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A Musk-owned Twitter opens door to potential Trump return

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A Musk-owned Twitter opens door to potential Trump return

Photo: © Manan Vatsyayana/AFP/Getty Images

John BIERS

Four days after Twitter permanently suspended Donald Trump’s account on January 8, 2021, the then-US president’s son pleaded with entrepreneur Elon Musk to employ his “brilliance” to launch a social media platform that “isn’t biased” to crush the competition.

Musk didn’t accept Donald Trump Jr’s challenge.

But the Tesla chief’s deal to acquire Twitter sets him up to revisit the ban on the brash Republican — a move that could roil US politics as the nation marches towards the 2024 presidential race and a potential Trump re-election bid.

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The Trump matter has loomed as a question mark throughout the twists and turns of the Twitter deal saga. 

A reinstatement of Trump would have significant implications for a media landscape the ex-president once dominated before he was deplatformed “due to the risk of further incitement of violence.”

Since then, Trump has remained the most powerful figure in Republican politics, even as he has all but vanished from the daily news cycle. 

When Trump does make news, he continues to claim the 2020 election was stolen from him, a false narrative that fuels his movement and sows distrust of US institutions.

– Irresistible? –

Trump has said he wouldn’t return to Twitter even if offered, telling Fox News on Monday he would instead stay on his fledgling Truth Social platform, which has struggled to fully get off the ground.

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On Tuesday, Truth Social was the most downloaded iPhone app, at least for that day. But its launch has been beset with technical problems and it has yet to make it onto the national political radar.

Nevertheless, many remain skeptical Trump would be able to resist rejoining Twitter if given the chance.

A Washington Post article Monday quoted anonymous Trump aides who said the ex-president badly misses Twitter, which he employed as president to settle scores and mold the news cycle.

While pursuing Twitter in recent weeks, Musk has not directly addressed the Trump question. 

Analysts believe Musk is driven primarily by a desire to control a visible marketing platform more than aspirations to shape American politics.

But many read Musk’s criticism of Twitter content policies as suggesting he will lift the Trump ban.

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“Free speech is the bedrock of a functioning democracy, and Twitter is the digital town square where matters vital to the future of humanity are debated,” Musk said Monday in announcing the deal.

– ‘He sells news’ –

A Trump reinstatement is not without downside for Musk, who could face pushback beyond the world of Twitter.

“Trump is about as polarizing an issue as any imaginable,” said Daniel Binns, chief executive of Interbrand North America in New York. 

“There might be some short-lived boycotting of Tesla amongst a small group of potential customers,” Binns told AFP in an email.

“But long term, I would fear a more corrosive erosion of the affinity people have for Tesla and the sense of empathy they have for their customer base,” he added.

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Still, several experts in politics and social media characterized a Trump return as more likely than not in light of Musk’s freedom of speech statements and Trump’s standing as a potential 2024 Republican frontrunner.

New York Times columnist Kara Swisher urged readers to ready themselves for a shift from the “over-one-year-long respite from Trumpy Twitter.”

Twitter executives “would have been under enormous pressure to reconsider the ban” even if the company had not been acquired by Musk, said Swisher, who predicted the deal will “probably run Truth Social” and other nascent sites “out of business.”

Larry Sabato, director of the University of Virginia Center for Politics, predicted Trump would again have an outsized presence if he rejoined Twitter.

“It’s going to inject Trump back into the Republican mainstream,” said Sabato, who calls Trump “the worst thing to happen to American Democracy in my lifetime.” 

Sabato thinks Trump will likely use Twitter to overshadow other politicians, including current President Joe Biden, “who doesn’t fill the news hole” as Trump did.

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Karen North, founding director of the digital social media program at the University of Southern California’s Annenberg School, believes Trump would first give Truth Social a chance before returning to Twitter, if given the opportunity.

A key difference from Trump’s White House days is that his statements are no longer newsworthy by default. That creates questions for journalists on how much to amplify the former president’s comments, North said.

Trump “has surprising staying power,” she added, noting that some of the fascination may be the result of his diminished presence in daily news.

“People are still so curious and so polarized by him,” she said.

“He sells news.”

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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