Snapchat drops president's account from Discover content | Marketers reap rewards with social media groups | Unilever exec: Avoid virtue-signaling during a crisis
June 4, 2020
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The Big Story
Snapchat removed the gold star from President Donald Trump's account, which means it is no longer promoted on the platform's Discover section. "We will not amplify voices who incite racial violence and injustice by giving them free promotion on Discover," a Snapchat spokesman said. The president's campaign manager, Brad Parscale, later said in a statement, "If you're a conservative, they do not want to hear from you, they do not want you to vote."
Full Story: Ad Age (tiered subscription model) (6/3),  Social Media Today (6/3),  The Verge (6/3),  Adweek (tiered subscription model) (6/3) 
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Why attribution will change the way you market
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Connecting & Collaborating
Marketers reap rewards with social media groups
Social media groups can be a powerful tool for brands to gather audience insights, build relationships and trust, and unearth content ideas, according to professionals participating in a Social Media Today #SMTLive Twitter chat. Marketers need to ensure participants in the groups find value in the interactions, which they say, can be delivered by connecting people with similar interests, enabling members to network and giving them a chance to be heard via one-on-one conversations.
Full Story: Social Media Today (6/3) 
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Brands will avoid appearing inauthentic or opportunistic during a crisis such as George Floyd's death in police custody or the coronavirus pandemic by committing to a purpose and messaging that extends beyond the end of an event's news cycle, said Aline Santos, Unilever's executive vice president of global marketing. "This is the moment for us to bring forth brands with purpose and be very vocal at times when there is a social injustice," she added.
Full Story: Campaign US (tiered subscription model) (6/3) 
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Marketer Moments
Ben & Jerry's issued a corporate statement on its website and on Twitter that's been widely shared and praised on social media, and it begins by saying, "The murder of George Floyd was the result of inhumane police brutality that is perpetuated by a culture of white supremacy." The statement includes a four-point action plan for eliminating white supremacy in the US and is accompanied by graphics that read, "We must dismantle white supremacy. Silence is NOT an option."
Full Story: Muse by Clio (6/3),  Fast Company online (6/3) 
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W+K, McDonald's unveil "One of Us"
Wieden+Kennedy New York's 60-second social spot, "One Of Us," for McDonald's features black and red copy on a golden background that names seven black Americans who died in police custody, including George Floyd. The ad reads, "They were all one of us," ending by saying "Black lives matter" on a black background, and the brand announced a $1 million donation to the National Urban League and the NAACP.
Full Story: Adweek (tiered subscription model) (6/3) 
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SmartBrief Originals
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Platform News
Facebook took a unique approach to training artificial intelligence chatbots with the unveiling this week of its Situated Interactive MultiModal Conversations. "Facebook would appear to be working toward an assistant capable of processing data a user and the assistant co-observe, and then outputting replies beyond just plain text based on this data," writes Kyle Wiggers, as he takes a deep dive into what's behind the platform's SIMMC.
Full Story: VentureBeat (6/3) 
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Measurement Matters
YouTube updates Creator Studio insights, livestream promo
(Creator Insider/YouTube)
YouTube launched an integrated channel chart within the Creator Studio that combines display, subscriber count, watch time and revenue performance analytics on an individual screen. The social platform also is rolling out a Live Alerts for Merch tool that can be used to highlight product sales within a livestream comments thread.
Full Story: Social Media Today (6/3) 
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Social Shareable
K-Pop fans used their voices to drown out white supremacist messaging being posted on social media under the #whitelivesmatter hashtag by flooding it with anti-racist and silly content instead. The effort resulted in almost all racist content tagged with the hashtag being hidden for a period of time.
Full Story: Yahoo/Variety (6/3) 
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This is a time when we can see businesses and brands as the biggest healers of our society and our planet. We have to take that responsibility.
Aline Santos, Unilever executive vice president of global marketing, as quoted by Campaign US.
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