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Posts Tagged ‘Twitter’

Two Wednesdays ago, I headed over to Ogilvy PR Worldwide in DC to hear Jared Cohen, a member of the State Department’s Policy and Planning Staff, discuss social media and 21st century Statecraft. You can hear the speech/read the transcript for yourself here. Or, you can check-out my takeaways below.

Like many people, I use Facebook and Twitter as fun tools to keep in touch with my best friends and share articles of interest. But the impact of these tools can be much stronger in other contexts. Digital connections empower groups of people, both good and evil. For example, Afghanistan prisoners have used cell phones to coordinate an uprising from inside their jail cells. On the other hand, digital technology has given voices to those silenced by political oppression or chaos in the wake of a natural disaster.

Don’t believe me? Just take a look at social media’s recent role in helping out Haiti or think back to the June 2009 election protests in Iran. Cohen recognized that Twitter was acting as an important medium through which Iranians could voice discontent and organize protests. Thus, he contacted Twitter to ask them to delay scheduled maintenance of its global network during the protests. Check out this video to remember how social media connected the world to this event in a way never seen before.

The world’s governments also recognize the power that comes from being connected. Corrupt governments fear the empowerment of their citizens, so they rely on censorship to maintain control. But people will always find a way to communicate, even if it’s by good-old-fashioned word-of-mouth. Since communication is inevitable in today’s world, Cohen takes a “technopragmatist” approach to the internet and its related technologies:

The reality is whether we like it or not from a policy standpoint…all these tools are being put out on the public domain. From a government standpoint, we have two options: We can fear we can’t control it and not try to influence it. And by the way, if we don’t try to influence it, all that does is give greater space to hostile actors who seek to use technology for nefarious purposes. Or we ca recognize that the 21st century is a terrible time to be a control freak, recognize we can’t control it, but we can influence it and there is no better time to influence it when access is where it is today.

Cohen plans to influence the use of technology by reaching out to the experts of innovations and local contexts, private sector companies and civil society organizations, respectively. By melding their knowledge together, he thinks they can unlock the power of digital communications and social media in a positive way.

Next week, I’ll be attending a conversation with Knight Fellows at the International Center for Journalists.  The International Center for Journalists, a non-profit, professional organization, promotes quality journalism worldwide in the belief that independent, vigorous media are crucial in improving the human condition.  The Knight Fellows are working on new mobile and online technologies in an attempt to deliver the work of professional and citizen journalists to the remote and underserved communities of the world. By getting these remote communities connected, they will give them the power to participate in the world’s conversations.

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Starbucks’ Promoted Tweet

At its first ever Developer Conference last week, Twitter announced the rolling out of its first phase of Promoted Tweets.   This blog post does a good job of breaking down Promoted Tweets as “tweets that are raised in value or importance as an element of a targeted marketing campaign.” Basically, when Twitter users conduct searches that match the keywords paid for by Twitter’s hand-selected advertising partners, those advertisers’ promoted tweets will appear at the top of the users’ search results. These Promoted Tweets will be clearly labeled as such, so there is no attempt to convince users that it just happens to be the top search result. Click here for more details about the Promoted Tweets platform.

In the later phases of this ad platform, Twitter will algorithmically assign the most effective Promoted Tweets to your stream. This targeting will be based on what you tweet about and who you follow. Only time will tell how well Twitter can read into your real-time Twitter existence and determine which Promoted Tweets will resonate with you the most. For example, if you have been tweeting up a storm about the Fourth of July, you shouldn’t be surprised to see a Promoted Tweet from Virgin America on holiday fare discounts. Twitter also plans to eventually allow third party Twitter clients (TweetDeck, twhirl, TwitterBerry and Tweetie) to integrate Promoted Tweets, with the app developer receiving a cut of the revenue. Ultimately, Twitter could syndicate results to Google or Bing, though no deal is close to making that happen.

As social media angel investor David Pell hypothesizes, the Promoted Tweets that Twitter chooses for us could be a real wake-up call! I already get a kick out of the personalized ads that show alongside Facebook window (usually a strange mix of cat-related links, online psychology grad schools, and sorority gear.) I’m also on David’s side in terms of the intrusiveness (well, the lack thereof) of the Promoted Tweets that will eventually show up in my stream. I already have all the aspects of my life smashed together on Twitter- see my previous post. So who cares if a few highly targeted ads show up? I’d rather get tweets that don’t read like ads than spam emails that clutter my inbox and don’t “disappear” unless I delete them!

I think the Promoted Tweets platform is an incredibly reasonable response to “how can Twitter make money?” and “how can ads be brought into the Twittersphere?” Twitter is being especially patient in introducing this platform because the company’s founders refuse to destroy the experience that its users have grown to appreciate. While 42% of users are concerned that Promoted Tweets will spam their Twitter search results and streams, I think that these worries are completely unjustified. In my opinion, Promoted Tweets will be valuable to both Twitter’s advertising partners as well as its users. Why?  Make sure to check these in-depth reports by Ad Age and NY Times– both of these articles helped me to come to the following conclusions:

–          FOCUS ON MARKETS AS CONVERSATIONS– In planning this ad platform, Twitter has been focused on enhancing “the conversations that companies are already having with their customers on Twitter,” said Twitter COO Dick Costolo. Therefore, twitter hand-picked initial advertising partners, including Starbucks, Bravo, and Virgin America, that were already heavily engaged on Twitter. Starbucks could start a conversation with the Promoted Tweet “Tell us something a barista did to make your day?” Starbucks could buy keywords to keep this question at the top of a search that turns up the Promoted Tweet. Click here to learn more about how why Virgin America was chosen as an advertising partner and how the company is already using its Promoted Tweets- it’s very insightful.

–          QUICK PROFITABILITY IS NOT THE GOAL– In fact, Twitter will roll out the Promoted Tweets platform slowly over the course of a year and gauge users’ responses.  The last thing Twitter wants to do alienate users by forcing a new model on them. That’s why Twitter will test and test and test Promoted Tweets and watch how they perform in search results and then in streams.

–          ONE -AD-PER-SEARCH RULE– While Google, Bing and Yahoo display many search-related ads at a time, Twitter will only ever display one Promoted Tweet at the top of your search results.

–          RESONANCE AS A PERFORMANCE MODEL AND EVENTUALLY A PRICING METRIC– Resonance is impact of the Promoted Tweet based on how much a tweet is passed around, how much a tweet is marked as a favorite or how often a user clicks through a posted link. Ads that perform well will stay in search results and advertisers will pay for the search key words that bring up that ad on a cost-per-thousand basis. Ads that don’t rise above the resonance score of a typical tweet from a marketer will be removed and advertisers will not have to pay for them. Ultimately, Twitter plans to charge advertisers for Promoted Tweets based on their resonance in comparison to a standard marketing tweet.

That being said, can’t we all just give Promoted Tweets a chance?

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Last month, CNNMoney.com’s article asserted that Twitter has become more of a newsfeed than an actual social network because “most of its 50 million accounts merely follow other users rather than post their own messages.” This article was in response to a study by RJMetrics Inc showing that most Twitter accounts inactive. The CNNMoney.com article caught my attention because I am one of those “inactive” users of which it speaks (although trying to change- follow me @torichristmas!) In activating my account, my goal was to master Twitter as a social media tool (and improve my knowledge of politics, current events and social media happenings along the way.) I intended to “tweet” regularly about current events and social media news and to prove the relevance of my tweets by gaining followers. I had no real interest in keeping in touch with friends through Twitter; most of my friends are on Facebook, and for me, that’s a more effective platform for such relationships.

Upon setting up my account, I began following news sources, Barack, agencies, social media gurus, and organizations of interest, as well as a few friends and acquaintances. Perhaps I created too large a Twitter network to begin with- this can happen on any social networking site, like Foursquare. In my defense, I used Twitter’s list function to try to create some order on my home stream (examples of my lists are breaking news, personal interests, PR/Ad/Social Media, and High School Friends.) But each time I logged on to Twitter, I felt overwhelmed by all of the recent tweets (why did I seem to be continually behind on the news?) and annoyed by certain accounts’ rapid tweets that were taking over my home and list streams. It didn’t look like I was following 75 accounts; instead, 10-12 dominant accounts crowded my streams and commanded my attention by pushing less regular tweeters to the bottom of the reverse-chronological stream. I thought that the more people I followed, the more I would get out of Twitter. But instead, my stream is cluttered by things that I care about only marginally and updates on people who I hardly know anymore. Maybe Metcalf’s Law doesn’t ring true for Twitter. Is it wrong to not embrace the weak ties I have to most of the tweets on my stream?

In his study, Robert J. Moore, CEO and Founder of RJMetrics, says that if new Twitter users stick with Twitter for an entire week, then they will have a much higher rate of engagement with Twitter over time. Perhaps this insight prompted Twitter to change how it engages with its users and potential users. Last week, the site began testing a new homepage that “bubbles up more of the information flowing through Twitter,” according to the Twitter blog. “Twitter is a network where information is exchanged and consumed at a rapid clip every second of the day. With so much being shared, we know that there’s something of value for everyone,” continued the Twitter blog. To summarize, Twitter has made changes to its homepage to show users who have not thoroughly explored and experimented with its site that Twitter can be useful in ways that are not generally apparent. These changes should help users more easily figure out who and what they can find on Twitter, and how they can personalize and filter their rapidly flowing streams. The site is trying to communicate to non-users and inactive users that Twitter is not just for status updates anymore. Be sure to read this recent blog post on the changes. Something interesting that I got from it is that since July 2009, Twitter has been trying to emphasize its “potential as a real-time search tool and a source of information, rather than a simple social networking tool.” So in reality, contrary to the CNNMoney.com article’s viewpoint, Twitter wants to be viewed as more of a newsfeed than a social network. Hopefully its responsiveness to user confusion (like my own) through interface changes can generate more user engagement in 2010. I think that it’s clarification of its desired image has certainly been a good place to start!

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I am not much of a “gamer” myself, and I had actually never thought of “gaming” as part of social media until I saw our class syllabus. I tried to activate a Second Life account, but the site would not accept any of my three working email addresses as valid. I quickly became frustrated with this problem and decided to browse the Second Life Destination Guide instead. I was shocked by how beautiful the Second Life world is. Parts of it reminded me of Universal Studios- especially when I saw that there are “Alice and Wonderland” destinations. After checking out several of these visually enchanting lands and builds, I actually see how people might become caught up in this world. I don’t see Second World continuing to grow. It looks like many companies are already pulling the plug on their marketing efforts in this second world. Second Life reminds me of Twitter in the sense that millions of people have activated accounts, but only a much smaller, core group of users exist.

While I was previously aware of Second Life and World of Warcraft, I had no idea that political and policy-related videogames existed until I browsed Persuasive Game’s portfolio. Games produced by this agency have addressed food safety and agribusiness, consumerism, personal debt, the global petroleum market, pandemic flu, wind energy, and even the politics of nutrition, which was big in the news last week. So, I downloaded and started to play FatWorld. Quickly, I realized how time consuming these games can be. I have a hard enough time staying current with the happenings in my own life and the physical world- who has time to play another person in a fictitious alternate universe? Not only do you have to learn the rules of the game- you also have to continuously play the game to develop your values and explore models demonstrated by the games. The graphics are also far simpler in these games than in Second World, although the issues addressed are much more complex.

Ian Bogost, author of Persuasive Games and founder of the agency by the same name, recently wrote an article highlighting the “unique power and potential of videogames to complexify rather than simplify the world.” He goes onto explain that “Games, like all media, can’t ever really change behavior; a game about nutrition won’t magically turn a player healthy, just as a game about criminality won’t magically turn a player delinquent…Instead, games can help us shape and explore our values. And today, our values better damned well be complex.” And complex values take constant care to develop and nurture. It seems like these games are actually for policy makers, whose lives revolve around exploring and understanding the complex values associated with their respective issues.

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