Un mort, plusieurs blessés et des dégâts ont été enregistrés ce mercredi à Boké, ville minière située à 300 km au Nord du pays, suite à une manifestation des populations contre les délestages dans la fourniture du courant électrique.
Depuis le week-end, des jeunes manifestants investissent les rues de Boké pour protester contre les coupures intempestives de l’électricité depuis dix jours.
Partout dans cette ville minière, les activités économiques sont au ralenti, la circulation routière quasi inexistante et les magasins de commerce fermés.
La situation est si tendue que les autorités locales ont déployé les forces de l’ordre un peu partout, provoquant des heurts avec les jeunes manifestants qui ont fait un mort, une vingtaine de blessés et d’énormes dégâts.
Selon des témoignages corroborés par des journalistes locaux, des véhicules de la gendarmerie ont été vandalisés par les jeunes manifestants en colère.
La région de Boké est très riche en bauxite, un minerai exploité par des grosses entreprises mais les populations affirment ne pas ressentir les retombées.
En avril dernier, les jeunes avaient manifesté pour réclamer l’eau, l’électricité et l’emploi. Ces manifestations avaient fait au moins une vingtaine de blessés.
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The very best point that at any time took place to social media marketing and advertising
was the hacking of the 2016 US election of Donal Trump by the Russians.
Why? Mainly because it laid bare what a lot of in social media promoting
has recognised for a long, long time: that social media platforms are
a joke, their valuations are primarily based on imaginary buyers, and their integrity lies
somewhere among Lucifer and that dude who eats people’s faces in the movies.
For promoting consultants this kind of as myself, recommending
present social platforms these as Fb, Twitter, and Instagram has been more and more tough, simply because -pretty frankly- many of us will not rely on the metrics.
And why should really we? Facebook does not.
This is from Facebook’s 2017 SEC filing (emphasis mine):
The figures for our essential metrics, which involve our daily energetic customers (DAUs), regular monthly active people (MAUs), and normal earnings for each person (ARPU),
are calculated working with internal business information primarily based on the activity of person accounts.
When these quantities are centered on what we imagine to be sensible estimates of our person base for
the applicable time period of measurement, there are inherent difficulties in measuring usage of
our products and solutions throughout significant online and
cellular populations all-around the globe.
The major data administration company in the world claims it
would not actually know if its numbers are accurate.
Estimates? What advertising skilled wants believed results immediately after the
truth?
It will get even worse. Emphasis mine:
In the fourth quarter of 2017, we estimate that copy accounts may
have represented about ten% of our globally MAUs.
We believe the share of copy accounts is meaningfully larger in producing markets this sort of
as India, Indonesia, and the Philippines, as compared to much
more created marketplaces. In the fourth quarter of 2017, we estimate that false accounts could have represented around 3-4% of our globally MAUs.
Allow that sink in. Facebook is admitting that “roughly” ten% of its month to month
lively users are fake. Interestingly, they you should not mention what proportion of their everyday active customers are phony.
And that’s the difficulty with social media. You will not know what is actual and what is actually phony any longer.
Social media hasn’t been true for a although.
As marketers and advertisers, we pride ourselves on precision. In the olden times of promoting and marketing, we obsessed above rating numbers
of television set demonstrates, readership for print promotions,
and supply good results rates for immediate
mail.
In all scenarios, the platforms of the working day ended up heavily audited.
You understood, with fair certainty, was the audiences had
been for any specific medium or channel for the reason that there was ordinarily a position of overview somewhere for the numbers.
Standard media such as radio, Tv, and print had been around
long enough that there were being hundreds of situation studies a single
could analyze the results or failures of specific campaigns.
Simply because these mediums were being section of the general public document, it
was simple to get the job done backward to see what mix of
media and finances labored and what failed to.
As an sector, we could swiftly establish benchmarks for good results – not just based mostly on our private experiences-
but in the collective ordeals of very very clear approaches laid bare for all people to dissect.
Well, that all went out the window with social media.
Fb, Twitter, and Instagram’s numbers were being often a joke.
In days of yore, company valuation was based on revenues, assets,
and human cash, and effectiveness.
That all changed when someone arrived up with the
strategy of “day-to-day active consumers.”
The race to obtain end users became the driving pressure for social media platforms in a way that we’ve
never ever viewed in advance of. Now, the obsession with user growth opened the door to advertising and promoting fraud on a scale that
just wasn’t doable beforehand.
Let us get a little something crystal clear: any system that enables for folks to generate countless numbers of phony profiles so other individuals can obtain likes, followers, retweets, or shares is poisonous to advertisers
and brands alike.
Now, I fully grasp that the term “permits” is doing a great deal of operate in that sentence,
so permit me grow a little bit what I indicate.
I don’t assume I’ll get numerous arguments when I say that -regardless of what I consider of them- the most successful social media
platforms on the planet are also some of the most complex technological enterprises on the world.
They have -arguably- some of the very best AI close to, as their whole
enterprise products revolve around being able
to crunch numbers, details, and obscure parts of data hundreds of thousands of times a 2nd.
They are also huge corporations, with an military of legal professionals and
IP bulldogs waiting around to protect their brand name versus any hostile outside forces.
So reveal to me, how is it, that even right after all we have viewed in the news people today can continue to get Facebook likes, or Twitter followers, or Instagram fans?
The explanation: it was always a rip-off. And we acquired conned alongside with all
people else.
If your organization is valued on your amount of people and the activity of
all those end users on your platform, what do you treatment
if they are fake or not? If you did, you would use an armada of auditors to assure
the integrity of your userbase. I really don’t believe that they at any time did
and will hardly ever do this.
Social platforms deploy their honey entice.
In the beginning, social platforms these kinds of as Facebook and Twitter lured brands and providers on to
their platforms with promises of free marketing and promoting.
The skill to quickly mature a fanbase and follower base, with out the need to have of hiring promoting shmucks like
me. Why squander time on using the services of a professional
when you can do it all on your own for practically nothing?
At very first, I was a supporter of this. I thought that advertising and advertising was generally some thing that only larger sized corporations could pay for,
and that tiny business marketing was getting remaining
guiding. Social media marketing permitted for even a mom and pop store to
compete on-line.
So a lot of companies put in numerous several hours and thousands of dollars in human means to
mature their followers on the internet.
Possessing lured them into their honey lure, social media firms
then held followers and followers hostages. You had to fork out to have entry to
the userbase that you created up and cultivated.
Suddenly the figures failed to make any perception. You experienced to pay to encourage or
improve posts when previously it was absolutely free.
The consequence was disastrous for lots of businesses.
The ROI’s didn’t add up, but with so several of their shoppers on these platforms, they had tiny
decision but to continue on to try and get no matter what benefit they
could for them.
Moreover, the transfer to these types of promotions opened up the Pandora’s
box to even further abuses. The generate for revenue seemingly triggered social platforms
to continue on to appear the other way on fake profiles
and social media bots mainly because they drove advert product
sales. Personalized knowledge was harvested and manipulated in techniques that buyers
could not fathom and did not concur to.
Generally, it did anything to marketing that I’m not confident we can get better.
For lots of electronic advertising and marketing companies and advertising and
marketing organizations, it compelled us to down the Kool-aid with absolutely everyone else.
Persons that should really have recognized improved doubled down on social media promoting for our clientele when we
understood -for most of them- it was needless.
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