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Social media: Past failures provided the steps for today’s giants to climb

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Social media threatening press freedom: Nobel laureate

Social media operators face a conundrum dealing with content labeled satire, which may also be harmful misinformation. — © AFP

When you consider successful social media there is a tendency to veer towards platforms like TikTok that have seen astronomical success in their short availability, or perhaps YouTube and the ability it has given creators to generate a steady income from uploading content.

However, not all social media is successful. Some platforms were successful for a period; others straightforward ‘failures’, although each arguably paved the way to establish what the collective entity of social media.

Recently the firm Higher Visibility analyzed social media sites over the past thirty years in a bid to discover those that ‘failed’ by losing popularity or ceased to exist altogether. Following this, Higher Visibility monitored where these sites sat when compared to modern social media platforms that continue to be widely used. By social media, this refers to platforms that enable users to create and share content or to participate in social networking.

After assessing the social media sites over the past thirty years, High Visibility gathered information from Statista and site information pages to discover the year they were created, the year they closed down or lost popularity (if applicable), and their highest monthly active users.

Whether any social media platform truly failed is contentious, since  many of these platforms offered learning opportunities and paved the way for the platforms in common use today. 

Taking some examples, Vine, a platform launched in 2013 saw rapid growth due to 6-second looping videos that could be experimented with to achieve creative results. Yet what was once the attraction point of the platform quickly became its downfall, with former executives citing the introduction of Instagram’s 15-second video clips in 2013 as one of the big issues. Vine came in as the 15th most successful social media on the Higher Visibility list, despite its ‘failing’.

One of the apps born from this new preoccupation with video content was Musical.ly. The platform allowed users to create videos lip-syncing to popular music, and there was a great emphasis on the promotional aspect of these through the app. Musical.ly was ultimately wildly successful despite ‘failing’ due to closing down, as it went on to be acquired by ByteDance and eventually merged into TikTok.

Friendster is often touted as an ‘early version’ of Facebook, boasting 51,010,000 monthly active users at its highpoint, paving the way for the platform that would come. The platform took off in 2003, reaching up to 4,470,000 members, and received a 30 million dollar offer from Google to buy the site. The founder, Jonathan Abrams decided instead to pursue venture capital investment. Users fell out of favour with the platform as it was not able to manage the pace of new subscribers.

MySpace followed Friendster as the brainchild of Tom Anderson, Chris DeWolfe and their friends. They modelled the site on Friendster, removing redundant features and centring the site around personal communities. MySpace was purchased in 2005 for 580 million dollars, however, later suffered due to the rising popularity of Facebook.

Of all the ‘successful’ social media platforms of the past 30 years within the full study, Facebook continues to have the highest monthly active users.

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Walmart says it has stopped advertising on Elon Musk’s X platform

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Walmart says it has stopped advertising on Elon Musk's X platform

Walmart said Friday that it is scaling back its advertising on X, the social media company formerly known as Twitter, because “we’ve found some other platforms better for reaching our customers.”

Walmart’s decision has been in the works for a while, according to a person familiar with the move. Yet it comes as X faces an advertiser exodus following billionaire owner Elon Musk’s support for an antisemitic post on the platform. 

The retailer spends about $2.7 billion on advertising each year, according to MarketingDive. In an email to CBS MoneyWatch, X’s head of operations, Joe Benarroch, said Walmart still has a large presence on X. He added that the company stopped advertising on X in October, “so this is not a recent pausing.”

“Walmart has a wonderful community of more than a million people on X, and with a half a billion people on X, every year the platform experiences 15 billion impressions about the holidays alone with more than 50% of X users doing most or all of their shopping online,” Benarroch said.

Musk struck a defiant pose earlier this week at the New York Times’ Dealbook Summit, where he cursed out advertisers that had distanced themselves from X, telling them to “go f— yourself.” He also complained that companies are trying to “blackmail me with advertising” by cutting off their spending with the platform, and cautioned that the loss of big advertisers could “kill” X.

“And the whole world will know that those advertisers killed the company,” Musk added.


Elon Musk faces backlash from lawmakers, companies over endorsement of antisemitic X post

02:23

Dozens of advertisers — including players such as Apple, Coca Cola and Disney — have bailed on X since Musk tweeted that a post on the platform that claimed Jews fomented hatred against White people, echoing antisemitic stereotypes, was “the actual truth.”

Advertisers generally shy away from placing their brands and marketing messages next to controversial material, for fear that their image with consumers could get tarnished by incendiary content. 

The loss of major advertisers could deprive X of up to $75 million in revenue, according to a New York Times report

Musk said Wednesday his support of the antisemitic post was “one of the most foolish” he’d ever posted on X. 

“I am quite sorry,” he said, adding “I should in retrospect not have replied to that particular post.”

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US Judge Blocks Montana’s Effort to Ban TikTok

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U.S. Judge Blocks Montana’s Effort to Ban TikTok in the State

TikTok has won another reprieve in the U.S., with a district judge blocking Montana’s effort to ban the app for all users in the state.

Back in May, Montana Governor Greg Gianforte signed legislation to ban TikTok outright from operating in the state, in order to protect residents from alleged intelligence gathering by China. There’s no definitive evidence that TikTok is, or has participated in such, but Gianforte opted to move to a full ban, going further than the government device bans issued in other regions.

As explained by Gianforte at the time:

The Chinese Communist Party using TikTok to spy on Americans, violate their privacy, and collect their personal, private, and sensitive information is well-documented. Today, Montana takes the most decisive action of any state to protect Montanans’ private data and sensitive personal information from being harvested by the Chinese Communist Party.”

In response, a collection of TikTok users challenged the proposed ban, arguing that it violated their first amendment rights, which led to this latest court challenge, and District Court Judge Donald Molloy’s decision to stop Montana’s ban effort.

Montana’s TikTok ban had been set to go into effect on Jan. 1, 2024.

In issuing a preliminary injunction to stop Montana from imposing a full ban on the app, Molloy said that Montana’s legislation does indeed violate the Constitution and “oversteps state power.”

Molloy’s judgment is primarily centered on the fact that Montana has essentially sought to exercise foreign policy authority in enacting a TikTok ban, which is only enforceable by federal authorities. Molloy also noted that there was apervasive undertone of anti-Chinese sentiment” within Montana’s proposed legislation.

TikTok has welcomed the ruling, issuing a brief statement in response:

Montana attorney general, meanwhile, has said that it’s considering next steps to advance its proposed TikTok ban.

The news is a win for TikTok, though the Biden Administration is still weighing a full TikTok ban in the U.S., which may still happen, even though the process has been delayed by legal and legislative challenges.

As I’ve noted previously, my sense here would be that TikTok won’t be banned in the U.S. unless there’s a significant shift in U.S.-China relations, and that relationship is always somewhat tense, and volatile to a degree.

If the U.S. government has new reason to be concerned, it may well move to ban the app. But doing so would be a significant step, and would prompt further response from the C.C.P.

Which is why I suspect that the U.S. government won’t act, unless it feels that it has to. And right now, there’s no clear impetus to implement a ban, and stop a Chinese-owned company from operating in the region, purely because of its origin.

Which is the real crux of the issue here. A TikTok ban is not just banning a social media company, it’s blocking cross-border commerce, because the company is owned by China, which will remain the logic unless clear evidence arises that TikTok has been used as a vector for gathering information on U.S. citizens.

Banning a Chinese-owned app because it is Chinese-owned is a statement, beyond concerns about a social app, and the U.S. is right to tread carefully in considering how such a move might impact other industries.

So right now, TikTok is not going to be banned, in Montana, or anywhere else in the U.S. But that could still change, very quickly.



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EU wants to know how Meta tackles child sex abuse

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The investigation is the first step in procedures launched under the EU's new online content law known as the Digital Services Act

The investigation is the first step in procedures launched under the EU’s new online content law known as the Digital Services Act – Copyright AFP Kirill KUDRYAVTSEV

The EU on Friday demanded Instagram-owner Meta provide more information about measures taken by the company to address child sexual abuse online.

The request for information focuses on Meta’s risk assessment and mitigation measures “linked to the protection of minors, including regarding the circulation of self-generated child sexual abuse material (SG-CSAM) on Instagram”, the European Commission said.

Meta must also give information about “Instagram’s recommender system and amplification of potentially harmful content”, it added.

The investigation is the first step in procedures launched under the EU’s Digital Services Act (DSA), but does not itself constitute an indication of legal violations or a move towards punishment.

Meta must respond by December 22.

A report by Stanford University and the Wall Street Journal in June this year said Instagram is the main platform used by paedophile networks to promote and sell content showing child sexual abuse.

Meta at the time said it worked “aggressively” to fight child exploitation.

The commission has already started a series of investigations against large digital platforms seeking information about how they are complying with the DSA.

It has sought more information from Meta in October about the spread of disinformation as well as a request for information last month about how the company protects children online.

The DSA is part of the European Union’s powerful regulatory armoury to bring big tech to heel, and requires digital giants take more aggressive action to counter the spread of illegal and harmful content as well as disinformation.

Platforms face fines that can go up to six percent of global turnover for violations.

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