#Social Media Brand

[levyconindia001]

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[mostlysignssomeportents]

“Brand safety” killed Jezebel

I'll be at the Studio City branch of the LA Public Library this Monday, November 13 at 1830hPT to launch my new novel, The Lost Cause. There'll be a reading, a talk, a surprise guest (!!) and a signing, with books on sale. Tell your friends! Come on down!

Progressives: if you want to lose to conservatives, all you need to do is reflexively praise and support everything conservatives turn into a culture-war issue, without considering whether they might be right. Because sometimes…they're right.

Remember early in the Trump presidency, when conservatives all woke up and discovered that America's spy agencies – excuse me, "the intelligence community" – were dirty-tricking psychos who run amok, lawlessly sabotaging democracy? Progressives have been shouting this ever since Hoover's FBI tried to blackmail MLK into killing himself:

https://en.wikipedia.org/wiki/FBI%E2%80%93King_suicide_letter

But millions of progressives forgot about COINTELPRO, CIA dirty tricks and CIA mass spying when this "intelligence community" temporarily set out to wrong-foot Trump. Remember James Comey votive candles?

https://www.usatoday.com/story/opinion/2019/08/30/james-comey-fbi-memo-leaks-trump-inspector-general-report-column/2157705001/

Anthropologists have a name for this phenomenon, in which one side reverses its positions because their sworn enemies have done so. It's called schizmogenesis, and it goes like this: "If they hate it, we love it":

https://pluralistic.net/2021/12/18/schizmogenesis/

Schizmogenesis is an equal-opportunity delusion. Within living memory, white evangelicals supported abortion, because their sworn enemies – Catholics – opposed it. Some of those white Boomer women who voted Trump because abortion was literally the only issue they cared about held the opposite position on abortion not so long ago – and completely forgot about it:

https://text.npr.org/734303135

The main purpose of the culture war isn't immiserating marginalized people – that's its effect, but its purpose is to distract low-information turkeys (working people) so they'll vote for Christmas (the ongoing seizure of power by American oligarchs). For the funders of conservative movement politics, the cruelty isn't the point, it's merely the tactic. The point is power:

https://pluralistic.net/2022/03/09/turkeys-voting-for-christmas/#culture-wars

Which brings me to "woke capitalism." Conservative string-pullers have whipped up their base about the threat of companies embracing social causes. They (erroneously) claim that corporations have progressive values, and that big business is thumbing the scales for causes they despise. The purpose here isn't to sow distrust of capitalism per se. Rather, it's to stampede talk-radio-addled supporters into backing the oligarchy's agenda. Remember when culture war leaders told their base to support being gouged on credit-card junk fees "to own the libs?"

https://pluralistic.net/2023/08/04/owning-the-libs/#swiper-no-swiping

That's schizmogenesis working against the conservative rank-and-file, tricking them into taking the side of a cartel of wildly profitable payment processors who are making billions by picking their pockets (credit card fees are up 40% since the covid lockdowns), because (checks notes), Target pays these profiteers a lot to process its payments, and Target sells Pride merch (no, really):

https://pluralistic.net/2023/08/04/owning-the-libs/#swiper-no-swiping

It's easy to point and laugh at conservative dopes when they're tricked into shooting themselves in the balls to own the libs. This is not a hypothetical example:

https://pluralistic.net/2020/05/28/holographic-nano-layer-catalyser/#musketfuckers

But progressives do it, too, particularly when they embrace monopolies as a force for positive social change. Remember 2019, when people got excited about playing loud pop music at Nazi rallies in the hopes that the monopoly video platforms' copyright filters would make any video from that rally impossible to post?

https://memex.craphound.com/2019/07/23/clever-hack-that-will-end-badly-playing-copyrighted-music-during-nazis-rallies-so-they-cant-be-posted-to-youtube/

I warned then that if this tactic worked, it would be used by cops to prevent you from recording them when they're macing you or splitting your skull with a billyclub, and yup, within a couple years, cops were blaring Taylor Swift music in hopes of preventing the public from posting videos of their illegal conduct:

https://pluralistic.net/2022/04/07/moral-hazard-of-filternets/#dmas

Conservatives are (partially) right about woke capitalism. It is a threat to democracy. Concentrating the power to decide who gets to speak and what they get to say into the hands of five or six corporations, mostly run by mediocre billionaires, is bad for society. The moderation decisions of giant platforms are a form of (commercial) censorship, even these don't violate the First Amendment:

https://locusmag.com/2020/01/cory-doctorow-inaction-is-a-form-of-action/

(The progressive delusion that censorship only occurs when the First Amendment is violated is a wild own-goal, one that excuses, for example, the decision by school book-fair monopolist Scholastic to remove books about queers and Black and brown people from its offerings as a purely private matter without consequences for free speech):

https://www.themarysue.com/scholastic-response-to-authors-and-illustrators-on-diverse-books/

Conservatives are only partially right about woke capitalism, though. Here's what they're wrong about: corporations don't have values. Target isn't selling Pride tees because they support progressive causes, they're selling them because it seems like a good way to increase returns to their shareholders. Individuals – even top executives – at Target might endorse the cause, but the company will only durably support the cause if that endorsement is profitable, which means that when it stops being profitable, the company will stop supporting the cause:

https://www.cnn.com/2023/05/23/business/target-lgbtq-merchandise/index.html

The idea that corporations have values isn't merely stupid, it's very dangerous. The Hobby Lobby decision – which allows corporations to deny basic health-care expenses for women on the basis that a Bronze Age mystic wouldn't approve of an IUD – rests on the ideological foundation that corporate personhood includes corporate values:

https://en.wikipedia.org/wiki/Burwell_v._Hobby_Lobby_Stores,_Inc.

Citizens United – the idea that corporations should be allowed to funnel unlimited funds to politicians who'll sell out the public good in favor of investor profits – also depends on a form of corporate personhood that includes values:

https://en.wikipedia.org/wiki/Citizens_United_v._FEC

There are undeniably instances in which corporate monopoly power benefits progressive causes, but these are side-effects of corporate power's main purpose, namely: taking money and power away from working people and giving it to rich people. That is what monopoly power is for.

Which brings me to ad-tech, "brand safety," and the demise of Jezebel, the 16 year old feminist website whose shuttering was just announced by its latest owner, G/O Media:

https://www.metafilter.com/201349/This-is-the-end-of-Jezebel-and-that-feels-really-really-bad

Jezebel's demise is the direct result of monopoly power. Jezebel writes about current affairs – sex, politics, abortion, and other important issues of great moment and significance. When we talk about journalism as a public good, necessary for a healthy civic life, this is what we mean. But unfortunately for Jezebel – and any other news outlet covering current events – there are vast, invisible forces that exist solely to starve this kind of coverage of advertising revenue.

Writing for the independent news site 404 Media, reporter Emanuel Maiberg and former Motherboard editor-in-chief Jason Koebler go deep on the "brand safety" industry, whose mission is to assist corporations in blocking their ads from showing up alongside real news:

https://www.404media.co/advertisers-dont-want-sites-like-jezebel-to-exist/

Maiberg and Koebler explain how industry associations like the World Federation of Marketers' Global Alliance for Responsible Media (GARM) promulgate "frameworks" to help advertisers automatically detect and exclude real news from consideration when their ads are placed:

https://www.peer39.com/blog/garm-standards

This boycott makes use of scammy "AI" technology like "sentiment and emotional analysis" to determine whether an article is suitable for monetization. These parameters are then fed to the ad-tech duopoly's ad auction system, so Google and Meta (who control the vast majority of online advertising) can ensure that real news is starved of cash.

But reality is not brand-safe, and high quality, reputable journalistic outlets are concerned with reality, which means that the "brand safe" outlets that attract the most revenue are garbage websites that haven't yet been blacklisted by the ad-safety cartel, leading to major brands' ads showing up alongside notorious internet gross-out images like "goatse":

https://www.404media.co/sqword-game-dev-sneaks-goatse-onto-a-dozen-sites-that-stole-his-game/

More than a fifth of "brand safe" ad placements end up on "made for advertising" sites, which 404 Media describe as "trash websites that plagiarize content, are literally spam, pay for fake traffic, or are autogenerated websites that serve no other purpose than capturing ad dollars":

https://www.ana.net/miccontent/show/id/rr-2023-06-ana-programmatic-transparency-first-look

Despite all this, many progressives have become cheerleaders for "brand safety," as a countervailing force to the drawdown of trust and safety at online platforms, which led to the re-platforming of Nazis, QAnon conspiratorialists, TERFs, and other overt elements of the reactionary movement's vanguard on Twitter and Facebook. Articles about ads for major brands showing up alongside Nazi content on Twitter are now a staple of progressive reporting, presented as evidence of Elon Musk's lack of business acumen. The message of these stories is "Musk is bad at business because he's allowing Nazis on his platform, which will send advertisers bolting for the exits to avoid brand-safety crises."

This isn't wrong. Musk is a bad businessman (he's a good scam artist, though). Twitter is hemorrhaging advertisers, notwithstanding the desperate (and easily debunked) stats-juking its "CEO," Linda Yaccarino, floats onstage at tech conferences:

https://www.techdirt.com/2023/10/11/math-problem-for-linda-yaccarino-if-90-of-the-top-advertisers-have-come-back-but-are-only-spending-10-of-what-they-used-to-how-screwed-are-you/

But progressives are out of their minds if they think the primary effect of the brand safety industry is punishing Elon Musk for secretly loving Nazis. The primary effect of brand safety is killing reality-based coverage of the news of the day, and since reality has a well-known anti-conservative bias, anything that works against the reality-based community is ultimately good for oligarchy:

https://en.wikipedia.org/wiki/Reality-based_community

We can't afford to let schizmogenesis stampede us into loving things just because conservative culture warriors have been momentarily tricked into hating them as part of oligarchs' turkeys-voting-for-Christmas project. "Swivel-eyed loons hate it, so it must be good," is a worse-than-useless heuristic for navigating complex issues:

https://locusmag.com/2023/05/commentary-cory-doctorow-the-swivel-eyed-loons-have-a-point/

A much better rule of thumb is "If oligarchs love something, it's probably bad." Almost without exception, things that are good for oligarchs are bad for the rest of us. I mean, this whole shuttering of Jezebel starts with an oligarch imposing his will on millions of other people. Jezebel began life as a Gawker Media site, beloved of millions of readers, destroyed when FBI informant Peter Thiel secretly funded Hulk Hogan's lawsuit against the publisher in a successful bid to put them out of business to retaliate for their unfavorable coverage of Thiel:

https://www.theatlantic.com/business/archive/2018/02/hogan-thiel-gawker-trial/554132/

This, in turn, put Jezebel under the ownership of G/O Media, who are unwilling to pay for a human salesforce that would – for example – sell advertising space on Jezebel to sex-toy companies or pro-abortion groups. G/O has been on a killing spree, shuttering beloved news outlets like Deadspin:

https://deadspin.com/this-is-how-things-work-now-at-g-o-media-1836908201

G/O's top exec, an oligarch named Jim Spanfeller who answers to the private equity looters at Great Hill Partners, is bent on ending reality-based coverage in favor of "letting robots shit out brand safe AI-assisted articles about generic topics":

https://www.msnbc.com/opinion/msnbc-opinion/ai-articles-disinformation-future-g-o-media-rcna95944

Three quarters of a century ago, Orwell coined a term to describe this kind of news: duckspeak,

It was not the man’s brain that was speaking it was his larynx. The stuff that was coming out of him consisted of words but it was not speech in true sense: it was a noise uttered in unconsciousness like the quacking of a duck.

When investors and analysts speak of "content" (rather than, say, "journalism"), this is what they mean – a warm slurry of platitudes, purged of any jagged-edged fragments to render it a perfectly suitable carrier for commercial messages targeted based on surveillance data about the "consumer" whose eyeballs are upon it.

This aversion to reality has been present among corporate decisionmakers since the earliest days, but the consolidation of power among large firms – ad-tech firms, online platforms, and "brands" themselves – makes corporate realityphobia much easier to turn into, well, reality, giving advertisers the fine-grained power to put Jezebel and every site like it out of business.

As Koebler and Maiberg's headliine so aptly puts it, "Advertisers Don’t Want Sites Like Jezebel to Exist."

The reason to deplore Nazis on Twitter is because they are Nazis, not because their content isn't brand-safe. The short-term wins progressives gain by legitimizing a corporate veto over what we see online are vastly overshadowed by the most important consequence of brand safety: the mass extinction of reality-based reporting. Reality isn't brand safe. If you're in the reality based community, brand safety should be your sworn enemy, even if they help you temporarily get a couple of Nazis kicked off Twitter.

If you'd like an essay-formatted version of this post to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:

https://pluralistic.net/2023/11/11/ad-jacency/#brand-safety

[colebabey888]

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[johnnycrass]

social media is so unserious to me. sorry. its also so paper thin lol it has less impact than when a kid at work shows me their drawing..... im watching my friend rebrand this famous company and household name in our state and its like wow ok. so all social media is just staged? its just a girl with a stanley cup on zoom pulling the strings behind this major corporation?? its the wendy's twitter account ... times a thousand... its so unserious to me yet you can potentially make money from it. but it isn't serious to me sorry i would post my ass on here if i was more proud of it. not yet i need to cycle more :///

[steezystudios]

Only you can stop you from building what you see in your heart.

[pro-sipper]

What do proshippers generally believe about shipping real people? Stuff like creator x creator or celebrity x reader?

That it falls under the umbrella of "you should be allowed to write anything you want". Once again, it's not my personal thing. There's no real life pairing I read for, and the whole "blank x reader" is not appealing to me at all.

But I have no problem with people writing that stuff, or knowing it's out there. I saw someone a while back say that it's basically just writing about another character, and I agree with that. No matter how much a creator posts or how open a celebrity seems with their personal life, we're still only seeing a tiny snippet of their lives. We have no clue who they are when the cameras aren't recording because we just don't know them. And whatever someone chooses to write about is mostly stemming from that particular persona that they happen to put on for the world and that's it. It's completely separate from our reality because they're basically just writing about another made up character

The problem I have, and it's what I imagine most proshippers also take issue with, is when people start blurring the lines between fiction and reality. To me, there's a world of difference between posting something on ao3, and speculating on secret relationships in the comments of someone's youtube video. Or between talking about something on tumblr, and tagging the person directly on twitter.

I just don't understand people who condemn rpf and talk about how gross and invasive it is, but think it's funny to tag celebrities on twitter to bring up (what they think is) cringe-worthy fanfic tropes that people have written them into. Or people who print out fanworks to shove into an actor's face at a meet and greet and ask them what they think about it. That's where the lines get crossed, to me.

I think ao3 and tumblr still have an air of mysticism to them. A little secrecy, a little privacy. In the sense that someone in the public eye would have to put in a little work to find this stuff for themselves. They'd have to go to the site and search themselves up to find anything. As opposed to just about anyone in the world being able to force this content in their line of sight with a simple @ on a site like twitter.

So to me the problem isn't that this content exists. The problem is when people don't know how to keep fandom stuff private. Write all the rpf you want but remember at the end of the day these are real people, not your blorbos. You don't know them. It's inappropriate to say these things to them personally (which yes, also includes tagging them on twitter or in the comments of their videos). But it's also inappropriate to run up to them with other people's content just to say "look what these FREAKS wrote about you!!" And I think people either forget or just genuinely don't care about the latter.

[keekity]

choose your tech blonde!

[aprilias]

Completely forgot that MotoGP are planning on launching their “new brand identity” (aka logo i assume?) at the gala… evening ruined

[alwaysbewoke]

A federal judge on Monday threw out a lawsuit by Elon Musk’s X that had targeted a watchdog group for its critical reports about hate speech on the social media platform. In a blistering 52-page order, the judge blasted X’s case as plainly punitive rather than about protecting the platform’s security and legal rights. “Sometimes it is unclear what is driving a litigation,” wrote District Judge Charles Breyer, of the US District Court for the Northern District of California, in the order’s opening lines. “Other times, a complaint is so unabashedly and vociferously about one thing that there can be no mistaking that purpose.” “This case represents the latter circumstance,” Breyer continued. “This case is about punishing the Defendants for their speech.” X’s lawsuit had accused the Center for Countering Digital Hate (CCDH) of violating the company’s terms of service when it studied, and then wrote about, hate speech on the platform following Musk’s takeover of Twitter in October 2022. X has blamed CCDH’s reports, which showcase the prevalence of hate speech on the platform, for amplifying brand safety concerns and driving advertisers away from the site. In the suit, X claimed that it had suffered tens of millions of dollars in damages from CCDH’s publications. CCDH is an international non-profit with offices in the UK and US. Because of its potential to destroy the watchdog group, the case has been widely viewed as a bellwether for research and accountability on X as Musk has welcomed back prominent white supremacists and others to the platform who had previously been suspended when the platform was still a publicly-traded company called Twitter.

[xtruss]

Across the Middle East and Asia, Palestinian Solidarity Social Media Posts and Boycotts have made a significant dent in the sales of several Western Brands over their perceived support for the “Illegal Regime of the Zionist 🐖 🐷 🐗, the Isra-hell.” Seattle based Starbucks, a Prime Boycott Target, saw its shares tumble 8.96% within a span of 19 days in November 2023, accounting for $11 Billion in losses. This marked the longest decline in the Company’s history. Yet, despite being a Prime Boycott Target, Starbucks is not the only International Brand that has been affected.

[gayferrari]

you once said that charles uses fans parasocial relationships with him in a much more careful (not verbatim but I think you said something similar) manner as compared to the whole nicole piastri podcast thing, could you elaborate? I just thought it was interesting

obv most teams go for the parasocial angle now but what are the different ways they go about it do you think, and would you say some are more, or less good at it, or into it at all?

thank you your brain is very big I want to unspool it

Ok I think I remember the post you were talking about! I thini I joked in tags like "Oscar should take lessons from Charles on how to involve his family in his personal image for parasocial purposes without going overboard" and I was mostly kidding except. not really.

To me. Like I just said, I think Charles is really good at cultivating a connection with his fans that feels very personal, while still keeping a big part of his private life under wraps. He folds bits and pieces of his personality and genuine interests into his #brand, and his communication with his fans feels very earnest as a result, but it's still very much a brand. Rissa was joking the other day that "Leclercs have managed to literally corporatize their brotherhood" and I laughed for five minutes but like, it's true. We know the names of Charles's entire friend group but we have no idea what his personality is like when the cameras are turned off. I have seen his carefully selected family holiday dump and have no inkling about how he and his girlfriend spend their days. I just think it's a very smart way to establish a fanbase in a way that 1) makes your fans feel close to you and motivates them to keep being your fans (worked on me!) 2) holds back core parts of your life that you don't want to share and 3) is true to reality so you don't have to keep up a media façade all the time and it "looks real." Again!! I think it's pretty impressive. He's a guy who enjoys being famous but on his own terms. Hashtag good for him!

The Nicole comment iirc is like... I don't actually follow Oscar closely enough to know what the level of engagement with his family is among his fans, but I AM aware of Nicole publicly engaging with her son's fan accounts just because it's very hard not to. I know general reception so far is positive, but from what I see... I get the vibe she's putting herself out there in a way that could backfire. Beyond whether you personally vibe with the kind of persona she's putting out, I just don't think it's great in the long term for the family of a driver to be THAT accessible to the public. Like, sports fans aren't nice! I hope she keeps having fun making #boymom jokes on twitter and doesn't have to be confronted with people in the replies wishing crashes on her son to the point where it becomes draining. I just think there are better, smoother ways to involve your family in your brand than what the Piastris are currently doing. So this is what made me go "You should ask Charles for tips". But it was mostly a joke, like, I don't think it's something Oscar NEEDS to do. I just think Charles is much better

Anyway! I'm not a social media image PR person so these are just my own gut feelings. I also don't think I know enough about how different teams go about social media engagement, except that I feel vaguely that they all could do better tbh. From glimpses I've seen around I think Mclaren are the ones doing The Most with the social media engagement angle and it feels very #zillennial. But in general, I think social media engagement is a good thing for teams to cultivate, but they don't care nearly as much as some people seem to believe. Teams' PR care way more about sponsors and F1 press than they do about clicks on their bromance videos and podium edits. It's nice to have but I doubt it's a priority.

(MY dream team social media content would be an equal mix of the Ferrari queerbait videos based on bad acting and chemistry and the Merc videos showcasing the team + factory personnel, but I fear nobody will give me exactly what I want :/)

[bitchesgetriches]

Read more:

The Bitches Get Riches Brand Promise: Social Media, Plagiarism, and AI in an Age of Exploitation

[colebabey888]

The Digital Dollar

[sscarletvenus]

I LOVE YOU JANE KIM, TIKTOK STARGIRL, IG BADDIE, SOCIAL MEDIA ICON, IT GIRL,

[financialfreedomforever]

[trek-tracks]

Tired: I have a giant horrible bruise because my diabetes tech/CGM tried to murder me again.

Wired: I've been gored by the Continuous Glucose Minotaur