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Top 5 ways to spot if Twitter is your crutch rather than a strategy

Twitter has become part of most professionals’ marketing toolbox, but now, many are actually using it as a crutch – are you or someone you know one of them?

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Social media in 2013: a crutch or a strategy?

The rise of twitter has brought about opportunities never before available to the masses: the ability to attack others without consequence. “Celebrities get bombarded with hundreds of insults a day,” Jimmy Kimmel tells us. To prove it, he has released a series of ‘mean tweet examples’ read by the stars who received them. A few of my favorites:

  • “Selena Gomez is on the radio now. Is there a volume lower than mute?”
  • “I saw Larry King at dinner, but it might have been just a run of the mill goblin.”
  • “Dear God, give us Tupac back, and we’ll give you Justin Bieber.”

Celebrity hecklers aren’t the only cowards who lurch across the bowels of twitter. Social media is filled with businesses that fit the same bill, and it’s time to be honest about whether yours is one of them.

Here’s what I mean… I recently got married. Anyone who doesn’t understand just how much better off I am because of this decision clearly forgets one key aspect unique to being single: dating.

Dating sucks. More precisely, asking someone out sucks. I spent years trying to figure out ways I could get a girl to date me without actually having to include this step in the process. Get her number from a mutual friend? Check. Group hangout? Check. Facebook poke? Check. Have my friend ask her friend? Check (7th grade).

Yet, despite all of my attempts to circumvent it, no strategy matched the results of the few times I swallowed my pride, looked her in the eye, and said, “I would like to take you to dinner. Can I have your number?”

The challenge of social media today

Asking someone out in person requires courage. It requires overcoming fears of rejection, of the unknown, and of being exposed. We’d never choose it if we could be convinced the results could be attained any other way. But they can’t.

The superiority of in person communication isn’t limited to dating. It’s true in virtually every scenario. The reason is because of the way we receive messages. We are emotional beings who, despite our best efforts, determine how we respond to people largely on the basis of how we feel about them.

When we communicate feelings and emotions, only 7% comes from the words we use. 38% comes from the tone of our voice. A whopping 55% is revealed through our body language – from our facial expressions and eye contact to the way we stand and the amount of space we use.

And with each percentage point, there’s an increase in the opportunity for rejection – which we still worry about just as much as we did in middle school.

Enter social media. It is a place where you can gain all the influence, relationships, sales, and clout without an ounce of the butterflies that would accompany it IRL (in real life). So we flock there. We learn strategies. We send out messages. We friend people. We reference. We connect. We reply.

Top 5 ways to tell if Twitter is your crutch

All the while, we keep our head down to ensure we don’t make eye contact with an actual human. How do you know if you are guilty? Let me give you five scenarios:

  1. You dodge a phone call so you can email them.
  2. You are tweeting when you could be meeting.
  3. You save the hard conversations for email.
  4. You will approach a prospect on twitter, but won’t in real life.
  5. You keep your eyes on your phone instead of introducing yourself to the person next to you (on the plane, in the restaurant, at the bar).

Using technology to communicate has made us far more efficient. We can reach more people, gain more insight, and receive better feedback than ever before. But it also allows us to hide – from real people that surround us, that might buy from us, that might introduce us to others, and that might just like us. Perhaps its time to spend less energy learning effective social media strategy, and more learning how to create rapport, build trust, and engage real live human beings.

Curt Steinhorst loves attention. More specifically, he loves understanding attention. How it works. Why it matters. How to get it. As someone who personally deals with ADD, he overcame the unique distractions that today’s technology creates to start a Communications Consultancy, The Promentum Group, and Speakers Bureau, Promentum Speakers, both of which he runs today. Curt’s expertise and communication style has led to more than 75 speaking engagements in the last year to organizations such as GM, Raytheon, Naval Academy, Cadillac, and World Presidents’ Organization.

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1 Comment

1 Comment

  1. Scott Ayres

    January 21, 2013 at 10:47 am

    I’m probably guilty of these 5. But it’s Facebook instead of Twitter.

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Social Media

Why Trump’s lawsuit against social media still matters

(SOCIAL MEDIA) Former President Trump snagged headlines for suing every large social media platform, and it has gone quiet, but it still deeply matters.

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It was splashed across headlines everywhere in July: Former President Trump filed a lawsuit against social media platforms that he claims unrightfully banned him during and after the fallout of the January 6th capitol riots. The headlines ran for about a week or so and then fell off the radar as other, fresher, just-as-juicy news headlines captured the media’s eye.

Many of us were left wondering what that was all about and if anything ever became of it. For even more of us, it probably passed out of our minds completely. Lack of public awareness for these things is common after the initial media blitz fades.

Lawsuits like these in the US can take months, if not years between newsworthy milestones. The most recent news I could find as of this publishing is from August 24, 2021, on Yahoo! News from the Washington Examiner discussing the Trump camp’s request for a preliminary injunction in the lawsuit.

This particular suit shouldn’t be left to fade from memory in the shadows though, and here’s why:

In the past few years, world powers have been reigning in regulations on social media and internet commerce. The US is actually a little behind the curve. Trump may have unwittingly given us a source of momentum to get with the times.

In the European Union, they have the General Data Protection Regulation (GDPR), widely acknowledged to be one of the toughest and most thorough privacy laws in the world, a bold title. China just passed its own pair of laws in the past four months: The Data Security Law, which took effect on Sept. 1, and The Personal Information Law, set to take effect November 1st. The pair is poised to give the GDPR a run for its money for that title.

Meanwhile, in the US, Congress has been occupied with other things and, while there are five bills that took aim at tech monopoly currently on the table and a few CEOs had to answer some questions, little actual movement or progress has been made on making similar privacy protections a thing in the United States.

Trump’s lawsuit, while labeled by many as a toothless public relations move, may actually create momentum needed to push regulation of tech and social media forward in the US. The merits of the case are weak and ultimately the legislation that would give it teeth doesn’t exist yet.

You can’t hold tech companies accountable to a standard that doesn’t properly exist in law.

However, high profile attention and someone willing to continue to make noise and bring attention back to the subject, one of Trump’s strongest talents, could be “just what the doctor ordered” to inspire Congress to make internet user rights and data privacy a priority in the US, finally.

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Even solopreneurs are doing live commerce online – it’s not just QVC’s game anymore

(SOCIAL MEDIA) When you think of watching a show and buying things in real time, it invokes thoughts of QVC, but social media video has changed all that.

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After the year everyone has had, one wouldn’t be remiss in thinking that humanity wants a break from live streaming. They would, however, be wrong: Live online commerce – a method of conversion first normalized in China – is the next evolution of the ubiquitous e-commerce experience, which means it’s something you’ll want on your radar.

Chinese company, Alibaba first live streamed on an e-commerce site in 2016, allowing buyers to watch, interact with, and buy from sellers from the comfort of their homes. In 2020, that same strategy netted Alibaba $7.5 billion in presale revenue – and it only took 30 minutes, according to McKinsey Digital.

But, though western audiences have proven a desire to be just as involved with sellers during the buying process, live commerce hasn’t taken off here the way it has elsewhere. If e-commerce merchants want to maximize their returns in the next few years, that needs to change.

McKinsey Digital points out a couple of different benefits for organizations using live commerce, the main one being an influx in traffic. Live streaming events break the buying experience mold, and consumers love being surprised. You can expect that prospective buyers who wouldn’t necessarily visit your store under normal circumstances would find value in attending a live event.

Live events also keep people on your site for longer, resulting in richer conversion opportunities.

The sense of urgency inherent in in-person shopping doesn’t always translate to online markets, but having a stream showing decreasing inventory or limited-availability items being sold inspires people to act expeditiously rather than sitting on a loaded cart–something that can kill an e-commerce conversion as quickly as it starts one.

There are a ton of different ways to incorporate live events into your e-commerce campaigns. Virtual auctions are popular, as are markets in which individual sellers take buyers through inventory. However, the live event could be tangentially related–or even just something impressive running in parallel with the sale–and still bring in a swell of revenue.

Screen fatigue is real, and there isn’t a true substitute for a brick-and-mortar experience when done correctly. But if you have an e-commerce shop that isn’t utilizing some form of live entertainment–even just to bring in new buyers–you’re going to want to try this strategy soon.

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LinkedIn is nixing Stories this month (LinkedIn had Stories!?)

(SOCIAL MEDIA) LinkedIn tried to be like the cool kids and launched “Stories,” but the video feature is being shelved and “reimagined.” Ok.

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Creating the next big thing is essential for social networks to stay relevant, continue growing, and avoid shutting down. Sometimes, this leads to businesses trying to ride along with the success of another app’s latest feature and creating their cloned version. While the logic of recreating something already working makes sense, the results aren’t universal.

This time around, LinkedIn is saying goodbye to its short-lived Snapchat-like video product, Stories. In a company post, LinkedIn says it’s removing its Stories experience by the end of September.

Why is LinkedIn retiring Stories?

According to a post by Senior Director of Product at LinkedIn Liz Li, “[LinkedIn] introduced Stories last year as a fun and casual way to share quick video updates.”

After some testing and feedback, they learned this is not what users wanted. Seems like they could have beta tested with users and heard the same thing, but I digress.

“In developing Stories, we assumed people wouldn’t want informal videos attached to their profile, and that ephemerality would reduce barriers that people feel about posting. Turns out, you want to create lasting videos that tell your professional story in a more personal way and that showcase both your personality and expertise,” said Li.

What does this mean for users?

Starting on September 30, 2021, users will no longer be able to create Stories for Pages. If you’ve already planned to have an image or video ads run in-between Stories, they will now appear on the LinkedIn feed instead. For those who used Campaign Manager to promote or sponsor a Story directly from your Page, the company says “these paid Stories will not appear in the LinkedIn feed”, and the user will need to recreate the ad in Campaign Manager.

What’s next for LinkedIn?

According to Li, LinkedIn is taking what it learned from its finding to “evolve the Stories format into a reimagined video experience across LinkedIn that’s even richer and more conversational.” It plans on doing so by using mixed media and the creative tools of Stories.

“As we reimagine what is next, we’re focusing on how we can provide you with a short-form, rich interactive video format that is unique to our platform and that better helps you reach and engage your audiences on LinkedIn. We’re always excited to try out new things and learn as we go, and will continue to share updates along the way,” the company said.

Although Stories didn’t work well for LinkedIn as they hoped, one thing is for sure. LinkedIn isn’t giving up on some form of interactive video, and we can only hope they “reimagine” something unique that keeps users coming back for more.

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