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The recent announcement of NBCUniversals former head of global advertisingLinda Yaccarino taking on the role as Twitters new CEO has seen the headlines emerging around building "Twitter 2.0. Yaccarino joins the company amidst volatility asthe platform continues to struggle with declining ad revenue and active users. Its new owner, Elon Musk, who is no stranger to controversy, has continued to make significant changes since his takeover, despite facing ad halts by major brands.

Don't miss:Who is Linda Yaccarino, Twitter's new female CEO?

Since Yaccarino's appointment, media intelligent firm CARMA saw over 230K mentions related to the hire just over the past week, with 28% being positive and 23.6% being negative. While some netizens are hopeful about Yaccarino's appointment and her potential to bring positive change to Twitter, many remain skeptical, according to CARMAs HK GM Charles Cheung.

One of the primary concern is Twitter's continued struggle with declining ad revenue and active users on the platform. Given these challenges, it may be a daunting task for Yaccarino to reverse the trend of declining revenue and restore stability to the platform. There are also questions on what new ideas or strategies Yaccarino will bring to the table to rejuvenate Twitter and enhance its reputation, he added.

Social media players such as Kristian Olsen, founder and managing director of digital and social media content agency Type A, told MARKETING-INTERACTIVE that the appointment of Yaccarino is a nod in the right direction, given her track record which is reflective of that. She has a job on her hands and if she is truly going to try and better understand users habits to create more personalised features, then shes off on the right track, he said, adding:

If Yaccarinosgoal is to evolve Twitter into a super app of sorts, then she has to first create stability and credibility to the app that has suffered a lot of bad public impression in the previousyear.

Agreeing with Olsen was James Chua, founder and managing director of digital creative and social marketing consultancy agency GERMS, said the jury will be out on whether Yaccarino is really someone who is empowered to make a change or merely a figurehead.

The appointment of Yaccarinois clear and necessary. Twitter needs to woo back advertisers to ramp up their ad revenue. A lot of what happened with advertisers leaving Twitter is because of Musk's doing. His relationship with advertisers has been testy since he took over, largely due to his indignant upholding of free speech as the holy grail on Twitter, he added.

How can Yaccarino lure back advertisers to Twitter?

While the strategic appointment of Yaccarino as Twitter's new CEO might open up exciting possibilities for the platform, this doesn't guarantee a more advertiser-friendly environment.As Twitter evolves under Yaccarino's leadership, it remains to be seen whether it will prioritise the user experience as a less intrusive channel or face potential financial implications from reduced advertising opportunities. Time will only tell, said Tina Ahmed,senior digital engagement manager, TEAM LEWIS APAC.

Furthermore, Yaccarinomust know how twitter can be re-positioned to gain back its position within digital and social media marketing. For example, under Yaccarino's direction, the company may develop some products and features which could let advertisers and agencies to run immediately and understand how it could facilitate advertisers' marketing strategies," said Ken Cheung, digital director of KREW.

Vin Ng, director of Spread-it believedthe main problem falls on how Yaccarinowill moderate the advertising content on the platform. As with Elon Musk, brands paused spending on the platform due to his policies on content moderation[...]thus it will be interesting to see how Yaccarino willexecuteon this matter, he added.

Will it change the future of social media advertising?

As most of the industry players MARKETING-INTERACTIVE agreed that the hire of Yaccarino will surely bring a change to the advertising industry, it is still too early to conclude how this will change the future of social media advertising.Right now, a key for any social platform is to cultivate a habit among users to visit it daily.

"If the platform fails to maintain its position for its users, they may use it less frequently or even switch to other platforms. If the platform's popularity declines, marketers may decrease their ad spend, Florence Kong, founder and managing director of WeGlow HK.

On the other hand, TEAM LEWIS Ahmed said the appointment is less likely to change the future of social media advertising dramatically. What will shift is how brands plan to engage with Twitter, it will continue to be a default channel for most businesses more on an organic level, however, when it comes to ads, it may not be the priority platform for most businesses to park capital towards unless their key target audience deem otherwise, she said.

GERMS Chua, who said Yaccarino will probably do what Sheryl Sandberg did during her days atFacebook:

Create good advertising models and turn in good revenue. Her biggest stumbling block will be Musk himself.

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Rebuilding Twitter: Will a new CEO be the answer? Or will Musk ... - Marketing Interactive

Montana has become the first state to ban the social media app TikTok from operating within the state, signaling that hospitals and health systems using the platform for marketing will now be left in limbo, The Washington Post reported May 17.

Gov. Greg Gianforte signed legislation that imposes a fine of $10,000 per day on any mobile store making TikTok available, and on TikTok if the app operates in the state.

The law takes effect Jan. 1, 2024.

Individual Montana users of TikTok will not be subjected to fines if they are found using the app within the state.

TikTok said in its statement to the Post, "We want to reassure Montanans that they can continue using TikTok to express themselves, earn a living, and find community as we continue working to defend the rights of our users inside and outside of Montana."

The ban comes at a time when hospitals and health systems are increasingly using and joining the app to reach their younger patient demographics. Recently, several hospital and health system marketing leaders told Becker's they're using TikTok to meet patients where they are.

"With 40 percent of social media users finding information on TikTok over Google as a search engine, we saw the opportunity to meet consumers where they are to provide relevant and important information," Christine Kotler, chief marketing and communications officer of Coral Gables-based Baptist Health South Florida, told Becker's.

But with the ban, Montana hospitals and health systems using the video-centric social media platform could be left without an opportunity to reach those younger patients.

The app is currently the second-most popular app for Americans under 35 years old and has 116 million U.S. monthly users on its app, making U.S. consumers the largestpopulation on TikTok, according to Statista.

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Montana becomes 1st state to ban TikTok what that means for ... - Becker's Hospital Review

The woman has been re-hired at Amazon, joining the Social Marketing team, her old team, in a new role as a Product Marketing Manager.

In a time of great uncertainty for employees in the tech industry, Paige Cipriani, an ex-Amazon employee who was laid off in January recently rejoined the company again.

Cipriani took to LinkedIn to share her joy and gratitude for being re-hired at Amazon, joining the Social Marketing team in a new role as a Product Marketing Manager.

I am so happy to announce that on Monday I started back at Amazon on the Social Marketing team, the same team I was on before being laid off in January. I was re-hired, as a Product Marketing Manager, in a newly opened position so will be focusing on a different line of business than before. I feel so thankful to be back on such a great team and am looking forward to what this new (yet familiar) journey holds, Cipriani wrote in a LinkedIn post.

When she was laid off four months ago, she had shared an update as well.

Unfortunately, yesterday I woke up to the news that I was one of 18,000 employees laid off from Amazon. It is incredibly hard and I am still trying to process it all. I am sad because my journey at the company had just begun and I was working with some of the most incredibly smart people in the industry. I am still so grateful for the time I have spent there, the connections I have made and everything I learned. I am officially #opentowork looking for Social Marketing roles immediately. Thank you in advance for any connections, advice or opportunities you can offer! Feel free to message me here with leads, Cipriani had posted.

Read:'I'm grieving': Amazon employee laid off in Bengaluru

While Paige's re-hiring at Amazon brings hope, tech layoffs have affected employees across prominent companies recently. Amazon itself experienced a significant round of layoffs, as did Meta, Microsoft, and Google.

Amazon is still laying off employees with 500 Indian employees facing the latest blow just days ago.

Read more:
Woman laid off by Amazon rejoins same team after 4 months - Moneycontrol

Comments are everything. Thats where the truth lives, I think much more so than just looking at all your standard metrics of reach engagement, said Jessica Grigoriou, head of beauty marketing for Unilever, about how she values and analyzes campaign engagement on social media.

Grigoriou was speaking as part of a session at Adweeks Social Media Week conference in New York, alongside creative agency partner Evan Horowitz, co-founder and CEO of Movers+Shakers, about a campaign developed for haircare brand TRESemm.

The pair developed a predominantly social-based campaign for the brand that mainly focused on TikTok activity and discussed how it was able to reach and engage consumers at various touch points.

Focusing on the brands Power Your Style campaign that aimed to instill hair and image confidence in consumers, TRESemm considered tackling the issue of the double bindthe conflicting societal messages and images that tell a woman how she is supposed to look, speak and act.

We really wanted to encourage and celebrate the power of personal style, and to do this we wanted to understand what could be holding women back from expressing their personal styles, continued Grigoriou.

To develop the campaign, the team mined social media comments for research. They analyzed the top 50 posts on Facebook and TikTok within the content feeds of the top 25 most globally prominent women to understand how they were experiencing the double bind through their messages.

According to Grigoriou, 92% of the posts met the double bind classification, and one in every three comments was negative.

So when you think about, again, this person is authentically putting themselves out thereclearly, youre posting something where you think you look great and youre confident inand constantly in your comments, youre being shut down. And so for part of the purpose campaign, we had our creators do quite a vulnerable video post where they talked about some of those comments that theyve experienced, she added.

The campaign was devised with two components and objectives. The brand wanted to further its messaging around celebrating personal style, leaning into earned media and influencer messaging. The social campaign ran across the brands various platformsTikTok,Instagram,FacebookandTwitterwith a focus on reaching Gen Z women.

The second was a traditional 15-second product campaign focusing on TRESemms shampoos and conditioners where there was no room to focus on the double bind element.

We wanted to make sure that it all felt cohesive. So within that there was an overarching umbrella message of power and personal style, but much more focused on product, she continued.

Horowitz explained how to make the messaging taken from a TV spot feel authentic on social media, something he feels brands struggle to do. The creative cannot just be a re-edited version of the TV ad. He also outlined that the campaign evolved through examining the dialogue around the double bind issue, finding that it was already being discussed and shared through TikTok, even though that terminology wasnt being used.

By exploring the comments on the videos of the women in the research, they discovered that people were judging one another, which led to the insight of creators being accused of being too this or too that. The next step saw the teams consider how to tackle the insight natively on each platform and to tell stories and experiences to draw connections.

This led to a drive for users to create their own videos using the power of audio. Social media users were encouraged to create and share content where they mouth along to the pre-recorded statement Im too this, Im too that alongside the campaign hashtag #MyStyleIsMyPower.

Another element concentrated more on TikTok engagement, with audio still featuring a consistent key element in the stateement: Its really not that bad. It just means a little shampooing.

This was adapted from a meme inspired by a song (featuring the voice of Barbie) that was popular across social media at the time.

Its a twist, and that is how you make the brand a cool brand, and thats obviously how TRESemm wants to show up, stated Horowitz.

On why more brands should consider the comments generated across social media, Horowitz added his view that this is where a real gem of cultural insight can be discovered. The best campaigns really originate in comments because thats the richest opportunity for understanding what consumers really experience and feel, he said.

On TikTok alone, the campaign hashtag has led to 100.3 million views while #TRESemmeMyStyleIsMyPower has garnered 83.9 million views since launch last September.

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How TRESemm Used TikTok Comments to Call Out 'Double Bind' - Adweek

Its not a lot of work to be authentic. You just have to make a commitment to telling your truth, said Busy Philipps, New York Times bestselling author, actor, activist and podcast co-host, at Social Media Week.

On their podcast Busy Philipps Is Doing Her Best, both she and her co-host, comedy writer Caissie St. Onge, get real about setbacks, pivots and just trying to do their best, like we all are.

At Adweeks summit, they spoke about their radical authenticity on and off social media and how they choose to work with partners who align with their values.

After E! canceled their late-night talk show, Busy Tonight, in May 2019, Philipps and St. Onge wanted to find a new way to do a show powered by brand sponsorship rather than relying on a network or studio.

In 2019, we were approached by a bunch of soon-to-be streamers who were offering us millions of dollars for our talk show, Philipps said. But I was like, Whats in it for us? We dont own it. They decide whats a failure and whats not.

While planning their podcast, the duo were on a quest to retain as much creative control as possible. They set up meetings directly with brands to discuss partnerships when suddenly the pandemic hit, and like everyone else, they were forced to pivot.

All of the things we had recorded seemed too dumb with everything that was going on, Philipps said. Then in June, the resurgence of the Black Lives Matter movement happened, and we were like, What are we doing? We need to pivot. So we decided, Lets just do a podcast about pivoting!

Since its debut in August 2020, Busy Philipps Is Doing Her Best has released more than 140 episodes, where the duo fearlessly shares personal experiences and moments of growth navigating various aspects of life. With a commitment to authenticity, Philipps said the podcast is often a genuine conversation between two friendswith an audience.

We have a really good relationship with our audience, St. Onge said. We learned a lot of valuable insights when we were doing our late-night talk show. We found the best way to keep it authentic is that whatever that week is the most pressing thing to talk about, we talk about. Whether its something in our personal lives, pop culture, politics or anything else.

The co-hosts prioritize authenticity, not only in their conversations but also in their brand partnerships. They made a commitment to trying out all products before talking about them on the show.

We want people to know if weve agreed to have a brand sponsor our show, its because it aligns with something we like, use or believe in, St. Onge said. This commitment to authenticity and transparency resonates with our listeners, as they can trust that the endorsed brands have been carefully selected and genuinely endorsed.

Read more:
How Busy Philipps and Caissie St. Onge Are Doing Their Best - Adweek