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Twitter Updates its Platform Rules to Cover More Types of COVID-19 Misinformation

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Twitter has announced a new update to its safety rules in order to remove more types of misinformation relating to the COVID-19 outbreak.

Responding to communication trends around the pandemic, Twitter says that it will now require people to remove Tweets that include the following:

Among the various specific updates that these new regulations cover, Twitter says that it will now remove:

  • Tweets with claims like “coronavirus is not heat-resistant – walking outside is enough to disinfect you” or “use aromatherapy and essential oils to prevent COVID-19.”
  • Claims such as: “drinking bleach and ingesting colloidal silver will cure COVID-19.”
  • Tweets spreading conspiracy theories that coronavirus is not real, or that “washing your hands is propaganda for soap companies”
  • Content that propagates false or misleading information around COVID-19 diagnosis procedures, like: “if you can hold your breath for 10 seconds, you do not have coronavirus.”
  • Claims that specific groups, nationalities are not susceptible to COVID-19, such as “people with dark skin are immune to COVID-19 due to melanin production” or “reading the Quran will make an individual immune to COVID-19.”

These types of misinformative messages are on the rise, particularly as the outbreak spreads, and increases anxiety levels around the world. People are looking for answers, but the difficult part is that there are no answers to many of the key questions.

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We don’t know the full extent of how COVID-19 works, how it spreads, nor how long it’s going to take to weed it out of our societies. That makes the situation even more concerning across the board, and misinformation like this does nothing to help. 

It’s good to see Twitter working to combat such claims, and rid its network of false narratives. At the same time, Twitter will also likely need to crack down on bots, which have been used in the past to amplify misinformation of this type.

The expanded operation could also have longer-term benefits for Twitter. Right now, the priority is ensuring accurate and timely information for users, but the processes being put in place could also help Twitter improve its systems on the same moving forward.

Either way, these are important shifts in policy from the platform, and will hopefully help in reducing the spread of incorrect information.

Socialmediatoday.com

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement


TikTok has partnered with brand suitability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, which will enable advertisers to ensure that their TikTok promotions don’t appear alongside potentially offensive material.

As you can see here, using Zefr’s dashboard, which provides insights into each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories, advertisers will now be able to ensure that their TikTok ads are not shown next to content that they don’t want to be associated with.

As explained by TikTok:

“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”

Zefr’s advanced ‘Cognition AI’ process utilizes audio, text, and frame-by-frame video analysis, along with scaled human review, to determine brand safety, and provide full assurance on potential ad placement.

With TikTok’s challenges and posts sometimes veering into dangerous territory, the option will help to reassure brands that their campaigns won’t end up being associated with potential harm, which could help TikTok secure even more ad spend.

Though it could be difficult to 100% guarantee success here. For example, the recent ‘Milk Crate Challenge’ on TikTok started off innocently enough, but eventually lead to increasingly risky and dangerous behaviors, which resulted in serious injuries to some participants. Other TikTok challenges could follow a similar evolution – though the additional assurance of Zefr’s systems will ideally help to catch these out before they become a potential brand risk, or at the least, as soon as they’re identified as a problem.

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It’s a good integration, and another key step in TikTok’s broader expansion of its ad tools.

The new TikTok Zefr integration is available to advertisers in the US, Canada, the UK, France, Germany, Italy, Poland and Spain.



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How to Elevate Your Social Media ROI [Infographic]

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How to Elevate Your Social Media ROI [Infographic]

Looking for ways to improve your social media marketing efforts in 2022?

As we head into the new year, it’s worth revising your business goals, and establishing a clear direction for your digital marketing process. Maybe you’re happy with the growth and interaction you’re seeing, and how that’s then leading to conversion, but over the past two years, in particular, there’s no doubt been some level of disruption to your marketing plans.

With that in mind, this infographic from the team at Click Dimensions could help. They’ve put together a simple overview of how to establish your social media marketing goals, including which metrics to focus on, how to increase engagement, and the importance of adapting as things progress.

It could help to spark some new thinking in your approach – check out the full infographic below.

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5 Essential Pinterest Metrics to Track [Infographic]

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5 Essential Pinterest Metrics to Track [Infographic]

Will Pinterest be part of your digital marketing approach in 2022?

More brands are now considering it, with Pinterest now up to 444 million active users, and becoming a key eCommerce hub for many amid the pandemic. Pinterest is also seeing an increase in male usage, expanding its target demographics, while its evolving shopping options, including AR displays and virtual try-on tools, are helping to advance the app’s utility, and make it a more essential companion for many consumers.

At the least, it may be worth checking in and seeing what brands in your niche are doing in the app.

And if you are looking to improve your Pin presence, then you need to be tracking the right metrics –which is where this new infographic listing from Giraffe Social Media comes in.

The graphic below outlines the key Pinterest metrics you need to track, in order to measure and improve your Pin performance. Worth noting in your approach.

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