Social Media Trying to Reinvent Wheel Falls Off Cart

Michael Hedges March 6, 2023 - Follow on Twitter

Badge value creation is a well-known if rather well-worn marketing concept. It appeared in the second half of the last century when consumerism became truly symbolic. From tobacco products to fast fashion to motorcycles marketers knew the value of identity with Marlboro Man, Prada and Harley Davidson. Social scientists scoffed at it all as selling to social anxieties. Teens who adopted these most visible brands - wearing the t-shirt - remained loyal for at least five years.

It is “a dangerous tool,” said notable press freedom advocate Reporters sans Frontieres (RSF) blasting the introduction by Meta, owner of Facebook, Instagram and Whatsapp, of a “paid identity verification service” called Meta Verified. “This new feature is driven above all by the profit-motive, as Meta struggles to revive a business model that has been undermined by its colossal investment in the metaverse. But the innovations on which Meta and Twitter have embarked are not mere subscription model tweaks with no other effect. They imply an overhaul of the methods of access to information on these platforms,” said the RSF statement (February 27).

Meta Verified is available to all for a monthly fee. It was test-fired in Australia and New Zealand in mid-February. Actually, the idea is not very original. Twitter, owned by Elon Musk, debuted its Twitter Blue verification last December. The days of tech companies being fountains of creativity seems to be coming to an end. Both Meta and Twitter, apparently, need the money and paid verification is the next best thing to a paywall without a paywall.

The services are similar. Chief Twit Musk has embarked on reengineering Twitter to make money appear after media buyers fled. His first stop was discharging employees. Twitter Blue subscribers have been promised their posts will be “promoted.” Mark Zuckerberg, co-founder of Facebook and principle owner of Meta, has also shed workers. The entire Metaverse experiment, meant to reinvent the company, has stalled due to lack of interest. Both companies tout “increasing authenticity and security” with the public display of the paid tick-marks, more badge than benefit.

Tempting consumers with premium products and services is so common it’s barely big-time marketing any more. First class airline passengers are treated with bigger seats with more food and booze. Of course, they don’t have to sit next to the regular folks.

Creating badge value for services most people relate to only in passing is delicate, bordering on deceptive. Social media portals, in recent months, have been bruised by the disinformation, fake news and conspiracy ads. They remain, however, quite popular, if that’s the correct term. Journalists, presumably in the US, may grouse about Twitter or the Chief Twit but remain users, said a research brief from Tow Center for Digital Journalism, reported Columbia Journalism Review (February 6). The research “saw clear moments where the journalism community stepped back from the platform, particularly after changes to the verification system,” particularly among users from “left-leaning or neutral publications.”

“Presenting this new feature as a guarantee of reliability when it is only disguised advertising is simply misleading and dangerous,” continued RSF tech desk head Vincent Berthier. “Access to information is not a market."

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