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Journalist Carole Cadwalladr explores how social media platforms like Facebook exerted an unprecedented influence on voters in the Brexit referendum and the 2016 US presidential election. She speaks during Session 1 of TED2019: Bigger Than Us, on April 15, 2019 in Vancouver, BC, Canada. (Photo: Bret Hartman / TED)
TED talks can expand on that, giving some of the brightest minds in the world of social media and beyond a platform for sharing their views and insights, which can offer excellent learning opportunities for you. Be sure to check out these TED talks for a unique look into the world of social media: James Surowiecki: When social media became news. Does quitting social media make you an unemployable Luddite? Computer scientist Dr. Cal Newport doesn't think so. In this eye-opening talk, he debunks three objections commonly offered up as rationale for keeping that all-important Facebook account. TED Talks are influential videos from expert speakers on education, business, science, tech and creativity, with subtitles in 100+ languages. Ideas free to stream and download. There are so many TED talks that will change the way you present your business online. Social media is a powerful place that can change the lives of many. It’s up to you to carry out your message in an upstanding and truthful way. Take the advice of the TED talks previously mentioned and incorporate their tactics in your own business.
The day after the Brexit referendum, British journalist (and recently announced Pulitzer Prize finalist) Carole Cadwalladr went to her home region of South Wales to investigate why so many voters had elected to leave the European Union.
She asked residents of the traditionally left-wing town of Ebbw Vale, a place newly rejuvenated by EU investment, why they had voted to leave. They talked about wanting to take back control — a Vote Leave campaign slogan — and being fed up with immigrants and refugees.
Cadwalladr was taken aback. “Walking around, I didn’t meet any immigrants or refugees,” she says. “I met one Polish woman who told me she was practically the only foreigner in town. When I checked the figures, I discovered that Ebbw Vale actually has one of the lowest rates of immigration in the country. So I was just a bit baffled, because I couldn’t really understand where people were getting their information from.”
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A reader from the area got in touch with her after her story ran, to explain that she had seen things on Facebook, which she described to Cadwalladr as “quite scary stuff about immigration, and especially about Turkey.” This was misinformation that Cadwalladr was familiar with — the lie that Turkey was going to join the EU, accompanied by the suggestion that its population of 76 million people would promptly emigrate to current member states.
She describes trying to find evidence of this content on Facebook: “There’s no archive of ads that people see, or what had been pushed into their news feeds. No trace of anything … This entire referendum took place in darkness because it took place on Facebook.” And Mark Zuckerburg has refused multiple requests from the British parliament to come and answer questions about these ad campaigns and the data used to create them, she says.
“What I and other journalists have uncovered is that multiple crimes took place during the referendum, and they took place on Facebook,” Cadwalladr says.
The amount of money you can spend on an election is limited by law in Britain, to prevent “buying” votes. It has been found that the Vote Leave campaign laundered £750,000 shortly before the referendum, which they spent on these online disinformation campaigns.
“This was the biggest electoral fraud in Britain for a hundred years, in a once-in-a-generation vote that hinged on just 1 percent of the electorate,” Cadwalladr says.
Cadwalladr embarked on a complex and painstaking investigation into the ad campaigns used in the referendum. After spending months tracking down an ex-employee, Christopher Wylie, she found that a company called Cambridge Analytica “had profiled people politically in order to understand their individual fears, to better target them with Facebook ads, and it did this by illicitly harvesting the profiles of 87 million people from Facebook.”
Despite legal threats from both Cambridge Analytica and Facebook, Cadwalladr and her colleagues went public with their findings, publishing them in the Observer.
“Facebook: you were on the wrong side of history in that,” Cadwalladr says. “And you are on the wrong side of history in this. In refusing to give us the answers that we need. And that is why I am here. To address you directly. The gods of Silicon Valley; Mark Zuckerberg and Sheryl Sandberg and Larry Page and Sergey Brin and Jack Dorsey, and your employees and your investors, too … We are what happens to a western democracy when a hundred years of electoral laws are disrupted by technology … What the Brexit vote demonstrates is that liberal democracy is broken, and you broke it.”
Cadwalladr offers a challenge to tech companies: “It is not about left or right, or Leave or Remain, or Trump or not. It’s about whether it’s actually possible to have a free and fair election ever again. As it stands, I don’t think it is. And so my question to you is: Is this what you want? Is this how you want history to remember you? As the handmaidens to authoritarianism that is on the rise all across the world? You set out to connect people and you are refusing to acknowledge that the same technology is now driving us apart.”
And for everyone else, Cadwalladr has a call to action: “Democracy is not guaranteed, and it is not inevitable. And we have to fight. And we have to win. And we cannot let these tech companies have this unchecked power. It’s up to us: you, me and all of us. We are the ones who have to take back control.”
TED talks are entertaining, inspiring and informative. A truly vast range of topics by an eclectic mix of experts are freely available and the internet is a popular subject matter. With so much to choose from, we thought we’d highlight seven of the best talks about social media and its influence.
So, without further ado…
1. Jack Dorsey – How Twitter needs to change.
The CEO and co-founder of Twitter, Jack Dorsey, gave an inspiring speech about the new vision he has for his company. Jack highlights that Twitter today is different from the Twitter he imagined 13 years ago when he started this company. Back then, his vision was to establish a company that would serve public conversation, however, the situation changed. Nowadays, Twitter is one of the main sources of harassment, manipulation and fake news. Jack states that he wants to end this practice and return Twitter to its healthy roots and create value on a daily basis. This TED Talk is inspiring because it comes directly from its founder who acknowledges its flaws and wants to fix them.
2. Douglas Rushkoff – How to be “Team Human” in the digital future.
Douglas Rushkoff is a famous author and media theorist. His TED Talk is a passionate speech about digital technologies and the future of the digital environment. According to Rushkoff, humans are valued for their data, not their creativity. “Creativity, if anything, that creates noise. That makes it harder to predict.” He proposes that we invest effort into creating a world and technology that serves the people, not the other way around. “Join Team Human”, says Rushkoff and we totally support him.
3. Alexis Ohanian – How to make a splash on social media.
Alexis Ohanian really knows his stuff. The co-founder of Reddit, a social news and discussion website, highlighted the power of social media by presenting an interesting story about Greenpeace’s initiative to save humpback whales. He showed a series of memes that generated the success of the campaign and how the users responded to this. This short, funny and inspiring talk showed us that a little humour goes a long way.
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4. Derek Sivers – How to start a movement.
Leaders are important, but their followers are equally important, if not more. Followers are the social interaction elements that give leaders their power and legitimacy. The context of this interesting talk can also be transferred to social media and digital marketing. In order to successfully raise awareness, generate leads and increase your sales, you need to build a community that will follow your page and your posts. This talk shows us how to build a community that will follow and support you until you reach your goals.
5. Tim Leberecht – 3 ways to usefully lose control of your reputation.
Companies and brands struggled to keep their reputation under control for years. But, sometimes the lack of control can bring amazing results. Tim shows us how companies that gave their employees more freedom achieved better results, especially in the long run. This talk shows us that it’s important to listen to the community and implement changes. Including customers and employees in the decision-making process will make them feel involved and appreciated and this will definitely contribute to business success.
6. Evan Williams – The voices of Twitter users.
The co-founder of Twitter talks about the first days of Twitter and how their simple idea became a massive success, mostly thanks to the diligent users who used Twitter for spreading all kinds of relevant information. Thanks to the public interest, Twitter became a relevant source of information and a channel for fast updates.
7. Renny Gleeson – Our antisocial phone tricks
This is an insightful TED talk from Renny Gleeson, who discusses phubbing.
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The TED site explains, “In this funny (and actually poignant) 3-minute talk, social strategist Renny Gleeson breaks down our always-on social world — where the experience we’re having right now is less interesting than what we’ll tweet about it later.”
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There are over 2,500 TED talks and over 100,000 TEDx talks available to watch online. Many address key issues around social media, technology, psychology and marketing. The six here are the ones we’ve found to be very applicable to social media management but nothing beats going for a browse and seeing what you can find.