An Ignoble Experiment: Reader's Hot Take: Brands will decide Twitter's fate

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October 31, 2022

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The Big Story

Here are Musk's initial Twitter changes

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Twitter will get a content moderation board with what Elon Musk calls "diverse viewpoints," and will not yet reinstate banned accounts or change moderation policies. Musk also tweeted that the "whole verification process is being revamped," and has reportedly ordered employees to introduce a new Blue subscription program by Nov. 7, increasing the price from $4.99 to $19.99 a month and requiring subscriptions for user verification.

Full Story: TechCrunch (tiered subscription model) (10/28), The Verge (10/30), Reuters (10/31)

Musk's tweeted-then-deleted post raises content concerns
CBS News (10/31)

GM taps brakes on Twitter ads amid ownership change
CNBC (10/29)

Connecting & Collaborating

Experts offer ambassador vetting tips

Marketing experts offer tips on how best to vet ambassadors given recent scandals such as the antisemitic comments made Ye, formerly known as Kanye West, that forced Adidas, the Gap and other brands to curtail their relationships with the celebrity. The Celebrity Source's Laurie Kessler says the current climate requires more in-depth research for insight, a predefined risk tolerance and a need to "date" before becoming "married," while The Influence Agency's Tom Yawney says to always "be prepared for the unexpected."

Full Story: Campaign US (tiered subscription model) (10/25)

A guide to B2B content that drives connection

An effective business-to-business content strategy is one that educates, guides and supports while also emotionally connecting with prospects, Margo Waldrop writes. Waldrop explains how to create successful B2B content spanning case studies, video, social media, newsletters and search engine optimization.

Full Story: The Drum (free registration) (10/28)

Boost NFT sales with consumer value
Social Media Examiner (10/28)

Pizza Hut CMO talks TikTok marketing
Adweek (10/27)

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How brands can use these 5 TikTok trends
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Today's Hot Take

Brands will decide Twitter's fate

The only recourse that exists to moderate Twitter are the advertisers. The brands. The Edelman Trust Barometer from 2022 says that people look to brands to do the right thing, trusting them to guide them on social issues. It's going to be up to brands to decide what "free speech" looks like on Twitter, and if they're willing to have their ads show up next to whatever that is. If pure capitalistic tendencies win (reaching an audience and you don't care how) then Musk succeeds. If brands start to pull dollars, then he shifts course.

Carmen Collins
Head of Social Marketing, Quickbooks

Marketer Moments

Bigger logos get bigger prizes in Coors Light contest

(Coors Light/PRNewswire)

Coors Light is inviting fans to re-create its Chill Harder logo in their local communities for the chance to win one of 5,000 cash prizes, including a top amount of $50,000 for a logo measuring between 100 inches and 20 feet that will also be displayed on a billboard in the winner's hometown. The brand is offering inspiration with the help of influencers such as photographers, woodworkers and outdoor types on Instagram and Twitter.

Full Story: Marketing Dive (10/28)

Platform News

How social platforms are poised for change in 2023

Andrew Hutchinson offers 32 predictions we'll see next year across Facebook, Instagram, LinkedIn, Pinterest, Snapchat, TikTok and Twitter. His forecasts include increased avatar integrations and click to message ads on Facebook; longer tweets and being able to make payments using cryptocurrency on Twitter; and improved catalog listing tools, international expansion and easier augmented reality pin tools on Pinterest.

Full Story: Social Media Today (10/31)

Dorsey begins beta of Bluesky Social

Former Twitter CEO Jack Dorsey is testing Bluesky Social, a service that stresses user-controlled algorithms. The testing announcement reportedly got 30,000 people to sign up over two days.

Full Story: Yahoo/Business Insider (10/30)

Social Shareable

Liquid Death creates "Georgia Election Hydration Kits"

(LiquidDeath and HeadCount/Instagram)

Liquid Death teamed with HeadCount to counteract a law in Georgia that prohibits water or food being handed out within 150 feet of a polling station or 25 feet from the voting line. The push includes "Georgia Election Hydration Kits," which come with a can of Liquid Death water and are showcased in a social video that's attracted 453,000 Instagram views and tells residents you "don't have to die while trying to exercise your constitutionally protected right to vote."

Full Story: Adweek (10/28)

About the Editor

Mike Driehorst

(That's me on the left, with Callie)

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