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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

Facebook’s Résumé takes another shot at LinkedIn

(SOCIAL MEDIA) Facebook took another swipe at LinkedIn by introducing a new Résumé feature.

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resume On This Day load bob alice terrorism trends fine spam facebook advertising jobs earnings

Any job hunter is likely familiar with the little section somewhere during the application process where you’re asked to enter in social media information. Thankfully, Facebook is usually an optional field.

While I try to keep what the public can see of my social media profiles toned down enough as to not cause my grandmother to blush, I’m still not quite comfortable sharing my profile with prospective employers.

I’m sure many out there feel the same, and Facebook knows this.

Tinfoil hat theories aside, LinkedIn may be shaking in their boots as Facebook begins to advance their growth in the professional sector in their pursuit of social media domination.

Facebook has begun experimenting with a new Résumé/CV feature that works as an extension of your standard “Work and Education” section on a Facebook profile page, allowing users to share work experience in more detail with friends and family but most importantly: potential employers.

Luckily, the new Résumé/CV feature won’t be sharing personal photos or status updates, but will rather combine all the relevant information into a single, professional-looking package.

So far this feature appears to be rolled out to a small number of users, and it’s unclear when it will be officially launched, but this isn’t the first time Facebook has dipped their toes in the waters of the job sector, or took a jab at LinkedIn.

Several months ago, Jobs was launched, a feature that allows Business Pages to post job openings through the status composer, and keep track of them on their Page’s Jobs tab.

A Facebook spokesperson commented on the intent behind the new Résumé/CV feature, “At Facebook, we’re always building and testing new products and services.

We’re currently testing a work histories feature to continue to help people find and businesses hire for jobs on Facebook,” and so this is just the beginning of Facebook’s plan to become a one-stop-shop and create a more seamless way for people to find and get jobs.

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Social Media

Tag photos, connect with friends, order food?

(SOCIAL MEDIA) Facebook seems to be sprawling into every nook and cranny of life and now, they’re infiltrating food delivery.

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Facebook is now bringing you food! Although, no one was really asking them to.

In the age of Instagram and Snapchat, Facebook is attempting to transform into more than just a social media platform. They have partnered up with food delivery services to help users order food directly from their site.

They hope to streamline the process by giving users a chance to research, get recommendations and order food without ever leaving the site.

Facebook has partnered with their existing delivery services including EatStreet, Delivery.com, DoorDash, ChowNow and Olo in addition to restaurants to fast track the process.

The scenario they imagine is that while scrolling through the newsfeed, users would feel an urge to eat and look to Facebook for their options.

After chatting up friends via Facebook Messenger to ask for the best place to go, users would visit the restaurant’s page directly, explore their menu and decide to order. When ordering, you will have the option to use one of the partnered delivery services either with an existing account or by creating a new one.

The benefit is you stay on one site the entire time. With the time you save, the food can get to you faster, which is a plus for everyone.

Assuming that people already live on Facebook 24/7, this seems like a great update. If you like getting recommendations from your favorite social media resources, it’s even better.

The problem is that in recent years their younger audiences have dropped off in favor of other sites. Regardless of what they think, not everyone is flocking to Facebook for their every need.

My guess is that this service will benefit those already using Facebook, but is less likely to draw new audiences in.

Adding more services may not be the key to success if Facebook can’t refine their other features. They have already been criticized for their ad reporting practices, though they seem to fix everything with a new algorithm.

Facebook has continued to stray away from their original intent, and food delivery won’t be their last update.

Facebook wants to be everything, but not everyone may want the same.

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Social Media

Hate Facebook’s mid-roll ads? So does everyone else

(SOCIAL MEDIA) Those pesky ads that pop up in the middle of that Facebook video, aka mid-roll, seem to be grinding everyone’s gears.

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In an ongoing effort to monetize content, Facebook recently introduced “mid-roll” ads into videos by certain publishers, and it has now been testing that format for six months. If you aren’t a big fan of those ads interrupting your content consumption experience, you aren’t alone; publishers aren’t crazy about them either.

In a report on the program, five publishers working with Facebook’s new mid-roll ad program were sourced and all five publishers found that the program wasn’t generating the expected revenue.

One program partner made as little as $500 dollars with mid-roll ads while generating tens of millions of views on their content.

Two other partners wouldn’t specify exact revenue number, but they did acknowledge that the ad performance is below expectations. As far as cost goes, certain publishers mentioned CPMs between 15 cents and 75 cents.

That range is large because a lot of the data isn’t clear enough to evaluate their return on investment. According to the Digiday report, publishers receive data on total revenue, along with raw data on things like the number of videos that served an ad to viewers.

The lack of certain data points, along with the confusing structure of the data, makes it difficult to assess the number of monetized views and the revenue by video. For context, YouTube, as arguably the biggest player in video monetization, provides all these metrics.

Another issue is that licensing deals are cutting into margins. Facebook pays publishers, via a licensing fee, to produce and publish a certain number of videos each month. In exchange, Facebook keeps all money until it recoups the fee, after which revenue is split 55/45 between the publisher and Facebook.

While these challenges doesn’t change the fact that revenue is low, it does make it difficult to dissect costs in a meaningful way.

Why is revenue so low to begin with?

For starters, a newsfeed with enough content to feed an infinite scroll probably isn’t the best format for these kinds of ads. As a user, when I’m watching the videos and the ad interrupts the experience, I’ve always scrolled right on through to the next item on my feed. It’s a sentiment echoed by one of the publishers in the Digiday story.

Because of that, Facebook’s new Watch program, which creates a content exclusivity not found on the news feed, might produce better results in the future. Either way, Facebook will need to solve this revenue challenge for publishers, or they might pull out of the programs altogether.

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