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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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Twitter

Twitter

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

Twitter to start charging users? Here’s what you need to know

(SOCIAL MEDIA) Social media is trending toward the subscription based model, especially as the pandemic pushes ad revenue down. What does this mean for Twitter users?

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Twitter and other social media apps open on a phone being held in a hand. Will they go to a paid option subscription model?

In an attempt to become less dependent on advertising, Twitter Inc. announced that it will be considering developing a subscription product, as well as other paid options. Here’s the scoop:

  • The ideas for paid Twitter that are being tossed around include tipping creators, the ability to pay users you follow for exclusive content, charging for use of the TweetDeck, features like “undo send”, and profile customization options and more.
  • While Twitter has thought about moving towards paid for years, the pandemic has pushed them to do it – plus activist investors want to see accelerated growth.
  • The majority of Twitter’s revenue comes from targeted ads, though Twitter’s ad market is significantly smaller than Facebook and other competitors.
  • The platform’s user base in the U.S. is its most valuable market, and that market is plateauing – essentially, Twitter can’t depend on new American users joining to make money anymore.
  • The company tried user “tips” in the past with its live video service Periscope (RIP), which has now become a popular business model for other companies – and which we will most likely see again with paid Twitter.
  • And yes, they will ALWAYS take a cut of any money being poured into the app, no matter who it’s intended for.

This announcement comes at a time where other social media platforms, such as TikTok and Clubhouse, are also moving towards paid options.

My hot take: Is it important – especially during a pandemic – to make sure that creators are receiving fair compensation for the content that we as users consume? Yes, 100%. Pay people for their work. And in the realm of social media, pictures, memes, and opinions are in fact work. Don’t get it twisted.

Does this shift also symbolize a deviation from the unpaid, egalitarian social media that we’ve all learned to use, consume, and love over the last decade? It sure does.

My irritation stems not from the fact that creators will probably see more return on their work in the future. Or on the principal of free social media for all. It stems from sheer greediness of the social media giants. Facebook, Twitter, and their counterparts are already filthy rich. Like, dumb rich. And guess what: Even though Twitter has been free so far, it’s creators and users alike that have been generating wealth for the company.

So why do they want even more now?

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Social Media

TikTok enters the e-commerce space, ready to compete with Zuckerberg?

(SOCIAL MEDIA) Setting up social media for e-commerce isn’t an uncommon practice, but for TikTok this means the next step competing with Facebook and Instagram.

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Couple taking video with mobile phone, prepared for e-commerce.

Adding e-commerce offerings to social media platforms isn’t anything new. However, TikTok, which is owned by the Chinese firm ByteDance, is rolling out some new e-commerce features that will place the social video app in direct competition with Mark Zuckerberg’s Facebook and Instagram.

According to a Financial Times report, TikTok’s new features will allow the platform to create and expand its e-commerce service in the U.S. The new features will allow TikTok’s popular users to monetize their content. These users will be able to promote and sell products by sharing product links in their content. In return, TikTok will profit from the sales by earning a commission.

Among the features included is “live-streamed” shopping. In this mobile phone shopping channel, users can purchase products by tapping on products during a user’s live demo. Also, TikTok plans on releasing a feature that will allow brands to display their product catalogs.

Currently, Facebook has expanded into the e-commerce space through its Facebook Marketplace. In May 2020, it launched Facebook Shops that allows businesses to turn their Facebook and Instagram stories into online stores.

But, Facebook hasn’t had too much luck in keeping up with the video platform in other areas. In 2018, the social media giant launched Lasso, its short-form video app. But the company’s TikTok clone didn’t last too long. Last year, Facebook said bye-bye to Lasso and shut it down.

Instagram is trying to compete with TikTok by launching Instagram Reels. This feature allows users to share short videos just like TikTok, but the future of Reels isn’t set in stone yet. By the looks of it, videos on Reels are mainly reposts of video content posted on TikTok.

There is no word on when the features will roll out to influencers on TikTok, but according to the Financial Times report, the social media app’s new features have already been viewed by some people.

TikTok has a large audience that continues to grow. By providing monetization tools in its platform, TikTok believes its new tools will put it ahead of Facebook in the e-commerce game, and help maintain that audience.

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Social Media

Your favorite Clubhouse creators can now ask for your financial support

(SOCIAL MEDIA) Clubhouse just secured new funding – what it means for creators and users of the latest quarantine-based social media darling.

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Woman talking on Clubhouse on her iPhone with a big smile.

Clubhouse – the live-voice chat app that has been taking the quarantined world by storm – has recently announced that it has raised new funding in a Series B round, led by Andreessen Horowitz, the venture capital firm in Silicon Valley.

The app confirms that new funding means compensation for creators; much like the influencers on TikTok and YouTube, now Clubhouse creators will be able to utilize features such as subscriptions, tipping, and ticket sales to monetize their content.

To encourage emerging Clubhouse creators and invite new voices, funding round will also support a promising “Creator Grant Program”.

On the surface, Clubhouse is undoubtedly cool. The invite-only, celebrity-filled niche chatrooms feel utopic for any opinionated individual – or anyone that just likes to listen. At its best, Clubhouse brings to mind collaborative campfire chats, heated lecture-hall debates or informative PD sessions. I’ll be the first to admit, I’m actually obsessed.

And now with its new round, the video chatroom app will not only appear cool but also act as a helpful steppingstone to popular and emerging creators alike. “Creators are the lifeblood of Clubhouse,” said Paul & Rohan, the app’s creators, “and we want to make sure that all of the amazing people who host conversations for others are getting recognized for their contributions.”

Helping creators get paid for their labor in 2021 is a cause that we should 100% get behind, especially if we’re consuming their content.

Over the next few months, Clubhouse will be prototyping their tipping, tickets and subscriptions – think a system akin to Patreon, but built directly into the app.

A feature unique to the app – tickets – will offer individuals and organizations the chance to hold formal discussions and events while charging an admission. Elite Clubhouse rooms? I wonder if I can get a Clubhouse press pass.

Additionally, Clubhouse has announced plans for Android development (the app has only been available to Apple users so far). They are also working on moderation policies after a recent controversial chat sparked uproar. To date, the app has been relying heavily on community moderation, the power of which I’ve witnessed countless times whilst in rooms.

So: Is the golden age of Clubhouse – only possible for a short period while everyone was stuck at home and before the app gained real mainstream traction – now over? Or will this new round of funding and subsequent development give the app a new beginning?

For now, I think it’s safe to say that the culture of Clubhouse will certainly be changing – what we don’t know is if the changes will make this cream-of-the-crop app even better, or if it’ll join the ranks of Instagram, Twitter, and Facebook in being another big-time social media staple.

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