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Facebook Outlines Coming Mental Health Support Tools

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There’s no other way to put it – 2020 has been tough, and we still have three and bit months to go, which, ideally, will deliver some form of good news and/or relief. But nobody knows what’s coming, more so than ever, and that uncertainty has had significant impacts on the mental health of many people, as they work through the various concerns and try to manage the outcomes as best they can.

Really, we all need to give each other a break, and seek to reach out to friends where we can. The lack of in-person interaction takes its toll, in many ways, and while tensions and frustrations are running high, it’s worth trying to maintain a level of compassion, in all situations. Because it’s tough. People are facing major, ongoing challenges and battles, many of which you can’t possibly know about.

Recognizing this, Facebook, as part of World Suicide Prevention Day, has today announced a range of new mental health support tools that it’s looking to roll out in the coming months.

As per Facebook:

“Since the pandemic began, we have taken a number of additional steps to keep people safe, including providing people with tips we developed with global experts, localized resources and easy access to over 100 local crisis helplines through our COVID-19 Information Center. Experts have made clear that making these tips and resources easier to find is key to those seeking help.”

Expanding on this, Facebook will soon also be adding:

New rules around the sharing of self-harm related content

Facebook already has a range of rules in place in regards to self-harm related content, with Instagram expanding its ban on images of self-harm late last year. Now, Facebook’s also looking to implement restrictions on content that may relate to self-harm, but doesn’t violate the current regulations – “such as depressing quotes or memes”.

“We’ll share our approach to address this content soon. These issues are complex and nuanced, but we are committed to doing all we can to address potentially harmful content without stigmatizing mental health.”

This is a difficult area – for some people, it could be that posting memes actually helps them deal with such challenges. But Facebook’s working with various mental health organizations to improve its approach on this front, which will see it extended its parameters around self-harm content in the next few months.

Crisis support via chat

Facebook’s also looking to provide a new, real-time assistance option via Messenger chat.

“Getting people help in real time is especially important when they are in distress. In the coming months, we’ll make it easier for people to talk in real time with trained crisis and mental health support volunteers over Messenger.”

This could be a critical initiative, with the non-invasive, and less confronting nature of a Messenger chat likely to be appealing to many people in need.

Combine this with the fact that some 1.3 billion people currently use Messenger, and that Messenger will also soon be integrated with Instagram Direct chats and WhatsApp, and it could facilitate connection with many at-risk individuals. 

Expanded resources to help young people

Facebook’s also expanding its online resources for educators to help them provide assistance for students in distress. 

“[We’re] adding Orygen’s #chatsafe guidelines on how to help young people talk safely online about suicide to Facebook’s Safety Center. These will be available first in English, and seven more languages next month.”

Facebook has continued to expand its digital literacy resources, which is crucially important given more students are now having to spend increasing amounts of time online.

This is another key element for educators to watch for, and these new resources could be critical in connecting students with better support structures.

Instagram Wellness Guides

Facebook’s also looking to expand on its wellness guides on Instagram to cover more aspects of suicide prevention and mental health:

“We’re launching localized guides that address ways to prevent suicide and support those who might be struggling. For example, in the US, the American Foundation for Suicide Prevention created a guide to help people understand the warning signs of suicide. In India, the Suicide Prevention India Foundation’s guide focuses on how to foster social connectedness; in Hong Kong, Samaritans HK’s guide shares ways to check in on your friends; and in Nigeria, Mentally Aware Nigeria’s guide focuses on having safe conversations about suicide.”

Evolving industry guidelines

Finally, Facebook’s also working with suicide prevention experts to continue to revise and improve its approach to suicide and self-harm content.

“We welcome the guidelines Samaritans launched today, which are designed to help the tech industry address these issues as sensitively and effectively as possible.”

Keeping constantly updated with the latest info is key amid the ongoing pandemic, and its impacts.

This is a key area of concern – in the US, suicide is the tenth leading cause of death overall, claiming the lives of more than 48,000 people every year. But more critically, in the case of Facebook, according to the CDC, suicide is the second leading cause of death among individuals between the ages of 10 and 34. 

Younger users generally over-index on social platforms, which is especially true on Instagram, and with the pressures of comparison against people’s highlight reel updates online, coupled with the added impacts of COVID-19, this is something that needs more focus, and anything that can be done to assist is a positive.

As such, Facebook should be praised for seeking new ways to help those at risk.   

Socialmediatoday.com

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Social Responsibility And Ethics In Influencer Marketing

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Social Responsibility And Ethics In Influencer Marketing

Chief Growth Officer (CGO) at HypeFactory, a global influencer marketing agency.

It’s no secret that influencer marketing popularity has skyrocketed over the past couple of years, and partnering with influencers isn’t a new concept. Just over the past year, the industry was valued at $16.4 billion and still keeps growing, with a whopping revenue forecast of $143.10 billion in 2030.

Since the beginning of influencer marketing, people have talked about how influencers and social responsibility fit together. It stands to reason that influential people would use their large fan bases to help others. However, when influencers and businesses collaborate, they each have specific responsibilities to the communities in which they operate.

Sponsorship Transparency And Gender Stereotypes

One of the most critical skills for an influencer is honesty. Influencers base their marketing strategy on being genuine and sharing personal tales and thoughts with their target audience. They are not celebrities living in a bubble of fame that very few of their followers will ever reach; instead, they live lifestyles that are reachable and use items that their viewers would find helpful. This approach has significantly contributed to their immense level of success.

However, many influencers don’t play by the rules, especially when it comes to impressing brands they’ve made deals with, even though transparency is essential to the sustainability of an influencer’s career. Because of this, many people would think that the most important ethical issue in influencer marketing is sponsorship disclosure.

The United States Federal Trade Commission (FTC) and the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) in the United Kingdom have all put out rules about how influencers should be honest in their posts and about their relationships with brands. If you disobey the regulations, you risk facing penalties, fines and legal bills. You also risk losing the trust of your customers for good.

Moreover, when doing influencer marketing, it’s essential to consider gender stereotypes and how people usually think men and women will act in different situations. The Committee on Advertising Practice (CAP) has said that since June 2019, marketing materials could no longer show men and women in ways that are based on stereotypes. These rules state that ads “must not use gender stereotypes that are likely to hurt or offend a large number of people.” Great campaigns, like Nike’s “Dream Crazier,” have challenged gender preconceptions.

Improving Influencer Marketing’s Reliability And Authenticity

Authenticity is essential in influencer marketing. People listen to influencers who are honest and relatable. In addition to the moral problems I mentioned above, brands and influencers must also follow FTC rules, community guidelines and terms of service on social media platforms.

Based on my experience as a chief growth officer at a global influencer marketing agency, here are some things brands must consider for influencer partnerships that are authentic and reliable.

Outline—and stick to—the ethical principles that your brand stands for.

Before you can begin your search for the ideal influencers, you must first understand the core principles of representing your business. Most businesses start by determining their values and ethics early on. They then use these to build their brand identity. It’s up to each company’s brand to decide where they will draw the line and how they will show their core values on social media.

However, consumers place a high value on consistent honesty. Customers are likely to call out your company for being hypocritical if it says it wants to fight racism but then partners with an influencer who has a history of making small slights against people of color. Or if your company promotes equal pay yet pays female influencers less than it does male influencers, contributing to the continuation of the pay gap between male and female influencers.

As a result, you will likely lose the trust of these customers.

Collaborate with real influencers.

One of the most effective ways to stick to influencer marketing principles is by collaborating with real-life influencers. Choosing the right influencers is crucial for building consumer confidence in your product.

Determine which influencers are authentic and have credibility with your intended audience. Specifically, it would be best to look at how many people engage with their content and how good it is. Even though engagement numbers are essential, they only tell part of the story about an influencer’s reliability. Please pay close attention to their writing style, the brands they’ve worked with, the accuracy of their reviews, etc.

Develop a long-term partnership.

When you’ve found a group of genuine, influential people with whom you can collaborate successfully, it’s crucial to keep in touch with them over time. Even if they are paid to review a product, genuine influencers always give honest opinions. Because they follow all the rules, the spectator can have more faith in them.

Consequently, after a shortlist of influencers has been compiled, you should perform authenticity checks. Check their content feed for branded articles. Make sure that any disclaimers you find adhere to the first point’s disclosure guidelines. Consistently partnering with the same influencers demonstrates to customers that you value their brand’s success just as much as they do, which can increase consumer confidence in your business.

Slutsats

Authenticity serves as the cornerstone of the influencer marketing strategy. Influencers earn the trust of their followers and become successful when they always provide high-quality, authentic, relatable content.

In addition to the concerns over the morality of influencer marketing, brands and influencers must follow the criteria established by the FTC and the community guidelines and terms of service based on social media platforms. You can shield your brand from potential ethical and legal difficulties and still enjoy success with influencer marketing if you are aware of the expectations and follow certain best practices.


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

Looking to give your social profiles a visual refresh for the new year?

This could help – the team from Giraffe Social Media recently put together an overview of the whys and hows of building your brand via your social profile visuals.

There are some good notes here – a key consideration is consistency, which ensures that you’re building your brand with every post and update.

Check out the full infographic below.

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

Publicis Groupe-owned performance marketing agency CJ, which specializes in affiliate marketing, has acquired Perlu, a Syracuse, New York-based influencer networking and technology platform.
Perlu’s platform enables companies to activate, network, and collaborate with a community of influencers.   

Perlu will initially retain its name and organization as it is
integrated …



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