Call for Government Regulation Among Social Media Networks

Are you familiar with data privacy, GDPR, and IDFA? These policies have greatly affected social media networks. As such, the challenges behind people in social media lies in balancing freedom of expression and content moderation. 

A social media agency Hong Kong has noted a recent controversy about Facebook. A former Facebook employee became a whistleblower exposing questionable files about Facebook’s algorithms and policies. It surfaced on The Wall Street Journal and was now under investigation by the U.S. Senate. 

Due to similar incidents, Facebook and other sites now call for government regulation among social media networks. They clamor for standardization of content rules as they find it difficult to self-regulate. Let us have a basic look at such a call from Facebook!

THE FACEBOOK FILES

Last 16 September 2021, The Wall Street Journal published an article about Facebook’s double standard. It became the controversial content known as “The Facebook Files.” These are a series of leaked files exposed by Frances Haugen, a former Product Manager at The Social Network. 

A digital marketing speaker Hong Kong summarize the key discoveries on the report as follow:

  • Facebook has a different review process between high-profile and regular users. 
  • Facebook has been used by anti-vaccine activists to spread doubt and fear about the cOVID-19 vaccines.
  • Facebook has not done anything to reduce the potential harm that it has caused in developing countries.
  • Facebook studies revealed that Instagram can be harmful to mental health.
  • Facebook’s algorithm update for family and friends in 2018 was divisive.

These revelations are not new. Entities who have made thorough researches about Facebook have already noted these. Facebook itself has been addressing these elements and evolving its tools to counteract such negative issues. 

What made “The Facebook Files” more interesting is because a Facebook team member itself has made the exposure. Because Facebook greatly influence the American people, the U.S. Senate decided to make an investigation as a public concern. 

CAN EFFECTIVE REGULATION REDUCE THE IMPACT OF DIVISIVE CONTENT?

Every social media platform has its own algorithm and regulations. As a private company, they are entitled to their own discretions and preferences. For Facebook, the main focus is what makes sense. LinkedIn sorts feed based on what gives more value. Twitter amplifies content that receives better engagement. While TikTok highly attuned ranking based on the interests of its users.

As per Frances Haugen, a reform on the Section 230 Law should be made to regulate Facebook and other social media networks when it comes to content moderation. The Section 230 law is otherwise called the “Communication Decency Act.” It currently protects social media platforms against any legal liability from users of their apps. Holding social media platforms accountable for the impacts of their content moderation can balance freedom of expression and content moderation. The reform will apply equality among all social media users, too.

Effective regulation can reduce the impact of divisive content. The idea will reduce brands and people from posting engagement baits. It is because they will also be held responsible for any harmful actions and misinformation. As everyone will have a voice, everyone will have a platform to share their opinions and thoughts. 

THE CALL FOR GOVERNMENT REGULATION AMONG SOCIAL MEDIA NETWORKS

To set clear and fair rules, the king of social media is now calling for government regulation among social media networks. Facebook recently launched two short videos of their employees calling for federal regulations of social networks. 

The first video clip is an open conversation on privacy. It features Rochelle Nadhiri, the Strategy Lead of the Facebook Privacy team. Rochelle notes that their job is to help people understand their privacy. As it means different things to different people, Facebook’s privacy team made it clear that people should understand who has their data and how they will use it. Rochelle further asserts that federal legislation should give Facebook and other social media platforms guidelines for a consistent privacy approach. These guidelines should support internet regulations, including privacy. 

The second video clip is an open conversation on content regulation. Jack Clements from the Facebook Content team has been with Facebook for almost three years now. Jack notes that the job of a content moderator is tough. They make a lot of decisions, working in the spectrum of freedom of expression versus content moderation. Their toughest challenge is to constantly figure out where on that spectrum they should land. So, Jack mentioned that he does not know if it is right for a private corporation like Facebook to dictate those boundaries. Jack suggested that if the right adjustment will be made to Section 230 and improve regulation of the broader Internet industry, they can receive better guidance and help them with their toughest challenge.

Rochelle and Jack are just two of the 40,000 people working for the safety and security of Facebook communities. As they continue to take critical steps to secure the platform, they should be guided by government regulations to align with a consistent standard. 

THE BOTTOM LINE

Through the years, social media has expanded and improved. With such a huge boom, there is really a need for government regulation among these social networks. 

Reference: https://about.facebook.com/regulations/

The How and Why of Speeding Up Your Social Media Response

Modern consumers have changed a lot since the discovery of the Internet. The availability of a lot of information online made them more connected, more educated, more informed, smart, and socially responsible. According to a digital marketing speaker Hong Kong, a great marketing strategy is to consistently interact with the consumers. This is to gain new customers and retain the existing ones. 

A social media agency Hong Kong, social media has become the best way to connect with your customers in real time. By interacting with them and responding to their queries, brands and businesses can discover what they are feeling, saying, and thinking about them in just a matter of seconds. Around 80% of consumers expect to get a response to their social media comments and messages within 24 hours. Below, let us tackle the how and why of speeding up your social media response.

THE NEED TO SPEED UP YOUR SOCIAL MEDIA RESPONSE

It’s a no-brainer. Nobody wants to be purposely ignored. Imagine yourself going to a store. You’ve seen a new model of your favorite sneaker brand. You are very much excited and willing to buy it, but you have just one last question. You go to the front desk and ask your query. But you’ve got no response. You have then waited for hours and even days to get an answer, so it made you frustrated. This is exactly how consumers in social media feel when they get a delayed or no response from their comments and messages. 

Social media is a platform to foster connections and build communities. As such, taking a traditional approach in broadcasting your messages to the public may not work well to grow a brand or business on social media. Under this old-fashioned approach, most brands do not reply at all or struggle to reply in a timely manner. Such negligence leads to loss of business and customers. Around 39% of social media consumers will no longer engage with a brand or business that has a delayed reply or never replied to them. Neglecting to respond timely to an angry customer is pivotal for them to stick to your brand or not. 

Speeding up your social media response makes you more competitive. There are 44% of social media consumers who distinguish a brand or business from its peers through their response rate. If you never reply fast enough to customer queries, competitors are just a DM or tweet away. If you reply timely to their queries, you can most likely close a sale, increase revenue, and promote brand loyalty.

HOW TO SPEED UP YOUR SOCIAL MEDIA RESPONSE

More than 39% of social media consumers expect a response from their comments and messages within 1 hour or 60 minutes, while the average social media response rate among brands today is 5 hours. So, how do brands and businesses bridge the gap? Here are some tips on how to speed up your social media responses.

Automate Your Inbox

Automating your inbox in social media means gathering conversations on your social media pages all in one unified inbox. As such, it helps brands and businesses manage their messages faster. An automated inbox features tools such as auto-replies, comments filtering, spam combatting, etc. You can also assign conversations automatically to the right members of your team to handle them. Through an automated inbox, brands and businesses can also use saved replies such as business locations, pricing information, product specifications, etc. But for complex user queries, a personalized response is needed. So, there is still a need to balance quantity over quality. There are also times when the customer may need to know that help is on the way. This is to let them know that you never ignore them. An email or message auto-responder may also help. This may seem to be old technology. But it sets proper expectations among customers. 

Classify and Organize Incoming Messages

Classifying and organizing your incoming messages can also help speed up your social media response time. Through the use of subject or topic tags, brands and businesses can filter messages easily and forward them to the concerned team. For example, you can label sales inquiries as a priority list. While you can label shipping-related messages to forward them to your logistic team for faster transactions. Brands and businesses should create a triage system to label messages according to different levels of priorities and tags. As such, designated teams can efficiently and quickly respond to them. 

Use a Social Media Dashboard

The best way to speed up your social media response is by using a social media dashboard. It is a piece of software that allows brands and businesses to manage their social media presence across multiple channels using a single interface. A social media dashboard is like customer service software. It stores every single communication and interaction that a brand or business has with the customers. As such, an admin can look back to better understand the customers. Using a unified social media dashboard helps you respond to comments, mentions, questions, and reviews in one place. It saves you time from logging in and out to different sites. 

THE BOTTOM LINE

According to modern consumers, the most important attribute of a great business in social media is their fast response time. Thus, brands and businesses should speed them up to make their customers happy. Always remember that your customers are your source of revenue!

Reference: https://sproutsocial.com/insights/social-media-response-time/

Visual Analytics – The New Black in Marketing

A majority of the posts among social media platforms are photos and videos. In general, social media posts with images get 2x more engagement than those without images. Videos get 5x more engagement, and live broadcasts get 24x more engagement. This is because images and videos make content engaging and fun. They also convey messages that the human brain can quickly remember. 

A digital marketing speaker Hong Kong states that visual analytics is the new black in marketing. Images uncover hidden information. These pieces of information help brands and businesses uncover what is beyond the customer’s eye. To a social media agency Hong Kong, visual insights help AI and machine learning identify important user signals. These include demographic data like age, gender, and group. They also include logos, online user activities, scenes, settings, surrounding objects, and many more. Let us dive deeper into how visual analytics become the new black in marketing

Find New Brand Ambassadors

Through social media, visual content can help businesses find new brand ambassadors. Most social media users post photos of their favorite brands and latest finds. They share their exciting experiences with new products and services. They also make a review or testimonials among brands, products, and services. Through logo recognition functions, businesses can collect images in social media identifying their brand assets. Brands and businesses should also watch out for any mentions or tags of their brand name on image captions. As such, they will be able to find new ambassadors to promote them. To expand the reach of potential ambassadors and promoters, brands and businesses should be proactive in reaching out to them. Create a program on your social media pages, and look for potential participants. These can be a contest, giveaway, or invitation to be a brand ambassador.

video marketing agency Hong Kong showed how visual analytics became the new black marketing on Starbucks. In the summer of 2020, there was an increase of posts among baristas showing TikTok drinks. These are off-the-menu items that their baristas made to bring Starbucks in during the pandemic. As such, there was a spike in the engagement metrics of the popular coffee shop brand. That’s when Starbucks realized that their baristas are one hell of a good brand ambassador.

Identify the Most Engaging Social Media Posts

Most often, brands ride on celebrity tags, crises, new trends, and viral posts to gain reach and traction on their social media posts. Sometimes, it might be an image of a trending product. Other times, it may be popular news relevant to a brand or business. Through social media graphs, it will be easy to detect activities, objects, people, and scenes having the most engagement. These images can help brands segment their audience through demographics like age, gender, and location. As such, visual analytics simplify how brands and businesses generate more appealing content. By spotlighting their target audience through age, gender, and location, their posts can more likely boost awareness, conversion, and engagement on their posts. 

The soap brand “Dove” commonly uses ordinary people to promote their products. Last April 2020, their “Courage is Beautiful” campaign touched the hearts of many audiences by featuring images of front-line heroes. The campaign has successfully raised $2 million for Direct Relief assistance for COVID patients. By addressing the needs of the current crisis, Dove was able to help an important cause and sustained its business operations despite the pandemic.

Power-Up Marketing with Local Culture

Visual analytics is universal. If a brand or business is planning to expand its product reach and services, they can be very useful from the marketing point of view. Social media content with visuals shows how people in a certain country or region dress, interact with others, learn, party, and work. Using geotags on images, brands and businesses can access data on the consumption situations between consumers in different locations.

A great example of using visual analytics is Nike’s recent “Nothing beats a Londoner” campaign. The campaign resulted in a series of ads showing the importance of the younger generation in UK sports – specifically in London. By using less popular areas in London, Nike has successfully conveyed the message that talents come from all corners of the city. Such a campaign received outstanding awards, recognitions, and shortlists. Searches for Nike products also rose by 93% and so did Nike’s sales in the UK.

See New Brand Ideas Through Real-World Consumptions

Through visual analytics, brands and businesses can find out how consumers are using different products and services. These can be a helpful guide to find new ideas for their marketing strategies. The key is to creatively innovate when examining visual content.

Stationary Xpress uses visual analytics to offer their clients real-time product personalization. By observing their potential clients’ visual content on social media, they have come up with a change in their marketing plan. Instead of offering warranties, they offer a “Build A Preview” functionality on their website instead. Here, their clients can have an accurate preview of what they can expect in different colors, fonts, motifs, and styles. They can also have a LIVE preview of any changes they want to make. Such results in customers raving in their offerings a week after the launch.

The Bottom Line

Visual analytics is the new black in marketing. As it uncovers hidden insights through the customer’s eye, brands and businesses can find real-world cases for a successful marketing strategy.

Reference: https://www.socialmediatoday.com/spons/what-is-hidden-behind-social-media-images-and-why-are-brands-hunting-for-i/601010/