The Social Minute: May 24 to May 30

May 30, 2018 Diana Pasgas

ABC cancels Roseanne following racist tweet

• In the early hours of Tuesday morning, actress and comedian Roseanne Barr tweeted a racist remark against former senior Obama advisor, Valerie Jarrett. Hours later, Barr attempted to apologize and announced that she was leaving Twitter.

• But the damage was done. By early afternoon, news hit that ABC has decided to pull the plug on the reboot of her successful 90s sitcom, Roseanne. In addition, Viacom pulled re-runs of the original show and her agency dropped her. Yikes.

Hit or Miss: ABC swiftly cancelling the series is obviously a hit (though a lot can be said for the fact that Barr’s Twitter tirades are not new and that they went through with the series at all, but we digress), but it’s important to know that a single tweet caused the cancellation of a television show and the loss of at least 300 jobs. The power of social media is incredibly real; while some may dismiss Barr’s remarks as a ‘joke’ or ‘just a tweet’, the fact is that Twitter gives her a platform to vocalize all of her thoughts - and sometimes, these thoughts have consequences. 

YouTube is adding an algorithm to their subscription box — and people are mad about it

• YouTube is testing out a new feature that takes a user’s subscription box (which currently shows videos from channels a user is subscribed to in chronological order) and prioritizes videos that they believe the user ‘wants to see’.

• While YouTube claims that this will create a more personalized experience, both creators and subscribers alike are not feeling it. The change in algorithm will make videos even harder for people to see, meaning that there will be more missed content on a platform where creators are struggling to maintain their audience due to changes.

Hit or Miss: No one wants this. Not everything has to have an algorithm — especially a subscription box. Take your email subscriptions for example - if your email just guessed what emails it thought you wanted to see, instead of presenting them in the order they were sent, chances are you’d miss a lot of emails. YouTube seems to be continuously looking for ways to optimize the experience for media companies and alienate the hard working creators that make the platform what it is. YouTube, we’ve said it before and we’ll say it again: get it together.

The Cannes Lions International Festival of Creavity adds a Social and Influencer Category

• The festival which rewards excellence in communications and advertising, has refined their award list for the 65th year. After nixing over 100 subcategories, the festival board aims to add put creative content back in the heart of Cannes.

• In addition, the festival shifts more to the digital aspect of creativity — especially this year with the introduction of the Social and Influencer category.

Hit or Miss: Definitely a hit! The introduction of the Social and Influencer category demonstrates that influencer marketing and social marketing have a worthy spot in the industry overall. It showcases that social media and the people that used it have changed the game of advertising by creating content that allows consumers to have a direct conversation with the content itself. It also recognizes that the world of advertising is now changing - it’s not just limited to people with big budgets in a boardroom, but can be accessible by an influencer on their iPhone. Needless to say, we’re into this change.

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