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Over the past few years, research has highlighted the immense influence of social media platforms on shaping personal beliefs, shaping political views and affecting social issues. So powerful is this influence, that these platforms are now being misused to spread <keyword id="19933162" type="General" weightage="20" keywordseo="misinformation" source="keywords">misinformation</keyword> and manipulate public opinion on different subjects. The apparent overload of misinformation on microblogging sites like <keyword id="19959118" type="General" weightage="20" keywordseo="Twitter" source="keywords" meta.keywordsubtype="org" meta.entityname="Twitter" meta.hostid="261" meta.entityid="Twitter">Twitter</keyword> (now X) may seem to be stemming from a huge army of politically-driven social media teams and bots. But a few years ago, a <a href="https://www.science.org/doi/10.1126/science.aap9559">study</a> confirmed that misinformation is spread mainly by real people compared to bots, with a 70% higher likelihood of false information getting 'retweeted' than truthful tweets. In 2022, after the billionaire <keyword id="19903807" type="General" weightage="20" keywordseo="Elon-Musk" source="keywords">Elon Musk</keyword> took over the social media giant, he got rid of a majority of Twitter's ‘content moderation’ teams across the world. Now, the platform takes a crowdsourcing approach to identifying misinformation through its feature called ‘community notes’. Building on our understanding on the spread of <keyword id="2635990" type="General" weightage="20" keywordseo="misinformation-on-social-media" source="Orion">misinformation on social media</keyword>, a team of analysts at Indiana University has now discovered that it takes only a few influencers to shift the beliefs and opinions of large audiences. The researchers describe these propagators as “superspreaders”. <cmsannotation type="cmsannotation" annotationid="Social media superspreaders: How a small group shapes public opinion" comment="subhead" text="Social media superspreaders: How a small group shapes public opinion">Social media <keyword id="21842591" type="General" weightage="20" keywordseo="superspreaders" source="keywords">superspreaders</keyword>: How a small group shapes public opinion</cmsannotation> Much like the superspreaders identified during the COVID-19 pandemic, online superspreaders can “infect” a vast number of people due to their reputations and followings. These purveyors of misinformation can range from pundits with large followings to less reputable media sources, along with affiliated personal accounts and various influencers. To delve deeper into their social media influence, the research team focused on Twitter. They gathered data over 10 months, analysing 23,97,388 tweets from 4,48,103 users, and identified tweets flagged for low credibility. Their analysis revealed that about one-third of low-credibility tweets came from just 10 accounts, and approximately 70% were posted by 1,000 accounts. While most superspreader accounts were untraceable to individuals, some high-profile users, such as politicians and influencers, were identifiable. The researchers noted that many superspreader accounts were deactivated during Twitter's 2020 crackdown on disinformation. However, this trend is reversing, with X adopting a new approach under Elon Musk's ownership. Although this study primarily targets the US, its findings hold relevance for social media users around the world, including those in India. Given the widespread propagation of misinformation across social media platforms, any insights gained from this research could serve to enlighten and empower worldwide users in combating this issue. This study was recently published in the journal PLOS ONE can be accessed <a href="https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0302201">here</a>.

A small number of ‘superspreaders’ are propagating most of the misinformation on Twitter, study finds

In a boost to Elon Musk's <keyword id="20034452" type="General" weightage="20" keywordseo="starlink" source="keywords">Starlink</keyword>, Communications Minister Scindia has said the spectrum for satellite broadband will be allocated and not auctioned as sought by Indian billionaires Mukesh Ambani and Sunil Mittal. The satellite broadband spectrum will however be not given free and sector regulator Trai will fix a price for the resource, he told PTI in a text and video interview. "Every country has to follow the <keyword id="20848482" type="General" weightage="20" keywordseo="international-telecommunications-union" source="keywords">International Telecommunications Union</keyword> (ITU), which is the organisation that lays out the policy for spectrum in space or satellites, and the ITU has been very clear in terms of the spectrum being given out on an assignment basis. In addition, if you look across the world today, I cannot think of a single country that auctions spectrum for satellite," Scindia said. India is a member of the International Telecommunication Union (ITU), a UN agency for digital technology. Musk's Starlink and global peers like Amazon's Project Kuiper back an administrative allocation. While Ambani's Reliance Jio has been vocal about the need to allocate such spectrum through an auction to provide a level playing field to legacy operators who buy airwaves and set up infrastructure like telecom towers, Mittal last month at an industry event where Prime Minister Narendra Modi was also present articulated the need to use bidding for such allocation. Jio and Mittal's Bharti Airtel - India's largest and second-largest operators, respectively - feel that giving away the satellite broadband airwaves at a pre-decided price by the government will create an uneven playing field since they had to compete in an auction to get spectrum for their terrestrial wireless phone networks. The two are vying for a piece of the satellite broadband segment as well. Musk-led Starlink is demanding administrative allotment of licences in line with the global trend as it looks to tap into the world's fastest-growing mobile telephony and internet market. Scindia said the Telecom Act of 2023 passed in December has put the matter in 'Schedule 1', which means that the Satcom spectrum will be allocated administratively. Such an allocation will be at a government-decided price, and allow foreign firms like Starlink to offer voice and data services. If the spectrum were to be auctioned, it would have made it costlier for Starlink to roll out services. Starlink has applied for a licence to start operations in the country. Scindia, however, offered no clues on the fate of his application. The minister said that the regulatory process is very clear and transparent. The new Telecom Act has been passed, and the Satellite spectrum is very clearly a part of that in schedule one, he pointed out. "...and therefore, we are open to looking at the application of any entity that wants to invest in India at this point in time. I think only one or two licenses have been given out. And whoever else wants to participate, India is surely going to welcome that," the minister said. Last month, Musk, in a post on X, termed the demand made by Jio for shunning sector regulator Trai's consultation paper on satellite broadband being allocated and not auctioned as "unprecedented", and when Mittal made the pitch in the presence of the Prime Minister, he asked if it was "too much trouble" to allow Starlink to provide internet services in India. This was perhaps the first time that Musk, whose networth of USD 241 billion is more than the combined wealth of Ambani, Mittal and Gautam Adani, had spoken directly against demands for a level playing field made by the Indian firms. Musk, the mind behind PayPal, founder of Tesla and SpaceX and owner of X (formerly Twitter), uses his social media platform on a daily basis to make his views known on a vast array of topics.

In a win for Elon Musk, Scindia says no to spectrum auction pitch from Ambani, Mittal

<ul><li>There is a 40% increase in the number of women entrepreneurs engaging in conversation related to entrepreneurship over <keyword id="6354616" type="General" weightage="20" keywordseo="Twitter" source="Orion">Twitter</keyword>.</li><li>The Twitter report further says that conversations around investment have gained momentum by at least 62% as people seek financial advice on the platform.</li><li>People also want to get a deeper understanding of crypto, NFTs and other digital assets, showing a 185% increase in <keyword id="189908" type="General" weightage="20" keywordseo="financial-literacy" source="Orion">financial literacy</keyword> discussions.</li></ul>India has become one of the biggest hubs for startups and is home to the third largest unicorn ecosystem in the world. Thus, this is making people more engaged in conversation related to entrepreneurship, especially women, says <keyword id="14852843" type="General" weightage="20" keywordseo="2022-Twitter-Trends-India-report" source="Orion">2022 Twitter Trends India report</keyword>, after analysing billions of <keyword id="11940307" type="General" weightage="20" keywordseo="tweets" source="Orion">tweets</keyword>. There is a 40% increase in women joining the conversation, with the talk around female entrepreneurship going up by a whopping 269%. This clearly indicates the narrowing gender gap in the workforce, the report says. It further predicts that a major spurt in the number of women-owned businesses will deliver a massive boost to the country’s economy. Overall, there is a 22% increase in discussions around entrepreneurship in general. “Founders are building personal brands, while popular references like #SharkTankIndiaMemes and #PeakBengaluru adds humour and fun to the conversation,” says the Twitter report. A lot of people aspire to become an entrepreneur or start their businesses and are always on the lookout for mentors and big business owners to guide them with their own experiences. <cmsannotation type="cmsannotation" annotationid="Finance related conversations are also rising" comment="subhead" text="Finance related conversations are also rising">Finance related conversations are also rising</cmsannotation> The Twitter report further says that conversations around investment have gained momentum by at least 62% as people seek financial advice on the platform. “There has been a rise in the number of experts imparting their knowledge. Moreover, traditional and new age companies are increasingly interacting and catering to those who want to get involved,” the report says. People also seek a deeper understanding of crypto, NFTs and other digital assets, showing a 185% increase in financial literacy discussions. “Conversations about money have evolved, and concepts like decentralized finance (hello, crypto!) and digital assets have entered pop culture with NFT + Bollywood, Bollycoin, and Beyond Life emerging as topics to watch out for,” said the report. Preetha Athrey, director – global business marketing, Twitter APAC says that The Twitter Trends Report captures themes and interests that are shaping consumer behaviour in the Indian market, and outlines top trends for brands to lean into to become a part of conversations. Fan clubs too are engaging more and more people. The discussions around fandom have gone up by 47%. “People are taking ownership of passions like #CricketTwitter (+55%), building complex worlds like #DCFanDome (+35%), and engaging with diverse entertainment conversations like Kollywood (+14) as they converge on Twitter to find their tribe,” says the report. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/interior-design-software-startup-infurnias-38-crore-ipo-to-open-next-week/articleshow/93880718.cms">Interior design software startup Infurnia’s ₹38 crore IPO to open next week</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/hcl-tech-beats-wipro-to-become-indias-third-largest-it-company/articleshow/93879712.cms">HCL Tech beats Wipro to become India’s third largest IT company</a>

Twitterati is seeking and also giving more investment advice

<keyword id="19895142" type="General" weightage="100" keywordseo="Shah-Rukh-Khan" source="keywords">Shah Rukh Khan</keyword>, widely known as the "King of <keyword id="19897820" type="General" weightage="20" keywordseo="Bollywood" source="keywords">Bollywood</keyword>," has officially joined the ranks of India’s wealthiest, debuting on the 2024 <keyword id="21075617" type="General" weightage="20" keywordseo="Hurun-India-Rich-List" source="keywords">Hurun India Rich List</keyword> with an impressive wealth of Rs 7,300 crores. But how did a Delhi boy with dreams of making it big in Mumbai become one of India’s richest individuals? Let’s dive into the ventures that propelled King Khan into the billionaires' club. <h3 style="line-height:1.2;margin-top:14pt;margin-bottom:4pt;"><keyword id="20033371" type="General" weightage="20" keywordseo="Red-Chillies-Entertainment" source="keywords" meta.keywordsubtype="org" meta.entityname="Red Chillies Entertainment" meta.hostid="261" meta.entityid="Red Chillies Entertainment">Red Chillies Entertainment</keyword></h3>Shah Rukh Khan’s production company, Red Chillies Entertainment, has been a significant contributor to his wealth. Founded in 2002, Red Chillies has become a key player in Bollywood, producing blockbuster films and investing in high-quality visual effects. From chart-topping films like Chennai Express and Raees to the massive success of Pathaan in 2023, Red Chillies has consistently delivered box office hits. <div type="Article" hostid="261" msid="112412196" title="&amp;#39;Deadpool &amp;amp; Wolverine&amp;#39; screenwriters reveal secrets and spoilers, including the movie&amp;#39;s original villain and who wrote that Hugh Jackman divorce joke" mstype="2" mssubtype="0"></div>With an estimated revenue consistently in the hundreds of crores and a profit of Rs 85 crores last year, the company has not only cemented SRK’s position as a top actor but also as a successful producer. Furthermore, the company’s VFX division, Red Chillies VFX, has set new benchmarks in the <keyword id="20161413" type="General" weightage="20" keywordseo="Indian-film-industry" source="keywords">Indian film industry</keyword>, working on major projects that have earned critical and commercial acclaim, such as Ra.One, Fan, and Laal Singh Chaddha. These ventures have significantly bolstered SRK’s wealth, making Red Chillies Entertainment a cornerstone of his business empire. <h3 style="line-height:1.2;margin-top:14pt;margin-bottom:4pt;"><keyword id="19899758" type="General" weightage="20" keywordseo="Kolkata-Knight-Riders" source="keywords" meta.keywordsubtype="org" meta.entityname="Kolkata Knight Riders" meta.hostid="261" meta.entityid="Kolkata Knight Riders">Kolkata Knight Riders</keyword></h3>Shah Rukh Khan’s entry into the sports business with the IPL franchise Kolkata Knight Riders (KKR) has been a masterstroke. Co-owned by SRK, Juhi Chawla, and Jay Mehta, KKR has become one of the most successful and profitable franchises not just in the Indian Premier League, but also in the sporting world. The team’s consistent performance on the field has been matched by its financial success off it, with KKR’s brand value rising steadily over the years. As per Forbes, the cricket team was valued at over $1 billion in 2022. This surge in valuation played a crucial role in boosting SRK’s wealth, contributing significantly to his fortune. The success of KKR, coupled with its passionate fan base and strong marketing, has made it a jewel in SRK’s business portfolio, further solidifying his status as a businessman. <h3 style="line-height:1.2;margin-top:14pt;margin-bottom:4pt;">Brand SRK: The most followed Indian on social media</h3>More than just a business mogul, Shah Rukh Khan is also a brand unto himself. With 44.1 million followers on Twitter, SRK is the most followed individual from the 2024 Hurun India Rich List on Indian social media. His massive <keyword id="20462299" type="General" weightage="20" keywordseo="social-media-presence" source="keywords">social media presence</keyword> has translated into lucrative endorsement deals and collaborations with global brands. <div type="Article" hostid="261" msid="112249289" title="One of Singapore&amp;#39;s flashiest CEOs was planning to throw a Tomorrowland-style party for the books. Then the mirage started to fall apart." mstype="2" mssubtype="0"></div>Consistently being one of the most visible endorsers, SRK earns substantially from <keyword id="20004407" type="General" weightage="20" keywordseo="brand-endorsements" source="keywords">brand endorsements</keyword>, with an estimated fee of Rs 4-5 crores per endorsement. His portfolio includes major brands like Hyundai, Dubai Tourism, and BYJU'S, further adding to his immense wealth. His ability to leverage his celebrity status into profitable business ventures has undoubtedly been a key factor in his <keyword id="21015152" type="General" weightage="20" keywordseo="wealth-accumulation" source="keywords">wealth accumulation</keyword>. <h3 style="line-height:1.2;margin-top:14pt;margin-bottom:4pt;">Real estate</h3>Real estate has always been a key component of wealth building, and Shah Rukh Khan is no exception. Shah Rukh Khan’s <keyword id="22962036" type="General" weightage="20" keywordseo="real-estate-ventures" source="keywords">real estate ventures</keyword> extend far beyond his iconic Mumbai residence, Mannat. One of his lesser-known yet highly lucrative ventures is in Dubai, where he and his wife Gauri Khan launched a luxurious beachfront residential project, the "SRK Boulevard," located in the posh Dana Islands. This mega project, worth over Rs 18,000 crore, features 10 residential buildings with high-end facilities, including marine sports and leisure amenities. Designed by Los Angeles architect Tony Ashai, with interiors by Gauri Khan, this project highlights SRK’s foray into international real estate <h3>And of course, films</h3>Shah Rukh Khan’s earnings from films and endorsements are a significant part of his wealth. Known as one of the highest-paid actors in India, SRK reportedly charges over Rs 100 crores per film. This is certainly no small amount, but it is unlikely that filmmakers will find fault with it, considering how his films regularly break box office records. As per IMdB, both 2023 films Jawan and Pathaan grossed over Rs 1000 crores worldwide. All in all, King Khan’s entry into the Hurun India Rich List is significant not just for him, but for the entire entertainment industry. SRK’s success reflects the growing financial clout of Indian film stars and the increasing importance of entertainment in wealth creation. In 2024 alone, Hurun India Rich Listers from the entertainment industry added Rs 40,500 crores to their wealth, with SRK leading the charge. This trend highlights the expanding influence of Bollywood and the entertainment sector in India’s broader economic landscape.

Baadshah of Bollywood Shah Rukh Khan debuts on India's richest list with Rs 7,300 cr — here's how the King made his wealth

The Indian men's football team was on the brink of securing a spot in the next round of <keyword id="20322326" type="General" weightage="20" keywordseo="FIFA-World-Cup-qualifiers" source="keywords">FIFA World Cup qualifiers</keyword> from Group A—until a fateful turn in the 73rd minute of Tuesday’s game. Lallianzuala Chhangte had placed India in the lead with a goal in the 37th minute, setting them on course for a rare away victory over Qatar. But then, the tide turned dramatically. What should have been a routine Qatari free-kick turned controversial as the ball, which had rolled out of play, was brought back by Alhashmi Mohialdin, allowing Youssef Aymen to tap it into the net. The goal, clearly illegal, sparked immediate protests from the Indian side. Despite the uproar, the linesmen and referees on the field failed to catch the infraction. And with no Video Assistant Referee (VAR) in place, the decision could not be reversed and the goal stood. <div type="twitter" handle="FanCode" handlename="FanCode" favoritecount="0" retweetcount="0" id="1800595521628999862"></div> The contentious goal was followed by Ahmed Al-Rawi's stunning curler in the 85th minute, sealing the match in Qatar's favour. As a result of this defeat and Kuwait's concurrent victory over Afghanistan, Qatar and Kuwait advanced to the next round, leaving India third in the group, narrowly ahead of Afghanistan on goal difference. <keyword id="20684835" type="General" weightage="20" keywordseo="Indian-fans" source="keywords">Indian fans</keyword> expressed their outrage on social media, decrying the lack of sportsmanship from the Qatari side and criticising the officiating. The hashtag #Shame trended on X (formerly Twitter), capturing the fans' frustration over the missed call and its consequences. This loss not only crushed India’s hopes for the World Cup, but also their chance for a direct entry into the AFC Asian Cup 2027 in Saudi Arabia. Now, the Blue Tigers must navigate through the third round of <keyword id="21032549" type="General" weightage="20" keywordseo="Asian-Cup-qualifiers" source="keywords">Asian Cup qualifiers</keyword> to secure a place in the tournament.

FIFA World Cup qualifiers: Qatar's illegal goal crushes India's World Cup dreams

<ul><li>The last few years, with the additional changes the pandemic brought, have seen a tectonic shift in retail and the way brands are reaching their consumers. </li><li><keyword id="186599" type="General" weightage="20" keywordseo="krishna-iyer" source="Orion">Krishna Iyer</keyword>, Head of Agency, Twitter - India writes how the status quo is being questioned and past growth no longer guarantees future success. </li><li>He discusses how new and upcoming brands across categories have digitally acquired an audience through innovative digital communication and have carved a space for themselves in the market.</li></ul>25+ TV brands. 100+ headphone brands. 250+ mobile phone brands. Let this sink in for a minute. These are the number of brands that India has for the respective categories mentioned and this number is growing with each passing year. Henry Ford definitely didn’t see this happening 110 years after he said ‘any customer can have a car painted any colour that he wants, so long as it is black’. As a consumer we probably remember 2-5 brands in each category. Yet, this doesn’t seem to dissuade new entrants from finding ways to disrupt the category, shift share of voice and throw their hat in the ring. Technology, access to capital, a growing consumer base with high disposable incomes and larger than life ambitions have fuelled entrepreneurship and birthed these new brands. The status quo is being questioned and past growth no longer guarantees future success. Disruptors are changing the game and going beyond competitive prices and swanky showrooms. Their strategies are based on a deep understanding of what the consumer of tomorrow is going to look like and what the product needs to evolve into. Lessons from Direct-to-Consumer (D2C) The last few years, with the additional changes the pandemic brought, have seen a tectonic shift in retail and the way brands are reaching their consumers. Direct-to-Consumer (D2C), which started at a slow pace years ago, is poised to be a $100b market by 2025 [Source: <a href="https://www.kalaari.com/wp-content/uploads/2021/08/uniquely-india.pdf">Uniquely India: Digital Opportunity</a>, Kalaari Capital]. Over 600 D2C brands operate in India across industries like F&amp;B, beauty, apparel, lifestyle, electronics and more, serving consumers directly without any middlemen. A lot of these brands are riding the way of quirkiness, personalisation and rarity. The fact that these brands are not available at every store nor are abundantly visible, gives them a halo of exclusivity and drives conversation. There is effective use of content, social advertising through stand-out creatives, influencer collaborations, alignment with events or social communities where the quality and relevance of the audience is more important than the quantity. The ability to talk directly to their consumers is a win-win on both sides of the balance. Successful and growing D2C brands like <keyword id="4548811" type="General" weightage="20" keywordseo="mamaearth" source="Orion">Mamaearth</keyword> (<a href="https://twitter.com/mamaearthindia?lang=en">@mamaearthindia</a>), boAt (<a href="https://twitter.com/RockWithboAt">@RockWithboAt</a>), Bewakoof (<a href="https://twitter.com/bewakoof">@bewakoof</a>), <keyword id="7433188" type="General" weightage="20" keywordseo="sugar-cosmetics" source="Orion">Sugar Cosmetics</keyword> (<a href="https://twitter.com/trySUGAR">@trySUGAR</a>) have proven that the right cocktail of product, digital penetration and consumer engagement can create potential industry disruptors fairly quickly, and give established brands a run for their money. Building a stand-out brand A disruptor brand analyses the what, how and why of any communication it puts out to ensure that the brand's voice does not drown in the deluge of marketing messages a consumer gets every day. Whether it is an OTT like <a href="https://twitter.com/ahavideoIN/status/1438460476480909312">Aha Media</a> using local language and regional targeting to ensure relevancy, or a consumer electronics brand <a href="https://twitter.com/RockWithboAt/status/1412706381682012163">boAt</a> aligning itself with a ‘disruptor’ of India’s most loved sport, or an investment advisory like <a href="https://twitter.com/TejiMandiApp/status/1412755731170791424">Teji Mandi</a> keeping it simple but effective and focussing on the finance &amp; business audiences. The results of such brands focussing on being quick, content-first and deliberate is evident. <a href="https://twitter.com/RockWithboAt">boAt</a> recorded a 550% YoY growth and was the #1 brand in the truly wireless hearables market for Q1’21; <a href="https://twitter.com/trySUGAR">Sugar Cosmetics</a> crossed INR 100 crores of turnover and grew 80% YoY between 2019 &amp; 2020 whilst also having over 10,000 retail points with a focus on omnichannel; and <a href="https://twitter.com/bewakoof">Bewakoof</a> has catered to over 40 lakh customers till date. Choices legacy brands must make to stay relevant Legacy brands cannot be written off especially if they are nimble, forward thinking and relatable. They have the advantage of a vast repository of experience, people, partnerships and resources to mine, which if used effectively can enable legacy brands to be as ‘connected’ as any new successful disruptor brand. A legacy brand too when it launched, rose due to the uniqueness that it established back in time. To succeed, it will have to find that new ‘disruption’ within its large multi-dimensional machinery to ensure freshness and carve out the next phase of growth with a new set of consumers. The road ahead is nothing short of a turf war in a classic western movie. Disruptor brands will fight to exist and legacy brands will fight to dominate. Legacy has no meaning if there is no past, present and future. The disruptors are here to challenge that.

The rise of disruptors: how new age brands are challenging the status-quo

<ul><li><keyword id="6354321" type="General" weightage="100" keywordseo="bengaluru" source="Orion">Bengaluru</keyword> tops the list with the highest hiring sentiment in the services sector, <keyword id="6358070" type="General" weightage="80" keywordseo="mumbai" source="Orion">Mumbai</keyword> tops the list in the manufacturing sector. </li><li>The recovery from Covid-19 pandemic and government initiatives is believed to have fueled growth in companies across sectors.</li><li>Tier-1 cities have the highest hiring intent but Tier-2 cities are not far behind.</li></ul>Bengaluru and Mumbai emerged as sunshine locations for hiring in India in the fourth quarter of FY23. This has reportedly been fueled by the recovery from the Covid-19 pandemic and initiatives by the government, says a <keyword id="133742" type="General" weightage="20" keywordseo="teamlease" source="Orion">Teamlease</keyword> report. According to the TeamLease Employment Outlook Report for Q4, Bengaluru and Mumbai have emerged as the cities with the highest hiring sentiment in the services and manufacturing sectors respectively. “Surplus public investment in PLI schemes, the Indian Government's asset monetization programme, increased private participation in key sectors, and the revisions in FDI laws in the defence and telecom sectors has fueled growth in companies across sectors, especially in Tier 1 and Tier 2 locations. Companies are therefore shoring up their talent pool to meet their increasing requirements,” said Kartik Narayan, chief executive officer, TeamLease Services. TeamLease Services is one of the country’s leading human resource companies and offers its services to over 3,500 employers. In the services sector, Bengaluru tops the list with 97% of employers expressing a higher hiring interest, followed by Chennai with 94%, Delhi with 90%, Hyderabad with 86% and Mumbai with 85%. When it comes to the manufacturing sector, Mumbai tops the list with 97% of employers expressing a higher hiring sentiment, followed by Bengaluru with 94%, Chennai with 89%, Delhi with 84% and Pune with 73%. Bengaluru has shown the highest hiring intent, emerging as one of the top-two cities in both the sectors. Bengaluru and Mumbai have emerged as ‘sweet spots’ from a holistic perspective across sectors. Experts are also optimistic about the hiring outlook for the next quarter. “The positive hiring outlook will likely continue in the next quarter as well,” Narayan added. <cmsannotation type="cmsannotation" annotationid="Tier-1 cities express highest hiring intent" comment="subhead" text="Tier-1 cities express highest hiring intent">Tier-1 cities express highest hiring intent</cmsannotation> The report has stated that while Tier-1 cities have emerged on top with the highest hiring intent across both sectors, Tier-2 cities are not far behind with nearly 75% of employers indicating a positive sentiment. However, Tier-3 cities and rural areas are lagging behind with just 46% and 24% of employers expressing a hiring intent, respectively. In the services sector, e-commerce and allied startups have the highest hiring intent at 98%, followed by telecommunications at 94% and educational services at 93%. On the other hand, healthcare and pharmaceuticals dominate the list in the manufacturing sector with a 98% hiring intent, followed by FMCG at 86% and electric vehicle (EV) and infrastructure industry at 71%. "India’s GDP vision and multiple domestic focused initiatives has provided the much-needed impetus to the industry post the pandemic. This in turn has given a fillip to employment generation; improving the intent to hire across sectors, locations and industries. 60% employers in manufacturing and 77% in services, inclining to hire more, is a testament to the growing opportunities in the ecosystem,” said Mayur Taday, chief business officer, TeamLease Services. SEE ALSO: <a href="https://www.businessinsider.in/business/auto/news/ola-s1-pro-move-os-3-review-proximity-unlock-calling-support-hypercharging-support-and-more/articleshow/97806031.cms">Ola S1 Pro Move OS 3 review – proximity unlock, calling support, hypercharging support, and more</a> <a href="https://www.businessinsider.in/tech/mobile/news/xiaomi-13-pro-with-leica-powered-camera-to-launch-in-india-on-february-26-heres-how-its-camera-was-made/articleshow/97765165.cms">Xiaomi 13 Pro with Leica-powered camera to launch in India on February 26 — here’s how its camera was made</a> <a href="https://www.businessinsider.in/tech/news/twitter-blue-launched-in-india-pricing-what-it-offers-and-should-you-subscribe/articleshow/97756303.cms">Twitter Blue launched in India – pricing, what it offers, and should you subscribe?</a>

Bengaluru, Mumbai sunshine locations for hiring in Q4: Teamlease report

<ul><li>For 62% of its users, <keyword id="6354616" type="General" weightage="20" keywordseo="Twitter" source="Orion">Twitter</keyword> is one of the main sources for video content.</li><li>Around 49% of users rely on Twitter to keep a track of business and finance updates.</li><li>Twitter’s <keyword id="9241647" type="General" weightage="80" keywordseo="preetha-athrey" source="Orion">Preetha Athrey</keyword> tells Business Insider that there is an appetite for both short-form and long-form video content.</li></ul>The pandemic has fuelled a massive surge in <keyword id="5301200" type="General" weightage="20" keywordseo="video-consumption" source="Orion">video consumption</keyword> on media platforms and one of the biggest beneficiaries of this rising trend is microblogging site Twitter. According to a report that was released on Thursday titled ‘Video Behaviour on Twitter,’ 62% of its users say that Twitter is one of their main sources for video content online. The report by Twitter has found that 51% use the platform as the medium for current news and latest updates, while 43% users like to follow celebrities. About 49% of the users rely on Twitter to keep track of business and finance updates. “We know that video consumption is on the rise and so we did a study on consumer behaviour to get a deeper understanding on what are the content they (users) are consuming, what kind of content and what are other format preferences, what motivates them to stop and watch the video and engage with any particular piece of content,” Preetha Athrey, director, global business marketing, Twitter APAC, told Business Insider <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>. A <a href="https://www.forbesindia.com/article/news-by-numbers/online-video-consumption-in-india-set-to-explode-by-2025-bain-report/70849/1">report</a> by Bain has forecast that online <keyword id="4382914" type="General" weightage="20" keywordseo="Video-consumption-in-India" source="Orion">video consumption in India</keyword> is set to explode by 2025. In India around 60% of internet users, or 350 million, consume online videos. Bain expects these numbers to jump to about 650 million by 2025. <cmsannotation type="cmsannotation" annotationid="Length no bar" comment="subhead" text="Length no bar">Length no bar</cmsannotation> Twitter’s survey says that the demand for long-form and shorter videos was equally strong, with these videos satiating the need for entertainment and information. “There is an appetite for both short-form and long-form video content, going hand in hand, and it’s playing across the board and Twitter simultaneously,” Athrey said. Around 58% of the people watch at least one video during the day, which is a heavy engagement. According to the report, about 56% of the users said they had watched videos on Twitter for at least five minutes a day while turning on the audio. More than half of Twitter users search for videos on the platform, while 42% discover them while scrolling through the app, the report noted. Users across India perceive videos not only as entertaining but also as informative. About 79% people in India use Twitter more when they're watching sports content, and what they seek on Twitter is exclusive content, game highlights, interesting stats and live coverage, the report noted. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/indias-favourite-tea-time-snacks-such-as-samosas-aloo-bhujia-parathas-have-gone-global/articleshow/93186525.cms">The world is not enough for Indian snacks as the humble samosa has gone global</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/investment/news/foreign-investors-are-back-capital-flows-turn-positive-for-the-first-time-in-10-months/articleshow/93186823.cms">Foreign investors are back: Capital flows turn positive for the first time in 10 months</a>

Indians go to Twitter videos for news, updates and to follow celebrities, says study

<ul><li>Twitter has rolled out various safety features that aims to safeguard its users against targeted attacks and trolls.</li><li>The social platform removes millions of spam accounts everyday and at times shortly after the creation.</li><li>Putting on the “Safety Mode" helps Twitter scan and automatically block interactions from "harmful" accounts for seven days.</li></ul>From memes and jokes to name-calling — celebrities, politicians, brands, activists and even journalists are targeted and trolled on a regular basis. Twitter deletes millions of such spam accounts on a regular basis. With rampant access to social media, the amount of social media trolling and the number of spam accounts are rapidly growing and, therefore, its is important for social media apps like Twitter to take definitive steps to curb it. Preetha Athrey, who is the director at global business marketing for APAC at Twitter tells Business Insider in an exclusive interview that the platform has been working on it constantly.“Our priority is to keep people on the platform safe and this is something we constantly do. We review a lot of content and a lot of reports that come to us,” Athrey said. Twitter has also rolled out various safety features which will safeguard its users against targeted attacks and trolls. “We constantly communicate about the new safety features to our users we have launched. 'Unmention’ to give people more control over their mentions. ‘Unmention’ lets you untag yourself from a conversation, so you can no longer be mentioned in replies. Additionally, people can also control who engages with the conversations they are starting,” Athrey said. Unmention feature was rolled out by the company in July this year and it allow the users to remove themselves from an unwanted conversation in which they don’t wish to be a part of. "Through Conversation Settings, people on the service can choose who can engage with and reply to their Tweets. In March 2021, we also extended Conversation Settings to our brand partners. Through our policies, products, and partnerships, we’re already seeing progress happen, and we’ll continue to invest in brand safety to make Twitter a safer place for all. We understand that ultimately, behind every Tweet is a breathing, thinking, and feeling individual who wrote it, and we are committed to our job to empower them, protect them, and encourage them so they can share that voice freely,” Athrey added. Another feature rolled by the social media app is Safety Mode. By turning on "Safety Mode" in settings, a user can have Twitter scan and it will automatically block interactions from "harmful" accounts for seven days. Accounts that are blocked with this feature will be unable to follow a user, see a user's tweets, or send direct message, albeit only temporarily. Generally, these trolls or negative hashtags are spread by people using fake accounts. And nonetheless, removing these accounts is a part of controlling trolls. Twitter removes one million spam accounts everyday. “We remove millions of spam accounts everyday during the day or shortly after the creation,” Athrey told Business Insider India. Earlier this month, the global executives of the social media platform also highlighted in a <a href="https://timesofindia.indiatimes.com/business/international-business/twitter-says-it-removes-1-million-spam-accounts-a-day/articleshow/92738262.cms">briefing</a> that the number of spam accounts represent below 5% of its active user base each quarter. The app also removes a lot of suspected accounts. “ We also block a lot of suspected spam accounts each week if they don’t pass human verification like captcha, phone or email address,” Athrey said. “We use technology and human review in concert and proactively tackle attempts on platform manipulations,” she further added. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/apps/news/indians-go-to-twitter-videos-for-news-updates-and-to-follow-celebrities-says-study/articleshow/93188261.cms">Indians go to Twitter videos for news, updates and to follow celebrities, says study</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/markets-trend-higher-as-fii-flows-reverse-and-top-companies-hit-52-week-high/articleshow/93202891.cms">Markets trend higher as FII flows reverse and top companies hit 52-week high</a>

We delete millions of spam accounts a day to control trolls, says Twitter

<ul><li>Twitter is testing a new feature that will prompt users to read an article before they tweet it out to their followers in order to “promote informed discussion”.</li><li>Kayvon Beykpour, product lead at Twitter believes that retweeting content without reading it first “can be powerful but sometimes dangerous”.</li><li>This is the social networking platform’s third feature in the last year to try and curb misinformation and fake news. </li></ul>Not everyone on Twitter reads an article before sharing it with their followers, especially when there’s a powerful or clickbaity headline involved. As a result, sometimes those articles can go viral for all the wrong reasons. To “promote informed discussion,” Twitter is testing a new feature to prevent just that. Before users can retweet a particular article, the social networking platform will nudge them with a prompt, asking them if they would like to open it first. <div type="twitter" handle="TwitterSupport" handlename="Twitter Support" image="http://pbs.twimg.com/profile_images/1266884366279471105/OTps6MBS_normal.jpg" favoritecount="39762" retweetcount="7856" status="Sharing an article can spark conversation, so you may want to read it before you Tweet it.To help promote informe… https://t.co/OLPniG81xI" createdat="1591813380000" id="1270783537667551233"></div> Right now, the feature is only being tested among a limited subset of Android users using English settings in the US but it is expected that the feature will be rolled out to a wider audience in the near future — if successful. “This can be powerful but sometimes dangerous, especially if people haven’t read the content they’re spreading,” said Kayvon Beykpour, product lead at Twitter. Obviously, no one is obligated to read an article that they’re retweeting — but it does force them to take a second look at what they’re putting out over the world wide web. Headlines make the news It’s not exaggerating when someone says that people retweet content only based on the headline. A study by the <a href="https://hal.inria.fr/hal-01281190">Columbia University</a> in 2016, found that 59% — nearly two-thirds — of links were shared on social media without users opening the articles that they were sharing. “People are more willing to share an article than read it,” study co-author Arnaud Legout said in a statement. “This is typical of modern information consumption. People form an opinion based on a summary, or a summary of summaries, without making the effort to go deeper.” Just last month, Twitter was struggling to keep a conspiracy documentary called Plandemic from going viral. During the ongoing coronavirus pandemic, the company issued a number of misinformation warnings to curb fake news from being picked up — including one against US President Donald Trump. A move that led to Trump issuing an executive order from the White House targeting social media companies. <div type="Article" hostid="261" msid="76097687" title="Trump's feud with Twitter, explained in 30 seconds" mstype="2" mssubtype="0"></div> As long as bots exist, misinformation is unlikely to go away This isn’t Twitter’s first attempt to spot the spread of misinformation. Like Facebook and other social networking sites, it has come under a lot of scrutiny for the kind of content it promotes. In September 2019, Twitter introduced the option to hide replies. More recently, in May, it launched a feature allowing users to pick and choose who gets to reply to their tweets. However, the central issue remains — bots. According to a paper published in AAAI, “Increasing evidence suggests that a growing amount of social media content is generated by autonomous entities known as social bots.” The paper estimates that between 9% to 15% of active Twitter accounts are bots — that’s nearly 49.5 million of its 330 million users. The new feature will make it harder for bots to simply retweet content. SEE ALSO: <a href="https://www.businessinsider.in/advertising/ad-tech/news/twitter-introduces-fleets-for-users-to-share-their-momentary-thoughts/articleshow/76297079.cms">Twitter introduces 'Fleets' for users to share their momentary thoughts</a> <a href="https://www.businessinsider.in/tech/news/twitters-ex-ceo-stepped-up-the-silicon-valley-beef-and-attacked-facebook-for-being-a-hotbed-of-anti-vaxxer-bill-gates-conspiracy-theories/articleshow/76091104.cms">Twitter's ex-CEO stepped up the Silicon Valley beef and attacked Facebook for being a hotbed of anti-vaxxer Bill Gates conspiracy theories</a> <a href="https://www.businessinsider.in/tech/enterprise/news/foreign-actors-and-extremist-groups-are-using-disinformation-on-twitter-and-other-social-networks-to-further-inflame-the-protests-across-america-experts-say/articleshow/76160128.cms">Foreign actors and extremist groups are using disinformation on Twitter and other social networks to further inflame the protests across America, experts say</a>

'Read it before you tweet it' — Twitter is testing a new feature that will prompt you to read an article before sending it out to your followers

<keyword id="6354616" type="UNKNOWN" weightage="20" keywordseo="Twitter">Twitter</keyword> has said it will start writing improved headlines and short descriptions for some of the trends on its platform to make those less confusing for the users. The micro-blogging platform said earlier this month that it will add pinned Tweets and descriptions on trends to help explain why something is trending on its platform. "More trend updates, even more context. We'll now add improved headlines and short descriptions to some Trends, so you can get the rundown on why something's trending when you're in the Explore tab or you tap into a Trend," the company said in a tweet on Tuesday. In the coming weeks, Twitter users would see brief descriptions added to some trends as well to help add context to the trending topics. The idea is to make Twitter's Trending section feel more like a newspaper experience. Descriptions are developed by Twitter curation team and follow guidelines. Descriptions on trends will be available on twitter.com and Twitter for iOS and Android. According to the company, a combination of algorithms and the curation team determine if a Tweet represents a trend by evaluating if the Tweet is very reflective of the trend and popular. "Our algorithms are designed to identify representative Tweets that aren't potentially abusive, spam, or posted by accounts trying to take advantage of our system," Twitter said. Representative Tweets and descriptions on trends will be available in Argentina, Australia, Brazil, Canada, Colombia, Egypt, France, India, Ireland, Japan, Mexico, New Zealand, Saudi Arabia, Spain, the United Kingdom, the United Arab Emirates, and the United States. Descriptions will provide straightforward, clearly sourced context around why something is trending. SEE ALSO: <a href="https://www.businessinsider.in/science/space/news/northrop-grumman-names-its-next-space-ship-after-kalpana-chawla-the-first-woman-of-indian-origin-to-go-to-space/articleshow/78018575.cms">Northrop Grumman names its next space ship after Kalpana Chawla — the first woman of Indian-origin to go to space</a> <a href="https://www.businessinsider.in/policy/news/self-regulation-code-adopted-by-disney-hotstar-amazon-prime-and-other-ott-platforms-what-is-this-code/articleshow/78009955.cms">Self regulation code adopted by Disney+ Hotstar, Amazon Prime Video and other OTT platforms could either be a huge success — or go the Facebook-Twitter way</a> <a href="https://www.businessinsider.in/business/startups/news/india-launches-15-challenges-for-indian-startups-and-msmes-to-solve-for-a-grant-of-50-lakh-each/articleshow/78011599.cms">India launches 15 challenges for Indian startups and MSMEs to solve for a grant of ₹50 lakh each</a>

Top Twitter trends will be explained with headlines and descriptions

<ul><li>2021, a year full of controversies saw brands turning to <keyword id="255227" type="General" weightage="20" keywordseo="public-relations" source="Orion">Public Relations</keyword> and Communications experts to save their reputation and regain consumer trust.</li><li>We look back at how PR evolved in 2021 and catch up with a few experts to discuss the trends that lie ahead.</li></ul>This year, we witnessed many brands become a victim of the boycott culture on social media and each of them adopted a different Public Relations and Communications strategy; while some decided to give in to the pressure, pulled off campaigns and maintained a low profile to cushion the blow, a few others stood their ground and fought back. Gone are the days where a brand could hope for social media controversies to die a natural death and wait for consumers to move on. Now, a small tweet can snowball into a boycott trend and a little bad PR move can cause a company’s stocks to plummet drastically or lead to a huge amount of audience permanently boycotting a brand. At the same time, some experts also advise that brands should not feed the trolls. So, in a year that saw numerous controversies, Public Relations and Communications experts proved their prominence yet again. They acted as the brand's anchor when needed and also helped them reach the shore successfully through tumultuous seas. During the initial stage of the lockdown, <keyword id="562730" type="General" weightage="20" keywordseo="pr-agencies" source="Orion">PR agencies</keyword> had to think on their feet, engage with editorial media to help brands share their side of the story with interesting nuggets, offer positive stories, work on personalised pitches, ensure internal and external stakeholders were updated frequently with utmost honesty and transparency. PR experts also pushed brands to connect with their communities on a personal level through truthful, authentic human acts. The crisis also caused paradigm shifts in the industry and digital PR took the center stage. Experts were required to monitor trends in real-time, find various consumer touchpoints through social listening and offer predictive analysis. As we move forward, PR agencies are working towards expanding their offerings with allied competencies like creative, experiential and social media capabilities. They have also been helping brands to find the right balance between profit, people and the environment. So, the future of PR is in strong storytelling in the digital world. The future is also unpredictable and PR professionals can’t rely on annual calendars anymore. With the news cycle changing every day, PR experts are required to be more flexible and agile. We reached out to experts to look back at 2021, discuss a few trends that lie ahead in 2022 and understand what kind of role will PR play next year. Here’s what they had to say: Archana Jain, Managing Director, <keyword id="12776689" type="General" weightage="20" keywordseo="pr-pundit" source="Orion">PR Pundit</keyword> The sway of top celebrities has diminished as was the case back in the days. With the advent of digital and social media, people have begun to trust recommendations from peers far more. Audiences find authentic content or recommendations by actual consumers to be more honest and believable than other forms of promotions and advertising by brands. This is reason enough for brands to actively nurture a community of advocates. PR will be required to work with brands to shape and foster a community of brand advocates. A set of loyal and vocal customers who can help humanise the brand in addition to boosting brand appeal &amp; trust, promoting its products &amp; services to new cohorts, providing invaluable user-generated content (UGC), word-of-mouth recommendations, and social media chatter. Community-led storytelling is more acceptable and authentic rather than a direct brand-led communication. Community advocacy will need to be consciously harnessed and not left to chance. 2022 will see many more brands structure a meaningful brand advocacy strategy. Ameer Ismail, President, <keyword id="10059988" type="General" weightage="20" keywordseo="lintas-live" source="Orion">Lintas Live</keyword> My biggest takeaway from 2021 is that agency brands and professionals have learned to be resilient and this is based on the multitude of challenges everyone has faced. Smart PR agencies have managed to reinvent themselves with offerings that are built for new realities and collectively have made sure that the relevance of PR is as strong as ever. While a move to everything digital will continue and a lot has been spoken and written about that, I feel that ‘collaboration and consolidation’ will be one the most important trends in that will emerge in 2022. This will be fueled by a few factors, first, resources will be deployed judiciously and talent will continue to be in short supply, the churn agencies have been experiencing at mid and junior levels will continue in 2022. This will lead to a need for agencies to find collaborative ways to deliver on client briefs and they will tap the vast pool of independent talent and specialized agencies and we will see newer collaborative models emerge. Second, clients will be in a hurry to get solutions from agency partners that can get their brands back in the mindspace of consumers and other target audiences. They will want to deal with fewer, better established partners which will lead to a need for consolidation. Deepshikha Dharmaraj, Chief Executive Officer, <keyword id="8878758" type="General" weightage="20" keywordseo="genesis-bcw" source="Orion">Genesis BCW</keyword> If there is one word that will be at the centre of everything in 2022, it is ‘people’. With the world—India included—teetering between recovery and anxiety around ever-evolving COVID variants, people will need to be communicated with, engaged, assuaged, motivated, retained, developed, and more. These people include every stakeholder a company has—customers/consumers, employees, partners, the government, the community at large. And public relations is the only marketing discipline that touches all of them. Digital will continue to be the medium of choice, and within that, metaverse will be flavour of the year. While the Indian industry still has some distance to cover in that, there is curiosity about this next big thing. No matter what the medium though, the message will have to be aligned to the company’s purpose. And delivered creatively, with authenticity. Akshaara Lalwani, Founder &amp; CEO, <keyword id="3573568" type="General" weightage="20" keywordseo="communicate-india" source="Orion">Communicate India</keyword> Over the past decade, PR has been moving away from traditional business models towards a more holistic and integrated approach. Whether it is the shift from pure media relations to content or the migration from print to digital, there is a marked change in the way the PR landscape functions. In 2022, this trend will further solidify its presence. There will also be a blurring of demarcation lines between PR, marketing and advertising, digital and offline, eventually leading to PR &amp; Communication professionals to further value the importance of integrated communications. Agility and the ability to pivot will thus be key attributes that will enable the industry to thrive. Also, since the protracted fight against the pandemic still continues, companies and organisations need to prioritise responsible communication over all else. We live in a world where the spread of disinformation and misinformation is not uncommon, hence, agencies need to be able to work in tandem with their clients to help them steer a middle course between capitalistic desires and ethical communication. Mayank Sen, Co-founder, Moe's Art For the longest time, ‘content’ has been the flavour of the season. At first, it began as an accessory, gradually ruling as a king on a kingdom. In 2020, content and its marketing became an undeniable powerful tool for businesses of all sizes. The evergreen axiom of marketing – ‘delivering the right content, to the right people, at the right time’ – took a redefined meaning. And for the times to come, the fundamental aspect of the content ecosystem will be founded on a framework of a performance driven-model, driven by contextual marketing. Within the emerging framework, data and technology will take a strong precedence. The industry will focus on delivering optimal consumer experience while capitalising on the opportunities in hand. Attention will be paid to provide more personalised and relevant content. Measuring the performance will make sure that the experience is scalable. It will present a continuous assessment of how the content is performing, and from that perspective, make decisions on what to do with the content in the future. Measuring success, building a cohesive brand story, and fostering a transparent, interactive consumer loyalty will be the ‘WIN-WIN’ strategy for the year to come! Asif Upadhye, Director and The Dark Knight at <a href="http://www.sprd.co.in/">SPRD</a> If 2020 and 2021 have taught us anything, it’s that moving forward at a snail’s pace is undoubtedly the quickest way to get left behind. While pre-pandemic, the public relations and communications industry was already making significant strides in technology by analyzing data to craft a better customer experience, the pace of digital adoption and the advent of a digital-first PR approach have been accelerated. From my own experience, a key ingredient across PR strategies, content marketing, corporate communications, and media coverage that will rule the PR roost in 2022 is the crucial need to customize bespoke services and products, every step of the way. From unified communications (UC) that are employee-centric to personalizing media pitches, customization sits at the heart of nearly every PR and communications trend. Customers are growing tired of the ‘media universe’ and now look for frameworks based on behavioral and business insights that truly put their needs front and center. Eventually, this is what will separate the mediocre brands from the greats. Case in point, the State of PR 2021 report points to the fact that flexibility, agility and attention to detail when it comes to personalizing something as simple as a pitch email is 96% more likely to grab a journalist’s eyeballs, rather than sending out a generic email blast. While consumer habits and employee working patterns that have been developed over the past year and a half are likely to continue well into 2022, hyper-personalization will bear fruit and result in more contextualized communication and inevitably greater conversions.” <keyword id="10618036" type="General" weightage="20" keywordseo="tarunjeet-rattan" source="Orion">Tarunjeet Rattan</keyword>, Managing Partner, <keyword id="12776690" type="General" weightage="20" keywordseo="nucleus-pr" source="Orion">Nucleus PR</keyword> There are three very distinct trends that we will see in the coming year: <ul><li>While the models of working and mediums will undergo a change, what will remain strong is the need for strong storytelling. What will change however is the degree of authenticity in storytelling. It will take a hard turn towards stark reality …almost raw. Consumers want to know why the brand matters, why they should care about it and what is the brand impact? How are you adding value to the life of the consumer? Authentic storytelling will win over aesthetics.</li><li>The role of the founding or leadership team will become even more crucial. One cannot hide behind a faceless brand persona or logo anymore. You will have to put yourself out there to create a strong, credible and believable story about your brand that brings out its authenticity. This also brings in a lot more accountability that brands will have to guard their reputation on. Consumers want to pick up brands that walk the talk. You cannot be a CEO that promotes mental health and fire your agency on twitter. You cannot be talking about environmental sustainability and create a toxic work culture for humans. It just won’t fly anymore.</li><li>Community Building will take Center Stage. We saw a strong glimpse of this across 2020 and 2021. This will gain more ground in the coming year where communities around a brand vision will be created and drive conversation around a challenge.</li></ul>Sonam Shah, Founder and CEO, Treize Communications 2021 saw high demand in PR, especially in the area of influencer marketing. Brands, big and small, capitalised on this rising trend in the first half of the year. But, once the ASCI guidelines came into place from June 2021, there was a downward slip observed in the engagement. Instagram algorithms underwent a great uphaul as influencers had to win against AI algorithms. This phase again got brands and companies to focus on creating news and building brand recall. While demand has been high for PR, there have been some apprehensions also noticed when it comes to being out in the open/media. The second half of this year, saw print media come back, as newspaper circulation started, and people started reading it like before. This behavioural change instigated a need to be present in Print media, via editorial articles, and this will be the biggest trend in 2022. The need to present in Print media. Print media has always been a factor in bringing in trust and authenticity and clients do require to build that kind of strong trust within their stakeholders to continue businesses in a post-pandemic phase.

Trends that will dominate the PR industry in 2022

Chandrayaan 2, cricket and the elections — top 10 events that took Twitter by storm this year

<ul class="summary-list"><li>24 different countries created new laws or rules determining how online platforms can treat content, a study by <keyword id="12180504" type="UNKNOWN" weightage="60" keywordseo="freedom-house" source="Orion">Freedom House</keyword> found.</li><li><keyword id="11897865" type="UNKNOWN" weightage="60" keywordseo="internet" source="Orion">Internet</keyword> freedom has declined for the past 11 years globally, according to the report.</li><li>The trend can be attributed to problems like extremism, fraud, and criminal activity in the internet.</li></ul>Authorities in at least 24 different countries, including the US, created new laws or rules determining how online platforms can treat content, a study finds.Freedom House, a Washington DC-based democracy advocacy group, reported that global internet freedom has been on the decline for 11 consecutive years.Freedom House, which publishes its Freedom on the Net report annually, found that at least 48 countries pursued new rules for tech companies on content, data, and competition in 2020, and 24 countries created new rulings specifically on how content is treated on the internet. Some of the rulings include requirements to take down illegal content, stronger transparency, and extremes like political and journalistic censorship, according to the study.Freedom House says the trend can be attributed to problems within society like extremism, exploitative business practices, and criminal activity.The report said there were "few positive exceptions" to the worldwide push to regulate the <a href="https://www.businessinsider.com/congress-big-tech-bills-facebook-google-apple-amazon-antitrust-2021-6">big tech companies</a>, such as dismantling harmful online harassment and manipulative market practices."While a few measures introduced this year have the potential to hold tech giants more accountable for their performance, most simply impose state and even political responsibilities on private firms without securing greater rights for users," the report said. This past year, <a href="https://www.businessinsider.com/twitter-takes-down-accounts-india-farmers-protests-modi-pressure-2021-2">officials in India pressured Twitter</a> to remove protest-related commentary and to stop flagging manipulated content shared by the ruling party. In Nigeria, <a href="https://www.businessinsider.com/nigeria-suspends-twitter-after-presidents-tweet-is-deleted-2021-6">authorities blocked access to Twitter</a> across the country after the social media platform removed incendiary posts by the country's president. In Texas, Gov. Greg Abbott signed a bill to stop social media companies like <keyword id="11892960" type="UNKNOWN" weightage="60" keywordseo="facebook" source="Orion">Facebook</keyword> and <keyword id="11892744" type="UNKNOWN" weightage="60" keywordseo="twitter" source="Orion">Twitter</keyword> from censoring users based on their <keyword id="11893346" type="UNKNOWN" weightage="100" keywordseo="politics" source="Orion">politics</keyword> and allows private citizens and the Texas attorney general to sue tech companies who they believe have unfairly kicked someone off a platform, <a href="https://www.businessinsider.com/texas-social-media-law-blocks-bans-based-on-users-viewpoint-2021-9">Insider reported</a>. Two major trade groups have sued Abbott and Texas over the bill, saying in the lawsuit it will "unconstitutionally require platforms like YouTube and Facebook to disseminate, for example, pro-Nazi speech, terrorist propaganda, foreign government disinformation, and medical misinformation."Currently, Twitter does not screen content or remove potentially offensive content, according to the <a href="https://help.twitter.com/en/safety-and-security/offensive-tweets-and-content">company's policy. </a> But targeted abuse or harassment can violate Twitter rules.Facebook, in a <a href="https://about.fb.com/wp-content/uploads/2020/02/Charting-A-Way-Forward_Online-Content-Regulation-White-Paper-1.pdf">white pape</a>r released by the company last year, said it wants regulators to create legal standards for content moderation. Earlier this month, a meeting of Facebook leaders focused on "whether Facebook has gotten too big," <a href="https://www.businessinsider.com/facebook-leaders-worry-they-cant-control-product-2021-9">Insider reported.</a> Facebook, the world's largest social network, with nearly 3 billion users, disagreed with the report.

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Chandrayaan 2, cricket and the elections — top 10 events that took Twitter by storm this year

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