Vanity Metrics #12
Social Distancing From the Media?
A compact issue this week. Seems like the world is... busy with other things right now? A little refresher on critical thinking, and some updates to Reddit, Facebook, Twitter, Snap and Spotify. Let’s get to it.
The Big Stuff
Stay Home. Wash Your Hands. Use your Head.
Like in Vanity #5 - which honestly feels like a decade ago because this is just how we live now - this week has seen a significant rise in trolls and bot accounts spreading misinformation, and interestingly, a surge in reactivated accounts as people flock to platforms like Twitter to try and keep up with the flood of news.
To my humble readers, and noble Community Managers in particular: It seems like a great time to share On The Media’s Guide to Breaking News: Fake News Edition. Listen to the podcast episode between handwashing sessions. OTM produced this extremely handy guide to deal with the onslaught of dubious news amplified by people online maxing out on panic rather than informed facts.
Image: WNYC/On The Media
My advice? Trust in science and those who represent it. Just because “@TruthSeeker1776” has a lot of likes on their post doesn’t make it true. Everyone has an opinion, not everyone has the facts. Depending on where you live, local officials and health units likely have social media accounts. Follow them for unbiased fact reporting.
I’ll also encourage you to follow professional disinformation reporters, like Jane Lytvynenko and Daniel Dale, whose work revolves around fact-checking and debunking information that could be misleading and dangerous.
Have a good resource you’d recommend that’s fact-based, unbiased and trustworthy? Share it in the comments.
And remember, you need to wash your hands for a full 20 seconds. You can sing happy birthday twice, or follow Sisqo’s lead:
The Small Stuff
Facebook’s visual overhaul is rolling out to users. Have you been flipped yet? Share your opinion of the new design in the comments.
Comscore is partnering with Twitch to measure ad metrics. This, like the recent announcement by Billboard to track music streaming metrics via video plays, is important for social teams, strategists and buyers who can better translate social campaigns driving to those massive streams into wins clients/bosses will love. (H/T Matt Navarra)
Reddit opens “Trending Takeovers” to advertisers. The ad unit allows takeovers of the 2nd slot in the Popular and Trending Today tabs and can be purchased for up to 24 hours. With 430 million MAUs, Reddit is becoming a compelling place for ad placement alternatives to the big three platforms.
Image: Reddit
Facebook’s fine for the Cambridge Analytica scandal in Australia could top $529 billion after exposing over 300K Aussie users’ private information, a fine that carries a maximum penalty of $1.7m per infraction.
Facebook is testing a feature to let you crosspost Facebook Stories to IG. Super sleuth Jane with the scoop.
Facebook has also begun testing it’s new VR app, Horizon. The successor to Spaces, now in invite-only alpha, Horizon allows Facebook users to create a VR avatar to do cartoony things in a cartoony world. Video below. Facebook is one of the last major companies out there still heavily betting on VR.
NBC has quietly sold it’s $500M stake in Snap it acquired just 3 years ago, but will still partner for extensive Olympics content.
Follow up to #JackGate: Twitter has inked a deal with outside investors to stave off a hostile ousting of their CEO…
More: some great insight by Kara Swisher and Scott Galloway on why this might only be a stay of execution for Jack on Vox’s Pivot podcast. Worth a listen. Sarah Frier also has some great predictions that Jack may not survive given the lofty goals the new investment firm has set.
Along with estimated reach, Spotify is adding estimated frequency to ad buys. Super helpful when planning your spending (especially if you have a small budget or small geotarget).
Be safe out there, stop hoarding toilet paper, and please share this humble newsletter with your teammates so they have something to do on the couch/bed. Work from home for the win.
Ryan LaFlamme has worked in social media marketing and advertising for longer than the job had a title. He formed the independent social consultancy Hub and Spoke in 2016, and can be found hanging out on Twitter @ryanlaf Now accepting new clients and speaking engagements.