Welcome to another edition of Social Commotion, Motion's roundup of the top social news over the past month. Here are the latest social media updates from June 2023.
Say Hello to P92, Meta’s Twitter Alternative
Meta is working on its latest app, P92, which appears to be a clone of Twitter. The new app will be a straight feed of text updates, but users will be able to add photos and videos, reply to, favorite and share each message as well.
P92’s home feed looks similar to a current direct message thread, with four tabs at the bottom that direct to the main feed, an explore page, favorites and your profile, as well as a compose button. Users will be able to use their Instagram credentials to create an account, which will have the same username as their Instagram profile.
Meta has not shared a release date or timeline for its Twitter alternative, though there are rumors it could be released this summer.
LinkedIn’s 2023 B2B Benchmark Report
LinkedIn shared its 2023 B2B Benchmark Report, providing insights into the latest trends and strategies in B2B marketing.
The report found that B2B marketers increasingly focus on data and analytics to drive results. They’re also investing more in content marketing, social media marketing and thought leadership. Other highlights from the report include:
- B2B leaders across regions expect budgets and spending to increase in coming years.
- Roughly 50% of B2B leaders say they are optimistic that they can drive revenue in the coming year. Increasing budgets may fuel this optimism.
- Roughly two-thirds of C-suite members say the role of the CMO has increased in importance over the past two years, while around half say CMOs have a more direct role in driving revenue and growth now.
Inside the LightTricks Creator Survey
LightTricks, the parent company of Popular Pays, surveyed more than 1,000 creators to understand the state of the creator economy.
The survey found that creators are more likely to identify as “creators” rather than “influencers,” with 55% of respondents preferring the former term. This suggests that creators want to be seen as more than social media personalities but as artists and producers of original content.
Creators are most interested in using artificial intelligence (AI) to enhance their content in the following ways:
- Create original content (44%)
- Improve the quality of their content (38%)
- Save time (33%)
And creators are most likely to partner with brands that offer the following:
- Financial compensation (58%)
- Creative freedom (48%)
- Exposure to their audience (42%)
The creator ecosystem continues to evolve as advertisers, brands and creators all adjust to new technology like AI and shifting business objectives.
How AI Can Be Used in Content and PR Roles
Speaking of AI, there are many great insights into how the technology will likely be used in our industry and elsewhere. To keep the conversation going, we wanted to share some other benefits and risks of using AI in content and PR from Sprout Social:
Benefits
- Automate tasks: AI can be used to automate tasks such as media monitoring, social media listening and content creation. This can free up content and PR professionals to focus on more strategic and impactful work.
- Improve efficiency: AI can help content and PR professionals improve work efficiencies by providing insights and data that they can use to make better decisions. For example, AI can help identify trends in social media conversation, track the performance of PR campaigns and identify potential influencers.
Risks
- Bias: AI algorithms can be biased, which can lead to inaccurate or unfair results. For example, an AI algorithm trained on a dataset of news articles predominantly written by men may be more likely to generate biased results that favor men.
- Data collection and analysis: AI models require large amounts of data to train. It is vital to collect data from various sources and carefully analyze it to ensure that it is accurate and representative of the target audience.
