SOCIAL
Facebook Takes Down Another Russian-Backed Cluster of Accounts Attempting to Shift US Political Sentiment
Facebook has announced the detection and removal of another cluster of accounts, backed by Russian-based operators, which had been attempting to run political and issues ads in the United States.
As explained by Facebook:
“Today, we removed 49 Facebook accounts, 69 Pages and 85 Instagram accounts for engaging in foreign interference – which is coordinated inauthentic behavior on behalf of a foreign actor – on Facebook, Instagram and other internet platforms. This network was in the early stages of building an audience, and was operated by local nationals – some wittingly and some unwittingly – in Ghana and Nigeria on behalf of individuals in Russia. It targeted primarily the United States.”
Facebook says that it was aided in its detection efforts by CNN, Twitter and Clemson University. Facebook’s Head of Security Policy Nathan Gleicher explained on Twitter how the various groups played a role in the process:
“Many of these teams discovered pieces of this operation independently, and all of us came together to take it down early in its life cycle and as the Russian-IRA-linked actors behind it were still building their audience. We know threat actors will keep trying to run these kinds of operations, but this whole-of-society work is key to stopping them when they do.”
That’s a positive sign for the growing detection and enforcement efforts that have been put in place to halt political interference – as is this note within Facebook’s explanation:
“Less than $5 was spent on ads focused on people in the US, none of which were political or issue ads. Our systems repeatedly rejected attempts by this network to run issue or political ads in the US because the people behind it were not authorized to run political ads in the US.”
That’s a good endorsement of Facebook’s updated process for political and issues ads – which, incidentally, Facebook is rolling out in 32 more regions this month. Many questions have been raised about the viability of Facebook’s efforts to limit the purchase of political ads, but this serves as a good reminder of the worth of such restrictions. Some have suggested that the process can still be subverted, but if Facebook can reduce the use of such by ill-intentioned foreign actors, that’ll be a positive step.
Facebook says that this latest group of accounts, while it was unable to run issues ads, did post content about black history, black excellence and fashion, celebrity gossip, news and events related to famous Americans, and LGBTQ issues. So there was a level of political angling to their content, it just wasn’t overtly political yet, as they were building audience.
With the US Election campaign gaining momentum, you can expect political activist groups to be testing Facebook’s systems, and searching for weaknesses to exploit in order to sway voters. As such, it’s good to see Facebook’s systems working as intended here – and co-ordination between different parties leading to a result.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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