Category Archives: Twitter
It’s becoming a fashion statement: “I’m leaving Twitter.” But, whilst indulgently retreating into the digital shadows is a fine attention-grabbing tactic for cosseted celebrities, brands should think twice.
This time last year, the pop group Girls Aloud had 109,000 Twitter followers. Then the band split up, deleting its Twitter account. Becoming what one follower called a “ghost band” deprived the girls and their label of any future opportunity to market still-available archive recordings.
There was a time when people wrote letters to each other. Have you written a letter to a private individual (i.e. not a utility company, solicitor, etc) in the last five years? Do you know anyone who has? I thought not.
The golden age of letter writing is long gone, along with Dr Johnson and Charles Dickens. But Virginia Woolf died in 1941, leaving behind volumes of personal correspondence. It’s only quite recently that letter writing has been consigned to the dustbin of history. Read More
Fans of the brand are being asked to photograph the contents of their bags and share the results, using the hashtag #totesbig or #totessmall, depending on their chosen style.
Last weekend, Summer in the City, the largest independent UK YouTube event took place at Alexandra Palace in north London. The event attracted more than 8,000 attendees from across the world in a celebration of all things YouTube. It featured live performances and appearances from some of YouTube’s most well-known personalities including Zoella and Michael Stevens of Vsauce.
During the three-day event I sat on a panel with Tyler Oakley, an American YouTube sensation, to discuss the process of social media stars working with brands. The next day his YouTube channel passed five million subscribers. Just 24 hours later he had won the Choice Web Star at Fox’s Teen Choice Awards, a mainstream event previously the domain of celebrities from more film, TV and music media. #TeamInternet and #TylerOakley also began trending globally on Twitter.
A day doesn’t go by without a story about a well-known company grappling with the reputational fallout of an offensive comment or image appearing on its Facebook page or Twitter stream. Sometimes the damage happens as a result of an inadvertent tweet by a member of the company’s own social or community management team. (Think US Airways.)
But far and away the greatest risk to a company’s brand originates from external, consumer-generated posts that range from physical threats and extreme profanity, to racism or religious intolerance.
As companies grow their social media followings, the challenge of maintaining vibrant social communities that accrue positivity to their brands also grows.
Here are seven practical tips for getting and staying ahead of your social media detractors:
Could Twitter be planning to filter feeds to highlight users’ top tweets? Dick Costolo, Twitter’s chief executive, certainly dropped some heavy hints that changes could be afoot while speaking to analysts about the company’s Q2 results.
During a conference call last Tuesday, he said Twitter was interested in “surfacing the kinds of great conversations that pop up in people’s timelines…making sure that for those users who follow hundreds of accounts, they don’t miss the very, very best pieces of those streams as they flow by.”
A brief look at Twitter’s record on the stock market over the past six months, up until yesterday’s Q2 results anyway, did not make for pleasant reading. It reminded me of the aftermath of a snap-hooked tee shot from a pro who has been hotly tipped, the ball careering ever further left in to the bushes beyond the rough. The decline had been caused by the reliance on two metrics with which the social network sells itself to investors and advertisers. First, monthly active users, a number that is climbing too slowly for the liking of many, and second, timeline views – again another slow grower.
The issue is that investors are worried these metrics are simply not strong enough for Twitter to be able to bring in sufficient advertising revenue; hence the new metrics that the online advertising world was waiting for with baited breath – breath that will have to be held for longer after Twitter delayed its release yesterday. But will they turn the ailing network (and it is still ailing – one good announcement doesn’t constituent a revival) around? My suspicion is no.
Both Facebook and Twitter have recently announced separate e-commerce plays which will make it easier to shop online using their services. Facebook has declared they are testing a ‘buy’ button, while Twitter has acquired payment startup CardSpring.
It’s a step by both to help brands deliver a ‘last click’ which can only be a good thing as social media companies progress with their push towards improved monetisation. Nevertheless it’s come at a time when marketers are increasingly embracing social content on their digital properties and moving away from engaging with consumers inside a social network.