Influencer pity, the 10-year challenge, and a dang ol’ egg

Enjoy your eggstra long weekend and Do Not Read Until Tuesday.


At what point is it OK to feel bad for influencers?

One of the most interesting stories of the week, for social media marketers and fans of watching a dumpster fire in near real time, was the strange case of Caroline Calloway. She, being an influencer with some 830K followers on Instagram, wanted to bring the dream of influencing to her influenced, and planned to do so in a series of events across the US, at the price of about $165 per ticket.

On the surface, this seems unremarkable for our day and age (if a bit preposterous or overpriced), but one writer/editor/podcaster… OK, OK, … one millennial professional observed and documented the influencer’s process. (This is well worth the click and read.)

Calloway seems to have zero idea of how to plan an event, let alone a tour of said events, featuring workshops, lunch, gifts, etc. And while it’s certainly not the case for all influencers, it should give pause for consideration for those who look to partner with social influencers, or really who we attribute authority to in general. (Though the latter might be a tall order.)

Influencer marketing has taken some hits, and rightfully so in many regards. Major brands have called out the practice for being rife with fraud, backed up by some influencers themselves. Then there’s the question of what products influencers promote, called out perhaps most famously by Jameela Jamil.

Calloway’s case differs slightly though, if only because she simply seems inept at running a professional operation. But that could be said of many people who caught the public’s attention briefly, have found themselves with hundreds of thousands of followers, and people offering money to reach those followers.

This all makes rigorous vetting key when engaging any sort of influencer for promotion.

Or I guess we’ll just have to hope the future of influencing is … the egg.


Let’s talk about conspiracy theories of the 10-year challenge

We actually don’t need to get too far into that, though one popular theory suggested it was all a ploy to feed Facebook’s facial recognition technology. Another, equally plausible and less nefarious reason could be getting users to remember when the platform seemed fun, simple and, perhaps most importantly, scandal free.

Rather than its current state of knowingly taking money from children, cringeworthy pandering and having so many scandals the writer of The Social Network thinks a sequel is due.

The company is at least trying to go back to basics with Messenger, and trying to undo the damage done to journalism by funding local news.


The week in data compromise

  • A batch of nearly 800 million email addresses with other associated information leaked online.
  • A WordPress plugin was found to publicly displaying Twitter access tokens of users.
  • And, uh, Twitter was exposing the private tweets of some Android users for years.
  • There’s probably like a dozen more. Change your password to everything.


Odds + The End


Dear Twitter: Don’t Pull a Snapchat. Love, DNRUM.


Netflix’s Oscar win & The week in goats