社交软件的品牌
Why your favourite brand may be taking a social media break
你最爱的品牌为何会暂退社交媒体？
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.
在过去十年里，每个正儿八经的品牌几乎都需要在社交媒体上保持存在感。社交媒体不仅是品牌触达消费者的一个主要途径，也是它为大众所知晓的一个关键因素。
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，许多公司并没有急于在所有新上线的社交媒体平台获取数字资产，而是选择对所要入驻的平台做出更审慎的选择。
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.
社交媒体方面的专家表示，时间，是将品牌推离某些社媒平台的一大因素：要求一些通常资历较浅的员工同时监测品牌在众多平台上的舆论动向，这是件很难的事。
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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.
同时，一些品牌其实一直对整个社交媒体感到明显不安。护肤及美妆品牌 Lush Cosmetics 的全球品牌总监安娜贝尔·贝克表示，当社交媒体在本质上变得没那么社交，也没那么以用户为中心，而是受企业操控的算法影响时，Lush Cosmetics 选择了退出。
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.
不过，许多社交媒体的用户盘很不稳定，且被“毒文化”所笼罩，在此背景下，对品牌来说更紧迫的或许是粉丝对其突然“粉转黑”的风险。当社交媒体以意想不到的方式使社会两极分化时，品牌发现大量用户会迅速对他们认为站错了队的账号进行批评。
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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，社交媒体平台 Threads 的推出，再次让“是去是留”问题成为了讨论焦点。而决定是否接受新的应用程序对品牌来说是个棘手的问题。
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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，它们仍在努力维护着品牌声誉，在网友的炮轰中苦苦挣扎。另一方面，一些品牌可能特别对 Threads 心存顾虑；因为 Meta 此前也曾推出过一些旨在与现有社媒平台相抗衡、甚至取代它们的应用，可这些应用并不总会成功。
Companies could end up devoting significant resources to building a presence on a platform that disappears in a few months' time.
这意味着企业投入大量资源做推广的平台最终会在几个月后就销声匿迹了。
主编：Felicity、Caroline
品控：Felicity、木子
审核：Caroline
重点词汇
avenue
/ˈæv.ə.nuː/
n. 途径，方法；大街，林荫大道
英文释义：a choice or way of making progress towards sth.
contributor
/kənˈtrɪb.jə.t̬ɚ/
n. 促成因素
相关词汇：contribute（v. 促使，促成）
搭配短语：contribute to sth.（促使……，促成……，是导致……的原因之一）
英文释义：to help to cause or bring about something
例句：The scandal certainly contributed to their defeat at the last election.
近义词组：a contributing factor
例句：Fossil fuels — coal, oil and gas — are by far the largest contributor to global climate change.
scramble
/ˈskræm.bəl/
v. 仓促完成（困难的事）；（仓促地、笨拙地）攀爬，攀登；争抢，争夺
例句：She managed to scramble over the wall.（（仓促地、笨拙地）攀爬，攀登）
英文释义：to try to do something difficult very quickly
例句：The reporters were scrambling to finish stories by deadline.（仓促完成）
例句：Thousands of Taylor Swift fans scrambled to buy tickets for her upcoming Eras tour.（争抢，争夺）
claim
/kleɪm/
v. 要求拥有，索取，认领；声称
英文释义：to demand or ask for something because you believe it is your legal right to own it
搭配短语：to claim political asylum（要求获得政治避难）
搭配短语：to claim unemployment benefit（要求领取失业救济金）
搭配短语：to claim compensation（索要赔偿）
judicious
/dʒuːˈdɪʃ.əs/
adj. 审慎的，明智的，有见地的
相关词汇：judgement（n. 判断力）
英文释义：showing good judgement
反义词：injudicious（adj. 不明智的，欠考虑的）
词根词缀：in-（否定前缀）
a tall task
难以实现的要求，难办的事
同义词组：a tall order
例句：It's a tall order to finish this work by the end of this week.
keep tabs on
密切监视，密切注意
英文释义：to keep a watchful eye on something
例句：The police kept tabs on the suspect's activities.
withdraw
/wɪðˈdrɑː/
v. 退出，离开；拿回，撤回；撤回（所说的话）
英文释义：to take back
例句：After much persuasion he agreed to withdraw his resignation.（撤回，撤销）
例句：He withdrew his remarks and apologized.（撤回（所说的话））
搭配短语：to withdraw from……（从某地离开、退出）
例句：A back injury forced him to withdraw from the competition.
inherently
/ɪnˈhɪr.ənt.li/
adv. 本身地，从本质上地
例句：She felt that the system was inherently unfair.
mediate
/ˈmiː.di.eɪt/
v. 影响……，使……可能发生；调解，调停
英文释义：to influence something or to make it possible for it to happen
例句：Educational success is mediated by economic factors.
algorithm
/ˈæl.ɡə.rɪ.ðəm/
n. 算法
英文释义：a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer
pressing
/ˈpres.ɪŋ/
adj. 紧迫的，迫切的
相关词汇：press（v. 按压，施加压力）
近义词：urgent（adj. 紧迫的，迫切的）
例句：The most pressing issue currently is a shortage of water supply.
turn on sb.
突然攻击、批评某人
英文释义：to attack or criticise someone suddenly and unexpectedly
volatility
/ˌvɑː.ləˈtɪl.ə.t̬i/
n. 波动，不稳定
相关词汇：volatile（adj. 急剧波动的，反复无常的，动荡不定的；易挥发的；（情绪）变化无常的）
搭配短语：an increasingly volatile political situation（日益动荡的政治局势）
例句：He has a volatile temper.（（情绪）变化无常的）
toxicity
/taːkˈsis.ə.t̬i/
n. 毒性
相关词汇：toxic（adj. 极其不好的，有害的；有毒的）
近义词：poisonous（adj. 有毒的）
文化补充：toxic 是牛津词典 2018 年的年度词汇（word of the year）。
搭配短语：toxic masculinity（有毒的男子气概）
搭配短语：a toxic workplace（有毒的职场环境）
polarise
/ˈpoʊ.lə.raɪz/
v. 使……两极分化，使……截然对立
相关词汇：pole（n. 地极）
搭配短语：South Pole（南极）；North Pole（北极）
例句：Gothic style, whether in literature, architecture or fashion, tends to polarise public opinion.
forefront
/ˈfɔːr.frʌnt/
n.（思考、关注的）焦点，重心；最前列，最前沿
英文释义：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
/səˈplænt/
v. 取代，代替
近义词（组）：replace；take the place of（代替，取代）
例句：Their work has been largely supplanted by the use of a computer program.
incumbent
/ɪnˈkʌm.bənt/
n. 在职者，现任者
词性拓展：incumbent（adj. 现任的，在职的）
搭配短语：the incumbent president（现任总统）
