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Ukraine dominates social media info war with Russia

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Ukrainian President Volodymyr Zelensky's daily video addresses have become viral sensations

Ukrainian President Volodymyr Zelensky’s daily video addresses have become viral sensations – Copyright AFP Vano SHLAMOV

Joris FIORITI

Ukraine has succeeded in dominating social media in the first days since the Russian invasion, in an intensifying information war with Moscow that Kyiv so far appears to be winning, analysts say.

Even as President Volodymyr Zelensky remains bunkered down in Kyiv amid heavy bombardment and the fear of assassination, his government has forced an all-out assault on social media to win supporters for their cause.

Zelensky’s daily video addresses, usually published with English subtitles, have become viral sensations, while the defence and foreign ministries tout the military resistance of Ukraine in snazzy graphics.

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Meanwhile, Ukrainians have posted videos showing the success of their forces that have become viral trends, including a Ukrainian missile shooting down a Russian helicopter and a Ukrainian farmer towing away captured Russian military hardware on his tractor.

Self-shot videos of Ukrainians sobbing amid the ruins of their towns after Russia stepped up bombardments have also gripped people around the world.

More unverifiable viral claims have included the so-called “ghost of Kyiv”, a flying ace said to have downed a dozen Russian warplanes, or the Kyiv woman who purportedly knocked out a Russian drone with a jar of pickled cucumbers.

“In the first phase of the conflict, in terms of international opinion, the Ukrainians are clearly ahead in information,” said Baptiste Robert, founder of Predicta Lab, a French company fighting disinformation.

“The most impressive thing is that it is organic,” he said. “There is a real desire of the Ukrainians to document this war. When something happens, they pull out their phones.”

– ‘Readjusting and trying again’ –

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Robert said the majority of pro-Ukraine videos doing the rounds on Twitter are genuine, but there have been claims which subsequent fact-checking proved to be exaggerated.

In the early stages of the war, Kyiv hailed as heroes 13 border guards who it said lost their lives defending a tiny Black Sea island after swearing at the Russian forces over the radio.

They had in fact all survived, as the Ukrainian authorities later acknowledged. Ukraine’s embassy in Paris denies any deliberate attempt to mislead, saying “we don’t do fake news”.

Russia, accused of spreading disinformation in the 2016 US election to weigh the balance in favour of Donald Trump, is seen as a past master of such tactics.

But here, the balance is weighed against Moscow. In addition to being deeply unpopular in the West, the initial phase of the war has been far from successful for the Kremlin, according to independent observers.

“I can see them (the Russians) readjusting, refitting, and trying again” on the information front, said Emily Harding, deputy director and senior fellow in the international security programme at the Center for Strategic and International Studies.

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“But it will still take a little while to get things running.”

She said she expected Russia to “push a lot of disinformation into the ecosystem about how the war is going, showing Ukrainian troops supposedly surrendering”.

– ‘Many Russians buy the narrative’ –

However, Russia does not seem hugely concerned about public opinion outside the country, with efforts focused on keeping domestic support behind President Vladimir Putin.

To this end, Russia in the last days shut down the final bastions of free speech media in the country, blocked Facebook and restricted access to Twitter.

“It is true that they (the Ukrainians) are winning, but at the end of the day, the audience Putin cares most about is what his own people think about him,” said Darren Linvill, lead researcher at the Media forensic lab of Clemson University in the United States.

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“I think many, many Russians buy the narrative.”

He added: “For every narrative which is pro-Ukrainian, such as stories about Russian soldiers surrendering without fighting and Ukrainian heroes being lauded for their bravery, you see the same thing in Russia, in the conversation among nationalists, for their own side.”

With Ukrainian resistance forcing Moscow into a much longer war than the Kremlin wanted, a new phase in the information war is likely to open up.

If more Ukrainian cities fall to Russian forces, “there will be a new information war between those areas still resisting and the counter-information that the Russians are imposing,” said Robert.


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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