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Tag: verification

  • How Subscription Models Like Meta Verified Have Changed the PR Landscape | Entrepreneur

    How Subscription Models Like Meta Verified Have Changed the PR Landscape | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the not-so-distant past, the elusive verification checkmark on social media was an emblem of influence, credibility and hard-earned recognition. To have that blue tick next to your name was akin to a digital knighthood, signifying that you weren’t just anyone — you were someone of note.

    Brands and influencers would invest heavily, sometimes to the tune of thousands of dollars, in comprehensive PR strategies, striving for extensive media coverage to achieve this coveted badge. Enter 2023, and the game has dramatically changed.

    Related: Has Meta Verified Ruined the Value of the Coveted Blue Check Mark?

    Verification: A commodity at a small price

    Platforms have introduced a novel way to get verified. Meta Verified and X Premium (formerly known as Twitter Blue) now allow users to obtain this verification for just $14.99 or less a month. A significant departure from days of yore when brands and individuals spent vast sums, often employing PR agencies, to build a robust online presence through organic media placements. This symbol, once a testament to your influence, now merely stands as a confirmation that you are who you claim to be, devoid of any implications of credibility or prominence.

    The true cost of verification

    While $14.99 might sound like a paltry sum for immediate verification, we must assess the broader implications. The prior requirement of achieving this badge organically meant that not just anyone could have it. It acted as a filter, ensuring that those who sported the checkmark had genuinely noteworthy online presences. This naturally added to the allure and value of the verification badge. With its democratization, its sheen of exclusivity has been eroded.

    Implications for the PR industry

    If the blue tick is no longer a direct reflection of one’s media presence and influence, where does this leave the PR industry? There’s no denying that the immediate incentive for brands to invest in PR campaigns, with the hope of obtaining verification, has been significantly diluted. However, it would be an oversimplification to assume that PR’s importance has been wholly marginalized.

    With verification now just a click and a nominal payment away, the role of PR is primed for evolution, not extinction. The objective shifts from merely aiming for recognition to creating a tangible, authentic and lasting brand image. This involves nuanced storytelling, genuine audience engagement and reinforcing the brand’s ethos consistently. In essence, while the path to verification might have been simplified, the journey to genuine brand resonance has not. PR remains the compass guiding that journey.

    The lasting value of organic media presence

    Although Meta Verified and X Premium have made the checkmark easily accessible, the intrinsic value of organic media presence remains unparalleled. Earned media placements, genuine endorsements and organic audience interactions continue to be gold standards of authenticity. They offer depth, character and a multi-faceted narrative that a purchased badge simply cannot replicate.

    Related: ‘This Will Be a Nightmare’: Mark Cuban Slams Elon Musk’s New Twitter Verification System

    Rethinking PR strategies

    In this new landscape, PR professionals need to articulate and demonstrate the broader benefits of organic media engagement. Campaigns should be designed with a holistic view, emphasizing long-term brand equity over short-term gains. After all, in a world where verification can be bought, genuine brand stories become the real differentiators.

    As digital platforms continue to evolve, and the lines between organic and paid recognition blur, the quest for authenticity becomes paramount. Brands and users alike will need to look beyond superficial badges and delve deeper into what truly resonates with audiences. PR, with its emphasis on authentic storytelling and genuine audience connections, remains at the heart of this quest.

    While Meta Verified and X Premium have undeniably altered the value proposition of the verification badge, they’ve also highlighted the indispensable role of authentic PR. Brands and influencers must understand that while badges can be bought, credibility, trust and genuine influence are earned. As the digital landscape becomes increasingly cluttered, the onus is on brands and individuals to distinguish themselves, not just through badges but through genuine narratives and meaningful connections. In this endeavor, PR’s role is not just relevant, but more crucial than ever.

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    Hanna Shanar

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  • Having Trouble Getting Verified on Social Media? Try These Steps

    Having Trouble Getting Verified on Social Media? Try These Steps

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    Opinions expressed by Entrepreneur contributors are their own.

    Social media’s highly coveted and symbolic blue checkmark has become increasingly important for entrepreneurs. That little blue checkmark gives you instant credibility and massive authority in your space.

    Becoming a verified public figure can dramatically change your business by opening doors and opportunities for you that were previously unattainable. A verified profile will help you to expand your network, ensure your DMs get opened by other public figures and celebrities, establish yourself as a trustworthy brand and increase your audience reach. However, despite the misconceptions, you cannot buy it — well, unless it’s Twitter.

    I have been verified for over eight years and have helped many entrepreneurs get verified. Unfortunately, I have also seen many get denied because they pursue shortcuts and look for quick fixes. Verification is a privilege you must earn.

    Your brand identity is at the heart of the verification process. If you want to be a public figure, you have to present yourself as one. If you don’t have a brand identity worthy of verification, invest in the process now. Doing so will provide a return on investment far beyond the verification process. Implementing these strategies can help you build a brand identity that captures attention and leads to social media verification.

    Related: Twitter Launches Gold Check Mark With Relaunch of Subscription Program, Twitter Blue

    Secure professional photos

    Every public figure must do a high-quality, professional photoshoot regardless of industry. High-quality headshots and lifestyle images you can use for content give you a distinct advantage over your competitors because brand identity is visual. A headshot or profile image is often the first visual impression somebody has of you and your brand online.

    Invest in a photographer specializing in editorial photography to ensure you can use your images for social media content and in media publications. If your business is product based, be sure to capture images of your product in action. In addition, professional photography can strengthen your chances of getting covered by the media.

    Manage your online reputation

    Next, focus on establishing an aesthetically pleasing brand identity across all channels. How you present yourself is how others will see you, so it’s essential to be mindful when building a brand identity. Profile pictures should be professional. Whether you use your headshot or your brand’s logo, they should represent who you are and what you do. Your bio should clearly articulate why you are notable and include your website or brand tagline.

    Once you have established your profile images and bios, it is time to take inventory of your content. Archive or delete any content that will prevent your verification. Remove any comments or posts that are unprofessional or do not represent you in the best light. If your content or comments violate the community guidelines or would likely be censored, it will also prevent verification.

    Aligning social media content with a brand identity can help an entrepreneur establish credibility and authority on a given topic or niche because they provide value to their audience. Reputation management online can also help you reach a better target audience and quality of users and, therefore, secure better opportunities to drive your business goals.

    Related: Trying to Get Verified on Social Media? Here’s What You Need to Know.

    Press coverage

    One of the biggest misconceptions is that all press is good and that you can build it up over time. That is an outdated belief in general, but especially regarding verification. You need the media and the general public to talk about you. Therefore, press coverage must be current, relevant and from reputable and top-tier outlets.

    Many types of press and news coverage exist, but you need your name and photo in highly reputable and “big” publications and outlets to count toward the verification process. Getting this type of press coverage from respected media provides the third-party validation you need to establish credibility and nurture your brand identity. To maximize the benefits of this press coverage, focus your efforts on publications in your specific niche or industry.

    You can get featured in these top-tier publications in a few different ways. An excellent place to start is by introducing yourself to media contacts, submitting thought leadership articles or sending pitches accompanied by high-quality images of yourself and your business. If you’re having trouble getting into more prominent print publications, targeting niche podcasts, radio and local news outlets can help you gain the traction you need to secure coverage in more desirable outlets.

    Remember that regardless of the publication or outlet, you must provide value for the outlet’s audience to ensure coverage. Have a good story, be vulnerable and share actionable insights for others to learn from.

    Related: Hesitant to Use Social Media for Your Business? Here’s What You’re Missing Out On.

    Hire a public figure coach

    Hiring a coach can be one of the most impactful things you do for your business. The most successful celebrities and CEOs all have coaches and mentors they rely on. A public figure coach specializes in all aspects of your public persona across all channels, platforms and mediums.

    Working with a coach specializing in public figures provides you with a competitive advantage in navigating the verification process from building your social following, turning your followers into customers and creating the brand and brand awareness you need to become verified. In addition, a public figure coach can help you leverage your verified status to generate business and networking opportunities that will drive growth for your brand and revenue.

    From building your brand to creating value and authenticating yourself as a unique product, social media verification is key to unlocking endless opportunities that can help you succeed in your endeavors. If you include these steps in your strategy to become verified, you will see results. It may not happen overnight, but implementing these guidelines will help you strengthen your profile and build a following that engages with your business on and offline.

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    Heidi Cortez

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  • The Timeline Of Elon Musk’s Twitter Takeover Downfall

    The Timeline Of Elon Musk’s Twitter Takeover Downfall

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    Home of celebrities and neo-nazis, Twitter has it all. With nearly 400 million users globally — half of them active — the social networking and micro-blogging platform remains the central spot for 280-character musings.

    Known for its fandoms, spam bots, garbage discourse, and the tantalizing opportunity to respond directly to even the most famous of people, it’s now going to be known for Elon Musk’s desecration of it.

    The multi-billionaire — ex-husband of Grimes — and purchaser of the title of “founder of Tesla” boasts 100 million+ Twitter followers, 20k+ tweets, and the title of CEO as of 2022.

    Despite the goal of redefining Twitter as an innovation of grand proportions and as a “free speech” haven, Musk’s tyrannical management style may cause the platform to grind to a screeching halt any moment. Instead of a slow sinking ship, Musk crashed into the iceberg and then set off rocket launchers at the escaping boats.

    Here’s a timeline of Musk’s acquisition and subsequent murder of Twitter:

    Most recent news at the top — scroll down and read up for a full chronological timeline (this will be updated frequently)

    November 18, 2022: Twitter in trouble

    Teams responsible for Twitter’s basic functioning have been laid off or fled for the hills. Critics posit that the site could cease to exist any day now.

    Musk closes all office sites — even after stating that all employees were required to work in the office, or resign.

    November 16, 2022: Go hardcore or leave

    Musk issues an ultimatum for the remaining Twitter staff to be “hardcore” and “exceptional” employees or leave. Effectively creating a cult-like environment for employees willing to work with such a toxic boss, his ultimatum draws criticism.

    Hundreds of employees quit.

    November 11, 2022: Blue checkmarks for all!

    Ignoring Twitter’s Trust & Safety team, Musk rolls out the purchase of the blue verification checkmark.

    The checkmark, which is also used on Instagram and TikTok, was originally a verification system to distinguish legitimate account holders — such as celebrities, publications, and organizations — from posers or parodies. However, Musk’s latest policy changes make it a status symbol, and a free for all when it comes to posing as brands or established entities.

    November 4, 2022: Musk lays off half the company

    Employees are alerted by being locked out of their computers.

    November 3, 2022: Musk has beef with renowned horror writer, Stephen King

    Musk announces his plan to charge $20 for the blue checkmark of verification. King tells him he’ll leave the platform, and Musk backtracks to $8.

    ⭐️ October 27, 2022: Musk buys Twitter

    Musk becomes CEO for $44 billion and announces himself “Chief Twit.” He takes the company private, so it’s no longer listed with the New York Stock Exchange.

    Musk’s number one priority is to make Twitter a haven for “free speech.” This will not end well for him.

    October 3, 2022: Musk agrees to buy Twitter

    During the Twitter vs. Musk trial, he was unable to prove that Twitter mislead him by misrepresenting the platform.

    September 13, 2022: Twitter shareholders vote in favor of the Musk acquisition

    Musk privately offers to purchase Twitter at a reduced price of $31 billion, but they reject his lower offer.

    July 12, 2022: Twitter formally launches a lawsuit against Musk

    Twitter requests that the trial be moved from September 19 – September 22, right before the deal’s “drop dead” date on October 24.

    July 8, 2022: Musk threatens to terminate the contract

    Citing that he’d been misled by Twitter’s bot numbers and security features, Musk threatens to terminate the contract, ensuring legal action.

    May 13, 2022: The Deal’s on hold

    According to Musk, the deal’s put on hold due to the high amount (5%) of spambots on Twitter. This announcement causes Twitter’s stock to plunge by 10%.

    April 25, 2022: Twitter accepts

    Because Musk’s offer is much higher than what Twitter is deemed worth and he has the cash, Twitter accepts, with caveats. If Mr. Musk wants to back out or disparages the company while the deal is closing, there’s a $1 billion termination fee.

    ⭐️ April 13, 2022: Musk offers to buy Twitter

    He makes a $43 billion unsolicited bid to take Twitter private at $54.20 per share. The offer is 38% above the April 1 asking price. It was described as a “hostile takeover attempt.”

    “I invested in Twitter as I believe in its potential to be the platform for free speech around the globe, and I believe free speech is a societal imperative for a functioning democracy.

    However, since making my investment I now realize the company will neither thrive nor serve this societal imperative in its current form. Twitter needs to be transformed as a private company.

    As a result, I am offering to buy 100% of Twitter for $54.20 per share in cash, a 54% premium over the day before I began investing in Twitter and a 38% premium over the day before my investment was publicly announced. My offer is my best and final offer and if it is not accepted, I would need to reconsider my position as a shareholder.

    Twitter has extraordinary potential. I will unlock it.”

    It’s rumored that the “420” in $54.20 is a reference to the cannabis slang for smoking daily at 4:20pm.

    April 11, 2022: Musk rejects his spot on the Board

    Joining the Board would have meant protecting the interests of Twitter, and therefore not criticizing the brand. There also would be a cap on his shares.

    April 5, 2022: Musk is asked to join the Twitter Board

    Musk’s announcement causes a major spike in Twitter’s stock prices — and a dip in Tesla stock prices. But Twitter invites him to join the board, even amidst concerns. Musk accepts the invite and extends an invite to Jack Dorsey, who declines.

    April 4, 2022: Musk becomes Twitter’s largest shareholder

    By investing $2.64 billion into Twitter’s stock over the course of the last few months, Musk gains 9.2% of shares, making him the largest shareholder.

    January – March 2022: Musk shares his Twitter grievances

    Musk’s tweets gain attention for his multiple complaints about the social media platform’s bot problem as well as its crypto scammers. He also placed a poll for his followers on whether or not Twitter’s code should be open-source — meaning available for anyone to view and rework themselves.

    December 21, 2017: Musk shares his love for Twitter

    Then-CEO Jack Dorsey replied, “Same.” A user suggested the multi-millionaire should buy Twitter and Musk replied, “How much is it?” So technically, this dumpster fire has been 5 years in the making.

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    Allie Lembo

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  • Want to Get Verified on Instagram? Don’t Fall For These 3 Verification Scams

    Want to Get Verified on Instagram? Don’t Fall For These 3 Verification Scams

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    Opinions expressed by Entrepreneur contributors are their own.

    Whether you’re a thought leader, influencer or entrepreneur, you probably have “get verified on Instagram” on your to-do list. And you should. The coveted blue check mark is valuable for any business leader, but especially for those whose work relies on having a positive public persona.

    Not only does the check mark put you in an elite group — less than 5% of Instagram accounts are granted a verified status — but it also protects you from imposters hijacking your online presence. Which of the dozens of Ryan Reynolds’ Instagram accounts is the real one? The one with the blue check mark.

    So, how do you get verified on Instagram? There are those who would tell you that the process is easy and requires only a little bit of time, a few forms and some money. Don’t believe them. Those people are scammers who are trying to get access to your private information or take your money.

    As Instagram explains on its website, verification is something that is offered to those who “represent a well-known, highly searched-for person, brand or entity.” If that does not describe you or your brand, you should be suspicious of anyone who offers you an easy path to getting a blue check mark.

    Here are three common Instagram verification scams you should be careful to avoid.

    Related: Is That Instagram Email a Phishing Attack? Now You Can Find Out.

    1. Don’t trust an invitation to apply

    If you are a well-known person or represent a well-known brand, you can apply on your own to be considered for verification. Once you apply, you should expect a response within 30 days. What you should not expect is that Instagram will reach out to you to let you know that you are eligible for verification if you have not applied for that status.

    A recent Instagram verification scam lured people in through email messages saying they were eligible for the blue check mark. The next step, according to the email, was to supply the email address associated with the account and the password.

    This scam utilizes a strategy commonly known as phishing, in which bad actors hope to entice someone to provide them with private information by offering them something of value. The information phished for can include usernames, passwords, bank account numbers, social security numbers and more. Once the information is obtained, the account can be hacked to obtain more information, use it for illegitimate purposes, and even lock the genuine account owner out in some cases.

    This Instagram phishing scam walked its victims through a series of forms that gathered information, all with the promise that it would result in obtaining the blue check mark. The fact that the forms were hosted on “instagramforbusiness.info,” rather than the company’s “instagram.com” site, was a telltale sign that it was not a legitimate process.

    Related: Why Having a Personal Brand Is Crucial to Making Money Online (and How to Build Yours)

    2. Don’t trust a message saying that you have been pre-approved

    Another phishing scam goes a step further by informing the target that they have already been approved and only need to click on a link to claim their check mark. Instagram will not approve you for verification on its own initiative. Even if you have applied for verification, this type of message should still be viewed as suspicious.

    Instagram says on its website that it will inform applicants that they have been approved for verification through a notification that will appear in the Activity tab in the Instagram app. It expressly states that it will never “reach out to ask you to confirm your verification.”

    When an email message seems suspicious, reviewing the originating address is one way to quickly reveal fraud. An example of an Instagram verification scam uncovered in early 2022 involved targets receiving messages from “info@business-objectionchannel.com” that promised verification. Some sleuthing revealed that the domain name “business-objectionchannel.com” had been recently registered.

    Related: Instagram’s Verification Self-Submission Form Update Allows for a More Complete Verification Request

    3. Don’t trust a promise to deliver verification for a fee

    Because Instagram’s verification is not something that can be purchased, any offer to provide verification in exchange for a fee, regardless of the dollar amount, will almost certainly be a scam. This is especially true when the offer requires only a fee and no other information.

    An Instagram verification scam uncovered in South Florida in 2021 not only promised verification for as little as $50 but also provided victims with screenshots that showed message exchanges between the scammers and local celebrities who used the service. The messages were later discovered to be fabricated. Those who paid for the service did not get what they were promised.

    However, there are legitimate businesses, such as public relations firms, that can help get their clients verified on Instagram and other social media platforms for a fee. The distinction with those businesses is that they first help their clients to become notable through media appearances, thus making them eligible for verification.

    Overall, it is important to remember that verification — on Instagram and other social media platforms — serves the purpose of authenticating notable accounts. In other words, it is the way Instagram helps its users to connect with the true Ryan Reynolds. As such, it is not something that is easy to obtain.

    For entrepreneurs, thought leaders and influencers, achieving a blue checkmark is often seen as something that can boost their credibility, even if they have not yet achieved the “notable” status that justifies verification. If that is where you are, be careful. Your desire to become verified could result in you falling victim to a scam.

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    Jay Feldman, DO

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