The possibility of a TikTok ban is inching closer to becoming a reality at this point. On Tuesday, the Senate passed the bill that would bar the social media platform from operating in the U.S. unless ByteDance, its Chinese parent company, sells its stake.
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It begs the question: In today’s social landscape, do brands ever own their audiences?
The answer is no, according to three agency executives who say it’s time to start exploring contingency plans that don’t hinge on any of the walled gardens of social media titans like Meta, X or TikTok. Looking for the next frontier, some are pointing toward the fediverse.
If every news agency’s website supported activitypub, and every brand’s website’s blog were a fediverse blog, and their notifcation platform mastodon, their forums federated, and so on and so forth, I think that would make a very chatty, but very rich web.
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