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Threads Has Not Taken Off Because It Is Not a Game Changer

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On July 5th, Mark Zuckerberg launched the Twitter (now ‘X’) clone Threads seemingly as a stab at X/Twitter’s new owner and his nemesis Elon Musk. I can only surmise Zuckerberg saw X/Twitter as a “sinking ship” that he could take advantage of.

Backstory: 15 years ago, Zuckerberg wanted X/Twitter. Apparently, he tried purchasing the bird app several times. Then, he got sidetracked acquiring and developing other products, such as Instagram, WhatsApp, and the Metaverse.

Threads’ name refers directly to X/Twitter, so it should ring a bell. When you string tweets together, you create a thread. Zuckerberg wants Threads to be the next X/Twitter.

The Facebook founder is one of many to try to unseat Twitter. When Musk took over X/Twitter, Mastodon briefly gained popularity. However, its popularity was short-lived, and Mastodon DAU (Daily Active Users) gradually declined. Then there is India’s Koo, introduced in March 2020. Koo still makes some noise in some parts of the world, but its DAU hovers around 4 million, while X/Twitter’s DAU is 237.8 million. Spoutible is perhaps the cleanest equivalent to X/Twitter, but it has yet to create buzz. Additionally, there is Bluesky, backed by ex-Twitter CEO Jack Dorsey; however, the reviews have been lukewarm.

The pattern is always the same. A new social media app (e.g., Counter Social, Spill, Post, Cohost) is released and initially makes a splash. Everyone is excited, hoping the new app will challenge Twitter, but the hype soon fades. So far, no app has achieved the critical mass needed to lure users away from X/Twitter. Kudos to Threads for having been able to suck in over 100 million sign-ups in its first week by building on people’s existing Instagram networks.

Opinionated “social media experts” are asking: Will Threads overtake Twitter as the leader in social text-based apps? 

The question I have: Why does Threads exist?  

Threads lacks new features, offers no competitive advantages, and was launched half-baked, missing many features that users are familiar with elsewhere, such as, unbelievably, hashtags.

Threads not being a game changer is one reason it has, so far, failed to live up to its initial promise that it would replace X/Twitter. For all intents and purposes, Threads is identical to all other social media platforms; therefore, X/Twitter users are not compelled to switch to it. Most of all, it lacks the angry, toxic posts that attract people to social media platforms; thus, it is bland.

Elon Musk once said: “It is infinitely preferable to be attacked by strangers on Twitter than indulge in the false happiness of hide-the-pain Instagram.”

A large segment of the population seems to believe they benefit—how is open for debate—in some way from the toxic drama that social media provides. For many people, it feels good to tear people down. Where else can you sit at home anonymously judging strangers as racists, homophobes, right-wingers, or lefties? Insulting strangers under the guise of “free speech” gives many people an endorphin rush that comes with believing they are morally superior and convincing others of their rightness.

Another reason people use X/Twitter is to get news. An X/Twitter survey found that 55% of users get their news from X/Twitter. Since its inception, X/Twitter has been “the place” for real-time updates whenever the good, bad, and ugly occur. Michael Jackson’s death, Seal Team Six killed Osama bin Laden, and the Arab Spring first broke on X/Twitter.

News breaks on X/Twitter. Opposing cultures, values, and beliefs rub hard against each other on X/Twitter. Ego-stroking virtue-signalling posts are prevalent. You do not go to X/Twitter to see what your family and friends are up to.

As Zuckerberg intended, Threads is a playful and pleasant bubble. This has resulted in Thread users being presented with observations that are not more controversial than “Cats make better companions than dogs,” “Nobody truly likes avocados,” and brands and celebrities shamelessly promoting themselves. Threads wear X/Twitter’s skin minus its teeth; hence, it delivers a surface-level experience that steers clear of controversy… a big mistake!

Instagram, Threads lifeline, CEO Adam Mosseri has said Threads wants to draw in users who want a less “angry” place for conversations. For most people, this sounds boring. An additional head-scratcher: While news and politics are not censored on Threads, the platform does not actively court these topics. Zuckerberg seems to have forgotten why people spend hours scrolling through their feeds.

The ideological diversity of X/Twitter’s user base, coupled with its rage-stoking algorithm, creates a sense of importance that is hard to resist. When you post on X/Twitter, you are part of “the discourse”—in the thick of things— participating, for the most part, anonymously in an ongoing discussion that reflects our collective anger against the government, wokeism and political correctness. Creating an anonymous account allows you to express your true opinions without fear of repercussions, which, while cowardly, is understandable.

X/Twitter is floundering, but it is far from dying. The only way Threads or any other app can overtake X/Twitter is if people let go of it. For people to let go of X/Twitter, it must die first, and only Elon Musk can do that.

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Nick Kossovan is the Customer Service Professionals Network’s Social Media Director (Executive Board Member). Feel free to send your social media questions to nick.kossovan@gmail.com. On Twitter and Instagram, follow @NKossovan.

 

 

 

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Bad traffic, changed plans: Toronto braces for uncertainty of its Taylor Swift Era

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TORONTO – Will Taylor Swift bring chaos or do we all need to calm down?

It’s a question many Torontonians are asking this week as the city braces for the arrival of Swifties, the massive fan base of one of the world’s biggest pop stars.

Hundreds of thousands are expected to descend on the downtown core for the singer’s six concerts which kick off Thursday at the Rogers Centre and run until Nov. 23.

And while their arrival will be a boon to tourism dollars — the city estimates more than $282 million in economic impact — some worry it could worsen Toronto’s gridlock by clogging streets that already come to a standstill during rush hour.

Swift’s shows are set to collide with sports events at the nearby Scotiabank Arena, including a Raptors game on Friday and a Leafs game on Saturday.

Some residents and local businesses have already adjusted their plans to avoid the area and its planned road closures.

Aahil Dayani says he and some friends intended to throw a birthday bash for one of their pals until they realized it would overlap with the concerts.

“Something as simple as getting together and having dinner is now thrown out the window,” he said.

Dayani says the group rescheduled the gathering for after Swift leaves town. In the meantime, he plans to hunker down at his Toronto residence.

“Her coming into town has kind of changed up my social life,” he added.

“We’re pretty much just not doing anything.”

Max Sinclair, chief executive and founder of A.I. technology firm Ecomtent, suggested his employees avoid the company’s downtown offices on concert days, saying he doesn’t see the point in forcing people to endure potential traffic jams.

“It’s going to be less productive for us, and it’s going to be just a pain for everyone, so it’s easier to avoid it,” Sinclair said.

“We’re a hybrid company, so we can be flexible. It just makes sense.”

Swift’s concerts are the latest pop culture moment to draw attention to Toronto’s notoriously disastrous daily commute.

In June, One Direction singer Niall Horan uploaded a social media video of himself walking through traffic to reach the venue for his concert.

“Traffic’s too bad in Toronto, so we’re walking to the venue,” he wrote in the post.

Toronto Transit Commission spokesperson Stuart Green says the public agency has been working for more than a year on plans to ease the pressure of so many Swifties in one confined area.

“We are preparing for something that would be akin to maybe the Beatles coming in the ‘60s,” he said.

Dozens of buses and streetcars have been added to transit routes around the stadium, and the TTC has consulted the city on potential emergency scenarios.

Green will be part of a command centre operated by the City of Toronto and staffed by Toronto police leaders, emergency services and others who have handled massive gatherings including the Raptors’ NBA championship parade in 2019.

“There may be some who will say we’re over-preparing, and that’s fair,” Green said.

“But we know based on what’s happened in other places, better to be over-prepared than under-prepared.”

Metrolinx, the agency for Ontario’s GO Transit system, has also added extra trips and extended hours in some regions to accommodate fans looking to travel home.

A day before Swift’s first performance, the city began clearing out tents belonging to homeless people near the venue. The city said two people were offered space in a shelter.

“As the area around Rogers Centre is expected to receive a high volume of foot traffic in the coming days, this area has been prioritized for outreach work to ensure the safety of individuals in encampments, other residents, businesses and visitors — as is standard for large-scale events,” city spokesperson Russell Baker said in a statement.

Homeless advocate Diana Chan McNally questioned whether money and optics were behind the measure.

“People (in the area) are already in close proximity to concerts, sports games, and other events that generate massive amounts of traffic — that’s nothing new,” she said in a statement.

“If people were offered and willingly accepted a shelter space, free of coercion, I support that fully — that’s how it should happen.”

This report by The Canadian Press was first published Nov. 13, 2024.



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‘It’s literally incredible’: Swifties line up for merch ahead of Toronto concerts

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TORONTO – Hundreds of Taylor Swift fans lined up outside the gates of Toronto’s Rogers Centre Wednesday, with hopes of snagging some of the pop star’s merchandise on the eve of the first of her six sold-out shows in the city.

Swift is slated to perform at the venue from Thursday to Saturday, and the following week from Nov. 21 to Nov. 23, with concert merchandise available for sale on some non-show days.

Swifties were all smiles as they left the merch shop, their arms full of sweaters and posters bearing pictures of the star and her Eras Tour logo.

Among them was Zoe Haronitis, 22, who said she waited in line for about two hours to get $300 worth of merchandise, including some apparel for her friends.

Haronitis endured the autumn cold and the hefty price tag even though she hasn’t secured a concert ticket. She said she’s hunting down a resale ticket and plans to spend up to $600.

“I haven’t really budgeted anything,” Haronitis said. “I don’t care how much money I spent. That was kind of my mindset.”

The megastar’s merchandise costs up to $115 for a sweater, and $30 for tote bags and other accessories.

Rachel Renwick, 28, also waited a couple of hours in line for merchandise, but only spent about $70 after learning that a coveted blue sweater and a crewneck had been snatched up by other eager fans before she got to the shop. She had been prepared to spend much more, she said.

“The two prized items sold out. I think a lot more damage would have been done,” Renwick said, adding she’s still determined to buy a sweater at a later date.

Renwick estimated she’s spent about $500 in total on “all-things Eras Tour,” including her concert outfit and merchandise.

The long queue for Swift merch is just a snapshot of what the city will see in the coming days. It’s estimated that up to 500,000 visitors from outside Toronto will be in town during the concert period.

Tens of thousands more are also expected to attend Taylgate’24, an unofficial Swiftie fan event scheduled to be held at the nearby Metro Toronto Convention Centre.

Meanwhile, Destination Toronto has said it anticipates the economic impact of the Eras Tour could grow to $282 million as the money continues to circulate.

But for fans like Haronitis, the experience in Toronto comes down to the Swiftie community. Knowing that Swift is going to be in the city for six shows and seeing hundreds gather just for merchandise is “awesome,” she said.

Even though Haronitis hasn’t officially bought her ticket yet, she said she’s excited to see the megastar.

“It’s literally incredible.”

This report by The Canadian Press was first published Nov. 13, 2024.

The Canadian Press. All rights reserved.



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Via Rail seeks judicial review on CN’s speed restrictions

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OTTAWA – Via Rail is asking for a judicial review on the reasons why Canadian National Railway Co. has imposed speed restrictions on its new passenger trains.

The Crown corporation says it is seeking the review from the Federal Court after many attempts at dialogue with the company did not yield valid reasoning for the change.

It says the restrictions imposed last month are causing daily delays on Via Rail’s Québec City-Windsor corridor, affecting thousands of passengers and damaging Via Rail’s reputation with travellers.

CN says in a statement that it imposed the restrictions at rail crossings given the industry’s experience and known risks associated with similar trains.

The company says Via has asked the courts to weigh in even though Via has agreed to buy the equipment needed to permanently fix the issues.

Via said in October that no incidents at level crossings have been reported in the two years since it put 16 Siemens Venture trains into operation.

This report by The Canadian Press was first published Nov. 13, 2024.

Companies in this story: (TSX:CN)

The Canadian Press. All rights reserved.



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