November 29, 2017 By Zak Mehan
Net neutrality has been an incredibly hot and important topic over the last week or so. In short, net neutrality refers to regulations put in place during the Obama administration that regulates internet access like a utility, popularly described as treating all data equally.
The current FCC is moving to repeal these regulations. The FCC, internet providers and a few million bots claim deregulating will allow for expanded investment into new broadband technologies. Advocates for the regulations say this will allow providers to ramp up prices and decide what content people want by accelerating, decelerating or blocking content.
Regardless of your politics, the ubiquity of the internet in carrying information makes this important to everyone. According to Axios, many marketers are “spooked” by it.
If you’re a social media manager at a major corporate or e-commerce wizard at a major retailer this may change how you engage with your audience. For example, with data equal and social media platforms free, we take for granted that anyone could and would be on Facebook or Twitter. But, if access to these platforms starts to cost money, or using a certain amount of data with them comes at a premium, some users could be dissuaded and content type preferences will change – e.g. a pivot away from video.
On the flipside, if the cost is not exacted from the consumer by the internet provider, it could find its way back to the companies looking to transport their messaging or sales propositions online. Smaller companies especially, it is argued, will have a near-impossible task in competing.
The world of college sports has seen its fair share of controversies this year, and this weekend, the University of Tennessee shouted loud and clear that we’re not out of 2017 just yet.
The school saw a major backlash as news broke that it sought to hire Greg Schiano, the current defensive coordinator at Ohio State, over his alleged complicity in the Jerry Sandusky scandal during his time at Penn State. Students and fans immediately took to social media to express their outrage at the potential hiring, which was quickly followed by campus protests.
The University of Tennessee then backed out of the hiring process, potentially ushering in a new era of scrutiny in hiring in college sports.
But this incidence isn’t isolated. Companies face this issue often as they appoint new board members, CEOs or other leaders. Skeletons are harder to keep in the closet than ever, and public responses are swift and vicious on social channels. Deals and appointments are more delicate in this environment.
That’s why due diligence is absolutely key. Companies must dig digitally to vet new hires and understand sentiment around individuals or brands, as well as the traditional background research process (ahem, FTI’s social intelligence team might come in handy).
Podcasts had a resurgence over the last few years, with a burst of educational options and infotainment sensations like Serial. Businesses have gotten in on the act, both placing spokespeople in popular podcasts and launching their own.
Typically, however, these podcasts have focused on educated, urban populations. In fact, overwhelmingly so. But iHeartRadio doesn’t think podcasts should get stuck on urban coastlines. The broadcaster is adding several podcasts to its existing network, for the time being, focused on country music and life around Nashville, TN, hoping to lure in more listeners from “flyover” states.
As on-demand media consumption continues to become the norm, this has a potential for growth, and as the number of listeners familiar with this type of media grows so too does the number of interests to which these podcasts can cater. Look out for local personalities and views on local life across the heartland springing to new life in podcasts, and with them, a new opportunity for audience targeting.
How LinkedIn co-founder Reid Hoffman would fix social media Recode
As Black Friday sales kick off, social media swamps retailers with complaints MarketWatch
The Internet Broke the Media, and There’s No Turning Back Bloomberg Businessweek
Brands Heed Social Media. They’re Advised Not to Forget Word of Mouth. NY Times
Facebook publishes ad principles amid growing concerns Axios
Proof that good content can come from anywhere. This police recruitment video from New Zealand is a little funny, a little saucy and still pretty useful.
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