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‘Chief Twit’ Elon Musk visits Twitter HQ as takeover deadline looms

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Twitter reports earnings miss, cites Musk buyout uncertainty

Elon Musk has won huge praise for revolutionising the car and space industries but also drawn flak for his outbursts on Twitter. — © AFP

Elon Musk changed his Twitter profile to “Chief Twit” and posted video of himself walking into the social network’s California headquarters carrying a sink Wednesday, days before his contentious takeover of the company must be finalized.

The billionaire Tesla chief captioned the video “Entering Twitter HQ – let that sink in!” He also listed his location as Twitter headquarters in San Francisco.

It was not clear whether Musk met with anyone at Twitter, but he is supposed to be working with the company to complete the on-again, off-again $44 billion takeover.

The deal must be sealed by Friday, or Musk will face trial over the contract.

He had made an unsolicited offer to buy Twitter, and inked a deal in April — but then sought to terminate the sale. Twitter filed a lawsuit to hold him to it.

With a trial looming, the unpredictable billionaire capitulated, reviving his takeover plan on the condition that legal proceedings were put on hold.

Musk, the world’s richest man, has reportedly been lining up financing since a judge paused litigation on October 6.

Musk said in July he was canceling the deal because he was misled by Twitter over the number of fake “bot” accounts — allegations rejected by the company.

Twitter, in turn, sought to prove Musk was contriving excuses to walk away simply because he changed his mind.

“I’m excited about the Twitter situation,” Musk said during a recent Tesla earnings call.

“I think it’s an asset that has just sort of languished for a long time but has incredible potential, although obviously myself and the other investors are overpaying for Twitter right now.”

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

While talent matters, the good news is we all learn at basically the same rate–and can “learn anything we want.” Think you don’t have the talent for entrepreneurship? For leadership? For programming, for design… for whatever pursuit you may want to, um, pursue? According to HubSpot co-founder …

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

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