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The UK’s most social media obsessed cities

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Clearview AI Inc has trawled the internet and social media platforms to collect more than 20 billion images of people’s faces – Copyright AFP SAUL LOEB

Preston is the most social media obsessed city in the UK, according to new research based on search engine data.

The study by Internet firm VPNOverview.com analysed the number of monthly Google searches over the past year for social media platforms including Facebook, Twitter, Snapchat, Instagram and TikTok to see which cities had the highest searches per 1,000 people. 

This analysis revealed that the Lancashire city of Preston was the most social media obsessed city. This is due to more than 215,200 social media searches being made in the city, which when accounting for population means there are 1,517.63 searches per 1,000 people made every month. 99.52 percent of Preston residents have access to superfast broadband, two percentage points higher than the UK average of 97.2 percent. 

Preston is a city on the north bank of the River Ribble in Lancashire, England. As far as places in the UK go, it is unremarkable.

Glasgow, is a far more bustling city, comes in as the second most social media obsessed city. More than 956,300 searches are made for social media in the city every month, which gives a score of 1,512.34 searches per 1,000 people when accounted for population. A 2020 Selectra report showed Glasgow had the fourth-highest download speeds in the UK. 

The top ten most Internet savvy cities are:

# City Population Social media searches monthly Searches per 1,000 people Favourite platform
1 Preston 141,800 215,200 1,517.63 Facebook
2 Glasgow 632,330 956,300 1,512.34 Facebook
3 Hereford 64,037 93,070 1,453.38 Facebook
4 Bristol 467,099 645,000 1,380.86 Facebook
5 Cambridge 149,907 199,880 1,333.36 Facebook
6 Liverpool 496,784 660,100 1,328.75 Facebook
7 Lincoln 109,121 144,820 1,327.15 Facebook
8 Norwich 213,166 271,500 1,273.66 Facebook
9 Derry 110,734 138,400 1,249.84 Facebook
10 Belfast 343,542 426,900 1,242.64 Facebook

With 1,453.38 searches per 1,000 people and 93,070 social media searches a month, the cathedral city of Hereford is the third most social media obsessed city. Facebook alone made up nearly 80% of the social media searches, with 74,000 searches per month for the platform.

Bristol comes in fourth place, with around 645,000 social media searches which, when accounting for population, gives the city 1,380.86 social media searches per 1,000 people and a fourth-place position.

Coming in fifth place is Cambridge, with 199,880 monthly searches for social media, which gives the city a score of 1,333.36 searches per 1,000 people when population is accounted for.

As to what this all means, a sizeable number of people these cities  will be operating at the next level of Internet/Web skills compared with the normal population. This extends to downloading files and updating applications as well as being extremely aware of potential viruses.

Across the board, Facebook was found to be the most popular platform in every city out of all the platforms studied.

Commenting on the findings, a spokesperson from VPNOverview tells Digital Joiurnal: “Social media has become a fundamental part of so many people’s lives over the past decade, so it’s natural that some cities would take more of a liking to it than others. It’s interesting to see the contrasting collection of cities in the top ten, indicating that this interest is not concentrated in one part of the UK either.”

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Reddit Publishes New Guide to Mother’s Day Marketing in the App

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Reddit Publishes New Guide to Mother’s Day Marketing in the App

Mother’s Day is coming up (5/14), and Reddit has published a new guide that explains why its platform could be a valuable consideration for your Mother’s Day marketing push, and how to connect with Redditors around the event.

The 16-page guide includes a range of notes and pointers to help optimize your Mother’s Day approach, which is Reddit-specific, but likely also relates to how other social platforms see engagement around the event.

You can download the full guide here, but in this post, we’ll take a look at some of the highlights.

First off, Reddit provides an overview of its unique audience, and their engagement in Mother’s Day shopping.

As you can see in this chart, Reddit provides reach to users that are not active in other social apps, with one in five Reddit users being moms.

That provides unique insight into relevant conversations and interests.

Reddit Mother's Day

Indeed, Reddit says that there are over 6,000 communities in the app that are actively discussing Mother’s Day and related topics.

Reddit Mother's Day

That could provide a valuable pool of research for your planning and marketing, while also enabling you to connect with people researching specific products and offers.

Reddit also provides insight into when Mother’s Day discussion peaks, and how you should plan your marketing outreach accordingly.

Reddit Mother's Day

There are also notes on specific ad types and promotions which could help to boost your campaigns, in order to connect with Reddit users around the event.

There are some handy notes here, which could be worth considering. And while Reddit may not seem like the most obvious channel for Mother’s Day marketing, there could well be opportunities there, both for market research and outreach, if you go looking.

You can download Reddit’s full Mother’s Day marketing guide here.

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Which Sucker Companies Are Going To Pay Elon Musk $1,000/Month To Get An Ugly Gold Badge?

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from the greater-fool-theory dept

Elon Musk’s next big revenue bet is that companies really, really, really want to show up as “verified.” All evidence suggests that very few Twitter users are interested in paying Elon $8/month to constantly break the site or engage in ego-driven experiments that make the general experience worse.

A few weeks ago, we found out that he’s trying to get organizations to pay $42,000 a month to access the Twitter API, and maybe that was just a framing technique. Because Twitter has announced the next round of its check mark program, which begins with deleting the “legacy” checkmark holders (which, honestly, to many of us is a huge relief), but also telling businesses and organizations they need to pay $1,000/month if they want to keep their checkmark.

Which Sucker Companies Are Going To Pay Elon Musk 1000Month

The page for “Twitter Verified Organizations” says (laughably) that they’re “creating the most trusted place on the internet for organizations to reach their followers.” Which is kinda hilarious that anyone believes that. And, apparently, the way to create “the most trusted place” is to make sure that no users know whether or not organizations are legit or not unless they’re willing to pay through the nose.

In the US, it’s a flat rate, $1,000 per month, with a $50/month additional fee for each “affiliate seat subscription.”

1679704107 217 Which Sucker Companies Are Going To Pay Elon Musk 1000Month

That “affiliate” seat subscription” appears to be for employees that work for the company who are promoting it:

The best marketing comes directly from real people on Twitter. Now, you can affiliate your organization’s champions so that everyone knows where they work. Affiliates receive a small image of their organization’s Twitter account profile picture next to their name every time they Tweet, send a DM, or appear in search. 

You can affiliate anyone who represents or is associated with your organization: leadership, product managers, employees, politicians, customer support, franchises, sub-brands, products and so on. An account you invite to affiliate must accept your invitation.

I’m sure some sucker companies are going to pay up, but this is going to get expensive very fast for any small or medium-sized business, so why bother? And, yes, this is all flat rate pricing, so giant consumer packaged goods companies may be willing to pay, but non-profits? Small businesses? Governments? It applies to all of them:

Twitter Verified Organizations enables organizations of all types–businesses, non-profits, and government institutions–to sign up and manage their verification and to affiliate and verify any related account. 

In some ways, this is just Musk making a bet on extortion. Organizations and governments that don’t pay will be much more likely to get impersonated on Twitter and risk serious problems. So Musk is basically betting on making life so bad for organizations that they’ll have to pay these ridiculous rates to avoid people impersonating them.

I’m not sure how that creates “the most trusted place on the internet,” but then again, I didn’t set $44 billion on fire to fuck up a website I didn’t understand.

Filed Under: extortion, non-profits, organizations, trust, verified

Companies: twitter



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Twitter Expands ‘Verification for Organizations’ to More Regions

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Twitter Expands ‘Verification for Organizations’ to More Regions

Despite concerns over its radically high pricing, Twitter is pushing ahead with the rollout of its ‘Verification for Organizations’ offering, which enables brands to purchase a gold checkmark for their main account, and verify their employee profiles as affiliates.

Twitter first put out the call for selected businesses to sign up to the program back in January, as part of its broader revamp of verification, which aims to both democratize access to checkmarks in the app, while also establishing a new revenue stream for the business.

Now, more brands in more regions are being invited to register their interest, which could soon see a lot more gold checkmarks and square profile pictures appearing in your feed.

If they’re willing to pay up. Twitter’s currently looking to charge businesses $1,000 per month for the option, which seems like a high price to pay for a different colored tick – and really, not much else.

As per the communications being sent out to businesses, for your $1,000 monthly investment, Verification for Organizations will give you:

  • A gold checkmark on your brand account
  • A square profile picture on your brand profile
  • An affiliate badge, a smaller version of your brand profile image that’s added to approved accounts in the app
  • Affiliates display on the main brand page, which shows all the accounts linked to the main brand profile
Twitter Verification for Organizations
  • Twitter Blue access for all brand and affiliated accounts

So you do get access to all the Twitter Blue features, for your main account and any profiles that you approve as affiliates. But you do also have to pay for each affiliate you register – if you want to approve your staff, and get them both an affiliate marker and a blue tick, you’ll have to pay $50, per month, for each profile you add in.

That seems like a lot – especially considering you can just pay $8 per month to sign your brand profile up to Twitter Blue and get a regular blue checkmark in the app. Maybe Twitter will eventually look to cut off Twitter Blue access for brand entities, but right now, you’re really paying an extra $992 per month for a different colored tick.

Is that worth it?

I guess, Twitter’s hoping that it can reach a critical mass of brands that sign up for a gold checkmark, which will then make it the new gold standard in brand recognition, and in turn, raise questions about the legitimacy of other brand accounts that don’t have that gold tick endorsement. That could force more brands to sign-up to the program, in order to ensure that they’re seen as the official brand entity in the app.

I’m not sure that’s going to work, but that seems to be the principle that Twitter’s going with, effectively using the value of exclusivity that was once afforded to the regular blue checkmark to make the new gold tick more desirable, thus boosting interest.

But it’s a lot. $1000 a month is likely beyond the reach of most SMBs, and it’ll be hard for any brand to justify the expanse, for so little in return.

Some reports have also suggested that Twitter’s giving away the gold checkmark to approved ad partners, as another means to make it a bigger thing, and that could be another effort to further incentivize take-up, by using competitive sensibilities to prompt other brands to want one as well.

Again, I don’t know that it’s the right approach, but Twitter’s, at the least, going to kick the tires on the option, at its current price point.

And it’s coming to more regions – Verification for Organizations is now available in the US, Canada, Australia, New Zealand, Japan, the UK, Saudi Arabia, France, Germany, Italy, Portugal, Spain, India, Indonesia, and Brazil.

With a heap of advertisers still not coming back to Twitter, Elon and Co. definitely need the extra money – but do you need the ‘benefits’ that this program provides?



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