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Case study: how to offend the world in 11 words or less

ASUS tweeted something they probably felt was innocent, but social networks have been contentious for hours about a simple turn of phrase that ASUS has not apologized for.



ASUS’ slip up

At the Computex 2012 convention, a photo of the new ASUS Transformer AIO hit Twitter, featuring an all-in-one PC computer with detachable screen that acts as a tablet. Technologists have been anxiously awaiting its unveiling, but at the conference, instead of the traditional “here it is!” type tweet, the ASUS Twitter account said of the photo above, “The rear looks pretty nice. So does the new Transformer AIO. #Computex2012”

The original tweet has since been removed, as has the original photo, but a cached version is still available online. In fact, the tweet has become somewhat viral at the convention, with many tweets using the “#Computex2012” hashtag pertaining to the ASUS slip up.

Immediately, social media channels exploded, accusing the company of being sexist and reinforcing that the industry slants toward men and is unfair towards women who contend with this sexist attitude as they enrich their careers. Many feel that it immediately unravels a lot of hard work by both sexes to advance equality in the tech industry.

While I personally am not offended at all (she does have a nice rear, and they were clearly being silly, not serious), it still struck a chord and many women and even men proclaimed they would not consider purchasing an ASUS product at any point in the future and hit their personal airwaves to let other people know that they should consider boycotting the brand as well.

The proper steps for any brand

ASUS took the proper steps by removing the tweet, but has failed to acknowledge it, especially on their Twitter handle. The company should immediately issue an explanation and apology to those who were offended. Sometimes when a brand makes a misstep, it is hard to see internally how something could be offensive, but it is not about what the internal culture is or whether or not a company understands the full implications of what they’ve said, but they should always make an attempt to publicly acknowledge that what they said struck a chord and that they did not mean it as it was taken.

Most brands will make some sort of mistake using social media, as the goal is to be more human, and what is more human than erring? When you or your brand make a mistake, do your best to apologize, even if you can’t understand why others would be offended, and simply add that type of behavior to your list of things not to say.

Know your audience, people – if Maxim Magazine tweeted this, no one would care, but because a corporation did, it matters. Again, I am not offended by the tweet in the slightest, but it does tell my daughter that her value is as a booth babe, not an engineer leading an international division, and while I don’t believe ASUS intended that as the message, they should undo the damage they’ve caused and set it right.

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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  1. Amy White

    June 4, 2012 at 2:48 pm

    No! In general, we the people tend to forget our sense of humor…it was silly and funny, not offensive.

  2. bgoheen

    June 4, 2012 at 3:14 pm

    it looks like ASUS finally caved and posted an apology: 

  3. TobyBarnett

    June 4, 2012 at 3:34 pm

    For any brand, I believe it is hard to be everything to everybody. There are times when my jokes appear to be insensitive to others yet most people make rash comments threatening boycott or other stuff long before even trying to know the person behind the tweet/comment. The over reaction in society is exemplified with social media and though brands have to watch what they say sometimes you have to say “to hell what others think” and go for it.

  4. michaellunsford

    June 4, 2012 at 3:56 pm

    My sister used to say, those who are offended so easily should be offended more often.

  5. Cassandra Cumberlander, Greater Boston Realtor

    June 4, 2012 at 7:45 pm

    I agree Amy…it was a joke, people!

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Social Media

Facebook beta features fresh friendly facade you can try out

(SOCIAL MEDIA) Facebook is trying to change it’s image, literally. They already changed their logo, now is time for a new design you can see in the beta.



facebook beta

After sixteen years in the game, Facebook is getting a facelift. Facebook has been working on a redesign for quite some time and they’re finally starting to roll out a beta. Facebook is taking the rollout slow, so it looks like just a few users are seeing the redesign and the rest of us will have to wait. Want to be among the first to test out the new look? Here’s how you can, maybe, make it happen.

If you are one of the lucky few who has been selected to beta test, then getting the new design should be simple. When you log into your account (as if you ever log out) a pop up will prompt you to try out the new beta. If this doesn’t happen, and you’re still feeling optimistic, then turn your eye to the upper right-hand corner of your screen and look for a button labeled “See Facebook Beta.” Still no button, but want to keep the hope alive? Click the drop-down arrow in the right-hand corner of your screen and see if the Facebook Beta option appears in the dropdown. Nothing yet? Tough luck, kid. You have not been chosen.

If the new design is available to you, then Facebook will offer to give you a tour of the new system. The fresh UI aims to simplify the user experience by making the page less cluttered and easier to navigate. Icons will be sleeker and brighter and it should be easier than ever to access your Messenger conversations. And if you decide that you kind of hate the new design, no big deal. Users will have the option to switch back to the classic design, at least while the redesign is still in beta.

Platform redesigns are always a contentious topic of conversation for users. Twitter, in particular, has seen some user drama over its redesigns through the years. Sometimes a redesign will knock out your favorite feature or make a shortcut you used to take in a workflow pointless. And, honestly, sometimes people just don’t like change. Whatever side of the coin you’re on, let us know how you feel about Facebook’s new look.

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Social Media

Google takes a shot at competing with TikTok, Pinterest videos

(SOCIAL MEDIA) We all love to sit and watch short videos, be they humorous, reactionary, or weird, but here is Googles attempt to get educational with Tangi.



Tangi screenshot

It’s happened to anyone who’s ever been looking online for how-to help… you click on a likely-sounding YouTube video, only to be greeted by an ad you can’t skip, a whole lot of introductory chit-chat, and three minutes of build-up before you finally see exactly what you need to do to handle your would-be DIY hack.

But what if you could get your answer in 60 seconds or less? It’s the concept behind Tangi, a newly released Google app created in the company’s Area 120 incubator by developer Coco Mao.

Variously described as short-form YouTube, video Pinterest, or TikTok for makers, Tangi was inspired by Mao discovering that her “smartphone challenged” parents were using their devices to watch photography and painting tutorials—and developing new hobbies as a result.

She came back to Google and worked with her team to develop Tangi as a place where such how-to inspiration could be more easily found and taken advantage of. “The name is inspired by the words TeAch aNd Give,” she explained as she introduced the app at the end of January. “’Tangible’—things you can make.”

The philosophy behind Tangi means this is hands-on how-to for the crafty club. The time-lapse heavy videos “could quickly get a point across,” Mao said, “something that used to take a long time to learn with just text and images.”

Videos fall into categories of art, cooking, DIY, fashion and beauty, and lifestyle, and are often accompanied by links to recipes or the maker’s blog or Instagram for more information. Some makers don’t quite have the format down pat yet, but most manage to provide a good balance of visual inspiration and a little more information.

And like Pinterest, Tangi can turn into a time-lapsing rabbit hole of its own. I started with a mere 10-second clip on propagating succulents (I’ve been doing it wrong), which led to a minute on “when succulents stretch” (“etiolation” — new vocabulary word!), which led to a succulent cake which led to a conversation heart cake and before I knew it, 20 minutes had gone by and I was watching an exploding heart science Valentine and had washed up at “Yoda one for me.”

While the app has only been out for about a week … and is only available on iOS and the web … it’s already well populated with content from makers and lifestyle bloggers who partnered with Mao’s team during the development process. And though it’s still in closed-beta mode for content creators, users can apply to be on a waitlist to be invited to upload their own work.

There are a few question marks still. No word on when it will be available on Google’s own Android platform, for one thing. While a couple of intrepid contributors are reviewing education apps and dispensing startup advice, its philosophy as stated by team lead Mao may not extend much more beyond the maker and creative fields to include technology and workplace input. And Google doesn’t always support its apps for long.

But it’s fun, simple, and easy on the eyes. As a place to find quick inspiration and direction, Tangi could carve out a niche.

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Social Media

New Reddit policy on impersonation mimics other social media giants

(SOCIAL MEDIA) Reddit is the latest social media company to change their policy to protect against deepfake impersonation, because of the harm they can cause.



impersonation with deepfakes

Reddit is the latest social media company making updates to their rules and policies ahead of the 2020 election. Companies like Facebook, Twitter, and now Reddit are all trying to make the social internet a safer place to receive information.

Reddit’s new policy officially bans impersonation with the goal of handling “bad actors who are trying to manipulate Reddit, particularly are issues of great public significance, like elections.”

Deepfakes have become a key topic of conversation the last few years. In the wake of the mass spreading of misinformation during the 2016 presidential election, users have grown wearier than ever of the information they see online. Deepfakes are no longer a niche subject, but an everyday pain point that technology companies are scrambling to control.

In a statement made on r/redditsecurity, Reddit informed users of the change to website policy stating, “Reddit does not allow content that impersonates individuals or entities in a misleading or deceptive manner. This not only includes using a Reddit account to impersonate someone, but also encompasses things such as domains that mimic others, as well as deepfakes or other manipulated content presented to mislead, or falsely attributed to an individual or entity.”

The platform isn’t trying to make a mass change to it’s often humor driven culture. Parody and satire are still allowed forms of impersonation so long as the joke is obvious. Reddit has vowed to always take context into account when looking at cases of user impersonation.

It’s a good sign for society when popular social platforms start taking their role in controlling the spread of false information seriously. Companies like Reddit are in a position to create real change in the way we spread and consume information about major global events.

What’s unclear is how much man power these companies are putting behind their policies. Reddit ends their statement by pointing users to a report form that users can submit if they or someone else is the victim of impersonation. The question users should be asking is how long would it take to get a response or see action on these reports?

Policy changes are great, but if companies are simply throwing them onto their fine print with no resources behind enforcement then it’s not social change, it’s just legal jargon to protect their ass.

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