November 22, 2017 By Zak Mehan
Things are looking rough in the digital media world these days. Mashable, once valued at $250 million, was sold off at just a fifth of that value, and Verizon’s Oath (housing Yahoo, AOL and HuffPost) just laid off more than 500 employees. And there’s plenty more consolidation across the media landscape to come (except at Axios, apparently).
While most outlets (correctly) attribute the tightening to too many ad-revenue-only outlets and Google and Facebook gobbling up larger shares of digital ad spending, Digiday had some interesting takes for lacking performances as well.
Many companies found their sponsored content products hard to scale up, and others also missed opportunities to maximize the content already being created. Digiday called out video, specifically. Publishers create a lot of videos but cram web pages with other ads, rather than design them for video front and center, reducing the impact of that content.
Video housing is just one example of many fixes related to how publishers execute the distribution and housing of digital content. This is something a lot of companies should keep in mind – both when engaging with digital advertisers and thinking about how their own content exists online. Making sure web pages and content are designed to live symbiotically and targeting strategies look at the mechanics of how consumers consume content – the type of media and device – are critical to a successful online presence.
The special election to fill the Alabama Senate seat vacated by Jeff Sessions has gotten dirty over the past few weeks, and brands have caused a stir trying to keep clean.
Fearing being swept up in the anti-Hannity angst after the politico-media personality defended Alabama Senate candidate Roy Moore, some over-zealous social media managers at companies that advertised during Hannity’s show responded to queries about his comments with condemnation.
These social media managers then found themselves facing the ire of those angry with Hannity, Hannity’s fans and senior leadership within their own companies. One of the most visible examples of this is Keurig.
Soon after the company’s Twitter handle replied to a user by indicating Keurig pulled its ad set to air on Hannity’s show, social media users started posting videos of themselves destroying Keurig coffee machines. We’d say the joke is on you if you want to destroy something you already paid for to get back at a company you’ve already given that money to, but to each their own…
Keurig’s CEO, Bob Gamgort, then had to issue an apology for the social media post that, he said, made it seem like the company was “taking sides”. He noted that policy was to suspend ads scheduled to air over any controversial segments, but that it was “highly unusual” for people to share that policy with social media followers.
While we advocate social media managers to engage with followers quickly, we also advocate proactivity in thinking about how you escalate questions or deal with issues. In a time when brands are finding it trickier and trickier to avoid appearing partisan and alienating customers, companies should take the time to build an apparatus connecting key decision makers at all levels for a quick response when a situation arises.
Facebook has received its fair share of criticism since the 2016 presidential election, with media and lawmakers both highlighting the platform’s power in shaping public discourse. Now, the attacks are coming from within.
Several existing and prior Facebook employees and investors have spoken out this past week; in a nutshell, saying that Facebook is favoring revenue over responsibility. This is bad news for the company, which is trying to dodge regulations by showing off new products and reaffirming its commitment to user safety. The employees and investors speaking out are saying “don’t buy it”.
This is a space worth watching. Will this tip the scale and result in substantive regulation? It’s looking more likely than we originally thought, at least where electoral campaigns are concerned. How will Facebook respond? Surely more forcefully than just the blog post it has posted so far.
Google Has Picked an Answer for You—Too Bad It’s Often Wrong WSJ
Pentagon Cache of Over 1.8 Billion Scraped Social Media Posts Left Unsecured on Amazon Server Gizmodo
Chatbots Are The Future Of Marketing ThinkGrowth
CNN vs. BuzzFeed: A media spat for the digital age Columbia Journalism Review
Wow. Yet again, MoonPie is crushing the competition for holiday social media posts.