FTI Digital Launch Their 2018 Social Divide, YouTube Downgrades Discoverability & Emoji’s Measure The Sentiment Of Tweets In This Week’s Friday Download
February 19, 2018
By FTI Consulting
This week whilst many of you have been fixated on the fate of the British men’s curlers or left wondering what a human-faced sacred bird has to do with the Olympics, we have been focused on a far more serious competition. This competition is of course the race to reach the top of The Social Divide 2018 leaderboard, an index of the FTSE 100 companies which have had the greatest success in communicating their financial results on social media. Stay tuned next week for more information on 2018’s edition of The Social Divide which will be released on Monday morning.
Troll In The Dungeon!
Just as we were beginning to think that there was a troll under every bridge, it appears that there has been a tide turn in social media companies’ attitude towards abusive or damaging content posted on their platforms. Following its advertising ban against influencer Logan Paul last week, YouTube proceeded to announce a wider set of regulations to prevent authors creating potentially damaging content. The site has stated that it will remove advertising options on offensive videos and downgrade their discoverability. Other platforms including Twitter and Twitch have taken similar sanctions to the next level, threatening to ban users who violate their new anti-bullying policies. Some may speculate whether the recent moves have been driven by corporate giants, such as Unilever, which has stated that it will withdraw its advertising from platforms which they deem to be divisive. Yet others have questioned how effective it is to make demands of the likes of Facebook and Google due to their sheer size and position as intermediaries rather than publishers. Certainly it is interesting to see Facebook reinforce its position, that it will listen to its audiences’ concerns, but if businesses or publishers do not feel that the platform is right for them, “then they should not be on Facebook”.
Some of you may have been declaring your undying love for your paramours with a pizza and penguin emoji this Valentine’s Day. Yet for those of us who are married to the job, there may be other interesting uses for these popular digital symbols. Blackrock has started to include emoji in its analysis of social media as a risk management measure following political elections. The company has developed a tool to measure the sentiment of tweets using emoji which it will then blend with traditional forms of data, such as polling figures, in order to predict elections and their likely impact on markets. As emoji become an increasingly significant proportion of our communication – 92% of online consumers report using emoji – they are likely to become a key measure of popular opinion and culture. However, as is widely acknowledged, analysing or even understanding emoji as a secondary language is far from simple. The symbols are highly subjective and can have multiple connotations, as has been illustrated by a series of court cases where lawyers have had to argue over the meaning of certain emoji. Therefore whilst certain social listening tools are on hand to help businesses decipher the significance of emoji in social media conversations, it should not be taken as a given that sentiment can accurately be deducted from which emoji authors have selected.
Also In The News
Twitter deleted 200,000 Russian troll tweets, which have been salvaged to track Russian propaganda efforts – NBC News
Instagram is testing screenshot alerts for stories – TechCrunch
Twitter CEO Jack Dorsey downplays acquisition chatter – Variety
German court rules Facebook’s use of personal data “illegal” – Independent
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.