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LinkedIn Provides New Update on Spam, Scams and Fake Profiles in the App

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LinkedIn Provides New Update on Spam, Scams and Fake Profiles in the App

LinkedIn is detecting and blocking more fake accounts, thanks to improvements in its automated systems, while it also removed a lot more misinformation in the last six months of 2021, as per its latest transparency update.

LinkedIn’s Transparency Report for the second half of 2021 (July to December) provides a complete overview of actions taken on spam, misinformation, government takedown requests, and more, which provides some interesting perspective on LinkedIn’s efforts on this front.

And while LinkedIn isn’t targeted in the way that Facebook or YouTube might be on these fronts, there is still a lot of inauthentic activity in the app, with scammers looking to access information, and dupe LinkedIn users, with fake offers, connection requests, etc.

And with LinkedIn activity rising by 34% year-over-year, its main feed is also now being seen by more and more people, making it more appealing for those looking to spread false narratives.

Here’s a look at the key notes from LinkedIn’s latest transparency update.

First off, on fake accounts – LinkedIn says that its automated defenses blocked 96% of all fake accounts in the period, with 11.9 million attempts stopped in the registration process.

LinkedIn says that its improved detection technology contributed to a 19% increase in fake accounts being removed in the period prior to a member reporting them, which is category B in the chart above. That element has jumped from 3.7 million in the previous period, to 4.4 million now.

Of course, there’s no definitive way to prove that you’re catching all fake accounts. As Elon Musk is now finding on Twitter, the numbers reported are based on what each platform’s systems are able to detect, so it’s entirely possible that other false accounts are being created, and are not being detected in the same way.

That would belie some of this data – but still, based on what LinkedIn knows of, its detection systems are improving, which is a positive for real engagement and interaction in the app.

In terms of spam and scams, LinkedIn’s detection numbers have remained relatively stable versus previous reports.

LinkedIn Transparency Report

LinkedIn is, however, removing more misinformation, which it says is due to ‘enhanced automated defenses that enable LinkedIn to better detect potential misinformation proactively’.

LinkedIn Transparency Report

LinkedIn’s misinformation numbers have been steadily increasing over time, going from 110,742 cases dealt with in the second half of 2020, to 147,490 in the first part of 2021, to the 207k it saw in the most recent period.

Again, part of that comes down to improved detection, but with increased engagement, LinkedIn may also be seen as more of a target for such, while there’s also been a raft of divisive topics in more recent times.

On another front, Government requests for data in the app have remained steady, with the majority of requests coming from the US.

LinkedIn Transparency Report

Though it is also worth noting that LinkedIn pulled its app out of China in October due to increasingly difficult compliance requirements being imposed by the CCP. That’s not reflected in these requests, but it’s another element to consider when measuring LinkedIn’s dealings with local authorities.

There are some interesting notes in LinkedIn’s transparency overview, though noting overly surprising or out of place, given outside changes and global approaches.

The bottom line is that LinkedIn’s systems are improving, though how much, exactly, it’s hard to say, because LinkedIn can’t report on what it can’t detect.

Based on what it can, it’s doing better at blocking harmful activity, but that doesn’t necessarily mean that all the LinkedIn fakes and spammers are being picked out from the heap.

You can read LinkedIn’s full Transparency Report here.

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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

Sprout Social

 

 

 

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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