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Facebook Launches New Push to Boost COVID-19 Vaccine Messaging Within Vulnerable Communities

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As the COVID-19 vaccine roll-out continues to gain momentum, Facebook is looking to use its reach to promote vaccine information to the most impacted communities, with a specific focus on those that may have limited exposure to vaccine info.

First off, Facebook is donating $5 million to Go Give One, a COVID-19 fundraising campaign created by the World Health Organization Foundation.

As explained by Facebook:

“The campaign calls on everyone to play their part in helping to vaccinate the world, with the money raised going to an international fund called COVAX (COVID-19 Vaccines Global Access). We’ll do this by donating the first $20 into Facebook Fundraisers created for the United Nations Foundation beginning April 28 in the United States, United Kingdom, Germany and Norway.”

Facebook vaccine awareness push

Facebook is also looking to expand its vaccine messaging by using the CDC’s Social Vulnerability Index to identify the communities most likely to need additional support in their vaccine awareness and take-up efforts. Based on this, Facebook will highlight more vaccine and health information in the News Feeds of users within these communities. 

Facebook’s also looking to help boost awareness content from partners that are working to help reach people most affected by COVID-19. 

“In the US, we’re working with partners like KFF (Kaiser Family Foundation), BlackDoctor.org and the National Academy of Medicine to amplify content that features black doctors, nurses and researchers answering common questions about COVID-19 vaccines. And we’re supporting AARP and Johns Hopkins University’s Bloomberg School of Public Health to run Spanish-language campaigns about COVID-19 vaccines. We’re also partnering with Black-owned social enterprise Broccoli City to host a series of conversations on Facebook between Black influencers, doctors and scientists on vaccine equity and the overall impact of COVID-19.”

Facebook’s also launching similar awareness campaigns in the UK, in association with Dope Black Dads, the British Islamic Medical Association and the Caribbean African Health Network.

And finally, Facebook will also promote posts featuring healthcare workers, as healthcare workers are the most trusted voices in regards vaccines. Facebook will work with UNICEF, as well as other partners, on new messaging information pushes around this element in more than 100 countries. 

These are the latest measures in Facebook’s ongoing vaccine awareness and promotion efforts, which also includes in-app prompts to increase awareness of local vaccine roll-outs, vaccine profile frames and stickers, on both Facebook and Instagram, to share participation with your connections, and updated rules around sharing vaccine misinformation and myths.   

In combination, and aligned with Facebook’s massive audience, these efforts could have a big impact in increasing take-up, with the local awareness efforts alone likely seeing broader reach than any other media outlet. 

Facebook has been widely criticized for the role that it’s played in amplifying the spread of dangerous movements, like anti-vaxxers, in the past, but it should also get some credit for its work to boost the broader push here – which could also signify a re-think within the platform in respect to its approach to similar concerns moving forward.

Or maybe that’s wishful thinking – but you would have to assume that now, with the COVID-19 vaccine push in full swing, and in the wake of the Capitol Riots. After all this, Facebook must be assessing the impacts its platform can have on such moving forward.  

Here’s hoping that leads to new policy shifts. 

Socialmediatoday.com

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



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‘Stop the hate’ online, UN chief pleads on Holocaust Day

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A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

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Weird of the Week

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Weird of the Week

What happened when six doctors swallowed Lego heads for science, and the results of Santa’s DNA test. Plus, is Dolly Parton really recording an album with Slipknot?

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