Blog, Tech

A lot’s been going on this past week. We all know that. So that’s why we decided we’d distill down the biggest tech stories for you because, really, you can’t afford to miss these. Here are our top three stories from the past few days…

 

1. Trump talks Twitter

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He’s called himself ‘the Ernest Hemingway of 140 characters’. He’s claimed to understand social media “maybe better than anybody, ever.” Grandiose statements aside, Donald Trump spent just 1% of what Jeb Bush did on television ads during the primaries. He credited social media over the weekend in the following statement: “I think it helped me win all of these races where they’re spending much more money than I spent.”

He has and has nearly 15 million followers on Facebook and Twitter each (significantly more than his rival, Hillary Clinton). He live-tweeted a debate and hosted a Facebook Live broadcast of another. Good press or bad, inflammatory or defamatory, he had an audience and a network that made his message heard. However, he promises to be more ‘restrained’ in his use of the tool during his presidency. 

 

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TAKE-AWAY MESSAGE: Social media gives its users power. It’s low cost and engaging. Especially when you take full advantage of its features like live video. Keeping it up to date and personal can make you look like you’re in touch with your audience. But here’s a catch: credibility is a concern. With erroneous and deceptive tweeters about, it’s important that you are as transparent and honest as possible online. Especially in the wake of this next news item….

 

2. Fakebook

Facebook has been accused of influencing the US election outcome. Not through voter fraud, but through its algorithms. They’re accused of building an echo chamber by only showing users information that suits their narrow interests. And they’re accused of allowing false news to spread through these so-called chambers.

This is fair call in some respects. Facebook has tonnes of targeting algorithms in place. They’re a huge boon to marketers and brands that fund the platform. And they’re also a comfort to users: people generally don’t want to see a mass of ads or stories that make them feel challenged, upset, or uncomfortable. So, to keep the funding and users flowing, we’re guessing these algorithms are here to stay. Even if new “fake news” stories do get their own little reporting tool in weeks to come.

TAKE-AWAY MESSAGE: Find your crowd. Because you can! But be sure to keep testing the waters with new people: you can’t keep hitting the same people all the time. Find and engage new audiences where you can. And, yet again, make sure you’re not posting misleading ads: this accusation has put people on the lookout. And even more so with this next story.

 

3. RIP Credibility

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This weekend, Facebook killed off a bunch of its users, including its founder. On Saturday, an unknown number of profiles were topped with a message that claimed they had passed away. This is what Facebook calls a memorialised account, and it’s a form of digital commemoration to a deceased Facebook user. But in this massive glitch, even their founder’s account was memorialised. People realised it wasn’t the truth pretty fast, with reams of “I’m not dead!” tweets and statuses appearing on the platform. Facebook claims it was the result of a ‘technical error’. Oops.

TAKE-AWAY MESSAGE: You need a social media disaster plan. For these technical errors and more.  What happens when you get an angry message from a customer? What happens when your post goes down badly? Having a digital policy in place can really, really help in what is often a frantic time. And preserving credibility has never been more important… 

A digital agency can help. Help build you a disaster plan. Help keep you on top of new developments and trends. When things get challenging, we work harder. We look after your digital so you can get on with doing what you do best.