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How Social Platforms are Responding to the Crisis in Ukraine

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How Social Platforms are Responding to the Crisis in Ukraine

Russia’s invasion into Ukraine has caused global angst, putting the military super powers of the world at odds once again, and potentially forcing an intervention that could lead to one of the biggest conflicts in decades.

And unlike similar incidents in times past, this battle is playing out in the age of social media, with memes, misinformation campaigns and scams all adding to the growing maelstrom of information, which can confuse, contort and cloud what’s actually happening in the eastern European region.

Given this, and the role that social media now plays in the dissemination of information, the platforms need to work fast to limit any misuse of their networks for questionable purpose, and many have already enacted plans to mitigate certain elements of misuse and misinformation.

Here’s a look at what’s been announced thus far from the major social apps.

Meta

Facebook is at the center of the social media information flow within the conflict zone, with around 70 million users in Russia, and 24 million in Ukraine, approximately half of the total population of each respective nation.

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Late last week, the Russian Government announced that it would restrict access to Facebook due to Meta’s refusal to remove misinformation warning labels on posts from state-affiliated media. Now, Meta has taken that action a step further, by also prohibiting ads from Russian state media, and demonetizing these accounts, severely limiting the capacity for Russian authorities to use Facebook as an information vector.

Russia, of course, does have its own social media platforms and messaging tools, so there are other ways for the Kremlin to communicate their activities and motivations to Russian citizens. But Meta has taken a strong stance, while it’s also restricted access to many accounts within Ukraine, including those belonging to Russian state media organizations.

In addition to this, Meta has also established a special operations center, staffed by native Russian and Ukrainian speakers, to monitor for harmful content trends, while it’s also added new warning labels when users go to share war-related images that its systems detect are over one year old.

Meta’s also outlined a range of safety features for users in Ukraine, “including the ability for people to lock their Facebook profile, removing the ability to view and search friends lists, and additional tools on Messenger”.

Thus far, Meta seems to be staying ahead of major misinformation trends in the conflict, though the amount of posts from spammers and scammers seeking to capitalize on the situation for engagement is significant. 

YouTube

At the request of the Ukrainian Government, Google-owned YouTube has announced that it’s restricting access to Russian state-owned media outlets for users in Ukraine, while it’s also suspending monetization for several Russian channels.

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YouTube’s also removing Russian state-owned channels from recommendations, and limiting the reach of their uploads across the platform.

As per YouTube (via The Wall Street Journal):

“As always, our teams are continuing to monitor closely for news developments, including evaluating what any new sanctions and export controls may mean for YouTube.”

In response, Russia’s state communications regulator has demanded that access to Russian media’s YouTube channels be restored on Ukrainian territory.

The situation is similar to Facebook, which could eventually see YouTube also face restrictions within Russia in response.

Twitter

As it looks to help ensure optimal flow of information for users within the impacted region, Twitter has announced a temporary ban on all ads in Ukraine and Russia “to ensure critical public safety information is elevated and ads don’t detract from it”.

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Twitter banned political ads, including those from state-affiliated media, back in 2019, so it’s already ahead of the curve in this respect. The ban on all ads will help to clarify information flow via tweets, while Twitter additionally notes that it’s proactively reviewing Tweets to detect platform manipulation, and taking enforcement action against synthetic and manipulated media that presents a false or misleading depiction of what’s happening.

TikTok

A key platform to watch right now is TikTok, with reports that Russian-affiliated groups are using the app to spread ‘orchestrated disinformation’, while thousands of related videos are being uploaded to the platform, many fake, causing significant headaches for TikTok’s moderation teams.

The introduction of monetization incentives for popular clips has also added new motivation for bad actors to create fake streams and broadcasts in the app, in a bid to lure viewers, while on the other side, reports have also suggested that Ukrainian TikTok users are using the app to communicate Russian troop locations to Ukrainian fighters.

Thus far, TikTok has made no official comment on the conflict, nor how its platform is being used. And given that TikTok is owned by China-based Bytedance, and China has backed Russia’s action in the region (to some degree), it may not take a firm stance, officially.

But already, some are labeling this the ‘TikTok War’ given the way the platform is being used, which could force TikTok to take more definitive action, and it’ll be interesting to see if and how it does so in line with its links back to the CCP.

The conflict is a significant concern for all of the world, but most obviously for the Ukrainian people, and our thoughts are with those directly impacted by the conflict, and their families.

Hopefully, a peaceful resolution is still a possibility.   




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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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