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Gift dig med din passion med din nyfikenhet: Paneldeltagare diskuterar hur du bygger ditt varumärke i upptakten till Super Bowl LVII


Gift dig med din passion med din nyfikenhet: Paneldeltagare diskuterar hur du bygger ditt varumärke i upptakten till Super Bowl LVII

Fans in every color jersey of the rainbow internationally will tune into Super Bowl LVIII this Sunday. Ahead of the game, NBCU Academy partnered with PNE Showcase and Arizona State University to bring students and professionals an inside look at the people who color outside the lines for the National Football league.

The three powerhouses co-hosted the Building and Being Your Brand seminar in hopes of helping students and other national professionals identify their brand and the best ways to communicate the pillars of their brand to the masses.

There are just under 4,000 people employed by the NFL, which makes for hundreds of job paths within the league. As the panel began, NFL international marketing and player relations manager Emily Wirtz spoke about how her roots in Germany translated into the role she has now.

The first door opened for Wirtz in the NFL was as a digital video editor and producer. Wirtz transparently admitted she did not feel qualified for the job but with an extra push from her father, she decided to still go after the interview.

“My dad told me that even if I do not land the job, it will at least be good interview practice,” Wirtz said.

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Wirtz still thanks her father to this day. Her video supervisor learned she spoke German and instantly recommended her for a role within the NFL’s global expansion. She would go on to execute the first NFL game in Germany. Germany’s first official exposure to American football at the highest level sold out of millions of tickets in three minutes.

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“When we are on the way to these international games in London, Germany and Mexico City, the NFL staff, we’re usually on a big bus or van,” Wirtz said. “In the van it’s about 40 of us and we’re literally trying to find a fan in one of the jerseys of all 32 teams. When we see someone we are like Chargers, Rams or whatever the team is! Every international game I’ve been to, all 5, we’ve been able to spot someone in each jersey.”

By showing up as her authentic self, Wirtz was able to leverage her job. All five of the panelists promoted a “helmet-off” approach to the game. This idea promotes getting to know the stories of the players to help advance the game.

Director of NFL college and club social marketing Sana Merchant-Rupani discussed taking on tasks that require you to grow. Before joining the league, Merchant-Rupani worked in digital marketing at Empire State Realty Trust. In the position, she was tasked with creating an Instagram presence for the company.

Merchant-Rupani had no experience with Instagram when taking on this task but it directly led her into her current role.

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“You have to marry your passion with your curiosity,” Merchant-Rupani said.

Senior manager of NFL game operations Karley Berry further emphasized Merchant-Rupani’s message by presenting the contrast. Berry posited that if a job is presented to someone and they check off all the job requirements, then the job is not for them.

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The entire audience was initially confused by the statement but as Berry went on, she explained you must take a job that will offer you something new and will leave you with an extra skill you did not have going into the position.

Prior to stepping into the game operations realm, Berry took her first step into the football world when she was a recruiting assistant at Penn State University.

Growing up around Nittany Lion football her entire life, she knew the brand of the university’s football team. While in State College, PA, she challenged the recruitment staff to go after men with outstanding character.

“When we would go on home visits, I would make sure to pay attention,” Berry said. Berry wanted to be intentional with her tactics and believed the best players were those that were good people on and off the field.

Merchant-Rupani, Berry and Wirtz all used elements of their personal brand to succeed in their current spaces to get to their dream work destination. This message was passed on to the audience through painting their journey through experiences.

“We all know about Patrick Mahomes. There are other stories,” senior manager of NFL social marketing Jordan Dolbin sa.

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Dolbin called on storytellers to push their limits. She wanted to ensure she was challenging audience members to go beneath the surface of the performers with the best stat numbers.

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She brought up a story she came across during her Super Bowl preparation that was a “where are they now’ approach to telling the stories of all the players that caught interceptions against Maholmes in high school.

“Now, that is the story I will remember when this is all over,” Dolbin said.

Cincinnati Bengals special teamer Trayveon Williams added his experience to the panel, emphasizing exploring his other interests outside of football. He also commended today’s players for the tenacity in their approach to leaving a legacy outside of football.

The panel agreed collectively their main reason for taking time away from all the Super Bowl work obligations and festivities was to provide the representation they did not see while carving out their career paths.

NBCU Academy will be virtually hosting the Next Level Summit on March 22, 2023.

Author’s Note: Alexis Davis is currently in her last semesters in Walter Cronkite’s School of Journalism and Mass Communication at Arizona State University. She received her bachelor’s from North Carolina A&T State University in multimedia journalism in May 2022. Davis is a featured writer for the MEAC conference. Davis also switches between play-by-play announcer, analyst and sideline reporter for the PAC-12 conference’s app. She also hosts a podcast focusing on international basketball players and their fashion experiences called What’s in Your Bag? 


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Twitter Executive Responsible for Content Safety Resigns


Twitter Executive Responsible for Content Safety Resigns

Twitter Executive Responsible for Content Safety Resigns | Time


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Meta Tests Removal of Canadian News Content in Response to Proposed Online News Act


Meta kan utforska betalda blå bockar på Facebook och Instagram

Meta’s getting serious about its threats to remove Canadian news publishers from its apps, as a result of Canada’s proposed Online News Act, with Meta now conducting live tests to see how things will look without Canadian outlets in its apps, in order to ensure that it can effectively implement a ban, in the case of the Act being passed by Canadian Parliament.

Enligt Meta:

“As we prepare to comply with the legislation, we will begin tests on both [Facebook and Instagram] that will limit some users and publishers from viewing or sharing some news content in Canada.”

Meta says that it’ll launch randomized testing of the removal of Canadian news content, with users to see a pop-up notification if they attempt to share such in its apps. 

"Product tests will impact news outlets both within and outside of Canada. Meta is identifying news outlets on our platforms based on the current language of Bill C-18. As drafted, the legislation states that news outlets are in scope if they primarily report on, investigate or explain current issues or events of public interest.”

Meta says that Canadian publishers will continue to have access to their Facebook and IG pages, but some of their content will not be visible, inside or outside of Canada, in either app, for the period of the test.

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It’s a significant step, which seems designed to show Canadian legislators that Meta is indeed for real about its threat to remove Canadian news content outright, as a result of the proposed legislation.

Canada’s Online News Act, as it currently stands, follows a similar formula to Australia’s Media Bargaining Code, with the stated aim to address market imbalance within the local ad industry. With Meta and Google dominating the ad market, the concern is that local publishers are losing out, which is leading to less coverage – and thus, a less informed public – due to the reduction in diversity within the information sphere.  

As such, some governments are seeking to address this imbalance, by forcing Meta and Google to pay for any news links that are shared in their apps, with the understanding being that both companies actually benefit from such. Though as Meta has repeatedly argued, the publishers themselves actually benefit more from Facebook exposure than Facebook does from the engagement that content sees.

Meta’s actually been working to reduce the reach of political news content in its apps, due to user backlash around angst and argument, while Meta’s own stats also show that user exposure to posts that include external links has declined by some 50% over the last two years.

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Which is a sobering stat for social media managers – but it underlines Meta’s stated case that it actually doesn’t need news content, and should not be forced to pay for it, as the end result will only be less reach for publishers due to a Facebook ban.

Canadian Parliament is still considering the proposal, but Meta’s clearly drawing a line in the sand, and underlining its willingness to go through with a full local news content ban, if the laws are implemented.

The impacts here could be significant, and it’ll be interesting to see if Meta does take the next steps in its response.


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Elon Musk, Twitter möter oro för varumärkessäkerhet efter att chefer lämnat


Elon Musk, Twitter möter oro för varumärkessäkerhet efter att chefer lämnat

Elon Musk, CEO of Tesla, speaks with CNBC on May 16th, 2023.

David A. Grogan | CNBC

The sudden departure of Twitter executives tasked with content moderation and brand safety has left the company more vulnerable than ever to hate speech.

On Thursday, Twitter’s vice president of trust and safety, Ella Irwin, resigned from the company. Following Irwin’s departure, the company’s head of brand safety and ad quality, A.J. Brown, reportedly left, as did Maie Aiyed, a program manager who worked on brand-safety partnerships.

It’s been just over seven months since Elon Musk closed his $44 billion purchase of Twitter, an investment that has so far been a giant money loser. Musk has dramatically downsized the company’s workforce and rolled back policies that restricted what kinds of content could circulate. In response, numerous brands suspended or decreased their advertising spending, as several civil rights groups have documented.

Twitter, under Musk, is the fourth most-hated brand in the U.S., according to the 2023 Axios Harris reputation rankings.

The controversy surrounding Musk’s control of Twitter continues to build.

This week, Musk said that it’s not against Twitter’s terms of service to misgender trans people on the platform. He said doing so is merely “rude” but not illegal.” LGBTQ+ advocates and researchers dispute his position, claiming it invites bullying of trans people. On Friday, Musk encouraged his 141.8 million followers to watch a video, posted to Twitter, that was deemed transphobic by these groups.

Numerous LGBTQ organizations expressed dismay to NBC News over Musk’s decision, saying the company’s new policies will lead to an uptick in anti-trans hate speech and online abuse.

Although Musk recently hired former NBC Universal global advertising chief Linda Yaccarino to succeed him as CEO, it’s unclear how the new boss will assuage advertisers’ concerns regarding racist, antisemitic, transphobic and homophobic content in light of the recent departures and Musk’s ongoing role as majority owner and technology chief.

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Even before the latest high-profile exits, Musk had been reducing the number of workers tasked with safety and content moderation as part of the company’s widespread layoffs. He eliminated the entire artificial intelligence ethics team, which was responsible for ensuring that harmful content wasn’t being algorithmically recommended to users.

Musk, who is also the CEO of Tesla and SpaceX, has recently played down concerns about the prevalence of hate speech on Twitter. He claimed during a Wall Street Journal event that since he took over the company in October, hate speech on the platform has declined, and that Twitter has slashed “spam, scams and bots” by “at least 90%.”

Experts and ad industry insiders told CNBC that there’s no evidence to support those claims. Some say Twitter is actively impeding independent researchers who are attempting to track such metrics.

Twitter didn’t provide a comment for this story.

The state of hate speech on Twitter

In a paper published in April that will be presented at the upcoming International Conference on Web and Social Media in Cyprus, researchers from Oregon State, University of Southern California and other institutions showed that hate speech has increased since Musk bought Twitter.

The authors wrote that the accounts known for posts containing hateful content and slurs targeting Blacks, Asians, LGTBQ groups and others increased such tweeting “dramatically following Musk’s takeover” and do not show signs of slowing down. They found that Twitter hasn’t made progress on bots, which have remained as prevalent and active on the social media platform as they were prior to Musk’s tenure.

Musk previously indicated that Twitter’s recommendation algorithms surface less offensive content to people who don’t want to see it.

Keith Burghardt, one of the authors of the paper and a computer scientist at the University of Southern California’s Information Sciences Institute, told CNBC that the deluge of hate speech and other explicit content correlates to the reduction of people working on trust and safety issues and the relaxed content-moderation policies.

Musk also said at the WSJ event that “most advertisers” had come back to Twitter.

Louis Jones, a longtime media and advertising executive who now works at the Brand Safety Institute, said it’s not clear how many advertisers have resumed spending but that “many advertisers remain on pause, as Twitter has limited reach compared to some other platforms.”

Jones said many advertisers are waiting to see how levels of “toxicity” and hate speech on Twitter change as the site appears to slant toward more right-wing users and as the U.S. election season draws near. He said one big challenge for brands is that Musk and Twitter haven’t made clear what they count in their measurements assessing hate speech, spam, scams and bots.

Researchers are calling on the billionaire Twitter owner to provide data to back up his recent claims.

“More data is critical to really understand whether there is a continuous decrease in either hate speech or bots,” Burghardt said. “That again emphasizes the need for greater transparency and for academics to have freely available data.”

Show us the data

Getting that data is becoming harder.

Twitter recently started charging companies for access to its application programing interface (API), which allows them to incorporate and analyze Twitter data. The lowest-paid tier costs $42,000 for 50 million tweets.

Imran Ahmed, CEO of the Center for Countering Digital Hate nonprofit, said that because researchers now have “to pay a fortune” to access the API, they’re having to rely on other potential routes to the data.

“Twitter under Elon Musk has been more opaque,” Ahmed said.

He added that Twitter’s search function is less effective than in the past and that view counts, as seen on certain tweets, can suddenly change, making them unstable to use.

“We no longer have any confidence in the accuracy of the data,” Ahmed said.

The CCDH analyzed a series of tweets from the beginning of 2022 through Feb. 28, 2023. It released a report in March analyzing over 1.7 million tweets collected using a data-scraping tool and Twitter’s search function and discovered that tweets mentioning the grooming narrative have risen 119% since Musk took over.

That refers to “the false and hateful lie” that the LGBTQ+ community grooms children, according to the report. The CCDH report found that a small number of popular Twitter accounts like Libs of TikTok and Gays Against Groomers have been driving the “hateful ‘grooming’ narrative online.”

The Simon Wiesenthal Center, a Jewish human rights group, continues to find antisemitic posts on Twitter. The group recently conducted its 2023 study of digital terrorism and hate on social platforms and graded Twitter a D-, putting it on par with Russia’s VK as the worst in the world for large social networks.

Rabbi Abraham Cooper, associate dean and director of global social action agenda at the center, called on Musk to meet with him to discuss the rise of hate speech on Twitter. He said he has yet to receive a response.

“They need to look at it seriously,” Cooper said. If they don’t, he said, lawmakers are going to be called upon to “do something about it.”

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