C’est avec “Fair-Play” que le chargé de Communication du Parti démocratique sénégalais, Mayoro Faye, a fait le tour de l’actualité sénégalaise. Le Pds sous la coupole d’Abdoulaye Wade, “l’allié” Idrissa Seck, la “fronde” du libéral de SAint-Louis Ahmet Fall Braya, comment Karim Wade prépare “sa” présidentielle… Autant de points sur lesquels Mayoro Faye s’est exprimé, roué de questions par Mam Mbaye Ndiaye.
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: "Idrissa Seck n'est pas le chef de
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You could peek at Yahoo’s home page and note how they create post headlines to grab viewers interested.
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The only hope: let’s go again to its roots.
The best factor that ever transpired 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
quite a few in social media marketing and advertising
has regarded for a extensive, lengthy time: that social media platforms are a joke,
their valuations are dependent on imaginary buyers, and their integrity lies someplace between Lucifer and
that guy who eats people’s faces in the flicks.
For advertising and marketing consultants these as myself,
recommending existing social platforms these as Fb, Twitter, and
Instagram has been more and more complicated, because -pretty frankly- a lot of of us really
don’t believe in the metrics.
And why really should we? Fb would not.
This is from Facebook’s 2017 SEC submitting (emphasis mine):
The figures for our important metrics, which incorporate our everyday active
consumers (DAUs), regular monthly energetic end users
(MAUs), and regular earnings for each consumer (ARPU), are calculated employing interior corporation info primarily based on the exercise
of consumer accounts. Whilst these figures are primarily based on what
we imagine to be fair estimates of our user foundation for the relevant period of
time of measurement, there are inherent worries in measuring usage of our goods across massive on the web and cell populations
all around the entire world.
The most significant knowledge management company in the earth claims it doesn’t definitely know if its
figures are correct. Estimates? What promoting professional wants
approximated results after the actuality?
It will get even worse. Emphasis mine:
In the fourth quarter of 2017, we estimate that copy accounts could have
represented around ten% of our globally MAUs. We believe the proportion of duplicate accounts is meaningfully higher in developing
marketplaces such as India, Indonesia, and the Philippines,
as compared to far more designed markets. In the fourth quarter of 2017,
we estimate that fake accounts may have represented
roughly three-4% of our worldwide MAUs.
Permit that sink in. Fb is admitting that “approximately” ten% of its regular monthly energetic
people are fake. Curiously, they never mention what proportion of their day-to-day lively buyers are
fake.
And which is the trouble with social media. You don’t know what
is authentic and what’s fake anymore.
Social media hasn’t been real for a although.
As entrepreneurs and advertisers, we satisfaction ourselves on accuracy.
In the olden times of advertising and marketing, we obsessed above score figures of television set
reveals, readership for print promotions, and delivery achievements rates
for immediate mail.
In all conditions, the platforms of the day were heavily audited.
You understood, with reasonable certainty, was
the audiences had been for any individual medium or channel for the reason that there was usually a place
of critique someplace for the numbers.
Classic media these as radio, Tv set, and print had been about long adequate that there were being hundreds of scenario research one could analyze the
accomplishment or failures of personal strategies. Mainly because these mediums ended
up element of the public document, it was simple to operate
backward to see what combine of media and finances labored and what did not.
As an field, we could immediately create benchmarks
for success – not just primarily based on our particular activities- but in the collective activities of incredibly clear approaches laid bare for every person to dissect.
Nicely, that all went out the window with social media.
Facebook, Twitter, and Instagram’s quantities were being often a joke.
In days of yore, enterprise valuation was based
on revenues, belongings, and human capital, and performance.
That all improved when someone arrived up with the idea of “everyday lively users.”
The race to achieve end users turned the
driving force for social media platforms in a way that we’ve under
no circumstances seen in advance of. Now, the obsession with person expansion opened the
door to promoting and advertising fraud on a scale that just was not possible previously.
Let’s get some thing crystal clear: any platform that permits for folks to
develop countless numbers of fake profiles so some others can buy likes, followers, retweets,
or shares is harmful to advertisers and brands alike.
Now, I have an understanding of that the phrase “lets” is
executing a lot of function in that sentence, so let me develop a little bit what I imply.
I never think I’ll get many arguments when I say that -regardless
of what I think of them- the most successful social media platforms
on the world are also some of the most complex technological enterprises on the planet.
They have -arguably- some of the greatest AI close to, as their full company types revolve all-around getting
capable to crunch quantities, specifics, and obscure parts of
knowledge thousands and thousands of moments a next.
They are also significant businesses, with an military of lawyers and IP bulldogs waiting around to defend their
model from any hostile exterior forces.
So describe to me, how is it, that even immediately after all we
have noticed in the news people can nevertheless purchase Fb likes,
or Twitter followers, or Instagram lovers?
The motive: it was constantly a scam. And we received
conned along with anyone else.
If your company is valued on your quantity of customers and the exercise of those end users on your
system, what do you treatment if they are faux or
not? If you did, you would employ the service
of an armada of auditors to guarantee the integrity of your userbase.
I don’t consider they ever did and will by no means do this.
Social platforms deploy their honey lure.
Originally, social platforms these as Fb and Twitter lured brands and organizations onto their platforms with promises
of totally free advertising and marketing.
The ability to rapidly mature a fanbase and follower foundation, devoid of the need of employing internet marketing shmucks like
me. Why waste time on hiring a specialist when you can do it all yourself for very little?
At initially, I was a supporter of this. I considered that internet marketing and advertising and marketing was normally
one thing that only bigger companies could afford to pay for, and that little
enterprise marketing was remaining still left driving. Social media marketing and
advertising authorized for even a mother and pop store to contend
online.
So several organizations expended many several hours and countless numbers of bucks
in human resources to increase their followers on the web.
Owning lured them into their honey lure, social media corporations then held followers
and followers hostages. You had to shell out to have accessibility to
the userbase that you developed up and cultivated.
Quickly the numbers failed to make any sense. You experienced to pay back to market or raise posts when earlier
it was totally free. The result was disastrous for
lots of firms. The ROI’s did not include up, but with so many
of their clients on these platforms, they experienced little option but to continue on to try and get regardless
of what price they could for them.
Also, the go to such promotions opened up the Pandora’s box to
more abuses. The generate for revenue seemingly caused social platforms to carry on to look the other way on fake
profiles and social media bots since they drove advert sales.
Private info was harvested and manipulated in ways that buyers could
not fathom and did not concur to.
Generally, it did a little something to advertising
and marketing that I’m not certain we can get well. For a lot of electronic advertising firms and marketing businesses, it compelled us to down the Kool-aid
with everybody else. Folks that must have recognised improved doubled down on social media promoting for our shoppers when we realized -for most of them- it was needless.