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Should Your Brand Throw a Twitter Party?

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When clients approach our team asking for effective ideas when it comes to social-media marketing, I always tell them to consider throwing a Twitter party.

Made popular by the mom-blogger community, a Twitter party is a strategic, live, quick-moving interactive online discussion using carefully produced tweets (140 characters) combined with product giveaways. A Twitter party is a great way to get your brand’s message to thousands of old and new customers.

Twitter is an ideal way to engage directly with your target audience. The audience reach and impressions from a well-produced party can be in the millions.

For me, producing a Twitter party is a lot like producing a television show, only the information and brand’s story is being told online. The party is like “tweeting on steroids.” The online “discussion” is driven by a host and happens on a specific day and time using a designated hashtag that allows anyone who is tweeting to follow it.

A well-produced Twitter party is a good way to put your business front and center on social media, allowing you to create new customer relationships and nurture current ones. It’s a chance for customers to interact with you and your brand’s team directly and learn more about your products and services.

Similar to a television program, the brand’s background is researched beforehand and key tweeting points created, promoted and executed in an informative and creative way. Customers are invited to attend and RSVP to the hour-long online event, weeks in advance.

Finally, when it comes to valuable takeaway information, a lot of brand information can be shared in one hour of real time while you are receiving direct feedback from your customers.

Here are three tips to help plan a successful Twitter party:

1. Research and hire the right Twitter party team.

Your best bet is to hire someone to coordinate and produce your Twitter party. Experienced social-media experts, agencies and some bloggers know how to throw an effective Twitter party and provide you with the proper analytics report to measure your return on investment.

These professionals will also pull in your target social-media audience. Do your research, compare options and find the budget to hire the right team.

2. Have a specific theme for the party.

Each Twitter party is customized for a specific client and brand. Most parties usually last from one to two hours and have special guests and/or experts and giveaways. Know the key message you want to relay during the party, including any fun, relevant and informative facts about the brand/product/service to share with your audience.

3. Keep Your customized hashtag short.

A hashtag is a simple way of tracking all the tweets that are happening on a particular topic by a group of people — in real time. A hashtag is the # symbol before a word (for example, #DMMABVI). Since tweets are limited to 140 characters, keep your hashtag short so your audience has room to retweet, reply and ask your brand questions during the party.

With the proper Twitter-party hashtag, clients can find the online conversation while it’s going on and long after it’s over.

 

source: http://www.entrepreneur.com/

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THIS GOOGLE-FUNDED COMPANY USES ARTIFICIAL INTELLIGENCE TO FIGHT AGAINST FAKE NEWS

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“Falsehood flies, and the truth comes limping after it,” wrote Jonathan Swift over 200 years ago.

If that was the case back then, before telephones and radio, let alone Twitter and Instagram, imagine how much bigger the problem is now.  In fact, it’s so big that “fake news” has become a hot topic for those on both sides of the political spectrum. Gartner has gone as far as predicting that by 2022, we will consume more lies than truth.

But if technology has exacerbated the situation, there’s hope that it may also offer remedies. In particular, artificial intelligence – in its most useful current form, machine learning – can potentially be a powerful tool for sorting truth from fiction.

Machine learning is already being used by banks and financial institutions to comb through records of financial transactions, looking for tell-tale signs of errors or fraud, and then using that data to become more efficient – effectively “learning” without human input.

In the same way, algorithms can be trained to monitor media – across both social networks and news organizations – looking for tell-tale signs that any piece of output might be out of alignment with whatever objective truths are known regarding situations or events.

One exciting application of this technology comes from Belgium-based startup VeriFlix. They have developed a method of scanning user-submitted videos – which play an increasingly significant part in the output of most media organizations – and attempting to determine whether they actually are what they purport to be.

After winning funding through Google’s Digital News Initiative, the company’s technology is now being put to use by one of that country’s largest media outlets – Rourlarta, with promising results.

Founder Donald Staar talked to me about how the platform had evolved from its initial conception as a peer-to-peer crowdsourcing app for videos. Media organizations would make a request for video footage through the app, and any user within the correct geolocation could switch on their phone and start filming.

“Once the videos get sent to the platform we add a layer which first detects the content of every stream – so we can say what we see in the video, alongside the geolocation data and time stamp,” Staar tells me.

“And once the videos are tagged we can compare them to one another, so that if for example, one request results in 1,000 videos, we can compare the content of every video and if a majority of the videos show the same content, then it can verify the authenticity of what has been shot.

“If 800 videos out of 1,000 show the same thing then the probability that the video has been faked is very low.”

Veriflix uses the YOLO (You Only Look Once) real-time object detection algorithms to classify and label contents of videos, before passing that data through to proprietary algorithms, designed in partnership with KU Leuven University. These algorithms analyze the data, alongside timestamp and geolocation information passed through the application’s secure interface.

Staar says “There are two main advantages – the first is that media companies can now make sure that videos they use are authentic and shot in the location where they say they are taken, and not modified or doctored.

“The other advantage is that they are able to bridge the gap between themselves and their audience – let their audience become a part of the story, and source exclusive and verified content very quickly. It can be for small things, too – it doesn’t have to just be big, breaking news.”

As is common with those working in today’s AI space, Staar is keen to point out that the idea isn’t to put journalists and human fact-checkers out of jobs.

“It will not replace the job of the journalist – we will always need journalists to put everything in perspective, but to get the raw data, this will be a great tool.”

Of course, as technology advances, the tools that fakers use to attempt to pull the wool over our eyes are likely to become increasingly sophisticated. It’s already possible to make highly realistic videos putting words in the mouths of people who would, in reality, be very unlikely to say such things. This doctored video of Obama being rather rude about Trump is a great example (warning, contains explicit language)

Over time it’s likely we will see a continuation of the arms race which has always existed in the technology sphere – with good guys racing against the bad guys to be the first to deploy the latest and most powerful tools.

Fake news is unlikely ever to be fully eradicated – there will always be someone willing to present a skewed version of the truth to push their own agenda. However, it could be the case that tools like VeriFlix, or whatever comes next, will raise the barrier regarding the tech and expertise needed to hoodwink us, going some way toward making the world a more truthful place.

Bernard Marr is a best-selling author & keynote speaker on business, technology and big data. His new book is Data Strategy. To read his future posts simply join his network here.

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SCAMMERS ABUSE MULTILINGUAL DOMAIN NAMES

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Cyber-criminals are abusing multilingual character sets to trick people into visiting phishing websites.

The non-English characters allow scammers to create “lookalike” sites with domain names almost indistinguishable from legitimate ones.

Farsight Security found scam sites posing as banks, loan advisers and children’s brands Lego and Haribo.

Smartphone users are at greater risk as small screens make lookalikes even harder to spot.

Targeted attack
The Farsight Security report looked at more than 100 million domain names that use non-English character sets – introduced to make the net more familiar and usable for non-English speaking nations – and found about 27% of them had been created by scammers.

It also uncovered more than 8,000 separate characters that could be abused to confuse people.

Farsight founder Paul Vixie, who wrote much of the software underpinning the net’s domain names told the BBC: “Any lower case letter can be represented by as many as 40 different variations.”

And many internationalised versions added just a tiny fleck or mark that was not easy to see.

Eldar Tuvey, founder and head of security company Wandera, said it had also seen an upsurge in phishing domains using different ways of forming characters.

In particular, it had seen an almost doubling of the number of scam domains created using an encoding system called punycode over the past few months.

And phishing gangs were using messages sent via mobile apps to tempt people into clicking on the similar-looking links.

“They are targeting specific groups,” Mr Tuvey said.

And research had established people were three times more likely to fall for a phishing scam presented on their phone.

“To phish someone, you just have to fool them once,” Mr Tuvey said. “Tricking them into installing malware is much more work.”

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GOOGLE MAKES $550M STRATEGIC INVESTMENT IN CHINESE E-COMMERCE FIRM JD.COM

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Google has been increasing its presence in China in recent times, and today it has continued that push by agreeing to a strategic partnership with e-commerce firm JD.com, which will see Google purchase $550 million worth of shares in the Chinese firm.

Google has made investments in China, released products there and opened offices that include an AI hub, but now it is working with JD.com largely outside of China. In a joint release, the companies said they would “collaborate on a range of strategic initiatives, including joint development of retail solutions” in Europe, the U.S. and Southeast Asia.

The goal here is to merge JD.com’s experience and technology in supply chain and logistics — in China, it has opened warehouses that use robots rather than workers — with Google’s customer reach, data and marketing to produce new kinds of online retail.

Initially, that will see the duo team up to offer JD.com products for sale on the Google Shopping platform across the word, but it seems clear that the companies have other collaborations in mind for the future.

JD.com is valued at around $60 billion, based on its NASDAQ share price, and the company has partnerships with the likes of Walmart and it has invested heavily in automated warehouse technology, drones and other “next-generation” retail and logistics.

The move for a distribution platform like Google to back a service provider like JD.com is interesting since the company, through search and advertising, has relationships with a range of e-commerce firms, including JD.com’s arch rival Alibaba.

But it is a sign of the times for Google, which has already developed relationships with JD.com and its biggest backer Tencent, the $500 billion Chinese internet giant. All three companies have backed Go-Jek, the ride-hailing challenger in Southeast Asia, while Tencent and Google previously inked a patent-sharing partnership and have co-invested in startups such as Chinese AI startup XtalPi.

 

 

Source: Tech Crunch.

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