Tag Archives: Twitter

KCI making good use of Twitter

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I twittered a few nice words about the Kansas City International Airport this morning and someone at KCI was watching or searching. Either way, they were listening and retweeted my praise. A quick check of their Twitter stream provides such useful nuggets as special prices by airlines; news that the Chiefs are homeward bound; update on the weather; links the twitter feeds of airlines serving KCI.  All good stuff.

Sure, they only have a couple hundred followers but that grow. And the cost? A few minutes by someone with a clue. If you fly regularly from KC, why wouldn’t you tap this resource? Well done @KCIairport

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

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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”

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“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.

Twitter spammers: No clue. No pride.

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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!

Mobile Media

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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?)

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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.

Is Twitter now the place for breaking news?

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I learned this morning –via Twitter– that the Edward R. Murrow Awards will be announced this morning (11Eastern)… on Twitter. One of our company websites won a Murrow award a few years back and it’s kind of a big deal.

The awards are presented by RTNDA, which used to stand for Radio-Television News Directors Association. And may still. But the association now refers to itself as “The Association of Electronic Journalists.” A good move.

Choosing to announce their annual awards on Twitter speaks volumes. I salute the “AEJ” for recognizing and using this tool.

TED Talk: Clay Shirky: How cellphones, Twitter, Facebook can make history

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From the TED Blog: “NYU professor Clay Shirky gave a fantastic talk on new media during our TED@State event earlier this month. He revealed how cellphones, the web, Facebook and Twitter had changed the rules of the game, allowing ordinary citizens extraordinary new powers to impact real-world events.” [via @greatdismal]

“The revolution will be Twittered”

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“As the regime shut down other forms of communication, Twitter survived. With some remarkable results. Those rooftop chants that were becoming deafening in Tehran? A few hours ago, this concept of resistance was spread by a twitter message. Here’s the Twitter from a Moussavi supporter:

ALL internet & mobile networks are cut. We ask everyone in Tehran to go onto their rooftops and shout ALAHO AKBAR in protest #IranElection

That a new information technology could be improvised for this purpose so swiftly is a sign of the times. It reveals in Iran what the Obama campaign revealed in the United States. You cannot stop people any longer. You cannot control them any longer. They can bypass your established media; they can broadcast to one another; they can organize as never before.” — Andrew Sullivan’s The Daily Dish

Twitter in sports about message control

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“Twitter lets athletes speak on their own terms. “It’s going to be useful during the season, because after a game, I’ll be able to say my piece instead of just allowing different media outlets to portray me how they want to portray me,” said St. Louis Rams running back Steven Jackson, one of football’s prolific tweeters. Talk to any athlete or coach about the benefits of Twitter, and they’ll put message control at the top of the list. “In this world we live in now, everybody becomes media,” said Shaquille O’Neal, whose enormous following of more than 1 million has fueled Twitter fever in sports. “If something is going to be said, hey, it’s coming from me, it’s coming from my phone.” Journalists may lament athletes passing over the middle men. But honestly, what’s more interesting, a “we gave 110 percent” from the postgame podium, or a tweet like this from Shaq: “Dam manny ramirez, come on man Agggggggggh, agggggggh, agggggh.” — SI.com

 

“How Twitter Will Change the Way We Live”

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That’s the title of an article by Steven Johnson in this week’s Time Magazine. Here are a few snippets:

  • “This is what the naysayers fail to understand: it’s just as easy to use Twitter to spread the word about a brilliant 10,000-word New Yorker article as it is to spread the word about your Lucky Charms habit.”
  • “Instead of being built by some kind of artificially intelligent software algorithm, a customized newspaper will be compiled from all the articles being read that morning by your social network.”
  • “It used to be that you compulsively checked your BlackBerry to see if anything new had happened in your personal life or career: e-mail from the boss, a reply from last night’s date. Now you’re compulsively checking your BlackBerry for news from other people’s lives.”

But the real money-shot of the piece (at least for me) is Johnson’s prediction (is it still a prediction if it’s already happening?) on Twitter’s influence on advertising.

“Today the language of advertising is dominated by the notion of impressions: how many times an advertiser can get its brand in front of a potential customer’s eyeballs, whether on a billboard, a Web page or a NASCAR hood. But impressions are fleeting things, especially compared with the enduring relationships of followers. Successful businesses will have millions of Twitter followers (and will pay good money to attract them), and a whole new language of tweet-based customer interaction will evolve to keep those followers engaged: early access to new products or deals, live customer service, customer involvement in brainstorming for new products.”

This is the best thing I’ve read on Twitter to date.