A small plug for our cyber shadow auditing offer, DETECT, where we identify these ‘unknown’ reputational threats for senior figures (before the journalist does) – and provide recommendations on how to mitigate future risk. You wouldn’t believe what we find…
A Rival for Twitter?
A new challenger has arrived on the social networking scene, but unlike the network’s eponymous woolly mammoth, it doesn’t look like Mastodon will be extinct anytime soon. The platform bears striking similarities to Twitter, with users able to create accounts, follow other users and post updates (or “toots”). There are, however, a few significant differences…
Mastodon decentralised approach to social media is best explained by the organisation itself, but in short it is structured in an attempt to prevent “a single company monopolising your communication”. The platform prizes privacy and safe spaces, where Toots can be marked as private, and users can even tag their posts with a “content warning”. Most importantly Mastodon runs on multiple servers, which can be dedicated to particular topics or themes. Such structure could, however, lend itself to reinforcing echo chambers rather than broadening horizons.
So what does this mean for your corporate communications strategy? Walmart have moved with impressive speed to create an account on the new network and others are sure to follow. This is certainly a channel to watch for brands looking to demonstrate their innovative spirit. While we’re not giving up our Twitter handles just yet, there are some FTI early adopters among the 41,073 current accounts.
Sir Tim Calls Time
Sir Tim Berners-Lee (creator of the worldwide web and poster boy of the digital team here), has a new project up his sleeve. Solid seeks to rebalance the power dynamics of the web and enable people to take control of “their” data by significantly reducing the access granted to the usual list of corporate giants (think Google, Facebook, Amazon, Netflix).
Largely reflecting a new public concern for personal privacy and organisational security, it poses a question: how would it impact on the reputations of companies that own large amounts of customer data? Beyond this, what would be the outcome for advertising, without consumer data to rely on? In an era of fake news, too, neutrality and reliability are increasingly called into question, a far cry from Berners-Lee’s original vision of the web as a tool for research in the science community. Sir Tim cited Wikipedia, however, as an example of successfully keeping the internet neutral (to an extent at least). If anyone has the ability to rectify the faults of the internet, its creator may just be the best person for the job.
Also This Week
Google to display fact-checking labels to show if news is true or false [Guardian] Pepsi pull new advert following social media backlash [BBC] Publishers form regional alliance to exploit brand safety furore sparked by YouTube [The Drum] Activists Use Social Media to Prod Advertisers [New York Times]
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.
FTI’s digital practice in EMEA operates as a centre of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.