This week, Twitter began removing all locked accounts from people’s follower numbers, meaning a whopping 6% of all accounts could potentially be deleted from the platform. Accounts become locked if they post misleading links; or if a large number of other accounts block the account in question (so now it’s not only your erratic barrage of political views losing you followers).
This purge is the latest in Twitter’s crackdown on fake or abusive accounts, since it announced a global change to its ranking algorithm to de-prioritize tweets from bothersome handles in May.
Not only is this a positive sign of a platform tackling harassment for a ‘healthier’ online environment, it’s also good news for the world of influencer marketing. Influencers are a great way of channelling a brand’s message to its target audience. However, as Unilever’s CMO Keith Weed pointed out last month, fake followers hinder transparency and erode trust in the channel. The platforms are the best-placed to provide the solutions here and it’s great to see Twitter tackling this head on.
Stop the press: England has fun at a World Cup
Needless to say, it was with heavy hearts that most of our team entered the office yesterday morning, following an evening watching #ENGCRO. Football fever engrossed the nation, and we’re still marvelling at the fact that social media actually made the World Cup fun again?
We’re now reflecting on England’s on-screen performance, and how they won over our hearts, and our Twitter feeds. The team expertly connected with people back home, and created momentum. Their journey started in June, with Raheem Sterling defending his tattoo on Instagram and openly blogging about his childhood, and continued into July as the team raked in the likes with #WaistcoatWednesday, fresh memes and inflatable unicorns. It was quickly out with tedious press conferences, in with #GarethSouthgateWould and behind-the-scenes shots.
It seemed so effortless at the time, but this success was partly the result of new rules and social media training. Most noticeably, players used their social channels to set the positive tone for the tournament. This World Cup, social media was masterfully wielded to humanise the players, reinvent Southgate and bridge the gap between the fans and Russia. England played, and tweeted, without fear.
Also This Week
Twitter adds advertising to its Explore tab (Engadget) and shares jump after Goldman Sachs says account purge good for business – CNBC
Facebook handed maximum data breach fine for role in Cambridge Analytica scandal – Telegraph
WhatsApp now labels forwarded messages to fight fake news in India – Engadget
Facebook To Launch News Programming On July 16, Will Organize ‘Watch’ With New Categories – Tubefilter
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.