It’s officially Inauguration Day, and the transition of power from Donald Trump to Joe Biden has already proven to be the rockiest in recent memory. That means that things have the potential to be tense today—and that brands need to think carefully about the way they present themselves on social media. Alex Kalbli, who leads global social at TE Connectivity and is an Adweek Executive Mentee, shares a few key do’s and don’ts for approaching social during this sensitive moment.

Getting it right: “Keeping a pulse on conversations and sentiment through social listening can help managers read the room when deciding if their brand’s social strategy should be business as usual or to go silent.”

• Speaking of Trump and social media… Trump has officially lost the war on TikTok, after a wild back-and-forth between the president and the platform in 2020. Learn why this saga and its results ended up working entirely in TikTok’s favor.

The streaming wars continue to rage on, with new players added seemingly every day (like Paramount+, which announced yesterday that it will launch on March 4), but Netflix surges on ahead of the pack, reaching more than 203 million subscribers this week, with 8.5 million added just in the last quarter. However, for the first time, Netflix isn’t shrugging off its competitors: In a note to shareholders, the streamer acknowledged the crowded market for the first time ever.

Meet the competition: Disney+, Discovery+, HBOMax, Peacock and more could catch up.

• Related: Peacock is having a great 2021, mostly thanks to The Office’s Jan. 1 arrival on the streaming service, after the sitcom departed its longtime streaming home on Netflix—and it has the Summer Olympics to look forward to.

Even if they shouldn’t be, Covid-19 vaccines are a contentious topic. Healthcare professionals and world health organizations face a constant battle against widespread misinformation and resistance to the vaccine. That means that pandemic-strained retailers, which want to keep customers—and employees—coming in, are trying to find ways to ensure that they don’t lose vaccine opponents. So some retailers are incentivizing, rather than requiring, employees get vaccinated.

But will this actually convince people to get the vaccine? Here’s why Dollar General, Instacart and Trader Joe’s are taking this approach.

David&Goliath has a history of creating purpose-centered work, including for the nonprofit Today, I’m Brave (the brainchild of agency founder David Angelo) and for carmaker Kia, which has focused on philanthropy in its two most recent Super Bowl ads. Now D&G is advancing its purpose a step further with the launch of a creative impact hub and the hiring of Blake Winfree and Ben Purcell to execute on the vision.

Learn more about the hub and check out D&G’s prior work.

More of Today’s Top News & Highlights:

• Simpli.fi Buys Advantage Software for More Than $100 Million
• Insurance Marketplace The Zebra Chooses Argonaut as Creative AOR
• How Refinery29’s Unbothered Produces Must-Attend Virtual Events for Black Women
• Inside Walmart’s Quest to Become the Go-To Retailer for Pickup and Delivery

Maya Angelou is the fourth Black woman to be featured in Barbie's Inspiring Women series—and the doll sold out online within two days. The product follows a commitment by Mattel to make at least 50% of its future “role models” Black, Indigenous or women of color.

With more than 100 million viewers tuning into the Super Bowl, the annual rite of over-the-top commercials is anticipated as eagerly as the game itself. And for brands investing $5.6 million per 30-second spot, the stakes are high.

Join Adweek and USA TODAY—the two biggest names in Big Game ad coverage—on Feb. 4th for a peek inside marketing and media leaders' playbooks to score with fans during the biggest game of the year. Save your virtual seat.

Shutterstock predicts a year of tie-dye, inkscapes and 'Picasso-esque faces.'

Three years of work culminated with a special jersey.

Many habits consumers have picked up with likely last.

‘Not Another Second’ explores what it’s like coming out later in life.

Users will hear an exclusive message from Joe Biden and see a link to the livestream.

Experts believe brands will continue using many digital tools.