Everything you need to know about Twitter, you learned in kindergarten

I learned from @chadlivengood that the Missouri State Teachers Association is now on Twitter (@MSTA). I seem to recall them advertising on one of our radio networks a few years ago. I’ve been thinking about what they were getting for their money. Basically, distribution of their message to radio stations affiliated with our network. If someone was listening to one of these stations when an MSTA announcement aired, mission accomplished.

So what does the MSTA do with Twitter. In theory, everyone in the state could see their tweets. But only if they choose to “follow” @MSTA. The association must persuade people to pay attention to their Twitter feed? Most advertisers spend a lot of time or money or both on the messages they air on radio and TV. But even if the message is weak, someone hears it.

With Twitter, nobody sees the message unless it’s good (i.e. relevant, interesting). And being limited to 140 characters forces one to boil the message down to the essence. Distribution is free, but worthless unless you have something to say.

During my radio days I wrote and produced commercials and entered what I considered my best in competitions each year. I wonder if there are competitions for the best commercial tweet? I doubt it. Nobody wants to hear “commercials,” no matter how short they are.

From a traditional advertising perspective, Twitter’s only up side is it’s free. It can take a long time to grow the number of people who follow you. And more importantly, they have all the power, all the control. If a company is successful, it has something far more valuable than advertising. Something that money –literally– cannot buy.

Given enough time and money, even a bad product or service can see returns from advertising. Not so with social media. I’m not sure it’s possible to teach a company how to be open, honest, authentic and caring. They were supposed to have learned that in kindergarten.

“If you’re not responding, you’re not seen as an authentic brand”

“If you’re not responding, you’re not seen as an authentic brand”
The eye rolling and derisive snorting I used to get by mentioning Twitter have been replaced by a thin-lipped, folded arm silence. Due in some part, I’m sure, to stories like the one in today’s Wall Street Journal:
“Ford Motor Co., PepsiCo Inc. and Southwest Airlines Co., among others, are deploying software and assigning employees to monitor Internet postings and blogs. They’re also assigning senior leaders to craft corporate strategies for social media.”
“Some companies are training staffers to broaden their social-media efforts. At Ford, Scott Monty, Ford’s head of social media, plans to soon begin teaching employees how to use sites like Twitter to represent the company and interact with consumers.
Coca-Cola Co. is preparing a similar effort, which initially will be limited to marketing, public affairs and legal staffers. Participants will be authorized to post to social media on Coke’s behalf without checking with the company’s PR staff, says Adam Brown, named Coke’s first head of social media in March.”
If you want my business, you’ll listen to what I have to say, and respond. Or suffer a PR shit storm.
http://online.wsj.com/article/SB124925830240300343.html

The eye rolling and derisive snorting I used to get by mentioning Twitter have been replaced by a thin-lipped, folded-arm silence. Due in some part, I’m sure, to stories like the one in today’s Wall Street Journal:

“Ford Motor Co., PepsiCo Inc. and Southwest Airlines Co., among others, are deploying software and assigning employees to monitor Internet postings and blogs. They’re also assigning senior leaders to craft corporate strategies for social media.”

“Some companies are training staffers to broaden their social-media efforts. At Ford, Scott Monty, Ford’s head of social media, plans to soon begin teaching employees how to use sites like Twitter to represent the company and interact with consumers.

“Coca-Cola Co. is preparing a similar effort, which initially will be limited to marketing, public affairs and legal staffers. Participants will be authorized to post to social media on Coke’s behalf without checking with the company’s PR staff, says Adam Brown, named Coke’s first head of social media in March.”

If you want my business, you’ll listen to what I have to say, and respond. Or suffer a PR shit storm.

The siren call of Posterous

http://ihnatko.posterous.com/damn-i-really-like-posterous-now-what
The siren call of Posterous
I continue to be enamored with Posterous, the bare-bones blog service to which you post via email. So much so, I’m moving one of my Typepad blogs over.
My friend Taisir doesn’t have time (on inclination) to post to a traditional blog. With Posterous and his iPhone, he can update the blog with minimal effort. And Posterous did a pretty good job importing the the 160+ posts I had on Typepad.
Like tech columnist Andy Ihnatko, I’m boiling down my online life to my WordPress blog, Twitter and –now– Posterous.

I continue to be enamored with of Posterous, the bare-bones blog service to which you post via email. So much so, I’m moving one of my Typepad blogs over.

My friend Taisir doesn’t have time (on inclination) to post to a traditional blog. With Posterous and his iPhone, he can update the blog with minimal effort. And Posterous did a pretty good job importing the the 160+ posts I had on Typepad.

Like tech columnist Andy Ihnatko, I’m boiling down my online life to my WordPress blog, Twitter and –now– Posterous.

Shop Talk: SEC Digital Network

The Southeastern Conference is getting ready to launch the SEC Digital Network. They’re working with a company called XOS Digital and are touting: “…nearly 10,000 hours of original and exclusive SEC content anytime, anywhere through online video syndication, digital downloads, and exclusive live-streaming and on-demand video content.”

If I understand this correctly, this does NOT include live streaming of actual game broadcasts. Those are protected by the rights holders. Companies like ours. So what content will be available?

  • Highlights
  • Complete game replays
  • Breaking SEC news in real-time
  • Post-game interviews
  • Tailgate events
  • Behind-the-scenes pep talks
  • Press conferences

The company I work for is associated with some SEC schools: Alabama, Mississippi State and South Carolina.

Remember that saying about the farmer’s pig? We eat everything but the oink? Well, companies like ours pay lots and lots of money for the marketing rights to this big schools and we have to sell everything but the oink to recover that investment.

But you can only put so many commercials in a radio or TV broadcast; only so many logos on a big scoreboard; only so many ads in a program (as you can see, I don’t really know everything we sell).

And if God isn’t making any more land, she’s not making any more avails in a football broadcast. So everyone is looking for ways to generate more programming, more content, to support additional advertising. The SEC Digital Network would seem to be doing this.

And the fans have a nearly insatiable appetite for anything related to their team. And if the SEC does this right, with lots of fan engagement and interaction, and fully mobile… they’ll have a winner.

Bambi358 is following you

I just did a little Twitter house cleaning, blocking about 60 followers who looked … suspect. My criteria for blocking is very scientific and includes –but is not limited to– the following:

  • Anyone who follows 500+
  • Anyone with a number in their name
  • Anyone trying to be anonymous
  • Overly cute names
  • Just about any business (unless I know you)
  • Anyone who uses the terms “SEO” or “social” in their profile bio
  • Glam shot photo icon

If I blocked you and you’d like for me to reconsider… you’re way too needy. But email me and we’ll talk.

[10 hours later] The Twitter spam is coming way too fast. I’ve blocked almost 100. Giving serious thought to protecting my account.

Shutting the in-box

Leo Babauta says he’s done with email. Sort of. It’s really an interesting idea and I can imagine giving it a try if self-employed:

“After more than 15 years of dealing with email, of checking email multiple times a day, of responding over and over throughout the day, of deleting spam and unsubscribing from newsletters and unwanted notices, of filtering out messages and notifications, of deleting those dumb forwarded jokes and chain mails …I’m done. I’m done, because email takes up too much of my time. I’m done, because I don’t like being at the mercy of every incoming request, because I would rather spend my free time creating than replying to emails.”

Leo plans to set up an auto-responder so his correspondents won’t think he’s dead and use Twitter as his main form of communication. For longer conversations he’ll go with IM or Skype. If he needs to collaborate, there’s Google Docs. Friends and family can just pick up the phone and call.

I hope it works for him. Someday I hope to give it a try, too. And for the record, your best bet for reaching me is commenting here or the Gmail address in the sidebar. The work email address is the last thing I check. [via @steverubel]

Twitter spammers: No clue. No pride.

I really hate to think that spammers will be able to destroy Twitter in the same way they’ve destroyed email. Okay, maybe not destroyed but made it a pain in the ass to use. And I haven’t gotten much spam on Twitter but know it’s coming.

Here’s the latest. I know nothing about Shorty Small’s –other than they are clueless– but will, in the unlikely event I find myself in Branson, avoid it and encourage you to do the same.

They search twitter for any reference to “Branson” and then put a little commercial in your Twitter stream. In the example to the right, you’ll notice the business didn’t know (care?) that I was poking fun at Branson. BBQ spam. Yum!

Exploiting expertise

Mindy McAdams (Teaching Online Journalism) points us to a speech by David Schlesinger, editor-in-chief for Reuters News, to the Intl. Olympics Committee Press Commission (June 23, 2009).

“We in the traditional media … must concentrate our efforts on defining and developing that which really adds value.

That means understanding what really can be exclusive and what really is insightful. It means truly exploiting real expertise.

It means, to my earlier point, using all the multimedia tools available and all the smart multimedia journalists to provide a package so much stronger than any one individual strand.

It means working with the mobile phone and digital camera and social media-enabled public and not against them. Working against them would be crazy.”

The last few days playing with the iPhone, Twitter, Posterous and YouTube make his last point really hop off the page.

I think the long-term success of our news networks –of everyone’s news networks– will depend on understanding and implementing these ideas. Okay, maybe the short-term success.

Mobile Media

Hard to beat the iPhone for audio and video if you want immediate and easy upload to YouTube. The stills are not as good as the Casio delivers. (Can you guess which took the photo below?)

sunset

Posterous is fun and easy but not sure that it gives me much that Twitter does not, especially since YouTube now talks to Twitter. There is something about seeing the media nicely presented, in-line on the Posterous page, but you have to get folks there. I’m looking forward to seeing how Tweetie gets video from the iPhone to my Twitter stream.

It all gets a little confusing with literally too many choices. But I do like being able to share the media quickly, even a some sacrifice in quality. I’m guessing I’ll wind up using Twitter, YouTube and Mobile Me for on-the-fly. The blog will get posts like this, after I’ve had a time to reflect and look more closely at the available media.