Posts Tagged ‘Twitter’

Justin Bieber: A Social Media Case Study

As a 43 year old father of a 2 year old boy, I’m not exactly in the target demo for Justin Bieber.  I even listed Mr. Bieber (tongue in cheek) as one of my Top Ten Reasons Why Twitter is Stupid.  When my wife asked me to rent his new movie Never Say Never, I decided to try and earn some husband points and watch this monstrosity.

I admit it, I liked it!

Surprising, although I still don’t love the music, I really did like the movie.  The kid is very likeable and it’s wild to watch the sheer insanity of thousands of 13 year old girls losing their minds.  The movie also does a decent job of marketing him as a “down to earth” 15/16 year old trying to balance his super celebrity status and his desire to still be a teenage boy.

The Power Of Social Media

As a social media addict, I loved the sub-story around the power of social media for Justin.  Justin was just starting out – singing on the street with a guitar case in front of him and entering small talent competitions – when he decided to start uploading some of his videos into YouTube.  When a music producer named Scooter Braun saw these videos, he felt that the talent was worth investing in and started working with him.

Initially, the record labels simply didn’t see how they’d market him and passed on the opportunity to sign him (whoops, big mistake).  As a result, Scooter was forced to take an alternate route – leveraging social media and Justin’s willingness to sing almost anywhere.  A relatively short time later, he had over ten million views on YouTube and was signed by Usher.  After his single “One Time” and debut album “My World” was released, he had over 100 million YouTube Views. Continue reading

Does Size Matter? (In Social Media Analytics)

When I worked for AOL on their AIM instant messenger product, we used to have parties every time we’d reach a new subscriber milestone – 50M users! 60M users!! Sadly, this was before the dot com crash when companies were being hyped based upon the number of users (even free users), not the amount of revenue brought in. This feels very similar to people beating their chests in social media – where there is ongoing pressure to “have the biggest list in town”.

Still, today’s reality is that social media managers and CMOs are being told to measure and justify their efforts – ideally to translate those large lists into real dollars and ROI. Many social media management platforms now include analytics tools to to capture key social media statistics (re-tweets, mentions, likes, demographics, etc.). In addition, new services such as Klout, Empire Avenue, Peer Index, and others are surfacing to further benchmark, track, and compare what you’re doing.  (See my 2011 extensive Twitter Application List for others)

As people continue to take different approaches toward building a social presence, it’s interesting to see how these different approaches are evaluated by these benchmarking services. Continue reading

The Most Complete Twitter Application List Available – 2011 Edition

To see this great list, please go to my new home at www.ericgoldstein.net.

Here is a direct link to the article.

Social Networks And Your Sales Force – By Dino Cattaneo (SVP – Account Services)

Twitter Social Network

I wanted to repost this excellent article by Dino Cattaneo – – SVP Account Services at One To One Global.

One of the biggest challenges focusing companies with large sales forces these days is how to deal with social networks. This is particularly true of companies that operate in highly regulated industries in which the sales force interacts directly with consumers, industries such as financial services or healthcare. The first reaction, which is to simply ban any sales rep from having a social media presence, is not practical and in the long run it will put the company at a disadvantage. Allowing participation without any guidance is also not an option. So companies are caught in a dilemma: on one hand, planning how your sales force uses social media requires careful thought and planning. On the other hand, the evolution of the market is putting pressure on companies to act quickly. A way to solve the dilemma is to take a gradual approach.

We have identified three steps that companies can take to gradually allow their sales force to participate in social networks. With this approach, there are three degrees of involvement, which can be undertaken as subsequent steps:

STEP 1
The first step is to set up guidelines on use of social media. These will be primarily compliance guidelines. Such as how the brand should be represented, if at all, within the social network once a sales rep starts using it for business. The tone of the conversation. The regulatory guidelines on which subjects can be discussed in a social network context. This step is primarily a risk mitigation step.

STEP 2
The second step is to develop a set of recommendations on how to use social networks to generate new business and nurture existing customer relationships. These recommendations may include listing which networks (e.g. Facebook, Twitter, LinkedIn) to use to generate connections. What content is effective on each network. Strategies to increase the number of followers/connections on each network. This step really begins to take advantage of the potential of social media as a marketing and lead generation tactic. While this is a great step, and can generate good results for the sales force, it still leaves one big issue unresolved: the ownership of the customers. When a sales rep builds a set of connections through a personal profile on any social network, if the rep leaves the company, all those relationship may leave with him/her.

STEP 3
The third and most advanced step is for the company to proactively build and co-manage the presence of each sales rep on the recommended network. This is especially true in Facebook, where a business can create individual pages and then co-assign the management of the page to each designated rep. This gives both the company and the rep a number of advantages. The company can populate content that is appropriate to all the reps, or a subgroup of reps at the same time. Assuming that the content is valuable, from the rep’s standpoint, this is a true benefit, because it allows someone with limited time to still have a fresh presence in the social realm. From the company’s standpoint, it provides first of all a consistent customer experience. At the same time, the company’s relationship with the customer is preserved.

Managing large amount of rep pages on a social network may very quickly become cumbersome. In addition, it is important to assess how effective is the presence of the company in a specific network. This is why One to One Connect created MessageMaker Social, a tool that allows companies to manage both their email efforts and their social efforts through a single platform. MessageMaker offers sophisticated communication options as well as powerful analytics to measure campaign effectiveness.

Again, be sure to follow Dino for more valuable tweets and info.

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Top Ten Reasons Why Twitter Is NOT Stupid and Why You Should Care

In my last post, I tried to summarize a few of the things I often hear about “Why Twitter Is Stupid”.

https://ericsgoldstein.wordpress.com/2011/04/27/top-ten-reasons-why-twitter-is-stupid/

As a semi-recent convert to the power of Twitter, I wanted to quickly play counter-point to my previous argument and provide a few real life examples of how I’ve actually found Twitter to be very useful.

  1. Ability to Interact With Employees / Executives / Leaders:  Regardless of what you’re interested in – politics, sports, t.v., social media, etc.., many of your “idols” are probably on Twitter right now.  At worst, it can be interesting to hop on and see what they’re rambling about.  In many cases, the information they are sharing can be very interesting and valuable.  Finally, because it’s quick, you can sometimes even get a little interaction with a famous person that you probably would never have had.  Check out this recent interaction my friend had with Tiger Woods:
    Tiger Woods Response
  2. Valuable Pre-Call / Research Sales Tool:  If you’re targeting a certain person or contact, you can often find that person on Twitter.  Reading some of their tweets will give you insight as to who they are, what they like to do, and even an image of what they look like.  Typically, you’re not going to get all that info with Facebook or even LinkedIn unless they agree to “friend” you.
  3. Connect With A Tough To Reach Contact / Prospect:  Anyone who sells knows the challenge of getting someone to respond to your e-mails, phone calls, and voice mails.  Assuming your message didn’t end up in a spam folder, it’s probably one of 200 your contact received that day.  Sending a tweet mentioning your prospect (assuming you can’t send them a DM because they’re not following you yet) can sometimes open a quick dialog if they actually use Twitter.
  4. Track The Competition:  The fact that Twitter is very open does create some interesting insight from a competitive research perspective.  You can see what your competition is saying and what people are saying about them (good and bad).  You can see who the competition is following and who is following them (a very interesting resource for leads).
  5. Interaction / Support From Small Companies:  I recently had a few technical problems with my iPhone caused by apps I purchased from small developers – neither of which had an available phone number and one of whom didn’t even have a public e-mail address.  However, I was able to post a quick Tweet and within a few hours, I actually had a personalized response and answer to my question.
  6. Interaction / Support From Large Companies:   I’m not as convinced about this one yet, but I do think that many companies are looking to monitor the Twittosphere for complaints, questions, and compliments.  A few interesting examples include this campaign by Wheat Thins:
    And click to read about this KLM story about a guy who tried, successfully, to get KLM to change their flight schedule via a Tweet.KLM Story on Tweet That Filled A Plane
  7. No Advertising & Targeted If Used Correctly:  Although Twitter is FILLED with people tweeting every 2 seconds about get rich ideas, it is basically advertising free depending upon the client you use.  While I occasionally skim my main timeline, I primarily use Twitter’s List functionality to keep an eye on different people I want to follow (e.g. Social Media Leaders, Celebrities, Prospects, People From Work, etc.).
  8. Very Real Time and Mobile:  It is interesting to see how recent events around the world have been impacted by the real time nature of Twitter.  The uprising in Egypt and elsewhere as well as the death of Osama Bin Laden were spread and driven by the power of Twitter.  In addition, Twitter can be a real time measurement and gage of your own efforts.  For example, a recent blog post I did on social media by employees was published on Social Media Today and I could track in real time as people retweeted it, made comments on it within their Tweets, as well as sent DMs to me to offer their own thoughts.  The fact that many people tweet from their mobile phones and devices makes the comments even more immediate and unfiltered.
  9. Amusing At Times:  Occasionally, I find people / comedians, writers, or Tweets that are funny – similar to the silliness that is spread around via e-mail and Twitter.  Most recently, I did enjoy @ghostosama impressive growth to 35K followers in 12 hours with only a few pretty funny tweets.  Check out the story here.Ghost Osama Tweet
  10. Create “Flash Groups” & “Flash Trends”:  The searchable nature of Twitter and the ability to easily add hashtags to tweets can create interesting quick groups.  Companies are experimenting with using this concept at events by having people tweet with specific tags to win prizes.    I also enjoyed the quick group that started up around #govtshutdownpickuplines.govshutdownpickup

Bottom line, social media is not going anywhere.  I think Twitter is an interesting tool both for companies and individuals.  The trick is to find ways to make it work for you and ignore the rest of the noise.

Please follow my noise @ericsgoldstein or check out my blog at http://www.ericgoldstein.net.

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Top Ten Reasons Why Twitter is Stupid and Why You Should Care

As I talk about Twitter with people, there seem to be three camps:

1) The Twitter Addicted: These are people that swear that life as they know it would stop if Twitter went away. They follow everyone and actually read every Tweet. They may limit their follows to celebrities or market leaders or every one in their school, but they LOVE LOVE LOVE the never ending flow of information (even useless information) that flows from the Twittosphere.

2) Corporate America (who have embraced social) & Social Media Goons: These include people that are looking to turn Twitter into a way that actually drives revenue, brand awareness, or even personal on-line net worth. I guess it also includes the Twitter Spammers who send out 50 Tweets a day explaining how you can make $570/hour if you would just click their link. There are individuals here who are also Twitter Addicted – but again, the goal is to use the Twitter as a tool, more than a toy.

3) The Twitter Unitiated: These are people that think that Twitter is stupid and probably the biggest waste of time ever invented. Who could possibly be interested in hearing what Charlie Sheen is drunkenly babbling about, much less what your neighbor is saying when he walks into the local supermarket to buy a loaf of bread.

I am definitely a bleeding edge Technogeek. I love new technology and new ideas and am always trying to find ways to push the limits of what products were designed to do (e.g. jailbreaking my overworked iPhone/iPad, wiring my home with more servers and network cable than most small companies, etc.). My cousin often yells at me for installing too many apps on my computer and then grumbling about how unstable it has become. However, even though I created a Twitter account back in early 2008, I would have considered myself in that third camp until a few months ago.

I spent last weekend with a few different groups of people who definitely thought Twitter was stupid and I found myself in the interesting role of defending a concept that I have only semi-recently embraced. I thought it would be interesting to share why people are in the “Twitter Sucks” camp. We should keep these complaints in mind as we develop new applications, seek new content absorbers, and tweet with reckless abandon. I will spend a future post (“Twitter Does Not Suck, right?”) addressing why I have found Twitter to be useful both as a marketer as well as a marketing tool.

So, here’s my top ten list on why Twitter Is Stupid

  1. I don’t have enough time to read my e-mail and barely enough time to occasionally look at Facebook., I don’t have time to follow Twitter.
  2. It’s impossible to communicate anything of any value in 140 characters.
  3. Why should I tweet? Who cares what I have to say!?
  4. I looked at Twitter and there are people following 25,000 people – that just proves how ridiculous of a tool it is.
  5. The tweets I looked at seem to be nothing more than people pushing get rich quick links.
  6. Random ramblings of famous people is stupid enough – much less those of people I don’t care about.
  7. Twitter seems to be nothing more than a game to get as many followers as possible. What possible value is there if people are just blindly following whoever follows them?
  8. Twitter is filled with people automatically posting links from RSS feeds. I can just open a web site and get better info.
  9. There are 9000 other ways to get a message to someone (e-mail, voice, text, IM, fax, carrier pigeon), why should I bother with Twitter?
  10. And the #1 reason why Twitter is Stupid – Justin Bieber.

What do you think?

See this post for the counterpoint to this article:

Employee Usage Of Social Media – A Toy or a Tool?

Please go HERE to see this article.

I’m trying to shut down this site and move to my self hosted blog, but some of the search engines and links still drive people here.