An Ignoble Experiment: Flashback to ... Oct. 26, 2018

Created for ignoble.experiment@arconati.us | Web Version

October 28, 2022

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Editor's Note

Remember our May poll on Musk?

Be sure you scroll down to the About the Editor section for a link back to our May readers' poll and early thoughts on Elon Musk's then-pending purchase of Twitter.

The Big Story

Musk buys Twitter, fires top execs

Musk arrived at Twitter to say "let that sink in" regarding his acquisition. (Getty Images)

Elon Musk's $44 billion purchase of Twitter has been completed and sources report his first move was to fire several leaders, including CEO Parag Agrawal and Vijaya Gadde, Twitter's lead for legal, public policy & trust and safety. Following the completion of the deal, Musk tweeted, "the bird is freed."

Full Story: MarketWatch (tiered subscription model) (10/28), The Wall Street Journal (10/27), Ad Age (tiered subscription model)/Bloomberg (10/27)

Musk seeks to reassure advertisers about Twitter

Musk addressed advertisers Thursday ahead of the completion of his deal to purchase Twitter, declaring, "Twitter aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise," promising the platform wouldn't "become a free-for-all hellscape."

Ad executives have been worried about Musk's approach to brand safety, with Dentsu Media Americas CEO Doug Rozen saying, "Without [Twitter] fighting that fight on behalf of all of the internet, it takes one wedge, one wall, out of all the moderation impact we're trying to make."

Full Story: Ad Age (tiered subscription model) (10/27), MediaPost Communications (free registration) (10/27), Digiday (tiered subscription model) (10/28)

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Connecting & Collaborating

How social marketers should prep for 2023

Brands prepping for the new year should focus their social media efforts around communities, particularly on platforms like Discord and Signal, while ensuring their content can be trusted by consumers. These are two of the trends from customer engagement firm Khoros and consumer intelligence platform Talkwalker, which also touch on social commerce, multi-sensory social media, the rise of predictive analytics, and other topics.

Full Story: PRWeek (10/27), MediaPost Communications (free registration) (10/26)

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Platform News

FT: TikTok readies games, in-game ads

TikTok is launching a new revenue stream with mobile games and will be selling in-game ads and offering consumers the option to pay for additional content, according to the Financial Times. TikTok's website for its first gaming event on Wednesday confirms publishers are launching games on the platform and notes, "The future of gaming is here -- and it's happening on TikTok."

Full Story: Mashable (10/27), MediaPost Communications (free registration) (10/27), Financial Times (subscription required) (10/27)

Snapchat reduces creator fund; expands Director Mode

Snapchat's Spotlight reward funds will be paid out in "millions" every year, which is down millions weekly in 2021, and is expanding payments to more markets while keeping the minimum $250 payment, sources say. The social platform also is giving all of its iOS app users access to its Director Mode video creation process, which includes green screens, variable playback speeds, dual camera controls and other features.

Full Story: TechCrunch (tiered subscription model) (10/27), Social Media Today (10/27)

Instagram talks holiday marketing in livestream series

Marketers can learn holiday marketing tips from Instagram in a series of live events, Tuesday through Thursday. The series highlights small- and-medium-sized businesses and how they have used Instagram to gain new customers and generate sales, particularly during the holidays.

Full Story: Social Media Today (10/27)

Twitter trials links for NFT artwork sneak peeks
Social Media Today (10/27)

Pinterest sees modest sales, user growth for Q3
BNN Bloomberg (Canada) (10/27)

Sprinklr, adMixt, PMG, VidMob join Reddit Ads API program
Social Media Today (10/27)

Social Shareable

Once-homeless influencer gives back through TikTok

(IsaiahGarza/TikTok)

Isaiah Garza, who formerly was experiencing homelessness, became well-known on TikTok through random acts of kindness and is now using his visibility on social media to raise money and support for charitable causes. One recent video shows Garza taking a 97-year-old veteran to watch the L.A. Rams and meet his favorite player, and the clip has attracted 11.7 million views and 2.1 million likes.

Full Story: CBS News (10/25)

Flashback

Flashback to ... Oct. 26, 2018

If you look at recent headlines, social platforms are still trying to determine if social commerce is right for them. Four years ago, though, WorldPay's Maria Prados explored the early efforts from Facebook, Instagram, Snapchat and Pinterest.

Other SmartBrief news from Oct. 26, 2018:

Over 25% of Americans will use Snapchat in 2018
Panera creates "Food Interrupted" on Facebook Watch
Dog sneaks off to McDonald's for burgers

Note: Some links in SmartBrief archives are time-sensitive. These URLs may have changed or sources may have changed their access.

About the Editor

Mike Driehorst

Looks like we -- me and many of you -- were wrong back in May when we asked if you thought Elon Musk's Twitter deal would ever be finalized.

While Mr. Musk's presence has already been felt, I bet the next several weeks will be even more telling. If you have a hot take on what we'll see in the near term of the Musk era at Twitter, drop me a note.

In the meantime, if you like what you read in SmartBrief on Social Business, I'd appreciate it if you'd share this sign up link with your colleagues.

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There is currently danger that social media will splinter into far right wing and far left wing echo chambers that generate more hate and divide our society.

Elon Musk, new owner of Twitter, in a tweeted message to advertisers