GA4 enshittification, Twitter alternatives, New FTC review guidance

The enshittification of Google Analytics:  
Google analytics, with their forcing of GA4 on an audience that doesn’t need, understand or want the complexity, has created an opportunity for the market to deliver simple, easy to implement and understandable analytics. Will this fall to a third party or will it surface organically within the CMSs and operational platforms that are currently available?

Twitter, where art thou replacement?
The enshittification  of Twitter has moved along at a rapid pace and into that void we have seen numerous efforts to provide alternatives. With Threads, Mastodon, Bluesky (and a host of wannabes) vying for their attention it isn’t yet clear where anyone should focus and put their energies. 

 The FTC releases new review Guidelines & Rules for Reviews:
This week the FTC went wild and crazy and published numerous and voluminous treatises providing Guidelines and proposed Rules for endorsements and reviews. Reviews have clearly been elevated in standing and the new guidance focuses on trying to maintain their honesty and integrity. But given that the real problems lie with Google and Amazon, and these effort largely excludes them, it is not clear what the impact will be. 

The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
NearMemo Ep119

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