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Twitter Puts its Support Behind Campaign to End Government-Implemented Internet Shutdowns



Amid varying concerns around how information is shared online, and the role that social networks, specifically, can play in influencing public opinion, more governments are looking to shut down or limit internet access at times in order to control or manage certain narratives.

And apparently, such instances are on the rise – according to a report from Access Now, there were 213 documented internet shutdowns in 2019, with 116 of those officially recognized by the relative authorities, up from 81 in 2018.

Access Now report

That’s a concerning trend, especially when you consider the importance of access to information amid an event like COVID-19. 

Acknowledging this, Twitter has this week put its support behind the KeepItOn campaign. 

As explained by Twitter:

“#KeepItOn is a coalition of more than 200 organizations – ranging from research centers to rights and local advocacy groups, detection networks, and media organizations – located within 75 countries around the world, fighting to end Internet shutdowns globally.”

Twitter will look to help amplify the messaging of KeepItOn with a special hashflag emoji which will be automatically added to tweets that include the tags #KeepItOn and #InternetShutdowns.

KeepItOn hashtag

As per Twitter:

Twitter’s mission is to serve the public conversation. We are committed to protecting freedom of expression, while encouraging healthy and productive public conversations. Having access to the free and open Internet is a right that many have come to see as essential. It is a right that’s increasingly inseparable from free expression, self-determination, and self-actualization.”

Twitter also notes that there have been varying shut downs in recent months, partly tied into COVID-19, which could set dangerous precedents for the future of free access, which is why it’s chosen to provide more support for KeepItOn now.  


Definitely, this is an area of concern. Research suggests that around 3.5 billion people can’t access the internet at all, contributing to global inequity, while restricting such in regions where internet access is available can only further exacerbate such concerns. And that’s before you consider the power that governments can wield when they control the flow of information.

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Unchecked, this could become a major problem, so it’s important that organizations like KeepItOn do continue to push back against such moves. 

You can learn more about the KeepItOn campaign here.



LinkedIn Shares New Insights into Maximize Response to Your InMail Messages



LinkedIn Shares New Insights into Maximize Response to Your InMail Messages

LinkedIn has published a new analysis of the best approaches to InMail, and maximizing DM opens in the app, based on ‘tens of millions of InMails’ sent between May 2021 and April 2022 in the app.

Which is primarily focused on recruiters – though really, a broad range of people use InMail to get in touch with people on LinkedIn, for different purpose, and many of the findings will apply in a more general sense.

But LinkedIn does make note of the option as a key recruitment tool.

As per LinkedIn:

More responses mean recruiters get more bang for their buck from their InMail allotment. That’s because recruiters earn an InMail credit back if their message receives a response within 90 days (even if it’s a negative one). So, response rates not only reflect candidate engagement but also recruiter efficiency. But what kind of InMails actually drive higher response rates and how can recruiters improve their own InMail response rate?”

It’s worth checking out the full report if you’re looking to use LinkedIn mail within your digital marketing approach, but in summary, LinkedIn’s key findings are:

  • Shorter InMails perform significantly better than longer ones
  • Avoid sending InMails on Saturday (and probably Friday too)
  • Personalized InMails perform about 15% better than ones sent in bulk
  • Candidates who are “Recommended Matches” or “Open to Work” are about 35% more likely to respond than others

Which is much the same as what LinkedIn recommended in response to the same report last year, which underlines the value of these notes as guide points for your InMail approach.

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Here’s a more in-depth overview of LinkedIn’s findings:


First off, on message length – LinkedIn says that InMails under 400 characters perform best.

As you can see here, there’s essentially a sliding scale of engagement with InMails, based on length.

“The response rate for the shortest InMails is 22% higher than the average response rate for all InMails. By the same measure, the response rate for the longest InMails is 11% below the average rate.” 

Of course, this entirely depends on your message, and getting people to engage with what you’re trying to communicate. As such, there are no definitive rules, but the findings do provide some guidance as to how you can look to boost response to your in-app messages.

LinkedIn also provides an example of a great InMail under 400 characters.

LinkedIn InMail example

Though LinkedIn also notes that its data may also be slightly skewed due to the scarcity of shorter InMails in its dataset.

LinkedIn InMail study

As you can see here, only 10% of the messages sent on LinkedIn are under 400 characters, so while they do perform better, that may also be because they stand out more, due to most messages asking for more user attention.

Which would still suggest that it’s an effective approach, but it could be another element to consider.

LinkedIn also notes that sending InMails on a Friday or Saturday generally results in poorer response.

LinkedIn InMail study

Every other day is pretty even on response rate, though LinkedIn says that Mondays are the best days to send your messages.

That said, plenty of InMails are being sent on Fridays.

LinkedIn InMail study

As LinkedIn notes:

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“If you’re about to send that InMail on a Friday afternoon, consider scheduling it for Monday morning instead.”

LinkedIn also provides some more specific stats on InMail performance, noting that messages that are sent individually see response rates roughly 15% higher than InMails sent in bulk.

LinkedIn InMail study

Which makes sense – no one wants to get a generic ‘Hi ***, I noticed that you’re interested in ***’ template email, as they mostly feel untargeted and spammy. Even the slightest personal touch can add a lot to email engagement, and entice more interest.

LinkedIn also notes that the InMail response rate for candidates who indicate that they’re “Open to Work” is 37% higher than the rate for others, while candidates found in Recommended Matches are up to 35% more likely to accept InMails than candidates found in Recruiter search alone.

LinkedIn InMail study

Which are obviously, again, more recruiter-specific data points, but it’s worth noting in the sense that you can glean from a user profile whether they’re looking to be contacted or not. That could also relate to freelance services listings, their career summary, their profile headline, etc.

Again, there’s a lot of good data here, and while it is based on analysis of recruiter InMails, it is worth noting the various trends for consideration in your LinkedIn messaging approaches.

You can read LinkedIn’s full InMail response report here.

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