An Ignoble Experiment: Social platforms block content, accounts amid civil unrest

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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January 7, 2021

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The Big Story

Social platforms block content, accounts amid civil unrest

Twitter, Facebook and YouTube were among the social platforms that took action Wednesday to limit content that could exacerbate the Washington, D.C., riots. The platforms temporarily blocked President Donald Trump's accounts and removed videos and posts uploaded by the president and others that criticized the electoral process, with Facebook's Guy Rosen tweeting, "This is an emergency situation and we are taking appropriate emergency measures."

Full Story: The Wall Street Journal (1/6), The Verge (1/6)

How should brands react to Washington, D.C., unrest?

Media and PR agency executives say brands have suspended marketing activities and are reviewing their next steps due to the volatile situation in Washington, D.C. The Scratch Collective's Amy Cheronis says, "[I]f you have a true and authentic track record as a brand that stands up for its values or for what's right, I'd stay the course and deliver a message steeped in empathy," while The Many's Davis Jones notes, "There's a lot of energy in all things political and that's affecting brands. The main thing is pausing and reevaluating."

Full Story: Ad Age (tiered subscription model) (1/6), Digiday (tiered subscription model) (1/7)

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Connecting & Collaborating

Boost Reels engagement with authentic, topical content

(Facebook)

Marketers experimenting with Instagram's Reels format can boost their engagement by delivering authentic, original content and tapping into current cultural trends and topics, according to the social platform. Other best practices include "having a WOW factor" and a "fun surprise or twist" and adhering to community guidelines.

Full Story: Social Media Today (1/6)

Text over videos tells a soundless story

Text-on-screen videos tell their stories even without sound and need five key elements, viral video leader Matt Johnston writes. Johnston recommends a conversational tone, and elaborates on how to craft a hook and include shareable information, context, extra value and a call to action.

Full Story: Social Media Examiner (1/6)

Twitter offers help for creating a brand voice

Twitter has provided guidance and worksheets to help marketers find their brand voice on the platform, and recommends the use of "the three 'C's" to be concise, clear and conversational. The worksheets cover creating brand safe guidelines, establishing a brand persona and tweet examples.

Full Story: Social Media Today (1/6)

How brands should embrace the new normal
This year has been the year of the pivot for brands as the pandemic has reshaped consumer behaviors and the customer journey, most likely permanently. Marketers need to focus on planning for the future with strategies that meet both the immediate and long-term needs of consumers. Watch SmartBrief and marketing and retail industry experts on-demand explore how the retail marketing landscape has changed this year and how brand marketers can succeed in 2021.

Platform News

Hootsuite acquires Sparkcentral

Hootsuite social media management firm has acquired the automated messaging platform Sparkcentral. Hootsuite executives say the acquisition will enable the firm to "unify social marketing, social listening, and social customer care" within a single platform.

Full Story: VentureBeat (1/6), BNN Bloomberg (Canada) (1/6)

Facebook updates Page experience

Facebook has made numerous changes to its Pages for creators, public figures and subject experts with a cleaner look, dedicated news feed, text-based question-and-answer format and follower counts instead of likes. The social platform says the changes were made to make it easier for administrators to flip between their profiles and their pages, achieve business goals and improve their Facebook communities.

Full Story: Adweek (1/6), CNET (1/6), Social Media Today (1/6)

Twitter brings marketer Ueno on board

Twitter has acquired agency Ueno and is bringing some of its 50-person global workforce on board. The agency, which has worked with Twitter and other big technology companies for some time, will collaborate with the social media platform's existing research and design teams.

Full Story: TechCrunch (tiered subscription model) (1/6)

Social Shareable

Kia lights up the sky with new logo

(Kia Motors Worldwide/YouTube)

Kia Motors revealed a new slogan, "Movement that inspires," and script-style logo that reflects the "symmetry, rhythm and rising elements that embody Kia's confidence and commitment to customers," according to the brand. The rebrand was unveiled via a livestreamed fireworks display in South Korea that has attracted more than 153,000 views on YouTube.

Full Story: MediaPost Communications (free registration) (1/6), Ad Age (tiered subscription model) (1/6), Marketing Dive (1/6)

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