Why Meta’s new app ‘Threads’ is the biggest threat to Twitter yet

Agencies
July 7, 2023

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The launch of social media app Threads as a competitor to Twitter is a game-changer.

Meta, which also owns Facebook and Instagram, launched the new platform yesterday, ahead of schedule. Threads was welcomed almost immediately – especially by hordes of Twitter users that have watched in dismay as their beloved platform crumbles in the hands of Elon Musk.

In less than 24 hours, Threads attracted some 30 million users. And with Meta already having more than two billion Instagram users who can directly link their accounts to it, Threads’ user base will grow fast.

With its simple black and white feed, and features that let you reply, love, quote and comment on other people’s “threads”, the similarities between Threads and Twitter are obvious.

The question now is: will Threads be the one that finally unseats Twitter?

We’ve been here before

In October of last year, Twitter users looked on helplessly as Elon Musk became CEO. Mastodon was the first “escape plan”. But many found its decentralised servers difficult and confusing to use, with each one having very different content rules and communities.

Many Twitter fans created “back up” Mastodon accounts in case Twitter crashed, and waited to see what Musk would do next. The wait wasn’t long. Platform instability and outages became common as Musk started laying off Twitter staff (he has now fired about 80% of Twitter’s original workforce).

Shortly after, Musk horrified users and made headlines by upending Twitter’s verification system and forcing “blue tick” holders to pay for the privilege of authentication. This opened the door for account impersonations and the sharing of misinformation at scale. Some large corporate brands left the platform, taking their advertising dollars with them.

Musk also labelled trusted news organisations such as the BBC as “state-owned” media, until public backlash forced him to retreat. More recently, he started limiting how many tweets users can view and announced that TweetDeck (a management tool for scheduling tweets) would be limited to paid accounts.

Twitter users have tried several alternatives, including Spoutible and Post. Bluesky, which came from Twitter co-founder Jack Dorsey, is gaining ground – but its growth has been limited due to its invitation-only registration process.

Nothing had quite captured the imagination of Twitter followers … until now.

Community is the key to success

Before Musk’s reign, Twitter enjoyed many years of success. It had long been a home for journalists, governments, academics and the public to share information on the key issues of the day. In emergencies, Twitter offered real-time support. During some of the worst disasters, users have shared information and made life-saving decisions.

While not without flaws – such as trolls, bots and online abuse – Twitter’s verification process and the ability to block and report inappropriate content was central to its success in building a thriving community.

This is also what sets Threads apart from competitors. By linking Threads to Instagram, Meta has given itself a significant head-start towards reaching the critical mass of users needed to establish itself as a leading platform (a privilege Mastodon didn’t enjoy).

Not only can Threads users retain their usernames, they can also bring their Instagram followers with them. The ability to retain community in an app that provides a similar experience to Twitter is what makes Threads the biggest threat yet.

My research shows that people crave authority, authenticity and community the most when they engage with online information. In our new book, my co-authors Donald O. Case, Rebekah Willson and I explain how users search for information from sources they know and trust.

Twitter fans want an alternative platform with similar functionality, but most importantly they want to quickly find “their people”. They don’t want to have to rebuild their communities. This is likely why so many have stayed on Twitter, even as Musk has done so well to run it into the ground.

Challenges ahead

Of course, Twitter users may also be concerned about jumping from the frying pan into the fire. Signing up to yet another Meta app comes with its own concerns.

New Threads users who read the fine print will note that their information will be used to “personalize ads and other experiences” across both platforms. And users have pointed out you can only delete your Threads account if you delete your Instagram account.

This kind of entrenchment could be off-putting for some.

Moreover, Meta decided to not launch Threads anywhere in the European Union yesterday due to regulatory concerns. The EU’s new Digital Markets Act could raise challenges for Threads.

For example, the act sets out businesses can’t “track end users outside of [their] core platform service for the purpose of targeted advertising, without effective consent having been granted”. This may be in conflict with Threads’ privacy policy.

Meta has also announced plans to eventually move Threads towards a decentralised infrastructure. In the app’s “How Threads Works” details, it says “future versions of Threads will work with the fediverse”, enabling “people to follow and interact with each other on different platforms, including Mastodon”.

This means people will be able to view and interact with Threads content from non-Meta accounts, without needing to sign up to Threads. Using the ActivityPub standard (which enables decentralised interoperability between platforms), Threads could then function the same way as WordPress, Mastodon and email servers – wherein users of one server can interact with others.

When and how Threads achieves this plan for decentralised engagement – and how this might impact users’ experience – is unclear.

Did Meta steal ‘trade secrets’?

As for Musk, he’s not going down without a fight. Just hours after Threads’ release, Twitter’s lawyer Alex Spiro released a letter accusing Meta of “systematic” and “unlawful misappropriation” of trade secrets.

The letter alleges former Twitter employees hired by Meta were “deliberately assigned” to “develop, in a matter of months, Meta’s copycat ‘Threads’ app”. Meta has disputed these claims, according to reports, but the rivalry between the two companies seems far from over.

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News Network
November 13,2024

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New Delhi: The Supreme Court took a firm stance on ‘bulldozer justice’ today, affirming that the Executive cannot bypass the Judiciary and that the legal process must not prejudge the guilt of an accused. In a significant judgment, the bench led by Justices BR Gavai and KV Viswanathan set new guidelines for demolition practices, responding to petitions challenging the controversial bulldozer actions taken against individuals accused of crimes.

The rise of this practice, termed 'bulldozer justice,' has seen authorities in various states demolish what they claim to be illegal structures belonging to accused individuals. However, multiple petitions questioned the legality and fairness of this approach, bringing the matter before the court.

Justice Gavai highlighted that owning a home is a cherished goal for many families, and an essential question was whether the Executive should have the authority to strip individuals of their shelter. “In a democracy, the rule of law protects citizens from arbitrary actions by the state. The criminal justice system must not assume guilt,” stated the bench, underscoring that due process is a fundamental right under the Constitution.

On the principle of separation of powers, the bench reinforced that the Judiciary alone holds adjudicatory powers and that the Executive cannot overstep these boundaries. Justice Gavai remarked, “When the state demolishes a home purely because its resident is accused of a crime, it violates the doctrine of separation of powers.”

The court issued a strong warning about accountability, stating that public officials who misuse their power or act arbitrarily must face consequences. Justice Gavai observed that selectively demolishing one property while ignoring similar cases suggests that the aim might be to penalize rather than enforce legality. “For most citizens, a house is the product of years of labor and dreams. Taking it away must be an action of last resort, thoroughly justified,” he said.

In its directives under Article 142 of the Constitution, the Supreme Court established new demolition guidelines. These include:

Mandatory Show-Cause Notice: No demolition should occur without first issuing a show-cause notice. The person served has a minimum of 15 days or the duration stated in local laws to respond.

Transparency of Notice Content: The notice must include specifics about the alleged unauthorized construction, the nature of the violation, and the rationale for demolition.

Hearing and Final Order: Authorities are required to hear the response of the affected individual before issuing a final order. The homeowner will have 15 days to address the issue, with demolition proceeding only if no stay order is obtained from an appellate authority.

Contempt Proceedings: Any breach of these guidelines would lead to contempt proceedings. Officials who disregard these norms will be personally accountable for restitution, with costs deducted from their salaries.

Additionally, the court mandated that all municipal bodies establish digital portals within three months, displaying show-cause notices and final orders on unauthorized structures to ensure public transparency and accountability.

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News Network
November 15,2024

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Iran’s Islamic Revolution Guards Corps (IRGC) has killed or captured 69 terrorists linked to the Israeli spy agency Mossad during a major counterterrorism drill in the country's southeast, its spokesman says.  

General Ahmad Shafaei, the spokesman for the “Martyrs of Security” drill, said Friday that a total of 23 terrorists have been killed and another 46 arrested in various clean-up operations ever since the IRGC Ground Force launched it in the Sistan and Baluchestan province on November 1.

Seven terrorists have also turned themselves in during the period.

“The undeniable fact about terrorists is that they rely on arrogant powers, particularly the intelligence service of the wicked and vicious Zionist regime," Shafaei said.

“Unfortunately, weapons and munitions at terrorists’ disposal are among the most sophisticated ones in the world. This accounts for their heavy dependence.” 

The official stated that several members of the disbanded terror teams were non-Iranian nationals, who had been hired by foreign intelligence agencies to carry out acts of sabotage and terror inside Iran.

In a most recent operation, six terrorists were arrested and four others were eliminated, three of whom were non-Iranians, he added. 

On October 26, ten members of Iran's law enforcement forces were killed in a terrorist attack in the Gohar Kuh district of Taftan in the Sistan and Baluchestan province.

The so-called Jaish al-Adl terrorist group claimed responsibility for the assault, which was one of the deadliest in the province in recent months.

The group has carried out numerous terrorist attacks in Iran, primarily in Sistan and Baluchestan.

Its tactics include the abduction of border guards as well as targeting civilians and police stations within the province to incite chaos and disorder.

In January, Iran launched a military operation during which the headquarters of the Pakistan-based terrorist group was targeted in missile strikes, destroying its infrastructure.

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News Network
November 18,2024

Advisors to US President-elect Donald Trump have instructed his allies and associates to refrain from using the inflammatory language they previously employed when discussing issues related to migrants and the deportation of asylum seekers, in a bid to avoid “looking like Nazis.”

US media reports said that Trump’s associates had been asked to stop using the word “camps” to describe potential facilities that would be used to accommodate migrants rounded up in deportation operations across the country.

The reports said the US president-elect’s allies had been ordered to stave off such charged terms as they would bring to mind “Nazis,” and be used against Trump.

“I have received some guidance to avoid terms, like ‘camps,’ that can be twisted and used against the president, yes,” one Trump ally told American monthly magazine Rolling Stone.

“Apparently, some people think it makes us look like Nazis.”

The presidential advisers also cautioned surrogates and allies to keep racist terms, which have dogged Trump’s campaign, out of their remarks.

They said with Trump’s heated rhetoric that used to compare undocumented immigrants to “animals” and his slight that they are “poisoning the blood of our country,” detractors did not need to reach too far to find parallels to Nazi Germany.

Stephen Miller, who Trump tapped to be his deputy chief of staff of policy, specifically used the word “camps” to describe holding facilities that he hoped the military could put together for immigrants.

Tom Homan, who served as the acting director of Immigration and Customs Enforcement and is chosen by Trump to be in charge of the US borders, was no stranger to such language.

“It’s not gonna be a mass sweep of neighborhoods,” he said in an interview earlier this week. “It’s not gonna be building concentration camps. I’ve read it all. It’s ridiculous.”

Becoming a little more forthright about the new government’s aggressive deportation plans, Homan likened the early days of the Trump administration to the initial invasion of Iraq in 2003.

“I got three words for them – shock and awe,” he said. “You’re going to see us take this country back.”

Trump made immigration a central element of his 2024 presidential campaign but unlike his first run, which was mainly focused on building a border wall, he has shifted his attention to interior enforcement and the removal of undocumented immigrants already in the United States.

People close to the US president and his aides are laying the groundwork for expanding detention facilities to fulfill his mass deportation campaign promise.

The businessman-turned-politician deported more than 1.5 million people during his first term.

The figure do not include the millions of people turned away at the border under a Covid-era policy enacted by Trump and used during most of Biden’s term.

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