Social Round-up 27 May

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Latest News

🏛️ Dutch Government Urged to Step Away from X

The heads of the communications departments across Dutch ministries (de Voorlichtingsraad) have issued an internal memo advising the government to stop communicating via X (formerly Twitter). The council argues that since Elon Musk’s takeover, content moderation has dropped significantly, causing racism, antisemitism, discrimination, and misinformation to become increasingly visible. They state that the platform actively facilitates desinformation and polarization, which clashes with Dutch and European regulations. The advice suggests phasing out regular use, keeping accounts active only for emergencies and diplomatic needs, though the cabinet has yet to make a final decision.

Read the full story at Emerce.

📸 Instagram Chief: Engagement Rates Dictate Your Reach

If you want to know why your Instagram posts get more or less reach, look at your engagement rates rather than the reach metric itself. Instagram Chief Adam Mosseri shared that the algorithm uses interaction as a signal of interest. Interestingly, the metrics that matter depend on your audience: likes matter most for keeping your current followers engaged, while shares (send rates) are the critical metric for reaching non-followers and landing on the Explore page. Mosseri also noted that even if someone follows you, low interaction with your specific profile means your posts will drop lower in their feed, meaning only a fraction of followers see any given update.

Get the breakdown at Social Media Today.

🎵 TikTok and Universal Music Group Announce Global Licensing Deal

Universal Music Group (UMG) and TikTok have signed a new multi-year strategic licensing agreement. This deeper partnership secures global community access to UMG’s expansive recorded music and publishing catalogs while expanding marketing, e-commerce, and advertising tools for artists and songwriters. Crucially, the deal includes a groundbreaking commitment to AI protections. The two companies will actively work together to remove unauthorized AI-generated music from TikTok and improve proper attribution for human artists and songwriters.

Read the official announcement at TikTok Newsroom.

🤖 LinkedIn is Dominating B2B Queries in AI Chatbots

LinkedIn content has become a premier source for AI answers. A new report from Meltwater, which analyzed 9.5 million AI citations across six major models, reveals that LinkedIn is the second most-cited domain across AI chatbots, dominating B2B and digital marketing trends. Notably, AI models heavily prefer content from individual user profiles over company updates because they value domain expertise with data and specific examples. Structurally, text posts and articles make up 83% of these citations, and every single top-cited article in the study used bulleted or numbered lists, while 92% used clear headings, making it easy for Large Language Models (LLMs) to extract information.

See the research data at Social Media Today.

📱 Meta Launches “Forum”, A Dedicated Facebook Groups App with AI

Meta is testing a new iPhone app called “Forum,” which acts as a dedicated, revamped space for Facebook Groups (similar to the standalone Groups app discontinued in 2017). Logging in with a Facebook account automatically pulls in your current groups and creates a feed layout highly reminiscent of Reddit, minus the pseudonymity. The app features an “Ask” tab powered by Meta’s AI chatbot. Instead of searching Google or ChatGPT, users can ask questions directly, and the AI will generate responses by sourcing and linking directly to actual conversations happening inside relevant Facebook groups.

Check out the hands-on review at The Verge.