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CIM

Public demands social networks combat ‘fake news’

85% of people agree that social media companies have a responsibility to remove fake news, according to new research by the Chartered Institute of Marketing (CIM).

The vast majority (79%) of people also believe that social media companies should be monitoring for fake news on their platforms. Only four in ten (39%) believe government shares this responsibility, running counter to points raised by former Deputy Prime Minister, Nick Clegg now of Facebook, earlier this week.

The results of a nationwide survey of over 2,000 adults is being published ahead of the close of the Government’s consultation on online harms on 1 July and will feature in CIM’s submission to the consultation.

The results point to the fact that the Government’s White Paper doesn’t address the presence of fake news on social media unless it is causing a specific harm. Our research uncovered a widespread expectation that social media companies are responsible for removing fake news from their platforms.

Chris Daly, Chief Executive of the Chartered Institute of Marketing, said: “At CIM, we are concerned about the damage fake content has upon public trust. As marketers we spend £3.9bn on internet display advertising with the aim of bringing value to our customers.* Our professional members and the marketing industry as a whole needs confidence they are spending their marketing budgets wisely.

The public are unequivocal in their belief that it is the responsibility of social media companies to find and remove fake news from their platforms. Yet the Government’s proposals for regulating social media platforms will not require them to monitor and remove it. In other words, even after the introduction of regulation, fake news may continue unchecked.”

Half of adults (51%) with a social media account say that they have seen something they would consider to be fake news in the past three months, with a third of people (31%) saying they had seen fake news in the past week.

This prevalence of fake news on social media is the likely cause of declining confidence in the accuracy of social media content. In a similar survey in 2014, the Chartered Institute of Marketing found that 62% indicated that they trusted content on social media (giving a score of 6 out of ten or more). By 2019, this had fallen to 34%, with only 1% saying that they are very confident (a score of nine or ten out of ten) that information on social media is accurate or genuine.

The Government’s proposals also provide an exemption for private messaging. However, when asked as part of the survey most of the public believe that there should be some level of monitoring of private messages on platforms like WhatsApp.

  • Monitoring of messages made by people with a history of problematic behaviour online is backed by 41%
  • While 31% believe private messages should be monitored for “buzz words”
  • Only one in four (26%) said that they did not believe private messages should be monitored

Image by Pixelkult from Pixabay

Revealed: What school leavers want from a marketing career

A-Level results are in – and research from CIM has found that the next generation of marketers prioritise job security over working for a cutting-edge brand, and retain a gloomy outlook about today’s job market

The survey of 500 young people aged 17-19, who have left school or college in the past six months, found that four in 10 (41%) are interested in a career in marketing.

Around a quarter (28%) felt the best way to embark on that career was by going to university, a fifth (21%) said a trainee marketing job, and 14% thought the best route was through a marketing qualification.

The research also found that young women are more likely (45%) to want to work in marketing than men (34%). Of those going to university, 38% said they would consider a job in marketing, compared to 44% of those not going to university.

The findings also suggest that the next generation of young people may have a different outlook to millennials who, according to previous research, put a job with meaning above one with high pay.

Rather than cutting-edge start-ups, or businesses focusing on delivering social good, respondents reported that their preferred employers are likely to be large, successful companies – job security and good pay are their top priorities.

The survey of future marketers found:

  • Established firms vs innovative start-ups: 64% would choose to work in a multinational (36%) or established British firm (28%). Only a small proportion would prefer to work in an innovative start-up (11%), a small business (12%), or a charity or social enterprise (6%).
  • High salary over social value: A high salary (44%) was viewed as more important than a career that helps people (33%).
    Successful business vs cutting edge: 60% said it was very or extremely important to work in a business that is successful, compared to 35% who said that it was important to work in a business at the ‘cutting edge’ of its industry, and the 28% who wanted to work for a prestigious brand.

Chris Daly, CEO of CIM said: “This research sends an important message to businesses and marketing departments looking to attract the next generation of talent. We shouldn’t be surprised, in the current economic climate, that young people are prioritising job security in big established firms.

“These young people have grown up during an extended economic downturn, so it may be that the stability and job security of large successful firms is what appeals to them most.”

When asked what they would be prepared to give up to secure their dream job, the benefit most respondents were prepared to sacrifice was a company car (48%). Meanwhile, only 39% said they would be prepared to work at the weekend, and only 29% would be willing to give up training.

The research also reveals that these next-gen marketers have a gloomy outlook about today’s job market.

Just half of school leavers (53%) feel optimistic about landing a job that they really want, while others believe difficulty achieving the right qualifications (34%), and difficulty developing the right skills (27%) will prevent them from finding their dream job. A third (29%) of school leavers feel pessimistic about their career prospects, with young people living in London (49%) revealed as the most pessimistic in the UK.

Students opting to go to University are more optimistic (60%) about their job options compared to those not going to University (47%). The research also shows a gender split, with women more pessimistic (32%) about their job prospects than men (21%).

“It’s worrying that so many young people feel pessimistic about the job market – and that in many cases, what they are most concerned about is having the right skills or qualifications to find a job they love,” Daly added.

“Across all professions, access to training should be a business requirement rather than a nice-to-have. Marketing is a good example of a sector that has clear training and progression opportunities, not only for those looking to enter the job market for the first time, but at every stage to help support learning and development.”

CIM

INDUSTRY SPOTLIGHT: Chartered Institute of Marketing cites YouGov survey on ethical advertising

Pulling advertising from YouTube and other parts of Google might appear an extreme reaction by M&S and HSBC, but they could be just the tip of the iceberg, says Chris Daly, CEO of the Chartered Institute of Marketing.

This year it will become increasingly common to see brands taking action to build an ethical company name, and ensure they are engaging in reputable marketing practices.

The CIM’s recent YouGov survey revealed almost nine out of ten (87%) of marketers feel there is now more pressure for their brand to act ethically and provide a role model for society.

This is not just because it’s a good thing to do so: 89% believe the internet, and particularly social media, is giving consumers more information on how brands behave and more power to affect change.

“It is no surprise, then, that 70% reported they were concerned about factors outside of marketing that could affect their ability to protect the brand,” said Daly. “To get a handle on this, marketing needs to have a much stronger influence throughout an organisation to shape ethical policies and protect brand reputation.”

www.cim.co.uk

Marketers and customers still not fully aware of data laws…

According to the Chartered Institute of Marketing (CIM)’s ‘Whose data is it anyway?’ report – which analysed the responses of 2,500 customers and marketers to gain further knowledge of how personal data is managed – almost one half of marketers (41 per cent) do not understand the laws surrounding use of customer data.

A startling 92 per cent of customer respondents admitted they are not fully aware of how companies are using their personal information; and marketers are commonly misusing this data. 68 per cent openly confessed to protecting their own data as if it was a customer’s due to the widely-known possibility of it being stored or used incorrectly.

View the ‘Whose data is it anyway?’ report here