A warning to social media mavens
Warning: If you’re a social media maven or guru then you’re either going to get all pissy about this article or you’re going to wise up and make a difference. Sensibilities may be damaged. Proceed with caution.
With so many social media mavens and gurus out there we should be up to our eyeballs in content that actually offers rich and actionable insight. Instead we’re still wading through a stagnant swamp of “here’s how to Twitter” and “it’s about the conversation” articles.
You’d think they’d be able to give something of more value, right? I mean, they are “gurus” and “mavens” after all.
Who needs fundamentals anyway?
Somehow, though, folks thought the fundamentals of marketing could be tossed out the window as if people no longer responded to the same things we’ve responded to for the past thousand some odd years. Oh, wait, we are in a new age… we’re in 2.0.
We’re in 2.0 where our fascination with celebrity climbed to new heights because now everybody can be a celebrity. That also means we have a landscape populated by Paris Hiltons… and self-appointed maestros of media.
These folks are actually doing more harm than good by evangelizing social media as a tool that they themselves don’t fully understand…
“Engage with people and they’ll come.”
If you have half a business mind you know that’s pure B.S. Frankly, I think the reason so many “marketers” evangelize social media is because they’re really not any good at marketing but are damn good at talking.
Waiter, there’s marketing in my media
Wait, I can hear the argument somewhere that marketing has no place in social media. Look, I’m not excited about MLM or “internet cash now” pitches either but if you think social media and marketing are two separate entities then you’ve got your head in the sand.
Social media has made everyone a marketer. If they’re not promoting a product or service then they’re hawking an idea or their own personality. So, get past the hangup that “marketing is a sin”.
It’s also time to get past the honeymoon glow and get down to creating what you really want out of your social media experience.
If you just want to chew the fat with folks, then that’s cool. This article isn’t for you.
The purpose of engagement
However, if you want to leverage social media for your business then you’ve got to move beyond “let’s engage” and other elementary concepts and instead engage with purpose.
Do that and you’ll learn a heck of a lot more than you can from the current crop of social media “how to”. You’ll be a lot more successful, too. And far more deserving of a “guru” title than most of the ones regurgitating the tips flung across the net.
The question I want to raise is “what do you want out of your social media?”
Are you working to make that happen? Why hasn’t that happened yet? Are you following fundamentals or going about it willy-nilly?
One last thing to think about comes from the article Social Media Fails To Manifest As Marketing Medium, Report Likens Twitter To TiVo: More Hype Than Reality.
The most important sentence in that article is at the end:
Social media “is less a way to directly reach customers, and more a way to reach passionate voices who may influence perceptions of your brand.”
Instagram announces 3 home feed options, including chronological order
(SOCIAL MEDIA) Instagram is allowing users to choose how their home feed appears so they can tailor their own experience… and chronological is back!
Break out the bottle of champagne, because they are bringing back the chronological order in Instagram!
About time, right? Well, that’s not all. Per Protocol, Instagram has announced that they are rolling out three feed options in the first half of 2022. What?! Yes, you read that right.
3 New Feed View Options
- Home: This feed view should feel familiar because it’s the algorithm you already use. No changes to this view.
- Favorites: This feed view option presents a nice and tidy way to view creators, friends, and family of your choosing.
- Following: Last, but not least, is my favorite re-boot, the chronological view of every account that you follow.
Per Protocol, recent legal allegations have been made that Instagram and Facebook have been prioritizing content viewed as harmful in the algorithm and specifically in Instagram. Instagram is widely believed to be harmful to teens. Per the American Psychological Association, “Studies have linked Instagram to depression, body image concerns, self-esteem issues, social anxiety, and other problems”. They have been under scrutiny by lawmakers and in response are posing the chronological feed as a solution.
However, this won’t fix everything. Even if the algorithm isn’t prioritizing harmful posts, those posts will still exist and if that account is followed it can still be seen. The other issue with this solution is the knowledge that unless Instagram lets you choose your default feed view, they could still cause the algorithm view to be the automatic view. Facebook doesn’t allow you to make the chronological feed your default view. This means you would need to choose that view every time. This bit of friction means there will be times it is overlooked and some may not even know the functionality exists. Knowing this information about Facebook, prepares us for what’s to come with Instagram. After all, Facebook, or Meta, owns both.
While as an entrepreneur, the chronological view excites me, I know the reality of it being used is questionable. I would love to know others can see the products and services I offer instead of hoping that Instagram finds my content worthy to share in the algorithm.
As a human being with a moral conscience, I have to scream, “C’mon Instagram, you CAN do better!” We all deserve better than having a computer pick what’s shown to us. Hopefully, lawmakers will recognize this band-aid quick fix for what it truly is and continue with making real changes to benefit us all.
Facebook’s targeting options for advertising are changing this month
(SOCIAL MEDIA) Do you market your business on Facebook? You need to know that their targeting options for ads are changing and what to do about it.
Meta is transforming Facebook’s ad campaigns beginning January 19th. Facebook, which has been infamously battling criticism regarding election ads on their platform, is revising its limited targeting ad campaigns. Per this Facebook blog post, these changes eliminate the ability to target users based on interactions with content related to health (e.g., “Lung cancer awareness”, “World Diabetes Day”), race and ethnicity, political affiliation, religious practices (e.g., “Catholic Church” and “Jewish holidays”) and sexual orientation (e.g., “same-sex marriage” and “LGBT culture”).
These changes go into effect on January 19, 2022. Facebook will no longer allow new ads to use these targeting tools after that date. By March 17, 2022, any existing ads using those targeting tools will no longer be allowed.
The VP of Ads and Business Product Marketing at Facebook, Graham Mudd, expressed the belief that personalized ad experiences are the best, but followed up by stating:
“[W]e want to better match people’s evolving expectations of how advertisers may reach them on our platform and address feedback from civil rights experts, policymakers, and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.”
To help soften the blow, Facebook is offering tips and examples for small businesses, non-profits, and advocacy groups to continue to reach their audiences that go beyond the broad targeting of gender and age.
These tips include creating different types of targeting such as Engagement Custom Audiences, Lookalike Audiences, Website Custom Audiences, Location Targeting, and Customer Lists from a Custom Audience.
Here’s the lowdown on how it will happen.
Per the Search Engine Journal, changes can be made to budget amounts or campaign names without impacting the targeting until March 17th. However, if you go to change the ad set level that will then cause changes at the audience level.
If you need to keep that particular ad to reuse, it may be best to edit the detailed targeting settings before March 17th in order to ensure you can make changes to it in the future.
I believe it was Heraclitus that declared change is constant. Knowing this, we can conclude other social platforms may follow suit and possibly adjust their targeting in the future as well.
Hate speech seemingly spewing on your Facebook? You’re not wrong
(SOCIAL MEDIA) Facebook (now Meta) employees estimate its AI tools only clean up 3%-5% of hate speech on the platform. Surprise, Surprise *eye roll*
As Facebook moves further toward Zuckerberg’s Metaverse, concerns about the efficiency with which the company addresses hate speech still remain, with employees recently estimating that only around 2% of offending materials are removed by Facebook’s AI screening tools.
According to Wall Street Journal, internal documents from Facebook show an alarming inability to detect hate speech, violent threats, depictions of graphic content, and other “sensitive” issues via their AI screening. This directly contradicts predictions made by the company in the past.
A “senior engineer” also admitted that, in addition to removing only around 2% of inappropriate material, the odds of that number reaching even a numerical majority is extremely unlikely: “Recent estimates suggest that unless there is a major change in strategy, it will be very difficult to improve this beyond 10-20% in the short-medium term.”
The reported efficacy of the AI in question would be laughable were the situation less dire. Reports ranging from AI confusing cockfights and car crashes to inaccurately identifying a car wash video as a first-person shooting are referenced in the internal documents, while far more sobering imagery–live-streamed shootings, viscerally graphic car wrecks, and open threats of violence against transgender children–went entirely unflagged.
Even the system in which the AI works is a source of doubt for employees. “When Facebook’s algorithms aren’t certain enough that content violates the rules to delete it, the platform shows that material to users less often—but the accounts that posted the material go unpunished,” reports Wall Street Journal.
AI has repeatedly been shown to struggle with bias as well. Large Language Models (LLMs)–machine-learning algorithms that inform things like search engine results and predictive text–have defaulted to racist or xenophobic rhetoric when subjected to search terms like “Muslim”, leading to ethical concerns about whether or not these tools are actually capable of resolving things like hate speech.
As a whole, Facebook employees’ doubts about the actual usefulness of AI in removing inappropriate material (and keeping underage users off of the platform) paint a grim portrait of the future of social media, especially as the Metaverse marches steadily forward in mainstream consumption.
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