I’ve said it before: “Opinion Shortage” is one headline you’ll never come across. This is because we all have them. In this post, I wrote about what to do with other people’s opinions when it comes to who we are and our endeavours. I haven’t written about sharing opinions on social media, as a standalone topic or post. After witnessing many bungles recently, I think it is (perhaps) always worth talking about sharing opinions on social media.
So, I got tweeted — an offer to buy followers!
Some people do this. It’s lame! The thing about buying “followers” — not even legit people or accounts — is that it’s not true influence.
I couldn’t agree more. The hashtag is overrated. The success of your / a hashtag doesn’t necessarily mean success of your ‘campaign’ (however you define that). One of the dangers of any marketing or publicity strategy is making the hashtag the goal of campaigns.
Failure is also imminent when you mistake your hashtag as the end and not the means. Hashtags must only be part of the campaign. A hashtag, for the sake of it, (I’m not talking about fun stuff, I’m talking about things that matter) is a week strategy. If a campaign is completely anchored on a hashtag, it will fall apart at its failure.
Always carefully consider what the object of your campaign is. Never give credit to a hashtag than is warranted. There are many case studies of failed hashtags. You know, when hashtags that were supposed to be a great campaign for causes or organisations, became against in most damaging ways.
As with many things, there is always possibility for failure for your hashtag. When you hashtag campaign fails it doesn’t mean your cause is insignificant or unimportant. It just means your hashtag campaign has failed.
Great causes can be undermined because the small thing called the hashtag has failed. Don’t let important things get undermined.
The other side of the coin is that your hashtag succeeds. Keep in mind that the success of your hashtag doesn’t necessarily mean success of your campaign. Don’t be naive. You can have a successful hashtag and a failed campaign. (Of course, just as you can have a successful campaign with a failed hashtag).
Your hashtag has succeeded when it enhances or pushes you toward the desired outcomes of your overall campaign.
Don’t lose focus on what the hashtag means for you and your cause… Don’t place all your bets on the hashtag horse. Find other ways to add value to your campaigns. Recognise and clearly articulate how a hashtag fits into your campaign and its significance.
Win or lose, the hashtag must not be king, but your objectives…
Published via DeskPM
Of all the promoted tweets I’ve seen in my feed I’ve never felt sorry for BlackBerry (or is it) one of South Africa’s campaigns.
— BlackBerry SA (@BlackBerry_ZA) September 13, 2013
For the most part there isn’t a problem with that promoted tweet right? Well, the problem was that I just couldn’t help it but had to hit back.
— Blessing Mpofu (@blessingmpofu) September 17, 2013
I think Twitter and Blackberry made mistakes, and there are lessons for either as well as us all.
I saw and responded to the promoted tweet on September 17. Ironically a week before I tweeted about liking the new iPhone and how happy I was with the iPhone iOS7. Clearly this could have suggested to Twitter that I was fanatic about iPhone.
#5S looking sweet. liking the “64bitness” of it too…
— Blessing Mpofu (@blessingmpofu) September 10, 2013
Happy with the #iOS7 on iPhone 5 for now…
— Blessing Mpofu (@blessingmpofu) September 10, 2013
Thus, the next frontier for Twitter is determining which promoted tweets will be best for each person. That is, customise promoted tweets per individual. Sounding like Facebook? Maybe, but the greatest value for advertisers would be getting people who are likely to engage in the way they’d like them to.
I hated promoted tweets when the started but if they can add great value to me I don’t think I’d mind them much, as long as they aren’t spam. I would be more than happy be put in contact with things that matter to me.
Don’t get me wrong I’m not slamming BlackBerry, in the sense of hating on them. @BlackBerry_ZA is just not my preferred device. As my response suggests my an Apple fanatic.
So, if I were BlackBerry what would I have done? Perhaps a further disclaimer is appropriate here: it is a difficult thing to completely anticipate the outcome of every campaign. There are more than enough case studies of campaigns organizations thought were great but turned to nightmares.
Back to this campaign. The first thing I would’ve done is not bundle all the products in one promoted tweet. It could’ve been an attempt to manage the campaign costs. I would’ve chosen one product and highlighted a feature, with the intent of making the device desirable. After all, that is the point of campaigns; to raise awareness and ultimately buy-in.
The promoted tweet works off the assumption that I am a BlackBerry fan and have checked out the devices and I can’t wait to get one of them in my hands.
Before launching any campaign it is important to revisit it and ask, “what assumptions have we made?”. You may not do that with every tweet but if you are going to spend money. Although you can never completely anticipate outcomes it may be worth your while.
We’ve confidentially submitted an S-1 to the SEC for a planned IPO. This Tweet does not constitute an offer of any securities for sale.
— Twitter (@twitter) September 12, 2013
I hope this doesn’t spell trouble. Trouble for me and well other millions on the platform. The reason I’m freaking out or I think many people will freak out is because of what going public has done to Facebook in terms of the users’ experience and treatment, for example.
I feel Facebook (and Instagram) now serve the shareholders first. Because hundreds of millions (I know it’s over a billion but it’s my blog) of people are somewhat dependant on the platform they now do as they wish.
I used to get upset about Facebook and Instagram’s changes but it doesn’t bother me much now. I’ve decided to more on my blog than other social media networks. This makes apps like Pressgram more viable and desirable.
It is Facebook’s house and they can call the rules. Why should I be upset about that. Either I use their platform or I don’t. OR, I just wise up about how I use it.
If Twitter goes the “disregard-your-users-for-the-sake-of-shareholders” route could it create space for another platform, like Pressgram, with a philosophy to serve community.
I like Twitter. Way more than Facebook and I would hate to see it go the route of serving shareholders with a disregard or disdain of the people on the platform.
Perhaps Twitter has learned from Facebook’s mistakes and will not repeat them. The story of MySpace and other social media platforms tells us that the mighty do fall and sometimes that they can’t get up. At least nowhere close to where they were.
What would it mean for the users. For starters, it might mean a better platform with a capital injection from going public. On the other hand, it might just mean users become pawns for profit.
Could this mean more aggressive advertising strategies? Perhaps Twitter has found other models of revenue besides advertising. Well they do have other means… but I can’t help but wonder, which strategies will impact users based on their experience and interaction on Twitter.
Clearly this is not an overnight decision. There is no way such a decision is made lightly.
Perhaps Twitter feels they need greater arsenal to compete with Facebook. It would be no surprise to me that Twitter is looking to have greater resources to take on Facebook.
No doubt this aggressive move to go public has a lot to do with growing Twitter…
I’m not Wall street analyst and I can only speak into the sentiments of users, being one of them…
These are mine… What are your musings?