactor OrderWidget", you'll be a convert.

Users: hey can you get rid of the Nazis please

Twitter: ok sure, we've changed the stars to hearts for likes

Users: no no, zero Nazis please

Twitter: yep we're getting rid of Vine

Users: nah hey, what about the Nazis

Twitter: ok ok fine, no more likes

Really though, if you had to ask any average user what were the main things leading to a bad "quality of debate" on this bad website, the tiny little heart symbols would not exactly be at the top of most people's lists

1/ What causes long term sustained performance in an ad account?

🧵featuring real examples 👇🏻

If you explore the source of FB ad growth and subsequently revenue growth for eCom brands it is almost never a function of iterative improvements to ad creative or tactics over time.

2/ More often it is a series of moments that unlock an order of magnitude increase in awareness, engagement, traffic and performance.

These moments can be caused by:

A single ad
A big PR moment
A breakthrough campaign
A change in market dynamics
A new product release
Etc.

3/ The problem is they are very hard to predict and create.

I’ll give you an example of a few that happened for us @QALORing that changed our trajectory (and ad account performance) each time...

4/ The first was @andydalton14 wearing a ring on @HBO hard knocks. It was the peak of the series popularity and they did a :30 piece on the ring he was wearing while playing.

See screenshot

Notice the traffic before and after the peak.

5/ This increased organic traffic let us alter our AdWords strategy, extract more post intent demand from new searchers and pull clips of the show to supplement our ad credibility.