The First Casualty Of War Is The Truth

As the tragic and shocking events of the last few days have unfolded across the news media, the role social media is playing in its reporting has come under the spotlight.

The moderation of some of the biggest platforms has come in to serious question as EU regulator Thierry Breton threatened both Twitter/X and TikTok with fines of up to 6% of their annual turnover for failure to act. Referring to “violent and terrorist content” and disinformation and “manisfestly false or misleading information“. 

Citing the recently introduced Digital Services Act, Breton engaged directly on the platform with Elon Musk and CEO Linda Yaccarino. As the crisis broke Musk had already promoted (and deleted) supposedly trustworthy Twitter accounts @WarMonitors and @sentdefender on his own account which turned out to be anything but that. 

Having bought Twitter for $44BN and dismantled much of its apparatus for authentication, namely the Blue tick verification system, this has caused chaos on the platform. Although this has been apparent for a while the war in Ukraine and now Israel / Gaza bring it in to even sharper focus.

Bad actors purchasing the new blue tick on ‘X’ can have any disinformation they post pushed up the feed algorithmically. On its purchase Twitter held this haughty valuation in no small part due to the checks and balances afforded to it by the aforementioned system as well as whole departments of disinformation teams and moderators who worked to keep out the lies and propaganda. Many of these staff were removed by Musk in his move to cut costs and create the ‘Everything App’ of his dreams.

We know the potential social media has for positive impact on the world. We hope and pray that better times will come for all concerned.

  • Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!Alvaro Lopez, Primavera Sound
  • Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.Chris Besseling, eOne Films
  • From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.Niko Michault, Push Music Management (Jack Savoretti)
  • It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.Sophie Rix, The Prince’s Trust
  • We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.Ben Martin, Marshall Arts (P!nk and Elton John)
  • Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.Tom Noeding, RS Group
  • Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.Jai Shaw, ATC Management
  • Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.Naoise Kavanagh, Jigsaw
  • Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.Tony McGuinness, Anjunabeats / Above & Beyond