Threads – How it Fits into the Fabric of Your CMS

Discover how Threads, the new social media app from Meta, fits into the fabric of your CMS. Learn about its features, potential threats, and best practices for compliance during the beginning stages of the app's release. Stay informed and adapt your policies as this evolving platform continues to develop.

Threads – How it Fits into the Fabric of Your CMS 

Social media is a landscape that regularly evolves – new features, new ways of interacting, and of course sometimes new hazards for those in regulated industries. Threads, a new application under the Meta brand, was announced by Mark Zuckerberg on July 5th from his verified Threads account. The initial version of the Threads app, which is viewed by many as a new direct rival to existing social media giant Twitter, has had rapid adoption of the platform with over 30 million users joining already. Threads offers a fresh way to communicate with friends, family, and a book of business, but with new mediums also comes new potential threats.   

What is Threads?  

It’s a new social media app, but what is its purpose? Where is the enticing buy-in? As noted in Meta’s introduction of the platform, Threads is a new downloadable app built by the Instagram team for “sharing text updates and joining public conversations”. The focus of this application will be public facing conversations with private messaging notably missing. The app also touts a more “positive and productive” experience, citing the ability to add Hidden Words to filter out certain replies, just like on Instagram. To create a Threads account, users are directed to simply utilize their Instagram account to log in. Instagram username and verifications will carry over into the Threads app, with opportunities for customization within.  

Key Takeaways on the Application 

The Threads application will likely see rapid updates in the near future. Today, some key takeaways from the application include:  

• To create an account, Instagram users must log in to their account, view their navigation Settings pane, and see a new Threads section. 
• Not all Instagram accounts have been invited to participate in Threads yet. Currently, those who have Instagram with Professional Account settings enabled will not have the Threads option [updated 7/10/2023: Threads is now available for some Professional Accounts, but not yet all].
• Instagram accounts that have elected to create a Threads account will reflect a new temporary “Threads Badge Number” on the Instagram profile. 
• Thread accounts can have a privacy setting of public or private. 
• Users have the ability to essentially “copy” sections from their Instagram account over, including Profile Photo, Bio, etc.  
• Bio sections have up to 150 characters available. 
• Profiles may contain one clickable link.
• Posts can be up to 500 characters long.   
• Threads posts can also include links, photos, and videos up to 5 minutes in length. 
• Users can easily switch between Instagram and Threads with direct links available on tied profiles.  
• Today, instant messaging between Thread accounts does not exist.  
• Meta is working to soon make Threads compatible with the other existing social networks. 
• Threads does not appear to be part of the Meta Business Suite at this time. 
• Users cannot delete their Threads account without deleting their Instagram account.  [updated 7/17/2023: users may temporarily deactivate a Threads profile. Users can only deactivate profiles once a week.]. 
• Threads does not currently have an API for third parties to utilize. 
  

How Does Threads Fit in my CMS? 

The Threads application is currently uncharted territory for Compliance Management Systems (CMS). For Threads, regulated institutions can consider adopting many of their existing disclosure policies on limited-bio (160 characters or less) social media, such as Twitter, Instagram, and TikTok. With rapid changes expected to be on the horizon, it is difficult to create concrete policies and procedures on how the application can be used for business purposes. Additionally, like most new apps, it does not have an API available and is already presenting with some bugs and defects. Institutions who elect to allow the use of Threads by staff for business purposes should be prepared to perform periodic manual monitoring of accounts and make regular policy adjustments as the platform continues to develop.