💻 Facebook v. TikTok [Online Biz Digest #22]

💻 Facebook v. TikTok [Online Biz Digest #22]

How Facebook tried to take down TikTok, appointment scheduling is coming to Google Calendar, Instagram DMs got an upgrade, and more…

Tyler J. McCall • April 04, 2022

Next week we’re launching our brand new blog at Online Business Owner, and I can’t wait to share it with you! 

Next Monday’s Digest will feature more details on the blog, how it will help you with your online business, and introduce you to our expert contributors – stay tuned!

Also, later this week, keep your eyes peeled for an extra special edition of The Digest, all about building an online coaching business. We’re excited to share this ultimate guide for growing a coaching business with you.

Now on to today’s Digest! We’re discussing:

• Facebook’s strategy for taking down TikTok by hiring GOP consulting firm Targeted Victory.

• Google’s new native appointment scheduling tool for Google Calendar users (it’s finally here).

• Instagram’s refresh of DMs with a host of new tools and features.

• The power of resonance in your online business and how to become your audience’s favorite.

• The latest social media news and updates for entrepreneurs.

• Stories worth reading this week.

Tyler @tylerjmccall

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News + Happenings

Image Source: (www.unsplash.com/@solenfeyissa)

How Facebook Tried to Take Down TikTok

New reporting from The Washington Post details how Facebook’s parent company Meta has engaged in battle in the public eye over TikTok and the supposed harm it causes users.

Post journalists uncovered details of a deal between Meta and Targeted Victory – one of the largest Republican consulting firms in the US.

The goal? To organize a nationwide campaign to get the public to turn on TikTok. Taylor Lorenz and Drew Harwell write for The Post, 

“The campaign includes placing op-eds and letters to the editor in major regional news outlets, promoting dubious stories about alleged TikTok trends that actually originated on Facebook, and pushing to draw political reporters and local politicians into helping take down its biggest competitor.”

Targeted Victory worked with their network of local media outlets, PR firms, journalists, and conservative leaders to promote false or misleading trends and challenges they say were taking place on TikTok.

One example is the “Slap a Teacher challenge.”

“In October, Targeted Victory worked to spread rumors of the ‘Slap a Teacher TikTok challenge’ in local news, touting a local news report on the alleged challenge in Hawaii. In reality, no such challenge existed on TikTok.”

They also collaborated with local newspapers and Republican elected officials to run and promote opt-eds and letters to the editor decrying the harms of TikTok and raising concerns about the Chinese-owned platform.

The team at The Washington Post has more detailed reporting about the entire operation. We encourage you to give it a read!

Why this matters for online business

Why this matters for online business – Like any social media platform, there are real concerns related to TikTok and the potential harm it can cause its users.

However, this new reporting shows that much of the publicized concerns around TikTok may be an exaggeration or could be the work of Meta to help them maintain as much market share as possible.

Online business owners need to understand that there are powers at play beyond us and decisions are being made at levels far above our paygrade. These decisions impact our lives as business owners and marketers who depend on these platforms.

Additionally, this is just further proof that Meta is doing anything they can to remain as relevant as possible as they continue to lose users and lose market share to TikTok. This story raises questions about the future of Meta and their products.

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Image Source: (www.unsplash.com/@gainingvisuals)

Google Is Finally Introducing Native Appointment Booking

Ever wondered why you can’t easily schedule appointments with others in Google Calendar without using 3rd party tools? Well, wonder no more!

This week, Google is finally introducing appointment booking for Google Calendar. This update will let you share your availability with clients on a dedicated booking page and let them self-book appointments.

To use the new booking page and appointment feature you’ll need to have a Google Workspace account at, at least the Business Standard level (starting at $12/user/month).

The feature won’t be available to Workspace Essentials, Business Starter or Frontline users, or legacy G Suite Basic and Business customers.

If you purchased your Google Workspace through a reseller like Squarespace you may not have access to the feature, either. It may be worth contacting your reseller to learn how to transfer your Workspace subscription to Google.

Starting on April 6, if you have the correct account type and the update is pushed to your account, you should be able to create an “Appointment schedule” in your Google Calendar.

Before you go canceling your Calendly subscription, it’s important to note that the new Google Workspace feature will be more bare-bones than 3rd party scheduling tools like Calendly and Squarespace-owned Acuity.

You won’t be able to integrate with other calendars and it looks like integrating with outside meeting tools like Zoom isn’t supported. Google will, more than likely, push users to use their native Google Meet tool for virtual meetings.

It’s also not yet known how much control users will have over creating more detailed and nuanced appointment scheduling limits, as can be done with tools like Calendly and Acuity.

But, either way, this is a welcome addition to those using Google Workspace for much of their business functions and could help eliminate the need for yet another paid subscription for business owners!

Read more about the update and how to use the new Appointment scheduling tool from CNET.

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Image Source: Meta

Instagram DMs are Getting an Upgrade

Last week, Instagram rolled out a host of new messaging features to make DMs more engaging and fun.

This is following up on the commitment they made last year to improve the messaging experience on the app.

Here are the updates coming to Instagram messaging:

• Reply while you browse: Receive a new message while you’re browsing your feed? You can now reply without going to your inbox and losing your place.

• Quickly send to friends: By tapping and holding the share button, you can effortlessly reshare posts to your closest friends.

• See who’s online: At the top of your inbox, you can see who’s free to chat at that moment, helping you find serendipitous opportunities to connect with friends.

• Play, pause, and re-play: Enabled by integrations with Apple Music, Amazon Music and Spotify coming soon, you can now share a 30-second preview of a song and your friends can listen directly from the chat window.

• Send messages quietly: Send messages without notifying friends late at night or when they’re busy by adding “@silent” in your message. Now you can reach out without worrying about sending unwanted notifications. 

• Keep it on the lo-fi: Feeling chill? Try the new lo-fi chat theme to make your conversations feel more personal. 

• Create a poll with your squad: Deciding where to go to dinner or what time to meet up? We’re bringing one of Messenger’s most beloved group chat features to Instagram so you can create a poll directly in your group chat.
  

Why this matters for online business

These updates speak to Instagram’s normal everyday users and to the younger generation that utilizes the platform.

For many, Instagram messaging is used similarly to WhatsApp or text messaging – these features will allow users to have more immersive and interactive chat experiences.

As always, there are ways for brands to find opportunities to try out these features and improve their follower engagement!

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Social Media News + Updates

📸  Instagram is testing a new full-screen main feed experience a la TikTok that would include feed posts, stories, and Reels in an immersive swipeable view.

👥  A new study out from NC State finds that about 30% of Facebook’s inferred interests used in ad targeting are either wrong or irrelevant.

📌  Pinterest expands their Creator Fund program to support underrepresented communities, will focus first infusion of cash, ad credits, and equipment on fashion/beauty, wellness, lifestyle/home, and food creators.

⏰  TikTok is testing a new ‘Watch History’ tool to help users find videos they’ve seen but not liked or favorited.

⏰  TikTok has added a new GIF ‘Library’ in partnership with GIPHY that allows creators to add GIF clips directly into their videos.

🐦  Twitter is testing new detailed Spaces analytics for some hosts – features total number of listeners, speakers, replays, duration, and more.

🔗  LinkedIn announces a host of new tools for creators including more details analytics, new profile video tools, a profile video ring to signify new videos, and a subscribe bell for creators.

📺  YouTube has launched new profile rings for Stories and active live streams similar to profile rings used on Instagram for Stories and live.

📺  Newly leaked documents show that YouTube is planning to move forward with podcasting features on their platform including the ability to publish directly to YouTube via RSS, sell ads on podcasts, and offer podcast analytics to creators.

📺  YouTube is testing new emoji reactions for video clips​​​​​​​ and updating community polls with additional features.

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Worth Reading This Week

Here’s How Much Money You Need to Start a Business, According to 10 People Who’ve Done It

Have you ever wondered how much money you really need to start a business? This article breaks down the behind-the-scenes for 10 business owners on how much they spent to get started, from $0 to $20K.

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10 Essential Things to Do When Starting Your First Business

Read this article featuring successful founders as they weigh in on the issues you need to think about when getting ready to launch a new business or brand.

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Good-bye to All That Clout-Chasing: Farewell dinners at Internet celeb Caroline Calloway’s West Village Apartment

This piece is a bit of a deep cut and it may not be for everyone. But, it’s a look inside the (very dirty and unusual) apartment of and dinner parties thrown by an oddly famous Internet celebrity. If you’re obsessed with Internet culture like I am it’s worth the read.

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Steven Bartlett’s Self-Help Guide to Helping Himself

Another deep dive into the world of Internet culture, this piece explores the precocious entrepreneur stylings of British businessman and personality Steven Bartlett.

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THE ONLINE BUSINESS SHOW

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YOUR WEEKLY KICK IN THE PANTS

@melanie.johnsson

@caleb_campbell

@onlinebusinessowner

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About The Contributor

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