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Trump seeks to capitalize on Twitter’s attempts to constrain him

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Washington (CNN) President Donald Trump is set to announce an executive order against social media companies on Thursday, White House Press Secretary Kayleigh McEnany told reporters aboard Air Force One on the return flight to Washington following NASA’s aborted SpaceX launch.

McEnany did not specify what the order would include, but it signals the most significant step the President has taken in his war with tech companies as they struggle to balance freedom of speech with the growing problem of misinformation.

On Tuesday, Twitter applied a fact-check to two of Trump’s tweets, including one that falsely claimed mail-in ballots would lead to widespread voter fraud. Trump immediately shot back, accusing the social media giant of censorship and warning that if it continued to offer addendums to his messages, he would use the power of the federal government to rein it in or even shut it down.

It is not clear what constraints the President would be able to apply to social media companies through executive order. Regardless, the move raises the stakes in Trump’s battle with Silicon Valley, and highlights what he believes is a fight worth having. In many ways, the latest episode with Twitter feeds Trump’s narrative that there are powerful forces in the media aligned against him, and that his is the only voice his supporters can trust.

“This plays right into President Trump’s hands,” said Jason Miller, the communications director for Trump’s 2016 campaign and someone who has been directly involved with Trump’s social media strategy. “They basically handed him a massive gift.”

Many of Trump’s political allies rushed to his defense on Wednesday.

“Twitter is engaging in 2020 election interference. They are putting their thumb on the scale,” said Florida Republican Rep. Matt Gaetz, a loyal Trump supporter and surrogate during an appearance on the Steve Bannon-produced podcast War Room Pandemic. “The notion that they would outsource fact checking to people who have been wrong about everything is an insult.”

Trump campaign manager Brad Parscale said that his team no longer pays for reklam- on Twitter and accused the tech giant of purposefully influencing the election to hurt the President.

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“We always knew that Silicon Valley would pull out all the stops to obstruct and interfere with President Trump getting his message through to voters,” Parscale said in a statement. “Partnering with the biased fake news media ‘fact checkers’ is only a smoke screen Twitter is using to try to lend their obvious political tactics some false credibility.”

The President made the decision to warn Twitter despite the fact that the company and most other prominent social media platforms have allowed him and his associates to peddle unsubstantiated conspiracy theories with few constraints. While Twitter added the fact check to Trump’s tweets on mail-in voting, it did not do so on any of his recent tweets baselessly suggesting MSNBC host Joe Scarborough was somehow involved in the death of a former aide, despite a plea from the aide’s widower to take the tweets down.

Trump’s Twitter habits have been the scrutinized for virtually his entire political career, but people familiar with his use of the platform describe less of a strategy and more of a mindset as he or an aide taps out messages.

Other people inside the administration, and even some of Trump’s closest advisers, are regularly caught off-guard by what appears on his feed — if not always surprised.

While his messages often have the effect of distracting from an unfortunate headline, people close to the President say it is their impression that he genuinely believes many of the more conspiratorial things he sends — including debunked theories about his predecessor — and that he isn’t raising them only in the hopes of diverting attention elsewhere.

Trump’s top social media adviser, Dan Scavino Jr., was recently elevated to become one of the highest-ranking officials in the West Wing. His title, deputy chief of staff for communications, belies the fundamental role he plays both in Trump’s use of Twitter and in his life generally. Trump trusts Scavino almost unreservedly. Scavino has worked for the President since before the 2016 campaign when he was a manager at one of Trump’s golf clubs.

Scavino is usually the person who locates the internet content — sometimes from fringe sources and often incendiary — that finds it way to Trump’s Twitter feed, though other friends and advisers have suggested tweets and retweets as well.

Scavino’s West Wing office provides him regular access to the President, as does his near-ubiquitous presence on Trump’s trips, where he is often seen videotaping or photographing the President. He is believed to be the only other person with access to @RealDonaldTrump, though the mechanics of the account have never been confirmed by the White House.

Annons

Trump’s tweet rants have always been controversial. But recently, as the US death toll from the pandemic has approached 100,000, they have become uncomfortable even for some of the President’s most prominent supporters.

“I do think the President should stop tweeting about Joe Scarborough in the middle of a pandemic,” said Rep. Liz Cheney, a Wyoming Republican. “He’s the commander in chief of this nation and he is causing great pain to the family of the young woman who died.”

But those who understand the President’s social media habits believe it is unlikely that he will change his behavior any time soon. Miller, who has been present as Trump crafts his tweets, said the President views the platform as an outlet where he can speak directly to his supporters.

“It is one of President Trump’s super powers,” Miller said. “He understood very early on that social media, Twitter in particular, gave him unvarnished access to the American people and his supporters. What Trump maximized was social media’s ability to bypass the artificial conversation created by the mainstream media.”

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Snapchat Launches New Localized Lens Promotion for ‘House of the Dragon’

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Snapchat Launches New Localized Lens Promotion for ‘House of the Dragon’

Yes, I know that you were burned by the final season of Game of Thrones, in which your favorite character did something so inexplicable that it ruined all seven seasons or preceding development, to the point where you can hardly bear to look at a map of Westeros ever again

But Game of Thrones is about to make a comeback, albeit in different form, with the prequel ‘House of the Dragon’ set to premiere on HBO this weekend.

And past traumas aside, it could be good (George RR Martin says that it’s much more aligned with his original vision), and either way, we do get to see those amazing dragons on TV once again.

Which is the focus of the latest campaign on Snapchat, which enables Snap users to transform themselves into dragons via various AR activations within the app’s Lens tools.

Which looks kind of cool – but even more interesting, from a social media marketing standpoint, is this element of the latest HBO/Snap campaign:

"Snap and HBO Max have also coordinated with members of Snap’s Lens Network from around the world to build custom Landmarker AR experiences in their local markets. This is the first partnership to pair a brand with a diverse group of Lens Creators at a global scale.”

House of the Dragon Snap Lens

In what could be a new consideration for large-scale launches, or even for smaller brands looking to collaborate with a range of creators in different regions, Snap has facilitated a new, global partnership, with various Lens makers, to enable new forms of localized engagement with these Lens activations. 

“In order to execute the campaign, HBO Max provided the Lens Creators with AR assets for each dragon to build the new Landmarker Lenses. Each Lens Creator personally selected the location for their individual Landmarker Lens, bringing a powerful local element to this global campaign.”

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The Lenses will be available at the following locations once the show begins:

  • Los Angeles – Venice Beach Grand Canals, built by Francis Chen
  • Rio De Janeiro – Princess Isabel Statue, built by Vitulo & Co
  • London – Tower Bridge, built by Clara Bacou
  • Chennai – Sankagiri Fort, built by RBKavin Studio
  • Mumbai – CST Station (IE Chhatrapati Shivaji Maharaj Terminus), built by Mohnish Raut and Persica Picardo
  • Prague – Charles Bridge, built by Inna Horobchuk

What’s more, the activations will evolve throughout the season, with new dragons that appear in the show also becoming available in these displays.

It’s an interesting expansion on the usual Lens campaign approach, with the more localized approach potentially helping to improve engagement, and get even more Snap users engaged in the show.

Which, as noted, could be a hard sell – but then again, if the show is actually good, that could help to wash away at least some of the bad taste left in fans’ mouths after the terrible Game of Thrones season finale.

And from a digital marketing perspective, it could highlight a new way to work with Snap’s growing network of creators to build more inclusive, regionally relevant, engaging experiences.

More than 250,000 Lens Creators have already built over 2.5 million Lenses through Snap’s ‘Lens Studio’ AR creation tool. That’s a lot of potential for broader integrations via Snap campaigns.

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