March 24, 2017 By FTI Consulting
Whilst many of us will be enjoying chocolate eggs and the emerging springtime this Easter, the social media manager of Cadbury’s UK Twitter account will be fending off a barrage of fake news from Twitter trolls. Numerous tweets have come in stating that millions will boycott the brand, as a result of a widely-shared image depicting a man who turned out to be a Cadbury Malaysia employee holding certificates to demonstrate that their chocolate is Halal certified.
The UK social media manager is doing their best to explain the situation (and again, and again), but this has not prevented various accusations aimed at Cadbury, removing the word “Easter” from their eggs among others (spoiler – it’s still on the package).
As a result of this torrent of Twitter madness, the hashtag #PrayForCadbury trended in sympathy for the challenge of being a social media manager in a post-truth world. Lessons to be learned? First of all, check your facts before tweeting (that goes for everyone)… Secondly, strong community management teams are invaluable, and tools such as Hootsuite help them monitor the activity and deliver replies.
Two interesting updates from Twitter this week. Firstly, Twitter (and Periscope) is launching a new live video platform which will make it easier to post professional live broadcasts. Periscope Producer API will allow companies and broadcasters to “broadcast directly from external hardware, software, cameras and web services.”
Previously, live-streaming on Twitter was a relatively complex process with professional equipment and so many companies stuck to the ‘smart phone on a tripod’ technique. This approach can still deliver relatively good quality and engagement but it’s good to know the quality option is now feasible too.
Secondly, Twitter says that it is considering whether to build a premium version of Tweetdeck interface aimed at professionals, raising the possibility that the company could collect subscription fees from some users for the first time. Watch this space.
Following a number of brands including The Guardian, Transport for London and L’Oréal pulling ads from YouTube after it was revealed they were unwittingly funding extremist content, Google’s European boss took to the stage at Advertising Week Europe to issue a public apology. Matt Brittin of Google pledged that the tech giant was taking the matter seriously, investing millions and employing thousands to ensure extremist content isn’t supported by ad revenue.
The challenge for YouTube’s owners Google is spotting illegal videos that should be removed, and determining legal but unsuitable videos for advertising support. The challenge for organisations is to be more careful when setting up campaigns via Google Ads, and exploring alternative platforms for reaching their audiences.
Reports have surfaced this week that Apple may be entering into the world of Augmented Reality (AR) by developing the iPhone capabilities. The push won’t end there, it seems, as the company will reportedly follow up with a line of wearable AR tech, much like they did with the Apple Watch in 2015. The wearable AR devices would certainly make the company stand out against other tech giants, such as Google and Samsung, who have both gone down the Virtual Reality (VR) route that can be used with a smartphone. Both AR and VR are beginning to make waves in communications, and it’s something we have begun to look into ourselves.
Using 360 video, it is now possible to create immersive environments to showcase projects and locations, both real and virtual, for individuals to experience from the comfort of their own desks. In previous years, the Apple Watch never managed to enter the mainstream, and today VR has the potential to cut people off too much from the outside world to be used in everyday life.
These recent reports hint that Apple is predicting individuals and businesses will be using AR as an everyday technology, equal to the smartphone, meaning it could be worth thinking about how your brand could be communicated through an augmented reality or virtual platform.
Instagram unveils booking feature [Fortune] Fake Sleuths: web gets it wrong on London Attacker [New York Times] Londoners stand defiant under #wearenotafraid [Time] For the UK’s annual charity event Red Nose Day, Piers Morgan went silent today [Twitter]