Social Web Recap 09.04.18
(My weekly annotated short summary of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts. )
CHART OF THE WEEK
Recently the "Association of National Advertisers surveyed 158 brands to examine the state of influencer marketing, finding that 75 percent use influencer marketing."
A worrisome trend for agencies, however, is that companies are building in-house influencer marketing teams rather than outsourcing, consistent with a trend towards establishing longer-term relationships with influencers. As a consequence, in terms of compensating influencers for touting their products and services, many companies are "creating longer-term, more standardized contracts for these relationships. About 62 percent of brands are paying money to influencers in 'brand ambassadorship' agreements, where the influencer talks about the brand in a positive way."
Kudos to Twitter which announced that between 2015-2017 it took down more than 1.2 million accounts for tweeting terrorism-related content, with 74% of those accounts "suspended before their first Tweet."
In a presentation one morning last week, one of my students recommended that Snapchat should add @mentions to its platform. Et voila! Snapchat announced today that “Users can now tag each other in their snaps and Stories by simply typing @ before their user name. Users who have been tagged will be notified when they appear in their friends’ Stories.”
In the same article, TechCrunch reports that Snapchat has introduced a new group video chat feature, letting users chat with up to 16 of their closest friends. If users need more people in the chat (which, for those of us who have large conference calls, sounds awful!), Snap is also offering group voice calls with up to 32 participants.”
And Snapchat joined Instagram last week in welcoming Giphy back on its platform after a racist GIF caused both to suspend their relationship with the GIF dashboard.
Facebook continues to bolster the capabilities of its Messenger platform, this time by improving the quality of photos you can attach to your messages, and adding 360-degree panaromic capability as well. Facebook waxes ecstatic on its blog about how the tweaks improve your visual management capabilities. Of course, the product depends on your ‘native’ photography cabilities.
Facebook is expanding the number of people who can get more background information about the publishers and articles they see in News Feed. Everyone in the US can now access this feature and others that “provide more context for people so they can decide for themselves what to read, trust and share.” I guess the rest of us still have to suffer Trump/Russia lies for the timebeing.
If you act fast, you can contribute to Facebook's new terms of service: Karissa Bell reports on Mashable that "The social network plans to update its terms of service agreement for the first time in more than three years, the company announced Wednesday. Facebook will also update its data policy in an effort to allay users' privacy concerns." But Recode is reporting the announcement differently: Kurt Wagner sees it as a fait accompli and has concerns: " The new policies are longer and include more details than the old versions. But here’s the key part from Facebook’s blog post on Wednesday: 'We’re not asking for new rights to collect, use or share your data on Facebook. We’re also not changing any of the privacy choices you’ve made in the past.' Translation: Facebook is changing how much it tells people, but is not changing how much it collects from people."
And not to belabour too much Facebook's efforts to right its reputation, but it "now lets you bulk remove third-party apps, and any and all posts those apps may have published on your behalf, a welcome privacy change that should make it easier to strip access to your profile from services you no longer use."
Changes are coming to how Facebook manages ads and Pages on both Facebook and Instagram in the interest of increasing "transparency and accountability, as well as prevent election interference." From now on only 'authorized' advertisers will be able to run what Facebook is calling 'issue ads', and those ads will be "clearly labeled in the top left corner as 'Political Ad'" and will have 'paid for by” information next to the political ad labeling. The requirement for Facebook authorization is also being extended to Pages with large numbers of followers, helping to prevent people from administering Pages from a fake account.
As reported by Kurt Wagner in Recode Instagram is courting controversy by limiting “API access for some developers and limiting how often others can use its API to collect data on Instagram users . . . The rate limit for Instagram’s Platform API was 5,000 calls per hour, but was suddenly reduced to 200 calls per hour on Friday.” Wagner’s speculation is that “the move appears to be part of Facebook’s efforts to cull back data access in the wake of the company’s Cambridge Analytica privacy scandal.” Crimson Hexagon, an AI-powered consumer insights company, for one is not too worried: "Instagram’s new data restrictions are intended to limit data access for organizations ingesting huge volumes of personal data. Crimson Hexagon, which focuses on generalized consumer insights, will be largely unaffected by these new changes.
Instagram is making a couple of changes to its News Feed flow — testing a "'New Posts' button that lets you choose when you want to refresh, rather than it happening automatically", and having newer posts appear first in a user's feed.