Facebook’s Clampdown, Influencers, And More In This Week’s Friday Download
September 15, 2017
By FTI Consulting
You may recall that way back in June we talked about how McDonald’s was using Snapchat to fill jobs in the US and Australia. Well, it seems Morgan Stanley was paying attention, and has defied convention in order to connect with a demographic traditionally at odds with banking and the financial services world. Despite its uncertainties about Snapchat’s long-term finances, the investment bank has been experimenting with the app and next week students at eighteen US colleges will be able to snap a picture with a Morgan Stanley themed geofilter.
Snapchat’s widely known for attracting younger users, which makes it a great place for companies to engage with the next generation of workers. In fact, JPMorgan and Goldman Sachs have also used the platform for recruitment purposes. One hopes this isn’t a case of channel-for-channel’s sake, something Shell’s Global Head of Digital and Social Media Americo Campos Silva warned against earlier this week at London’s Social Media Week (#SMWLDN) which FTI attended throughout the week (more on that later). Equally importantly, with investors keen for Snapchat to catch on outside of its core millennial demographic, will the app – like Facebook before it – lose its younger audience to another platform?
Facebook Ad Clampdown
Facebook has taken some flak recently from advertisers and watchdogs. Concerns over which publishers it allows to make money from its network, and the type of content allowed to be distributed have turned a spotlight on Facebook, and on Wednesday it announced significant steps aimed at addressing the concerns.
VP of global marketing solutions Carolyn Everson announced that the social platform would be introducing new standards governing the type of content which can host ads (one might remember the crisis YouTube faced earlier this year where organisations pulled budgets after ads appeared alongside extremist content). There will also be more rigorous pre- and post-campaign reporting to help advertisers identify suitable publishers and confirm their content appeared in relevant (and reputationally safe) places.
Greater reporting is almost always a good thing, although let’s resist the urge to measure everything (a little #SMWLDN take away from SOCIALDEVIANT’s Linda Johnson for you). Ultimately, we think this was a required step for Facebook to take considering the potential downside for the platform (which, with Google, accounts for two fifths of a predicted $205bn online advertising industry). Delivering much-needed reassurance to advertisers and publishers will likely cement Facebook’s stake in the online paid media landscape, one which is predicted to overtake TV this coming year as communications strategies should place paid within the strategic mix rather than purely as a distribution afterthought.
Influencers In The Dock
Forgive us for repeating ourselves again, but back in June (a simpler, sunnier time) we talked about the possible impact that regulation could have on the role that influencers play in communications campaigns. Well wouldn’t you know it, the American governing body the Federal Trade Commission (FTC) has only gone and prosecuted individual influencers for the first time ever…
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.