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TikTok Announces New ‘#ForYou’ Summit to Provide Marketing Insights and Tips

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TikTok has announced another event designed to help marketers make the most of its ad tools, and build community on the platform, with its third #ForYou Summit to be held on July 21st.

TikTok ForYou Summit

The ‘Culture Driver’ event, which is aimed at brand and agency partners in North America, will feature creators, musicians, ad agency execs and TikTok staff, each of whom will provide perspective on how to make best use of TikTok for marketing.

As explained by TikTok:

“#ForYou Summit: Culture Driver will debut ground-breaking research essential for taking your brand to the next level. The Summit will feature appearances by many of today’s most culturally innovative CMOs. Join us and gain practical knowledge that will empower your brand to usher in a new era of community-driven culture on TikTok.”

The main sessions will focus on key usage examples and processes, including the platform’s influence on music trends and working with influencers for campaigns.

TikTok Summit

The event will also feature breakout sessions on building AR effects, eCommerce opportunities, trust and safety insights, and more.

TikTok has announced a range of virtual events over the last few months, as it seeks to maximize connection with brands, and boost its revenue potential. Just this week, TikTok announced its ‘Small Biz Block Party‘, a 20-event virtual workshop series for SMBs, while it’s also launching a ‘For You House’ pop-up installation in the UK later in the month. TikTok also ran its first-ever ‘Ready, Set, Grow’ summit for SMBs earlier this year.

And with TikTok leading the download charts virtually every month for the past year and a half, it makes sense for the platform to capitalize on rising marketer interest, with a view to building a more sustainable, profitable business model, that can both keep producing for brand partners, and ensure that TikTok can pay its top creators, keeping them posting more often.

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While also, of course, making big bank for TikTok itself. The app is now well on track to reach a billion users in 2021, putting it on pace with Instagram – and while it’s never likely to reach Facebook in terms of overall usage, as Facebook knows, winning over the youth is key to longevity in the space.

Facebook surpassed MySpace the same way. Could that mean that TikTok will eventually become the platform, superseding The Social Network?

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Facebook is likely too big to fail now, in broader terms. But with respect to this aspect, in pure platform usage and engagement, it is possible that TikTok could eventually become the key platform of choice. 

Marketers can RSVP for the ‘#ForYouSummit: Culture Driver’ here, though spaces are limited.

Socialmediatoday.com

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Twitter Implements New Rules to Further Restrict Misinformation in Times of Crisis

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Twitter Implements New Rules to Further Restrict Misinformation in Times of Crisis

Twitter’s looking to do more to limit the spread of harmful misinformation via its platform, with the implementation of a new policy that will specifically restrict the amplification of misinformation in times of crisis, including armed conflict, civil unrest and more.

The policy has been developed in response to the invasion of Ukraine, with Twitter now looking to enshrine its Ukraine policies in its official guidelines.

As explained by Twitter:  

Around the world, people use Twitter to find reliable information in real time. During periods of crisis – such as situations of armed conflict, public health emergencies, and large-scale natural disasters – access to credible, authoritative information and resources is all the more critical.”

In these circumstances, Twitter will now work faster to hide potentially harmful claims behind a warning screen, while such claims also won’t be amplified in the Home timeline, Search, and/or Explore.

As you can see here, users will be required to click through the warning notice to view these tweets, while Likes, Retweets, and Shares will be disabled. 

Expanding on this, Twitter says that it will also prioritize adding warning notices to highly visible Tweets and Tweets from high profile accounts, ‘such as state-affiliated media accounts, verified, official government accounts.’ The new policy will only relate to situations in which there is a /widespread threat to life, physical safety, health, or basic subsistence’.

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So how will Twitter determine what’s true or false in rapid time?

Twitter says that it will verify information via credible, publicly available sources, ‘including evidence from conflict monitoring groups, humanitarian organizations, open-source investigators, journalists, and more’. 

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Sure, that should appease the free speech advocates who already feel that social platforms base their decisions on political agendas. Wonder what Elon thinks of this?

In principle, of course, Twitter’s policy makes perfect sense – harmful misinformation and propaganda can have damaging impacts, in many ways, and it shouldn’t allow such to be amplified via its app. That’s ramped up even further in times of crisis.

In conflicts of the past, military opponents have resorted to air drops of flyers to break the spirit of their opponents. Tweets, and social media posts in general, can serve the same purpose, which is why it’s important for Twitter to act.

But further moves to restrict speech, of any kind, will undoubtedly be met with criticism.

Twitter says that, under this new policy, it will add warning notices to

  • False coverage or event reporting, or information that mischaracterizes conditions on the ground as a conflict evolves
  • False allegations regarding use of force, incursions on territorial sovereignty, or around the use of weapons
  • Demonstrably false or misleading allegations of war crimes or mass atrocities against specific populations
  • False information regarding international community response, sanctions, defensive actions, or humanitarian operations

It could be a difficult policy to enforce, depending on the conflict and region, so while it is a good update, and again, one that makes sense, it may be perceived as biased by those restricted as a result.

And it does seem that it could, at some stage, backfire, with correct information hidden due to the platform’s rapid action – but then again, that may be worth the risk if it ends up saving lives in the majority.

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But you do have to wonder what incoming CEO and owner Elon Musk thinks of such. Musk has been a vocal advocate of free speech, and this seems to be skirting the line of what Musk may see as overstepping. We’ll find out once the deal goes through.

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Twitter says that this first iteration of its updated policy is focused on international armed conflict, starting with the war in Ukraine, but it will eventually be expanded to include additional forms of crisis.

“The policy will supplement our existing work deployed during other global crises, such as in AfghanistanEthiopia, and India.

Again, it’ll be interesting to see what Musk thinks, and whether this policy is fully enacted in the Elon era for the app.

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