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Plaqad Launches SocialCred, A Tool To Rank Online Clout

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Plaqad, Africa’s leading marketing technology company has launched SocialCred, the continent’s first-ever social media clout ranking app.

The SocialCred works by assigning and summing up points across key metrics such as engagement rate, number of followers, audience sentiment, and number of impressions among others to determine an individual’s social media popularity and influence.

Based on the total points amassed, the individual is then awarded one of ten ranks and a cool badge they can share with their friends and fans on Twitter, Instagram, Facebook, TikTok, and Whatsapp.

Users are able to rank their social media pages or those of others on Facebook, Twitter, Instagram and Youtube and also compare two influencers side-by-side to determine the most popular of the two.

Aside from the fun element to the app, SocialCred serves an important function of helping brands assess and select influencers based on the strength of the influencer’s popularity across four of the biggest social media platforms today: Facebook, Instagram, Twitter and Youtube.

By offering growth and monetization tips, the app also helps influencers, content creators and regular social media users grow their pages, improve audience engagement and better monetize their influence through partnerships with brands.

Gbenga Sogbaike, co-founder & CEO of Plaqad the creators of SocialCred said, “SocialCred takes a fun and exciting approach to rank social media popularity and influence and we are very glad about how quickly it has been accepted by social media users worldwide.

“In its first week, we expect no less than 100,000 people to use the tool and share their badges on social media.

“The app is a product of over three months of high-level product engineering by a team of super-smart and experienced engineers, product developers and expert PR professionals and beside the cool factor, SocialCred provides brands and influencers a transparent and very accurate way to analyse social media influence and prevent fraud which is a major drawback for the influencer marketing industry.” He concluded.

Through its online platform, Plaqad facilitates seamless collaboration between social media influencers, content creators, and owners of media inventories, and brands looking to engage consumers and reach new audiences at scale.

Today, Plaqad, strengthened by a community of over 15,000 influencers, creators, and publishers, has successfully placed over 25,000 pieces of content on social and web platforms across four continents, and directly paid out over 200 million naira ($570,000) on hundreds of campaigns to members, effectively helping its programme members monetize their content, platform and influence.

According to a new report “Martech: 2020 and Beyond” collaboratively produced by BDO, WARC, and the University of Bristol, the global spend on marketing technology is $121.5 billion. This represents a significant share of the global advertising market estimated to be worth US$ 560 billion in 2019 by Statista.

In addition, the Financial Times in a recent post projects the value of the global influencer market — another area where Plaqad features prominently — to reach $15 billion by 2022.

With the covid19 pandemic necessitating prolonged social distancing and lockdown measures across the globe, traditional means of marketing like events, out-of-home and newspapers have suffered setbacks as consumer behaviour continues to change.

Companies like Plaqad which are at the forefront of digital media technology will help marketers, influencers, brands and the government to navigate the new reality.

With social media usage by consumers on a steady rise this period — 61% over normal usage rates according to research firm Kantar — brands are leaning into influencer marketing to deliver relevant and consistent messages that keep their audiences engaged amid the coronavirus crisis and they look up to marketing tech companies like Plaqad to navigate the new normal.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Group Advocates for Digital Rights at 2024 Internet Governance Forum

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Paradigm Initiative (PIN), a leading pan-African organisation dedicated to advancing digital rights and inclusion in the Global South, has made significant contributions to the just-concluded 2024 Internet Governance Forum (IGF) in Riyadh, Saudi Arabia.

PIN’s participation in the prestigious global event underscores the organisation’s commitment to fostering inclusive digital policies and ensuring that Africa’s voices are central in global discussions about the future of the internet.

During the week-long forum, PIN team members played key roles in numerous sessions, emphasising the importance of a digital rights perspective in the development of emerging technologies, advocating for a more inclusive digital future, and addressing the specific challenges the African continent faces in terms of digital access and inclusion.

PIN Executive Director, ‘Gbenga Sesan, spoke at high-profile sessions, including the Leadership Panel on ‘The Internet We Want’, which outlined the vision for a global internet that is accessible, secure, and inclusive.

At the Africa Youth IGF Parley, ‘Gbenga provided a platform for young Africans to address pressing issues such as internet restrictions, the digital divide, and digital rights violations.

Adeboye Adegoke, Senior Manager for Grants and Programmes Strategy at Paradigm Initiative, contributed to Open Forum #12, advocating for policies that ensure a rights-respecting and inclusive digital future. His discussions highlighted the importance of policies that place human rights at the core of technological advancements.

Ihueze Nwobilor, Senior Programmes Officer, spoke at the session, ‘A Rights-Respecting Approach to Emerging Tech Development,’ where he called for the prioritisation of human rights in the development and deployment of emerging technologies across Africa and beyond.

The organisation’s Senior Manager for Partnerships and Engagements, Thobekile Matimbe, shared valuable insights during the ‘Better Products and Policies Through Stakeholder Engagement’ session.

She emphasized the role of the private sector in engaging with local communities to ensure that digital products and policies are inclusive and meet the needs of vulnerable groups across Africa.

Bridgette Ndlovu, PIN Partnerships and Engagements Officer, moderated a session on ‘Implementation of the USF in 26 African Countries,’ where she and other speakers, including ‘Gbenga Sesan, discussed the crucial role of Universal Service Funds (USF) in advancing digital inclusion, particularly in underserved and rural areas.

PIN’s participation at IGF 2024 has been an important moment for advocating digital rights in Africa. “Paradigm Initiative’s participation was a powerful reminder that Africa’s digital future must be shaped by inclusive, rights-respecting policies.

“Our participation at the IGF is a continuous demonstration of the need for all stakeholders to collaborate in building a more inclusive and accessible internet for everyone, especially those in under-served communities,” PIN Executive Director, ‘Gbenga Sesan stated.


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From Niche App to Global Giant: TikTok’s Controversial Journey

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TikTok’s rise from a niche video-sharing app to a global social media giant has sparked controversies worldwide, with concerns over its links to China and its influence on users and politics.

In Albania, Prime Minister Edi Rama announced Saturday that TikTok would be banned for at least a year starting in 2025.

The decision follows a tragic incident in Tirana where a 14-year-old was killed and another injured in a fight stemming from an online confrontation. Rama described TikTok as the “thug of the neighborhood.”

In Romania, the European Union is investigating whether TikTok played a role in far-right candidate Calin Georgescu’s unexpected first-round presidential election victory.

The probe focuses on alleged Russian interference and claims of “preferential treatment” by TikTok. This marks the platform’s third EU investigation, potentially risking fines of up to six percent of its global revenue.

TikTok stated it has implemented “robust actions” to combat election misinformation, while Russia denies meddling.

In the United States, TikTok faces mounting pressure after the government passed a law in April requiring ByteDance, its Chinese parent company, to divest from the platform by January 2025.

The U.S. claims TikTok allows China access to American user data, a claim TikTok denies. ByteDance admitted its employees had accessed U.S. user data but insisted it does not share information with Chinese authorities.

TikTok could face a nationwide ban if ByteDance fails to comply, threatening its 170 million U.S. users.

Australia recently enacted a landmark law banning under-16s from accessing social media, including TikTok, with hefty fines of up to AU$50 million for noncompliance.

TikTok expressed disappointment, warning the law could push young users to less regulated parts of the internet.

In Europe, TikTok was forced to remove an engagement feature in its TikTok Lite version after EU regulators raised concerns about its addictive nature.

The feature rewarded users aged 18 and older with points redeemable for goods based on time spent on the app.

TikTok also faces criticism for its role in spreading hazardous challenges, some of which have reportedly led to child deaths, such as the blackout challenge.

Disinformation remains a significant issue, with a study by NewsGuard revealing that one-fifth of videos on topical subjects like the Russia-Ukraine war contained misleading or false information.

Despite these controversies, TikTok remains a dominant force in social media, attracting creators and influencers worldwide.

Its powerful algorithm and innovative features have secured its place at the forefront of digital engagement.

However, the platform continues to grapple with mounting scrutiny over its practices and societal impact.

TikTok’s meteoric rise has reshaped the social media landscape, cementing its status as a global powerhouse with over 1.04 billion monthly active users worldwide as of 2024.

This milestone, achieved in less than a decade, underscores TikTok’s unparalleled growth trajectory compared to platforms like Facebook and Instagram, which took significantly longer to reach similar heights.

In the United States alone, 170 million people actively use the app, contributing to its $16 billion U.S. revenue in 2023.

Globally, TikTok engages over a quarter of social media users and nearly one-fifth of internet users monthly, with U.S. adults spending an average of nearly an hour daily on the platform.

Its popularity is further evidenced by 137 million downloads in the first quarter of 2024.

Since its 2018 launch, TikTok has grown from 55 million users to over a billion, fueled by its dynamic algorithm and appeal across diverse demographics.


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NCC Holds Virtual Forum on A2P Licensing Framework

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Nigerian Communications Commission (NCC) has hosted a virtual stakeholders’ forum to discuss the draft Application-to-Person (A2P) licensing framework.

The event, held on December 20, aimed to address challenges in the international A2P messaging space in Nigeria, including consumer protection, fraud prevention and industry fairness.

Dr. Aminu Maida, executive vice chairman (EVC)/ceo, Nigerian Communications Commission who was represented by Mrs. Chizua Whyte, Ag. Head, Legal and Regulatory Services of NCC, said A2P messaging plays a vital role in today’s digital world.

“A2P messaging drives efficiency, enhances communication and supports socio-economic development.

“It has become the go-to platform for businesses to send notifications, whether transactional, promotional or service-related, directly to consumers,” Whyte said.

She emphasized the importance of effective regulation, stressing that the NCC’s strategic focus is centered on three key stakeholders: the government, consumers and the industry.

Whyte noted that the proposed framework seeks to foster innovation, ensure fair and transparent operations and protect consumers.

“The NCC firmly believes that effective regulation stems from inclusivity and collaboration.

“This forum is an opportunity for all of us – operators, aggregators, businesses, service providers and consumers – to engage in meaningful discussions,” she said.

The commission presented the various feedbacks received as inputs into the A2P Licensing Framework and gave NCC’s responses to each of the observations and recommendations made by the licensees.

Mrs. Truddy Tony-Awusaku, Assistant Director at the Licensing and Authorisation Department of the NCC, presented an overview of the framework for international A2P messaging in Nigeria.

The NCC assured stakeholders that it would continue to engage internal and external stakeholders ahead of the final draft of the A2P Messaging Services Licensing Framework.

The commission invited stakeholders to provide feedback and recommendations to refine the framework and create a sustainable A2P messaging ecosystem.


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