Mark Zuckerberg’s latest announcements on Meta’s “new chapter” are far from reassuring. Since my last article, he’s also joined Joe Rogan for a three-hour-long podcast, doubling down on his arguments about the challenges of content moderation. Meanwhile, I’ve noticed some recurring sentiments online that deserve a deeper critique. These range from casual dismissals to outright whataboutism, all of which dangerously undermine the urgency of the moment. If you think this is just business as usual, it’s time to reconsider.

The AI Factor: A New Era of Confusion

Meta’s decision to lean heavily on AI, including the introduction of AI-powered profiles and “creative” tools, is no small tweak. This shift compounds the risks I outlined previously around Community Notes and misinformation. Already, social media users struggle to differentiate between real content and AI-generated material. Now, with the “dead internet theory” gaining traction – suggesting platforms are being flooded with AI-generated content – it’s not hard to imagine the chaos this could bring.

Consider this: Community Notes, already prone to majority bias and manipulation, will be applied in an ecosystem increasingly shaped by synthetic content. How will users fact-check what they cannot even identify as real? This combination of AI proliferation and user-driven moderation is a recipe for amplifying disinformation at an unprecedented scale.

Source: Telegraph

Zuck vs. Europe: The Bigger Picture

It’s tempting to see Meta’s policy shifts as primarily targeting the US, where “free expression” rhetoric often holds sway. But Zuckerberg’s grievances with the European Commission – going so far as to liken their competition rules to tariffs – suggest a broader agenda. His reported push for Trump to intervene hints at a transatlantic power play, where tech regulation becomes another front in geopolitical rivalry.

This isn’t just about free speech. It’s about consolidating influence and shaping policy environments that suit Meta’s interests, often at the expense of local governance and consumer protections. The implications for global users, especially in regions with stricter content standards, cannot be overstated.

And let’s not forget, this isn’t Zuckerberg’s first rodeo. He previously took two years to take Holocaust denial claims seriously as a reason for content takedown, showcasing a long history of resistance to accountability.

Whataboutism: A Dangerous Distraction

A common refrain I’ve encountered: “But other platforms do it too.” Yes, misinformation and questionable moderation practices are not exclusive to Meta. But this isn’t a justification – it’s a distraction. Here’s why:

Meta’s reach is unparalleled. Facebook, Instagram, WhatsApp, Threads, and Messenger collectively dwarf the user bases of other platforms. When Meta shifts policy, the ripple effects are global, shaping online discourse in ways no other company can. Instead of using whataboutism to deflect, we need to focus on the outsized responsibility Meta bears in this space.

“But We Can’t Do Anything”: Think Again

It’s easy to feel powerless in the face of a corporation as massive as Meta. But history shows that collective action works. Whether it’s boycotts, policy advocacy, or simply reallocating ad budgets, there are ways to push back:

• Corporate Social Responsibility (CSR): Many companies tout their CSR credentials but fail to align their ad spend with their stated values. Now is the time for businesses to walk the talk.
• Conversations and Education: Talk to peers, teams, and leadership about diversifying platforms and reducing dependency on Meta’s ecosystem.
• Platform Prioritisation: Invest in platforms with healthier community dynamics and stronger moderation policies.

The Human Cost

Beyond the technical and financial ramifications lies a deeply human impact. The changes to Meta’s hateful content guidelines – allowing users to refer to transgender people as “it” or allege mental illness based on gender or sexual orientation – are abhorrent. Framing these policies as “free expression” ignores the harm they inflict on marginalised communities.

We are watching a platform that reaches billions dismantle safeguards against hate and misinformation while outsourcing accountability to users. This isn’t freedom; it’s abdication.

The Power of Small Shifts

Let’s be realistic: not every company will immediately cut ties with Meta. But even incremental changes, a shifted budget here, a public statement there, can signal that unchecked power has consequences. We need to ask more of ourselves, our companies, and our platforms. It starts with rejecting complacency and choosing action over apathy.

Zuckerberg may see this as a “new chapter,” but we have a say in how this story unfolds. Let’s make it one that prioritises people over profits and principles over passivity.

With the world news going on, developments across social media fact-checking – I asked myself: what can I do? What insight can I provide based on my job as a social strategist and my knowledge of pop culture??

My answer was to write this series. Do subscribe below to keep in the loop for the next parts.

Thanks for reading F/ROCK + SC:ROLL! Subscribe for free to receive new posts and support my work.Subscribed

Social media shapes opinions every day, often in ways we don’t even realise. Whether it’s a trending celebrity rumour or a political narrative gaining traction, the mechanics are the same – amplification, social proof, and algorithmic reinforcement. And if you’ve ever found yourself convinced of something just because you’ve seen it everywhere, you’ve experienced this firsthand.

That’s what this series is about: breaking down how opinions are shaped online and what to look out for.

The first piece dives into a familiar starting point – celebrity gossip. Why? Because you already know the story. And that makes it the perfect way to examine how misinformation spreads, why we get pulled in, and what that means for the bigger picture.

Why start with a celebrity Example? Because You Already Know the Story…

Pop culture dramas involving figures like Selena Gomez or Hailey Bieber grab attention fast. Some people follow these stories as devoted fans, others watch trends for marketing or analysis. And, reader, so do I. These moments dominate social feeds, spark debates, and spread like wildfire – making them the perfect case study for how misinformation takes hold.

Viral celebrity stories demonstrate just how quickly false or misleading claims can gain traction. Enthusiasts share posts they assume are accurate, while social media algorithms boost sensational or emotionally charged content, often without fact-checking.

At first glance, a celebrity rumour might seem trivial. But the same forces that turbocharge a Selena vs. Hailey ‘feud’ are at play in far more serious areas – from political campaigns to corporate PR and astroturfing tactics. These stories offer a low-stakes way to understand high-impact manipulation.

There is also an additional layer to it, pop culture gossip and memes have become part of the alt-right pipeline, so conversations that we may not immediately realise of being right-wing coded, or are brutalising our communication (I’ve linked an interesting article about this in the references at the end of this article!)

A Glimpse into the Misinformation Machine

From Rumour to ‘Fact’ in Record Time

A single ambiguous post can ignite an online frenzy. In the Selena–Hailey example, fans spotted what they believed were subtle digs, and speculation took off. Within hours, TikTok deep dives, trending hashtags, and memes flooded feeds. For many, the sheer volume of discussion created a false sense of credibility – if everyone’s talking about it, it must be real.

If you work in marketing, this should feel familiar. Social proof – the idea that we trust what we see others engaging with – plays a huge role here. More comments, more videos, more people repeating a claim can create the illusion of truth.

How You Get Pulled In

Even if you don’t follow celebrity gossip, you’re not immune. Social media platforms prioritise high-engagement content, whether it’s outrage, curiosity, or moral panic. Watch one video, even out of mild curiosity, and suddenly, the algorithm decides you want more. Before long, your FYP is reinforcing a single narrative, narrowing your view of what’s actually happening.

Why These Myths Stick Around

The illusory truth effect – the more you hear something, the more familiar it feels, and the more likely you are to believe it – plays a huge role here (Hasher, Goldstein, & Toppino, 1977). Combine that with confirmation bias – the tendency to accept information that fits what you already believe – and suddenly, a rumour becomes an undeniable truth in your mind.

Far Beyond Celebrity Gossip

A supposed feud between Selena Gomez and Hailey Bieber might not seem like it matters. Neither might the question of whether Paul Mescal really ghosted someone. But the techniques shaping public opinion in these cases apply everywhere.

• Amplification – A single post can be pushed to millions within an hour.
• Polarisation – Forcing people to pick a ‘side’ boosts engagement, prompting algorithms to prioritise divisive content.
• Echo Chambers – Once you engage with one rumour, your feed will show you more of it, reinforcing your beliefs and shutting out alternative perspectives.

These aren’t just quirks of fandom. They’re how digital media operates – and they shape opinions on everything from elections to social issues.

A Launchpad for Larger Discussions

Celebrity scandals are often the first time people experience how misinformation can shift narratives and shape perceptions. If you’ve ever formed an opinion based on incomplete or misleading online ‘evidence,’ you’ve felt this effect firsthand.

And if you think you haven’t? It might be worth looking at how you consume content and how quickly you form opinions – even on something as trivial as celeb news.

This isn’t just about who said what in Hollywood. It’s about how modern media ecosystems – with their rapid-fire news cycles, algorithmic reinforcement, and social proof – create an environment where rumours spread faster than facts.

The next article will take this further, breaking down the anatomy of a rumour – from an obscure comment to a global talking point.

Let’s look at what’s coming next:

Part 2: Dissecting the Rumour Mill – From Whisper to Worldwide Trend
The next instalment will examine the lifecycle of a rumour and highlight the factors that allow it to achieve explosive reach. If you’re into this, do share this article I’m hoping that this is valuable for readers from a wide range of backgrounds, social media users, marketing professionals, or anyone seeking to sharpen critical thinking skills, wanting to find practical insights into identifying viral falsehoods before clicking ‘share.’

References & Further Reading (Part 1)

• Institute for Strategic Dialogue: Memes & the Extreme Right-Wing
• The Independent: I went down the Selena Gomez – Hailey Bieber rabbit hole. This is what I found
• USC Today: USC study reveals the key reason why fake news spreads on social media
• “The Misinformation Age: How False Beliefs Spread” by Cailin O’Connor & James Owen Weatherall.
• “Trust Me, I’m Lying: Confessions of a Media Manipulator” by Ryan Holiday.
• Hasher, Lynn, David Goldstein, and Thomas Toppino. 1977. “The Illusory Truth Effect: When Repetition Increases Perceived Truthfulness.” Journal of Experimental Psychology: Human Perception and Performance 6 (2): 107–119

Image Source

Over the past few weeks, my gut feeling has leaned towards favouring a TikTok ban in the US. This is very unlike me, as I enjoy the platform but the way it is a turbo engine for misinformation is frightening.

Let me be clear: I take no pleasure in the thought of 7,000 TikTok employees losing their jobs or seeing the 7 million small businesses who rely on the platform to thrive left without a vital tool. Still, the ongoing issues surrounding misinformation on TikTok make it impossible to ignore the risks it poses – not just in the US, but globally.

As things currently stand, TikTok seems to have narrowly escaped a full shutdown in the US, with a temporary reprieve extending its life by another 90 days. For now, the app remains unavailable on Apple and Google stores in the country.

In the wake of this ban-and-resurrection saga, misinformation thrived on TikTok itself, ironically underscoring the very issue at hand. Videos and comments flooded the platform with false claims that drove massive engagement:

• Users claimed the TikTok CEO had removed “CEO of TikTok” from his bio, supposedly signalling a crisis of confidence. In reality, his bio never included “CEO”it has always simply said “TikTok.”
• Rumours spread that Facebook had only just created its own TikTok account in response to the drama, sparking conspiracies. In truth, the account has existed for years.
• Another user claimed they were unable to unfollow TikTok’s account, when in fact they’d simply clicked on an ad by Facebook that was not connected to their actual profile.

All of these claims were easily debunked, yet they still amassed thousands of views and shares before the facts caught up. This is the heart of the issue: unchecked misinformation thrives in the ecosystem of social media, spreading faster than the truth can chase it down.

Thanks for reading F/ROCK + SC:ROLL! This post is public so feel free to share it.

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Comments Are the Silent Puppet Masters

Beyond the videos themselves, comments play a pivotal role in shaping perceptions. This isn’t just about the content of the comments, but the dynamic of social proof – the phenomenon where people look to the actions and opinions of others to guide their own decisions. Comments, likes, and shares carry weight because they seem to represent the collective wisdom of the crowd. But here’s the problem: crowds are manipulable.

We already know how this manipulation works:

• Bots amplify narratives to create the illusion of consensus.
• Unverified claims are recycled, often by well-meaning users who fail to fact-check before sharing.
• Deliberate disinformation campaigns leverage the chaos, weaponising lies to influence public opinion.

These factors combine into a mosaic of half-truths, omissions, and outright fabrications that shape how people see the world. A single false comment can nudge an undecided observer towards a conclusion, creating a ripple effect that spreads far beyond its origin.Subscribed

The Broader Implications for Social Media

This isn’t just a TikTok problem. The influence of platforms like TikTok, X (formerly Twitter), and Meta doesn’t stop at individual users, it bleeds into policy, governance, and societal norms. The likes of Elon Musk and Mark Zuckerberg have already demonstrated their willingness to meddle in these spaces, and it’s naive to assume Europe will be exempt from this influence. Expect continued pressure on EU regulators to shape policies around social media, data privacy, and content moderation in ways that favour their platforms’ dominance.

As I’ve said before, those of us who work in social media and marketing have a responsibility here. We know how the platforms operate. We understand how content is amplified, how narratives are shaped, and how marketing is weaponised. To sit back and feign ignorance is a disservice to the industries we claim to uphold.

The Fragile Democracy of Social Media

At its best, social media feels like a democratised space: anyone can create a catchy video, gather thousands of views, and share their voice. Marginalised communities have used these platforms to organise, advocate, and demand change. In that sense, it feels empowering.

But let’s not forget how fragile this ecosystem is. The infrastructure of social media – the “means of culture and communication,” if you will – is controlled by a small handful of corporations. These are entities with their own agendas, profit motives, and political interests. With the flick of a switch, they can delete an account, shadowban a topic, or simply shut down an entire platform in a region. The idea of social media as an inherently democratic space crumbles under the weight of this reality.

Ok, there is said it, become better copy-writers guys. And yes you can use ChatGPT for it but use it properly, not lazily.

Us social marketers, we go on and on about how social media is mean to be a conversation, how it’s meant to be authentic (and yet still you’re using long emdashes and imo bad CTAs?).

Specifically brands who are better off not diluting their brand stories with half-arsed jumping on trends, way too late anyways, should be focusing on copy writing, and I’m talking about copy writing for organic social here.

1. Stop talking at people!

The biggest problem with broadcasting-style brand copy is that it assumes a passive audience. It pushes messages out without considering whether people want to receive them. The result? People tune out.

Here’s what happens when brands talk at their audience:

• It feels impersonal. Consumers crave connection, but one-way communication creates distance.
• It lacks engagement. No conversation means no reason for people to interact.
• It’s easy to ignore. A social media feed is cluttered – content that doesn’t invite participation gets scrolled past.

2. Instead reframe brand copy to provide value

To move from broadcasting to conversing, brands must shift their mindset from telling to inviting, showing rather than just stating . The goal is to create a space where your audience feels encouraged to participate, respond, and co-create the experience with you.

So how can that be done? I will show you how to get from boring copy to something that feels a bit more valuable to your audience.

Center the audience, not just the brand

Instead of writing from a company-first perspective, ask: What’s in this for my audience? The best-performing brand copy speaks to the audience’s interests, emotions, or experiences.

Take this example by Coca Cola, the engagement on the post definitely showcases that Coca Cola’s audience is excited about the new launch, and this is something they appreciate seeing on social. However, a few tweaks to their copy: “A flavor that takes you back to another place. Coca-Cola Orange Cream is here, try it today!” could have turned it from a post that tells to one that invites.

A more engaging approach, like “Have you ever tried an orange-vanilla combo? Our brand-new Coca-Cola Orange Cream is a first – let us know your first impression!” would spark curiosity and encourage participation.

Do the call-to action right.

Instead of making statements, ask questions that invite your audience to share their experiences or opinions. This naturally sparks conversation and increases engagement.

Let’s break down why I don’t think that the copy on Maybelline’s post above is done well.

Each shade tells a different story = this feels too vague and at the same time

Pinks, reds, burgundies = ok, we do see that, but how is it connected to the CTA?

— = I know, I know, but if you only use the long emdash since you started using ChatGPT for copywriting, it is not part of your TOV, it may actually come across as inauthentic!

Whats today’s vibe? = at this point I’m tuned out.

Overall, I see what the post is trying to achieve, but it feels more filler than killer (or maybe it will kill the engagement). With just a few tweaks the copy could feel a lot more audience-centric.

Dependent on the brand tone of voice you could go for a copy that comes straighter to the point, and tries to align itself more with ho the audience is feeling, in a more direct way:
”Monday vibe check. Which one matches your energy today?” or “Which shade speaks to your mood today – bold, confident, or playful?”

The Levis post above is a great example of show don’t tell, with copy that’s straight to the point. You can criticise that the copy itself is interchangeable with other brands (yes it is) BUT the post managed to tick of some pretty valid boxes, showcasing product range in an exciting way AND drive engagement in the comments. And the comments speak for themselves.

Tap into emotive & sensory language

People connect with content that makes them feel something. Using sensory words – especially those that evoke sound, texture, or movement – can make your copy more immersive. A nice example is the quote by a perfumer used below on the Aesop Instagram, which brings more context to the visual.

Keep in mind what the algorithm prioritises

Instagram prioritises content that keeps users watching, engaged or share the post. To boost your visibility, use strategic hooks that encourage people to linger.

Techniques to increase watch time:

• Start with an intriguing statement or question
• Create anticipation
• Use storytelling

3. Making social content social

At its core, social media is about interaction, not just consumption. The brands that succeed are those that foster community, encourage participation, and make their audience feel heard. Or they are providing great editorial and serial content ticking of the boxes of entertainment, education and inspiration… bringing extensive value to their audience.

A checklist for better organic social copy-writing

1️⃣ What’s the objective of this content? (Is it meant to entertain, educate, inspire, or evoke emotion?)

2️⃣ What value does this post bring to the audience? (Why should they care?)

3️⃣ Does the copy feel like a conversation or a broadcast? (Am I talking with my audience, not at them?)

4️⃣ Is my CTA clear and engaging, but not engagement bait? (Does it prompt action in a natural, compelling way?)

BONUS: Does the copy create an emotional or sensory connection? (Does it make the audience feel something?)

A single off-hand comment in a Reddit forum or a seconds-long video clip on TikTok can blossom into a rumour with millions of believers. Modern social media platforms allow small-level gossip to travel at high speed, turning passing commentary into a ‘breaking story’ within hours. The previous piece introduced how people can form strong opinions based on questionable evidence – illustrated by the Selena Gomez–Hailey Bieber ‘feud’ or the Gracie Abrams / Paul Mescal breakup at Jolene’s. This part delves deeper into the mechanics of rumour-building, aiming to showing the stages by which a remark or a ‘story’ shared on Deuxmoi can become the top headline in newspapers and websites around the world.

Although rumours are hardly a new phenomenon, the interconnectedness of social networks has transformed their lifecycle. A casual observer might believe a viral rumour has always been ‘common knowledge,’ when in reality it reached mass visibility through a series of predictable steps.

By following the path from spark to global trend, you may gain a clearer view of how widespread misconceptions take shape. Because so did I, and it helped me go through the stages of checking myself on why I had a certain opinion, why I wanted a certain product and so on.

The Spark: Seeds of speculation

Every rumour begins with a ✨spark✨ a tiny piece of content or commentary that might be harmless in isolation. This could be a snippet from a livestream, a passing headline in a small publication, or a user-generated post mentioning a celebrity sighting or as much as a comment on one of the above. Sometimes, a ✨spark✨ is deliberately planted by individuals with hidden agendas. But more often, it emerges spontaneously. Perhaps a person casually mentions seeing a celebrity at a certain venue under suspicious circumstances and submits it to DeuxMoi, or a X/Twitter poster shares their thoughts about local events without citing a credible source.

At this stage, the information lives only in a small corner of the internet. It might remain there indefinitely if nobody reacts. However, it possesses the potential to move into a second, more powerful phase once the spark resonates emotionally with a particular audience. Curiosity, outrage, or excitement can all motivate readers to share or comment, advancing the content beyond its original confines.

The key risk here is the lack of initial verification and emotion involved. Early consumers of the spark may accept it at face value – especially if it aligns with their existing beliefs – thereby setting the stage for rapid growth.

Local Sharing: Building momentum within communities

After the ✨spark✨ appears, it often circulates within a small community – perhaps a specific TikTok creator’s videos, a fandom-driven Twitter list, or a niche Subreddit. In this stage, personal interpretation and speculation dominate, as enthusiastic group members embellish the rumour with their own comments, theories, or personal anecdotes. Fact-checking is usually minimal; excitement, shock, or groupthink guide the conversation.

For example, if the rumour revolves around a musician, fans might be the first to pick it up, discussing implications for the artist’s next album. Gossip blogs or fan-run social accounts may amplify the story, adding speculative layers that shape public perception. This insular, local sharing is the backbone of rumour propagation: it forges an initial sense of urgency or importance.

The key risk here is Groupthink. And this can be so fun – right, like think off trying to guessing the right easter eggs about the next Taylor Swift album, together you may get closer towards solving it right? Well members of tight-knit communities often avoid challenging the rumour. Instead, they reinforce one another’s assumptions, embedding the story firmly in the group’s shared consciousness.

Algorithmic Boost: The fuel of virality

Modern social media platforms rely on algorithms that highlight content with high engagement (shares, likes, comments, watch time). This algorithmic framework can catapult a rumour from a small circle to millions of users worldwide. Because platforms favour posts that trigger strong reactions – anger (Instagram!), excitement, or even hilarity – sensational or provocative content finds a ready audience. If you look at Twitter’s (I will refuse to call it anything else from here onwards..) For You feed, you will have realised it mostly consists of what opinion Twitter (Elon Musk) wants to enforce – conspiracy theories about plane crashes and who caused them, war videos (that when checked aren’t actually current) and so forth. This one tends to be more on the nose…

A TikTok video speculating about a scandal, for instance, might be boosted if viewers leave an above-average number of comments, propelling it onto more feeds. Twitter might feature a trending hashtag in its ‘Search’ but curated topics section, prompting curious onlookers to click and learn more – often accepting the hype without deeper scrutiny.

The key risks here are echo chambers. Those who interact with the rumour receive even more related content, intensifying confirmation bias and the rumour’s perceived credibility.

Mainstream Adoption: When gossip becomes ‘news’

Following significant social media traction, rumours may attract the attention of mainstream media outlets or creators searching for trending topics with the aim of winning views . Even reputable news organisations occasionally report on a viral claim because it is ‘what people are talking about,’ although coverage styles vary from sceptical to sensational, and just plain clickbait (Facebook I’m looking at you). Mainstream adoption often cements the rumour’s perceived credibility. Audiences who trust major publications may assume a story is true if many outlets report it.

Moreover, businesses or public figures at the centre of the rumour may issue press releases to ‘clarify matters,’ unintentionally prolonging the news cycle. In some cases, celebrities directly address rumours, generating further headlines. The narrative shifts from a fringe conversation to a matter of public record.

The key risk here is false equivalence. Some media outlets may present a rumour alongside legitimate information without clearly distinguishing verified facts from speculation, giving undue weight to a baseless claim.

Viral Peak: Collective obsession

At its highest point, a rumour saturates news feeds and trending topics. Trending hashtags show up on multiple platforms; reaction videos proliferate; pundits debate the topic on talk shows. People who have no prior interest might suddenly join the conversation because it is omnipresent.

It make even make them money. This one is actually a key aspect to be aware of; does driving viewership on this particular topic make the sharer money. And this can come from various places – TikTok creators that are part of the Creator Rewards program for example get paid only for videos 1 minute plus, that is when they become eligible for payouts, some fringe media outlets will make money from placing advertising alongside articles, the more clicks onto their website the more traffic to potentially drive clicks into other areas.

But even moreso for the public, this immersion reinforces the narrative that the rumour must be legitimate, simply by virtue of widespread discussion.

During this stage, businesses, marketers, or creators may seize further opportunities to capitalise on the rumour’s momentum. Memes, merchandise, or spin-off hashtags appear, pushing the claim further into public awareness. Often, any quest for factual accuracy is sidelined by the attention-grabbing novelty of the story with the aim of benefiting from it.

The key risk here is overload and sensationalism. The frenzy around a rumour can drown out trustworthy sources. Readers may find it difficult to locate reliable information in a flood of memes and speculation.

Debunking or Decline: The aftermath

Eventually, more thorough investigations may emerge. Private communications surface, contradictory evidence appears, or reputable voices step forward to challenge the rumour. Sometimes, official statements or legal actions prompt a re-evaluation of the narrative. The rumour either crumbles under scrutiny or persists among die-hard supporters.

However, rumours often leave a persistent trace in the public mind. The illusory truth effect – where repeated statements, even if debunked, retain influence – ensures that a seed of the rumour remains, even after most people have moved on.

The key risk here is residual belief. Those who initially embraced the rumour might hold onto fragments of it, eroding trust in debunking efforts or official clarifications.

The rumour mill follows a predictable pattern: spark, local sharing, algorithmic boost, mainstream adoption, viral peak, then debunking or decline. Recognising these stages can help you as the audience identify when to question claims. And take stock into who is benefiting of it, sometimes it may just be likes on a comment, sometimes it maybe about being the fuel for the fire and sometimes it maybe about reframing public opinion about a topic and its benefitor.

Understanding emotional triggers, algorithmic incentives, and group dynamics can also mitigate the impact of fast-moving, unverified gossip.

Better media literacy and a willingness to investigate sources can slow the pace of rumour proliferation. Still, the digital landscape remains fertile ground for viral speculation. The upcoming article will dive into the psychological and technological underpinnings that make rumours so captivating and persistent – factors that, once understood, can help readers maintain a more sceptical, informed approach.

References & Further Reading (Part 2)

• Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online. Science, 359(6380), 1146–1151.
• Wardle, C., & Derakhshan, H. (2017). Information Disorder: Toward an interdisciplinary framework for research and policymaking. Council of Europe.
• UNESCO. (2020). Journalism, ‘Fake News’ & Disinformation: A Handbook for Journalism Education and Training.
• Tandoc, E. C., Jenkins, J., & Craft, S. (2019). Fake news as a critical incident in journalism. Journalism Practice, 13(6), 673–689.

Swift is a marketing queen and I’ve decided to pick out her most recent TikTok where she shared a new sound for ‘Nothing New’ – the collaboration with Phoebe Bridgers, which currently is my favourite (or one of them) from the Red TV release. ‘Nothing New’ the original sound has at this time 11.4K videos attached on the platform. A good number; ‘I Bet You Think About Me’ which also has a feature and just a few days ago had a music video released for it – that track is at 5.5K videos.

The figures. Ms Swift’s TikTok video, racked up 1.8 million likes, and 7.8 million views so far – that’s a strong engagement rate of 23% (!!!).

Now what is special about the video? Well Swift doesn’t only include her previously viral ‘drunk Taylor’ pics – she also shares a new sound that utilises the lyrics of the song, ‘I’ve had too much to drink tonight’.

Why does it matter? The sound bite now includes a clever sonic transition inviting people to use it and doing their own take with it. What is great on top of that is that the sound is only 12s long, that is below the recommended length for your TikToks to ‘trick’ the algorithm (TikTok say below 20s is the sweet spot).

How can you incorporate this? You don’t need to write a song for TikTok but it is worthwhile to look at which sections of a song could work for a sonic transition and then have a go at it. If you have budget to involve creators then go for it or alternatively boost your video with a Spark ad, which is a GBP 20.00 minimum investment.

With social media channels only having existed for 17% (25 years) of that reign the event is something truly new to navigate.

So, how do you navigate a head of state dying, how is a period of mourning reflected on social media – are there differences between organic and paid social? As a brand and/ or company is it really necessary to switch your profile pictures and cover images to grey scale to reflect the sentiment, is your brand required to share a statement? Many questions that differ in answers per company and crisis event

Having worked in the social media business for 10+ years, I managed social teams, accounts and their responses throughout several unprecedented events – from the Paris attacks, the Manchester Arena bombing, Covid, Black Lives Matter protests, Russia / Ukraine War – and there’s never a one fits all approach.

Virtue signalling
First, let’s look at the definition of Virtue signalling. By Cambridge Dictionary definition it is the popular modern habit of indicating that one has virtue merely by expressing disgust or favour for certain political ideas or cultural happenings. Out of respect for the passing of the Queen, media and companies have reacted with different approaches but one may say that brands that have nothing directly to do with The Queen or wider royal system may be overdoing it with switching their profile pictures to grey scale. This feels very close to brands rainbow washing pride and having the profile picture in pride colours for a month, to switch it back to normal until Halloween. And by definition, I would say most companies who participate here fall under the category of virtue signalling.

Jumping on trends/ Reactive marketing
A trending topic is one that experiences a surge in popularity on social media for a limited time. In many crisis events this goes hand in hand with virtue signalling. Now that the days of incorporating #TBT on a weekly basis into your social content plan have luckily finally passed, we see brands engage with all sort of trends reactively to gage engagement from their audience. With the aim of reach, resonating with their current audience as well as reaching outside of their direct audience we are now often faced with reactive social media tactics that miss the mark, both immediate (short term) but also long term as they grate on the brand.

Official guidelines
With Operation London Bridge in full swing, the gov.uk website has released their very own guidelines, for website and social media this means:

• Online communication channels can also be used to reflect the demise of Her Majesty and participate in the period of National Mourning.
• Organisations can acknowledge the mourning period by making changes to the homepage of their website, for example, with the use of black edging or black banners.
• Organisations and individuals may also wish to share their memories of Her Majesty online. There is no set way to mark the passing of Her Majesty on social media. Organisations may wish to review their planned content for the period.
• Any changes to websites or social media pages should take into consideration accessibility requirements for visually impaired users.

Relations to the Event of Crisis
The relationship of the company/ brand to the event is key in formulating an appropriate response. For example a business with a Royal Warrant of Appointment may want to respond differently to a business headquartered in the US, a business with other relations to the royals will likely to respond differently compared to an organisation without.

Immediate Actions

• Review scheduled content and confirm if posts need stopping
• Confirm if ads need switching off
• Avoid social environments lacking brand safety controls
• Confirm what locations of organisation are affected
• Sense-check all copy that is live or going live

Follow-up actions:

• Social listening
• Monitor competitor activity
• if not yet set up – set up Google Alert, and Storm Alerts for brand mentions

How do you shape a meaningful response individual to your brand?
By answering the following 4 questions covering 4Cs (context, culture, community and content) and evaluating the impact of a response you’ll be able to develop a response matrix.

• Context – what relationship do we have with the queen, related institutions and regionally?
• Culture – are we just adding to the noise for the sake of it?
• Community – what does our community expect from us?
• Content – does the response align with the brand values?

So how did different brands respond?
Let’s take a closer look at some companies within those brackets and how they navigated the situation.

Innocent:

• The Response: Posted on the morning after the news of Queen Elizabeth’s passing have been confirmed with text in brand tone of voice, text on a black square. No further social posting activity otherwise, no change of profile and cover image. Light touch community management.
• Context: Innocent were founded in Cambridge, UK, and are now owned by Coca Cola, a US corporation.
• Culture: By acknowledging the situation in their usual TOV and also giving their audience information about the next few days they have engaged in a more valuable conversation than just reactive social media.
• Community: Some fans tweeted innocent to pause their scheduled post, so there was definitely some sort of expectation around innocent’s social media posting.
• Content: Yes, the brand also used to share content for the Queen’s birthdays so the Queen was previously talked about on the platforms.

RyanAir

• The Response: Same as innocent the company tweeted the morning after the death of the Queen has been announced. After the tweet was shared it seems the general social calendar is being rolled out as per usual.
• Context: Ryanair is an Irish company, Ryanair UK is a British low-cost airline with its second base at Stansted Airport. The airline is the UK subsidiary of the low-cost Irish airline group Ryanair Holdings, and a sister airline to Ryanair
• Culture: Ryanair shared the post, so it seems, for their passengers and then went back to the usual posting plan – this seems like an appropriate reaction/ post from a brand.
• Community: With Ryanair being an Irish company, and their usual tone on social aimed to make them the most talked about brand in social – there certainly was expectations for a post.
  

• Content: Does not bring brand to life, shows empathy. The focus on passengers grieving seems like and odd choice of words.

Pizza Express

• The Response: Change of social cover image to black, shared branded black square with white font. Customer service continues, no other social media activity.
• Context: Pizza Express was founded in London, and have no direct relations with the Royals apart from the highly publicised Prince Andrew alibi, where he claims to have been at a Pizza Express with his daughter.
• Culture: Based on these claims and the fact that I simply would not have expected of PizzaExpress the post alongside many of other companies who shared similar posts was not a value add
• Community: Customers didn’t expect PizzaExpress to make any sort of statement and will not purchase from them based on it. There was no value add.
• Content: Does not bring brand to life, shows empathy.

VisitLondon

• The Response: Change of social profile image to black and white, likely cover image to black, and shared imagery of the Queen in black and white on Instagram, white square with text on Twitter.
• Context: VisitLondon is London’s offcial visitor guide, London tourism of course heavily connected with the Royals.
• Culture: Within the sector a reaction/ post would be expected.
• Community: Followers would expect a post, if not multiple posts about the death of the Queen.
• Content: Feels placed onto the correct platforms as well as correct course of action.

Taylor Swift has officially started the album campaign for her tenth album, #TS10 Midnights. In true Taylor fashion the roll-out is riddled with easter eggs and has fans share their takes on potential themes, genre and single release dates.

Note: Swifties, this is not a complete timeline.

So how did it all start?
Hints have dropped for quite some time, and specifically ahead of the announcement, there was an accumulation of them. She wore earrings with an X (aka 10 in roman figures), collaborators shared posts with 10 exclamation marks when referring to Taylor’s work. Taylor herself spaced out the later revealed album title ‘m i d n i g h t’ when sharing the release of her track Carolina for the movie ‘Where Crawdads Sing’.
The biggest hint however happened inside of Walmart stores, when Taylor songs took over the stores playlist for a couple of days.

VMAs
THEN, rumours started around a Taylor Swift appearance at the VMAs, where ATW was nominated for awards. Well the rumours weren’t terrible and cruel, instead they were exactly right (at least for the appearance part, not for the performance part) – Taylor Swift made an ENTRANCE.

Previous Cottage Core aesthetics ditched, her look reminded a lot of people of her Look What You Made Me Do outfit… which kickstarted rumours flying around a rerecord of Reputation potentially coming next, after fans have been speculating for ages about which re-record will come next, and when that will be (tips were 1989 (summer) and Speak Now).

Well, it didn’t turn out to be a rerecord she’s announced. Instead – she has announced a whole new record, a concept album as it sounds, called Midnights on stage when accepting the Video Of The Year award.

Warming up the catalogue
Taylor has always been the queen of marketing, and it turns out that with her re-records and general back catalogue she is able to warm up her back catalogue easily. Rumours have been flying ahead of the TS10 announcement, which also involved Cruel Summer and the video that fans want as desperately as as they want a video for Getaway Car and as desperately as they wanted the 10 minutes version of All To Well. So not only did she enhance those Cruel Summer rumours with a couple of likes on TikTok, but now her new album is announced – it’s so cleverly done that without a first single or any of the track names it references – I’ll hand it over to Taylor herself the album is compiled by ‘the stories of 13 sleepless nights scattered throughout my life‘.

So what does that announcement do, other than giving a glimpse into what the album will be about? — WELL, it made her fanbase the Swifties go back into her full back catalogue and pull out the tracks that mentioned midnight, or even any thing close to it such as middle of the night, two am and many more and create playlists and relisten . Tumblr posts, reddit threads are dedicated to her mentioning the time, days, months, seasons and also colours.

The above depicts pretty well the mayhem that ensued…

Artwork, tracklist and consequent teasers

Shortly after the announcement on stage the artwork was revealed, showing that the record consists of Side A and B and does give of a 70s vibe (Tapestry by Carole King maybe?). With the tracklist unrevealed, and no single so far giving a hint on the genre the record is about, it could be anything. What we sort of know is that the record may be split into two parts, which could mean two narratives, two themes, two moods, POVs…

Spotify canvases were once again deployed to tease potential themes and connections to potential songs to the tracks, I will not get into that, but you can easily search for relevant theories and interpretations on TikTok

The social media teasers however could direct us to look at the clock emojis a little bit closer – because there are indications of time (dates!) and after all we’ve just been told By Taylor herself to watch the time… So watch those hands… the emojis vary (and it looks like 3rd of October could mean a single (maybe)

Other marketing ploys

Now onto why I originally started writing this – well so it seems that – a record store ‘had to take down preorders for Taylor Swift’s new album “Midnight” at the request of the label and management. The reason? The album was only going to be sold through Taylor’s official store.’ It’s a weird move, after having been the ambassador for Record Store Day just this year, so lookswise, she better does something special for them specifically also after private plane gate… Moneywise however, as it is stated on Motive Unknown, it is a clever move. She is as per usual for T Swift releasing multiple versions of her record, different artwork and by featuring the ‘clock face’ at the back of these records encouraging fans to buy all 4 special editions to be able to build a midnights Taylor Swift clock. It’s clever, it’s a bit selly, but also it’s arguably great collectible for fans (not for me but you guys go for it). A few available versions of the album below from the official store.

Final words
I’m as excited as ever to see what other great ideas, theories come out of this campaign, other than what the record will sound like. As a marketeer it’s specifically exciting to see how Taylor uses social media, and enhances very simple actions on social media by tying it so closely to her body of work. And that is literally her key to success she’s tuned in and she does things that work, and resonate with her body of work and her fans.

Social media is an essential tool for businesses of all sizes and industries. It allows you to connect with your target audience, build brand awareness, and drive sales. However, to effectively use social media for business, you need a solid strategy in place. In this blog post, we’ll walk you through the steps of discovering, developing, and delivering a social media strategy that delivers results.

Step 1: Audit
The first step in developing a social media strategy is to conduct an audit of your external environment, channels, and content. This includes:

• External Environment: Analyse the current market conditions and identify any trends or changes that may impact your social media strategy.
• Channel and Content Audit: Review the channels you currently use and the content you’re publishing. Identify what’s working and what’s not, and make note of any gaps or opportunities.
• Social Listening: Monitor what’s being said about your brand and industry on social media. Use this information to identify opportunities and threats.
• Competitor Audit: Analyse your competitors’ social media presence. Identify what they’re doing well and where they’re falling short. Use this information to inform your own strategy.

Step 2: Strategy
Once you’ve completed your audit, it’s time to develop your strategy. This includes:

• Summary Plan: Summarise the key takeaways from your audit and use them to inform your strategy.
• What, Why, How: Define your goals, objectives, and target audience. Identify what you want to achieve with your social media strategy, why you want to achieve it, and how you plan to do so.
• Content Pillars and Strategy: Develop a content strategy that aligns with your goals and objectives. Identify the themes or topics that will form the foundation of your content.
• Creative: Determine the overall look and feel of your social media presence. This includes things like colour scheme, tone of voice, and imagery.
• TOV: Determine the voice and tone of your social media presence. This is the personality and attitude you want to convey through your content.
• Measurement: Identify the metrics you’ll use to measure the success of your social media strategy.
• Strategy Canvas: Use a strategy canvas to map out how all the elements of your social media strategy will work together.

Step 3: Activation
Once your strategy is in place, it’s time to activate it. This includes:

• Monthly Communication Plan: Develop a plan for how you will communicate with your target audience on a monthly basis.
• Weekly Content Calendar: Create a content calendar that outlines the content you’ll publish on a weekly basis.
• Content Creation: Create the content outlined in your content calendar.

Step 4: Reporting and Optimisation
Finally, it’s essential to track the progress of your social media strategy and make adjustments as needed. This includes:

• Reporting: Use the metrics you identified in step 2 to measure the success of your social media strategy.
• Optimisation: Use the insights from your reporting to optimise your social media strategy. Make changes to your content, channels, and tactics as needed to improve your results

The Background
The Southport incident saw three young girls fatally stabbed, which led to widespread unrest and violence, fuelled by false claims and malicious speculation on platforms like Telegram and X (formerly Twitter). These platforms’ algorithms often prioritise sensational and provocative content, leading to the rapid dissemination of inflammatory and false information. This “polarisation engine” effect has made social media a fertile ground for far-right extremism, echoing similar patterns observed globally.

Researchers and experts, including Nobel laureate Maria Ressa, have noted that the current information ecosystem exacerbates radicalisation by clustering like-minded individuals and amplifying their anger and fears. This has led to a decentralised but potent far-right movement, leveraging social media to mobilise and incite violence, as seen in the riots across various UK cities following the Southport attack.

Increasing Media Literacy

To combat the spread of misinformation and its dangerous consequences, enhancing media literacy among the public is crucial. This includes:

1. Critical Evaluation: Encouraging individuals to critically evaluate the sources and content of the information they consume and share. Checking the credibility of sources and verifying facts before accepting and disseminating information can help mitigate the spread of falsehoods.
2. Education Programs: Implementing comprehensive media literacy education in schools and communities to teach people how to navigate and critically assess digital information.
3. Awareness Campaigns: Running public awareness campaigns to highlight the dangers of misinformation and how to spot and avoid it.

An example of the importance of verifying information is the recent incident involving Nick Lowles, the head of Hope Not Hate, who apologised for spreading a false tweet about an acid attack on a Muslim woman. This underscores the necessity of verifying information before sharing, even for well-intentioned causes.

How Advertisers Can Curb Harmful Content and Influence Platforms

Leverage Spending Power

• Brands and advertisers must utilise their advertising budgets to pressure social platforms into taking meaningful action against harmful content.
• Rather than merely voicing opinions on social media, brands should pull their advertising spend until platforms implement effective measures.

Steps for Advertisers

1. Suspend Ads on Non-Compliant Platforms: Immediately halt advertising on platforms that fail to address hate speech and misinformation.
2. Ensure Ethical Monetisation: Avoid supporting platforms that monetise harmful content, thereby reducing financial incentives for such practices.
3. Demand Transparency and Action: Engage with platforms to demand clear, transparent measures against harmful content.

Collective Responsibility

• Role of Major and Minor Brands: Both large and small advertisers have a crucial role in this effort. Major brands can lead the way, but the collective action of smaller advertisers also significantly impacts.
• De-platforming Power: Advertisers hold significant power to de-platform individuals and entities that promote hate speech by choosing where to allocate their funds.

Addressing the root causes of the recent far-right riots in the UK requires a multi-faceted approach that includes increasing media literacy and holding social media platforms accountable. By educating the public on critical media consumption and leveraging economic influence, we can mitigate the spread of disinformation and prevent future violence. Social media managers and advertisers have a significant role in this effort, ensuring that platforms foster a safer and more informed online environment.

Sources:

https://www.campaignlive.co.uk/article/adland-urged-step-social-medias-role-uk-riots/1883359

https://www.theguardian.com/media/article/2024/aug/03/a-polarisation-engine-how-social-media-has-created-a-perfect-storm-for-uks-far-right-riots

https://www.theguardian.com/politics/article/2024/aug/03/the-far-right-has-moved-online-where-its-voice-is-more-dangerous-than-ever

https://www.telegraph.co.uk/news/2024/08/05/nick-lowles-hope-not-hate-apologise-tweet-acid-attack/