Why your favourite brand may be taking a social media break
你最愛的品牌為何會(huì)暫退社交媒體债朵？
For the past decade, it's been all but required for serious brands to maintain a social media presence. Not only is it a major avenue to meet consumers, but social media is also a key contributor for brand discovery.
在過去十年里陕贮，每個(gè)正兒八經(jīng)的品牌幾乎都需要在社交媒體上保持存在感。社交媒體不僅是品牌觸達(dá)消費(fèi)者的一個(gè)主要途徑，也是它為大眾所知曉的一個(gè)關(guān)鍵因素窖梁。
Yet instead of scrambling to claim digital real estate across all the newly emerging platforms, some companies are choosing to be more judicious about which platforms they choose to join.
然而，許多公司并沒有急于在所有新上線的社交媒體平臺(tái)獲取數(shù)字資產(chǎn)恐锣，而是選擇對所要入駐的平臺(tái)做出更審慎的選擇。
Time, say social media experts, is a driver pushing away brands: it can be a tall task to ask often junior employees to keep tabs on so many platforms.
社交媒體方面的專家表示舞痰，時(shí)間土榴，是將品牌推離某些社媒平臺(tái)的一大因素：要求一些通常資歷較淺的員工同時(shí)監(jiān)測品牌在眾多平臺(tái)上的輿論動(dòng)向，這是件很難的事匀奏。
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Some brands have also been feeling a distinct sense of unease about social media in general. Annabelle Baker, Lush Cosmetics' global brand director, says they withdrew when social media changed to being inherently less social and user-centric, mediated instead by algorithms controlled by companies.
同時(shí)鞭衩，一些品牌其實(shí)一直對整個(gè)社交媒體感到明顯不安。護(hù)膚及美妝品牌 Lush Cosmetics 的全球品牌總監(jiān)安娜貝爾·貝克表示娃善，當(dāng)社交媒體在本質(zhì)上變得沒那么社交论衍，也沒那么以用戶為中心，而是受企業(yè)操控的算法影響時(shí)聚磺，Lush Cosmetics 選擇了退出坯台。
But perhaps more pressing is the risk of followers turning on brands amid the volatility and toxicity of some social media user bases. As social media has polarised society in unexpected ways, brands have found many users quick to criticise an account they believe has mis-stepped.
不過，許多社交媒體的用戶盤很不穩(wěn)定瘫寝，且被“毒文化”所籠罩蜒蕾，在此背景下，對品牌來說更緊迫的或許是粉絲對其突然“粉轉(zhuǎn)黑”的風(fēng)險(xiǎn)焕阿。當(dāng)社交媒體以意想不到的方式使社會(huì)兩極分化時(shí)咪啡，品牌發(fā)現(xiàn)大量用戶會(huì)迅速對他們認(rèn)為站錯(cuò)了隊(duì)的賬號進(jìn)行批評。
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The launch of Threads has brought the stay-or-go conversation back to the forefront. Yet deciding whether to embrace the new apps is tricky.
如今暮屡，社交媒體平臺(tái) Threads 的推出撤摸，再次讓“是去是留”問題成為了討論焦點(diǎn)。而決定是否接受新的應(yīng)用程序?qū)ζ放苼碚f是個(gè)棘手的問題褒纲。
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For one, brands are still struggling with the issues of reputation and user abuse. And some brands may also have concerns with Threads specifically, as Meta has prior precedent of launching apps designed to compete with and supplant existing incumbents which don't always succeed.
一方面准夷，它們?nèi)栽谂S護(hù)著品牌聲譽(yù)，在網(wǎng)友的炮轟中苦苦掙扎莺掠。另一方面衫嵌，一些品牌可能特別對 Threads 心存顧慮；因?yàn)?Meta 此前也曾推出過一些旨在與現(xiàn)有社媒平臺(tái)相抗衡彻秆、甚至取代它們的應(yīng)用楔绞，可這些應(yīng)用并不總會(huì)成功。
Companies could end up devoting significant resources to building a presence on a platform that disappears in a few months' time.
這意味著企業(yè)投入大量資源做推廣的平臺(tái)最終會(huì)在幾個(gè)月后就銷聲匿跡了唇兑。
主編：Felicity酒朵、Caroline
品控：Felicity、木子
審核：Caroline
重點(diǎn)詞匯
avenue
/??v.?.nu?/
n. 途徑幔亥，方法耻讽；大街，林蔭大道
英文釋義：a choice or way of making progress towards sth.
contributor
/k?n?tr?b.j?.t??/
n. 促成因素
相關(guān)詞匯：contribute（v. 促使帕棉，促成）
搭配短語：contribute to sth.（促使……针肥，促成……饼记，是導(dǎo)致……的原因之一）
英文釋義：to help to cause or bring about something
例句：The scandal certainly contributed to their defeat at the last election.
近義詞組：a contributing factor
例句：Fossil fuels — coal, oil and gas — are by far the largest contributor to global climate change.
scramble
/?skr?m.b?l/
v. 倉促完成（困難的事）；（倉促地慰枕、笨拙地）攀爬具则，攀登；爭搶具帮，爭奪
例句：She managed to scramble over the wall.（（倉促地博肋、笨拙地）攀爬，攀登）
英文釋義：to try to do something difficult very quickly
例句：The reporters were scrambling to finish stories by deadline.（倉促完成）
例句：Thousands of Taylor Swift fans scrambled to buy tickets for her upcoming Eras tour.（爭搶蜂厅，爭奪）
claim
/kle?m/
v. 要求擁有匪凡，索取，認(rèn)領(lǐng)掘猿；聲稱
英文釋義：to demand or ask for something because you believe it is your legal right to own it
搭配短語：to claim political asylum（要求獲得政治避難）
搭配短語：to claim unemployment benefit（要求領(lǐng)取失業(yè)救濟(jì)金）
搭配短語：to claim compensation（索要賠償）
judicious
/d?u??d??.?s/
adj. 審慎的病游，明智的，有見地的
相關(guān)詞匯：judgement（n. 判斷力）
英文釋義：showing good judgement
反義詞：injudicious（adj. 不明智的稠通，欠考慮的）
詞根詞綴：in-（否定前綴）
a tall task
難以實(shí)現(xiàn)的要求衬衬，難辦的事
同義詞組：a tall order
例句：It's a tall order to finish this work by the end of this week.
keep tabs on
密切監(jiān)視，密切注意
英文釋義：to keep a watchful eye on something
例句：The police kept tabs on the suspect's activities.
withdraw
/w?e?drɑ?/
v. 退出改橘，離開滋尉；拿回，撤回飞主；撤回（所說的話）
英文釋義：to take back
例句：After much persuasion he agreed to withdraw his resignation.（撤回狮惜，撤銷）
例句：He withdrew his remarks and apologized.（撤回（所說的話））
搭配短語：to withdraw from……（從某地離開、退出）
例句：A back injury forced him to withdraw from the competition.
inherently
/?n?h?r.?nt.li/
adv. 本身地既棺，從本質(zhì)上地
例句：She felt that the system was inherently unfair.
mediate
/?mi?.di.e?t/
v. 影響……讽挟，使……可能發(fā)生懒叛；調(diào)解丸冕，調(diào)停
英文釋義：to influence something or to make it possible for it to happen
例句：Educational success is mediated by economic factors.
algorithm
/??l.ɡ?.r?.e?m/
n. 算法
英文釋義：a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer
pressing
/?pres.??/
adj. 緊迫的，迫切的
相關(guān)詞匯：press（v. 按壓薛窥，施加壓力）
近義詞：urgent（adj. 緊迫的胖烛，迫切的）
例句：The most pressing issue currently is a shortage of water supply.
turn on sb.
突然攻擊、批評某人
英文釋義：to attack or criticise someone suddenly and unexpectedly
volatility
/?vɑ?.l??t?l.?.t?i/
n. 波動(dòng)诅迷，不穩(wěn)定
相關(guān)詞匯：volatile（adj. 急劇波動(dòng)的佩番，反復(fù)無常的，動(dòng)蕩不定的罢杉；易揮發(fā)的趟畏；（情緒）變化無常的）
搭配短語：an increasingly volatile political situation（日益動(dòng)蕩的政治局勢）
例句：He has a volatile temper.（（情緒）變化無常的）
toxicity
/ta?k?sis.?.t?i/
n. 毒性
相關(guān)詞匯：toxic（adj. 極其不好的，有害的滩租；有毒的）
近義詞：poisonous（adj. 有毒的）
文化補(bǔ)充：toxic 是牛津詞典 2018 年的年度詞匯（word of the year）赋秀。
搭配短語：toxic masculinity（有毒的男子氣概）
搭配短語：a toxic workplace（有毒的職場環(huán)境）
polarise
/?po?.l?.ra?z/
v. 使……兩極分化利朵，使……截然對立
相關(guān)詞匯：pole（n. 地極）
搭配短語：South Pole（南極）；North Pole（北極）
例句：Gothic style, whether in literature, architecture or fashion, tends to polarise public opinion.
forefront
/?f??r.fr?nt/
n.（思考猎莲、關(guān)注的）焦點(diǎn)绍弟，重心；最前列著洼，最前沿
英文釋義：If something is at the forefront of people's minds or attention, they think about it a lot because it is particularly important to them.
supplant
/s??pl?nt/
v. 取代樟遣，代替
近義詞（組）：replace；take the place of（代替身笤，取代）
例句：Their work has been largely supplanted by the use of a computer program.
incumbent
/?n?k?m.b?nt/
n. 在職者豹悬，現(xiàn)任者
詞性拓展：incumbent（adj. 現(xiàn)任的，在職的）
搭配短語：the incumbent president（現(xiàn)任總統(tǒng)）
