I got a fairly strong POV email back from a friend who couldn't understand all the fuss about Twitter. I didn't write back immediately, and he sent me another note via Facebook (ironically), concerned he'd upset me.Our back and forth, quoted below, was a great illustration of exactly why I think this social network seachange we're facing almost a social version of the VHS/BetaMax facebook-off. The use and the use-nots? The cares and the care-nots? (Of course I'D like to think it's the at-least-TRY-to-keep-ups vs. the head-in-the-sands!)
He wrote:
I hope I didn't make you mad at me... But interestingly enough I saw this article on CNN Money* this morning which tells me I am not the only one.
I am not wanting or trying to offend you. I hope you make a ton of money off of social marketing and Twitter. I still just don't get it. Maybe I am wrong. But I always change the channel when CNN starts posting Tweets on air. Which is funny considering that I used to like Letters to The Editor in my news mags and newspapers. But it has gotten so pervasive that I am beginning to not care what Joe sixpack has to say anymore. I guess to each his/her own.
I hope you are well!
MK
Hi - you didn't make me mad; just busy (maybe with the time suck of social media!?) But this isn't personal at all, at all, so no worries, and I've known you forever! But you underscored my realization that educating executives on the big picture of social media marketing understanding is more necessary than ever! :-) I don't really care about Twitter per se -- and C-Tweet is described as teaching that and all social media best practices to the C-suite level, but I do find Twitter an incredible crowdsourcing tool. And it's worthy of a second look, I think.
Do you remember how in interactive TV advertising we always used to describe it as being able to use the remote to "buy Jennifer Anniston's sweater"? Well, it's common now for the masses who don't really use it to say, "I don't want to know what so and so had for lunch." It's so NOT that, unless you're choosing to follow knuckleheads who aren't interesting, and aren't savvy about how to contribute. BUT, I agree it has no business model yet, and it is a time suck. (Though I spend a lot less time blogging now since I can share thoughts quickly and easily on Twitter.) Anyway, what it is good for now, at the very least is, as Christian and Troy said in the comments of that article, is that it's another tool that represents the way the world is going. The more facile you are in multiple tactics, the better you'll keep up with change and new marketing insights.
And, the overarching theme of what I try to share in social media for marketing/business relationships especially, is that you have to LISTEN first...and to do that you need to know WHERE to listen for conversations of interest to you (or your business.) It may be that it's not even ON Twitter (though with a year to year increase of 1400% year to year in users, it is increasingly so for our peers!) And, by the way, some companies ONLY listen, without joining the 140-character conversations. It may NOT be for youth. They are still predominantly into Facebook. Just as they USED to be predominanly into MySpace. I barely ventured onto THAT platform even in its heydey. Now they're moving into Tumblr, etc. as the "oldsters" start taking to Facebook. And so on.
Would love your thoughts on this. And this convo is great material for a blog post, by the way!
Best,Now how about YOU all? What do you think? Important to at least be up to speed on what's happening now, or dismiss it? (Hmm, perhaps that question came across a tad slanted.) Well?
EB
PS: I think it's lame when all the news shows try to Tweet, also. It's like Lawrence Welk saying "Get-ah down, Get-ah Funky, everybody." It bugged me when iVillage first added their email jockey, and bugs me when the TV bugs cover up on-screen headlines with urges to follow them on Twitter. I believe in convergence, but not forcefitting it just to try to be groovy. I DO however, follow Anderson and Sanjay, etc. on Twitter, because when I'm USING the medium I choose at the moment I can choose to see them then. Just like I CHOOSE to sometimes watch them on TV instead. Know what I mean?
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