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How social media drives the climate agenda: COP27 and the influence of Twitter

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Social media threatening press freedom: Nobel laureate

Social media. — © AFP

The 27th Conference of the Parties of the UNFCCC (COP27) is about to begin, hosted by the government of the Arab Republic of Egypt (running between November 6th and 18th, 2022). The focus is in bringing together the United Nations, businesses, the scientific community, indigenous and local communities and civil society to jointly enhance and accelerate the implementation of climate action and follow up on the collective commitments and pledges made at COP26.

In the run-up to the conference, it is notable that Twitter influencer conversations have started piling up and as a result there has been a 150 percent growth around the term  ‘COP27’ (when September 2022 is compared with October 2022). This is based on data compiled by the Social Media Analytics Platform of GlobalData.

The highest rise in Twitter influencer conversations was recorded in the last week of October, when the latest report of UN Climate Change stated that the global carbon dioxide emissions are expected to increase by 10.6 percent by 2030 (as baselined on 2010 levels).  

Another surge in influencer conversations was witnessed in the first week of October, when the sponsorship of The Coca-Cola Company for COP27 event faced Twitter influencers’ backlash. A few environmental activists have slammed the company for greenwashing and demanded the UNFCCC to remove the company from sponsorship.

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For example, Emma Priestland, a coordinator for Break Free From Plastic, a global alliance of organisations and individuals, said: “Coca-Cola sponsoring the Cop27 is pure ‘greenwash’. Coca-Cola is one of the world’s biggest users of plastic.”

In terms of the leading Twitter influencers and the key role they have played in bringing COP27 to public attention, Tedros Adhanom Ghebreyesus, Director General at World Health Organization with a global score of 89, has emerged as the top voice on Twitter around COP27.

Tedros Adhanom Ghebreyesus, Director General at World Health Organization:

“As we prepare for #COP27, remember that our fossil-fuel addiction costs lives & damages physical & mental health, esp. of young people. We must invest in more mental health support for communities dealing with climate-related hazards. https://bit.ly/3xeAHkF #WorldMentalHealthDay”

Other leading voices are Ketan Joshi, a freelance writer on climate and energy returns to the Coca-Cola issue:

“Should serve as a very glaring warning to any company gearing up their greenwashing machine for COP27: you are being watched. And you are going to face consequences, if you lie about yourselves.”

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Javier Blas, Energy and commodities columnist at Bloomberg:

“It’s just over a month for #COP27, and Saudi Aramco CEO Amin Nasser, tongue in cheek, has a particular view about the energy transition: “If you think about it, we are transitioning to coal” (According to the @IEA, global coal demand will rise to a fresh all-time high in 2023)”

In addition, other influential environmental commentator are: Peter Kalmus, Climate Scientist at NASA Jet Propulsion Laboratory; and Mike Hudemand, Director of Communications at Canopy Planet.

The information relating to Twitter influencers has been provided to Digital Journal by Smitarani Tripathy, Social Media Analyst at GlobalData.



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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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