Quiet trendsetters quietly distrust Social Media.

“Quiet Trendsetters Study Highlights Distrust of Social Media, with Implications for the Political Class”

[this post is inspired by a Cision article]

Quiet Trendsetters?

Quiet Trendsetters: people less likely to be vocal about their attitudes and opinions, highlights both the use of and distrust of social media.

Why it matters?

The results have implications as politicians ramp up their use of social media going into 2020.

Boredom or curiosity but both with caution.

Many turn to social media out of boredom or curiosity about what friends and family are up to.  A few say they only log in when they are seeking specific information. However, these Quiet Trendsetters also see a dark side to social media and agree caution is needed when using these platforms. 

No fame-seeking and less impact from “influencers”.

Politicians eying 2020 runs can feel confident that  Quiet Trendsetters will accept their social media use –  this group  understands their need to use social media as one more tool for outreach.  However, they accept it as a means rather than an end. So candidates must stay on message and not appear to be fame-seeking.  

Another caution is that, collectively, Quiet Trendsetters are less trusting of what they see on social media and than they may have been in the past and appear to be less impacted by the “influencer” model.  To reach this population, social media engagement must be completely authentic. 

Questions? Shoot!

Deck and demo from our 1st public event: TrustedOut+Digimind.

It was this Thursday morning and it was great. It was our first public presentation and it was great to partner with Digimind to show why TrustedOut can make Intelligence smarter and trustworthy. Merci Aurelien and Valentin.

The deck. TrustedOut.com/Digimind

Deck is in english. If you have question, let us know with the form below.

The demo. Step by step.

The scenario

ACME is a sport car maker launching a new model extensively using Artificial Intelligence (AI). ACME has 2 main countries, US and France and wonder what market to test first.

Step 1. Corpus Creation for country comparison.

New corpus, the CMO (or Marketing Manager) defines 3 conditions to be necessary.

a. Where are the publications? We said France and the United States
b. What should these publications be about? ACME wants to grab how AI is perceived from publications covering Politics, for regulations, Law, for any legal aspects, Tech, to gauge technology used and perceptions and, of course, Transportation, for anything car related.
c. Want to be safe from any toxic content? Of course, no fake new and no junk science

TrustedOut classification knows how gauge the expertise level of a source and how sensitive to the news the taxonomy should be.

At this stage, we want generalist publications by setting the expertise level to “Covered”

Here is the corresponding query for our Corpus, which we are going to name “ACME AI in new model”.

Once ready, “Save” will show us how many media and sources our Corpus will include…

… and the Taxonomy of your Corpus.

Let’s now connect your Corpus to Digimind to get Social Intelligence from your Corpus. Process is simple, click on “Get” and, instead of “Downloading” a csv or json file with all media and sources, which will not be up dated at all time, click on Connect and pick Digimind.

Your “ACME AI in new model” Corpus is now live and accessible for any projects related to this corpus definition. TrustedOut will continue to update it, all the time, with relevant media and sources.

Digimind collects content from those media sources, so no need to also connect “article abstracts” with Digimind.

Step 2. Comparing countries on AI.

As the Corpus is immediately available and up to date in Digimind, we can read the following top concepts in both countries about AI.

ACME is very sensitive to ethic in AI, so consequently pick France as the first country to test its new model to handle this ethic topic super carefully.

Step 3. Best media profiles for ad campaigns.

ACME’s CMO wants to check if Pure Player Media (media only available online) is a good target. After all, Pure Players should be more reactive and not having to sync print, for example, that can be daily, weekly or monthly, with immediate online publishing.

Let’s go back to TrustedOut and change the Corpus as follow:

a. Where are the publications? We now want to limit to France.
b. Select Pure Players? We want media where “out of digital” is set to None to only get those not publishing on any other support.

“Save”. And now we get these amounts

Step 4. The perfect mix ethic and Business for a 1st ad campaign.

While France is more “Ethic” on AI, Pure Players are more Business Oriented vs all. ACME CMO is seeing the growth from 37% (all media) to 45% (Pure Players) in business for this selection of media as the perfect vehicle to test an ethic message onto business oriented people.

Step 5. Talk to the talk in AI.

Now, ACME wants to launch its first Press Release and wants to address first the geek, very technical community.

Let’s go back to TrustedOut and make the following changes:

a. What should these publications be about? We now want only Tech and Transportation publications
b. How expert? Dedicated.

… and, of course, more specialized pubs means less as a total:

Step 6. Key concepts for an optimal PR campaign.

Digimind gives us the key concepts to write our Press Release: European Union/Commission and Neuronal Networks.

With the Corpus we have what publications to target, with those key concepts we have how to write a Press Release that will interest those targets.

Bottom line:
TrustedOut+Digimind = Market selection, Optimal ad budgets and Perfect PR.

Questions? Shoot!

 

Important does not mean interesting. Quite the opposite.

Inversely proportionated.

The more Important a news topic is for daily life, the less interesting it is to follow.

Weather, Crime and traffic are top important for daily life but definitely not topics to follow.

Gov and Politics #1 in not important for daily life and a third of interest to follow vs Restaurants, Clubs and Bars.

This is to be related to:

The decline of local newspapers impact on democracy.

and this, to save a declining situation:

“Local leads to trust”

taken seriously by Google, Facebook, Knight Foundation, Automatic…

Saving journalism. [updated 2/19/19]

Questions? Shoot!

 

 

 

Google to the local media rescue.

Google to the local media rescue.

As a follow up to our post originally posted 1/17, updated 2/19, here’s the march update, in a separate post as we’re covering here a Google initiative.

Saving journalism. [updated 2/19/19]

The Local Experiment Project.

[this post is inspired by an Axios post] “Google is launching the Local Experiments Project, an effort to fund dozens of new local news websites around the country and eventually around the world.

Financially supported. Editorially independent.

The tech giant says it will have no editorial control over the sites, which will be built by partners it selects with local news expertise.”

The Compass Experiment.

Is a partnership between Google and McClatchy to launch three new, digital-only local news operations on multiple platforms.

  • McClatchy will maintain sole editorial control and ownership of the sites and Google will have no input or involvement in any editorial efforts or decision making.
  • Google says the investments will be significant. “We will be spending many millions of dollars on this overall,” says Richard Gingras, Google’s VP of news.
  • McClatchy will choose 3 cities that are less than a half million people for the site launches. It hasn’t announced any hiring plans, but people familiar with the efforts say there will eventually be people on the ground in those cities.
  • Smaller cities will be the focus. McClatchy CEO Craig Forman says it’s targeting cities with less than a half million people because that’s where local news decay is worst. Gingras says those cities are important because people there have a strong sense of community, which can harder to tap into at the metro and national levels.

Between the lines: McClatchy will be the first of many “experiments” within the Local Experiment Project. The goal is to use the lessons from McClatchy’s efforts, and others in the future, to create a network of shared insights that can be leveraged by everyone in the local news business.

Next? The World!

What’s next: If successful, Google may expand its tools and services to enable others to launch similar sites in other places in the U.S. and around the world. Gingras points to examples of news sites in Canada, France and the U.S. as examples of local news businesses that can thrive with the right strategies and investments.

04.11.19.900.Paris

If you are in Paris on April 11th, 9-11am, come and see us! Registration here.

Questions? Shoot!

 

Brands buy Media Brands.

Reaching out to customers. Potential and existing.

There was advertising.
There was sponsoring.
There also was Commercial Brands creating their own media brand, such as (sources: Axios):

Now, Brands buy Media Brands

Robinhood, a trading app (raised $110M in 2017), instead of creating its own brand like seen above, is buying one: MarketSnacks , a newsletter and podcast media brand focused on financial trading. An interesting evolution for the media industry. Imagine, Nissan buying Car and Driver? Yes, I hear you. Jeff Bezos owns the Washington Post, but it’s not Amazon and WaPo is not a straight coverage for Amazon either.

All about transparency.

As written, trust in Media will come back with Privacy and Transparency. As long as you are aware of who is behind a Media, (or political orientation, or depth of expertise…) the content will be educational and useful as long as you accept the profile of the media.

Top 2019 predictions: Privacy and Transparency

04.11.19.900.Paris

If you are in Paris on April 11th, 9-11am, come and see us! Registration here.

Questions? Shoot!

 

Facebook’s news tab is a great idea IF users can curate her/his sources.

Screenshot from Facebook

The new News tab idea…

If you have an hour, this video/conversation is definitely worth it. Matthias Döpfner, Axel Springer’s CEO, was blunt and asked the right questions, from a journalist, online and print publisher, EU guy.

… if the user can define her/his trust criteria.

My fav part is well explained in this Recode article and in particular, the News tab idea is great but, to me and unsurprisingly, only if the FB user can do its own curation of publishers meeting his/her trust values.

“And as Zuckerberg notes in his comments, he isn’t sure whether Facebook should be curating a mix of news for users or letting them pick most of what they want to see.

Trust is personal. No-one can tell you what you trust.

As we wrote:

While distrust is general, trust definition is personal.

This is the foundation of TrustedOut.

04.11.19.900.Paris

If you are in Paris on April 11th, 9-11am, come and see us! Registration here.

Questions? Shoot!

Online lie detector or Machine learning how to lie.

Online lie detector or Machine learning how to lie.

Interesting article in Wired “RESEARCHERS BUILT AN ‘ONLINE LIE DETECTOR.’ HONESTLY, THAT COULD BE A PROBLEM”

Yes, it’s a first attempt. Yes, it should be taken very cautiously.
But yes, it has merit.

Typing and writing.

The way you type and the words you use show a level of lie or truth, from your standpoint. While recording and analyzing the typing part sounds more like a lie detection test, the word used are, in fact, much more accurate.

TrustedOut uses a similar method.

As mentioned, TrustedOut uses extensively machine learning. In this previous post, we explained how machine learning is the basis of our classification. For taxonomy or how to spot how a media is perceived on the internet.

The How and What: Mixing attitude and expertise.

Now, imagine you mix an attitude, such as lying or being blunt, or positive, or sarcastic and a taxonomy classification, and you mix two or more classifications based on machine learning. And you get the how and what…

04.11.19.900.Paris

If you are in Paris on April 11th, 9-11am, come and see us! Registration here.

Questions? Shoot!

 

Distrust in Media driven by distrust in government.

According to VisionCritical: “trust [in Media] among the informed public in the U.S. plunged 23 points to 45, making it the lowest of the 28 countries surveyed. The collapse of trust is driven by a staggering lack of faith in government. This fell 14 points to 33 percent among the general population, and 30 points to 33 percent among the informed public. [Numbers are for the USA]”

63% can’t recognize journalism from rumors.

“The 2018 Trust Barometer found 63 percent of respondents don’t know how to tell good journalism from rumor, or whether a respected media organization had produced a piece of news. But the public doesn’t rely solely on news media organizations to stay informed. We also use search engines and social media. The irony is that these platforms—once hailed as the future of media—are hurting too. The rising distrust of traditional media comes at a time when social media giants such as Facebook are facing intense scrutiny about their role in spreading disinformation. The Huffington Post recently announced it would no longer rely on unpaid bloggers.

Journalism for the win!

It’s all about brand values.

We recently published in “Why customer trust is more vital to [media] brand survival than it’s ever been” :

Gaining trust: demonstrate [media] brand clarity of purpose and core values and be transparent with all policies and procedures.

“Board and staff members need to adhere to these ethical standards as, in effect, they are the brand and only they can elicit consumer trust,” he [Director of brand agency Hulsbosch, Jaid Hulsbosch] says.

To do this, a corporation and its brand needs to be determined to demonstrate brand clarity of purpose and core values and be transparent with all policies and procedures”

Profiling Media Brands to secure trust in analytics and brand safety.

Brand values for any business, including Media, are the foundation of trust for customers, readers. Understanding them is the solution to secure trust in analytics support for strategic decision making and totally secure advertiser’s brand within a campaign.

Questions? Shoot!

 

TrustedOut + Digimind = Trust in your Sources means Trust in your Analytics.

Register to the event

Mark your agenda! 04.11.19.900.

April 11th, 9-11:30am. Paris, Champs Elysees. Register here!

Trust in the content you analyze, Trust in your analytics.

We will demo TrustedOut Corpus Intelligence to provide tailor-made content, precisely defined by the analyst and how it impacts analytics to make secure, solid and trustworthy decisions.

Discover why we say “TrustedOut Corpus Intelligence makes Intelligence smarter and trustworthy.”

Register asap to secure a seat!