ChatGPT is already changing the way we search for information online — including on social media. Snapchat recently announced it is releasing its own artificial intelligence (AI) chatbot powered by ChatGPT. “My AI” has been designed to look like any other Snapchat user’s profile, according to The Verge. So, it will feel more like chatting with another person, than a “bot.” The chatbot will only be available to Snapchat+ subscribers in the beginning, but the plan is to roll it out to everyone down the road. Welcome to the future. 👻
In today’s newsletter:
The TikTok Bans: Have You Risk-Proofed Your Social Media Strategy?
Facebook Reels Get Longer (And More Features)
And This is the Magic of Social Media ✨
RISK TAKER
If you work for the federal government in Canada, you can forget about filming that “day in the life” video you’ve been planning. The app is no longer allowed on government-issued devices. This follows similar actions elsewhere, like the European Union.
While it’s always important to have a discussion about what information is being collected, and how it’s being used, there is a bigger question here for social media managers: Have you risk-proofed your social media strategy?
Because the real issue isn’t about the future of TikTok — it’s about how risky it has become to invest all of your efforts on one particular platform.
Here’s what you need to know…
1/4 The Bans: A Quick Background
At the end of February, the Canadian government announced it was banning TikTok on government-issued devices. In an online statement, the government said it had no proof of compromised info, but that this was done as a precaution “particularly given concerns about the legal regime that governs the information collected from mobile devices.” (Aka, concerns about China). The European Parliament also recently announced a TikTok ban on official devices, effective March 20th, due to what it says are cybersecurity concerns.
But this is not the first time TikTok has been banned: India cancelled the app (along with several other Chinese-based apps) in 2020. Approximately 20 public U.S. universities have banned the app from its servers. A U.S. House panel also recently voted on a bill that would give President Biden the power to ban TikTok.
2/4 What’s The Risk?
With all of these bans in place, many are probably wondering just how dangerous TikTok really is. According to an article in the NY Times, TikTok isn’t any worse than any of the other apps when it comes to data collection. And they all have risks. For example, LinkedIn users who work in the U.S. government have been warned about the risk of connecting with potential Chinese spies. And some apps — like Facebook — are used to destabilize other governments, such as Moldova. Neither one has ever been banned. You might even be tracked by an app that has nothing to do with social media — like the one created for Canadian coffee chain Tim Horton’s.
But as always, it’s up to you to assess the personal risk to yourself, and your comfort level when using an app.
3/4 Ok, Let’s Get To the Real Question Here
The TikTok bans aren’t really the main issue for social media managers and organizations, many of whom won’t be affected by the bans (at least, not right now).
The bigger question is around your social media strategy — because we’re currently in an environment where there are a number of things that can impact your account. For example:
Your account could get hacked, shadow banned, or banned completely.
Leadership changes might cause instability (aka, Elon Musk and Twitter).
An app may simply become less popular in the future, causing users to move elsewhere.
And, as in this case, it might be harder to access certain platforms due to bans imposed at the government level. And if an app gets banned in the App store or Google Play, it will disappear completely.
4/4 Risk-Proof Your Social Strategy
So, when it comes to your social media strategy, here are some things to think about:
Don’t risk creating all of your content on ONE social media platform — Given the unstable nature of social media right now, I recommend using at least two platforms; try to pick the two you love the most because that will make it easier to create content.
Don’t risk creating a community JUST on social media — All of the content and connections on social media live just on that platform, so you really have no control if the worst happens. Newsletters are a great way to connect directly with your community on a platform that you can control, and without a third-party involved.
Don’t risk having a marketing strategy that ONLY focuses on social media — Word of mouth is still a powerful marketing tool; this is how I get most of my clients.
SOCIAL SNACKS
Facebook Reels Can Now Be 90 Seconds Long
Meta recently announced that it’s adding new features to Facebook Reels, including:
Extending the length of a video to 90 seconds (from 60 seconds)
Allowing users to create Reels from Memories
Adding a feature called “Grooves” that automatically syncs the beat in a music track with your images
And offering templates (similar to Instagram Reels)
Doing It For The Kids
March 2nd was World Teen Mental Wellness Day, which may explain why so many platforms decided to launch teen-focused initiatives. For example, TikTok introduced a 60-minute time limit for users under 18 years of age, Meta launched a new initiative to prevent the spread of young people’s intimate images online, and Snapchat will soon let paying Snapchat+ members pause Streaks without any stress.
ICYMI
LinkedIn launches collaborative articles for users to share insights and advice [Search Engine Land]
Facebook revamps controversial content moderation process for VIPs [CNN]
TikTok launches Sounds for Business [TikTok Blog]
Pinterest is testing a new premium video ad format on its app’s search tab [TechCrunch]
MAKING THE MAGIC HAPPEN
When Patrick McCarthy’s dad lost his job as a cashier, he wanted to help his father.
McCarthy, a marketing professional, created a now-viral LinkedIn post where he describes what his dad (Peter Judge) loved about this job, and asked the LinkedIn community to “make the magic happen.” More than 18,000 people liked the post, and hundreds more stepped up to offer connections, suggestions, as well as virtual high fives. Even the main LinkedIn account posted a comment.
This is social media at its best. ❤️
As for the dad, I haven’t seen any updates on his job situation. But fingers crossed he gets offered something soon!