You just took a leap of faith. That link you just clicked from Twitter could have been a virus, spam, or led you to some porn site. How would you have known? The origin of the site was disguised in a URL shortener.
Twitter has a very high trust rate at the moment. Why is this? Probably because you feel as though you know the person who sent the tweet. But how well do you really know most of your followers, especially those of you following 2,000 people?
Another reason is that no one has broken the trust established on Twitter. No one has yet to post a virus to Twitter that has spread (that I know of).
Do you only click on links from people you know? Or have you been just clicking on whatever looks interesting?
Experiment:
If you found this via Twitter, tweet the twurl link below to your profile and we'll track how many people on Twitter click a blind link. Lets get a discussion going:
http://twurl.nl/7c6x37
Tuesday, November 25, 2008
Exclusive Content
The team over at (Red)Wire has the right idea. Under the guidance of Bono, (Red)Wire have created a digital music magazine that helps to fund the Global Fund to Fight AIDS, Tuberculosis and Malaria. For $5 a month, people will receive the digital magazine, exclusive music from big name musicians, video updates the workers in Africa, and the satisfaction that they are doing their part in a global problem. (Red)Wire will kick off December 1 (World AIDS Day) with an exclusive holiday track from The Killers and Elton John called "Joesph, Better You Than Me."
One thing that (Red)Wire really understands is the exclusive content. Each week a major artist like R.E.M., Bob Dylan, U2, or Death Cab For Cutie will offer up an exclusive, DRM-free song for the members. Music fans pay for exclusive content and get excited for exclusive content. Exclusive content is a hugely important part of what separates (Red)Wire from everyone else trying to do the same thing for their cause - not only are they giving people what they want, but they are giving people what they don't already have.
What exclusive content are you providing? Is your blog or marketing campaign just a rehash of what is already out there or are you providing something fresh, new, and exciting? Do you stand out in the crowd or do you blend in with the noise?
One thing that (Red)Wire really understands is the exclusive content. Each week a major artist like R.E.M., Bob Dylan, U2, or Death Cab For Cutie will offer up an exclusive, DRM-free song for the members. Music fans pay for exclusive content and get excited for exclusive content. Exclusive content is a hugely important part of what separates (Red)Wire from everyone else trying to do the same thing for their cause - not only are they giving people what they want, but they are giving people what they don't already have.What exclusive content are you providing? Is your blog or marketing campaign just a rehash of what is already out there or are you providing something fresh, new, and exciting? Do you stand out in the crowd or do you blend in with the noise?
Monday, November 24, 2008
You're Not an Expert (if you call yourself one)
While looking at bios on Twitter and on several blogs, I've noticed one common theme: everyone is an expert.
If you label yourself as an expert, you probably aren't. Any restaurant that claims "the best [insert food] in the world" does not have it. Self labeling is pointless and should be avoided. Your customers and consumers will do the labeling for you. They probably already are.
Do you or your company want to be industry leaders in social media? Then get involved. Interact. Put out quality content. Don't just simply join a few networks and then claim you are experts. You will be labeled an expert, when you show that you are an expert.
Two examples: Take a look at the bios of Chris Brogan and B.L. Ochman. Notice that you will not see the word 'expert' on their bio pages. Instead they give their credentials and site case studies that they have worked on.
The title of 'expert' is something that you earn, not something that you can self assign. If you are truly an expert, show it don't say it.
If you label yourself as an expert, you probably aren't. Any restaurant that claims "the best [insert food] in the world" does not have it. Self labeling is pointless and should be avoided. Your customers and consumers will do the labeling for you. They probably already are.
Do you or your company want to be industry leaders in social media? Then get involved. Interact. Put out quality content. Don't just simply join a few networks and then claim you are experts. You will be labeled an expert, when you show that you are an expert.
Two examples: Take a look at the bios of Chris Brogan and B.L. Ochman. Notice that you will not see the word 'expert' on their bio pages. Instead they give their credentials and site case studies that they have worked on.
The title of 'expert' is something that you earn, not something that you can self assign. If you are truly an expert, show it don't say it.
Friday, November 21, 2008
Social Media Is Not A Short-Term Project
Jacob Morgan's most recent blog post inspired me to write this post. Check out Jacob's blog on social media strategy - its good stuff.
Sandwich Fever is the biggest sandwich blog out there (and is fictional). Thousands of avid readers visit the site every week to learn about the newest and best sandwiches out there. My restaurant would really like to be on Sandwich Fever because that would mean more customers would come to eat our great food.
Short-term mentality - I'll send Sandwich Fever an email about my great sandwich and because it is so great they will have to put it on their front page. The most likely result is that the email will get ignored or quickly deleted.
The correct mentality - I will begin to read Sandwich Fever regularly. When I get a chance to contribute something meaningful in the comments, I will post my response in hopes of beginning a conversation with the writer and other readers. If possible, I could connect to the writer (and readers) on other platforms like Twitter and Facebook in order to have more conversations with them. As I build my personal brand, I will have more credibility to get people to find out about my great sandwich. Eventually, I may have an opportunity for my sandwich to be on Sandwich Fever - The writer may even be the one to ask me!
To try to pitch to a blogger in a 'cold-call' style more than likely will produce little result. The best option for getting attention online is to build relationships. Just as you would not ask someone you barely knew for a favor, so it is with online relationships. We need to be realistic with our expectations with time lines; if we truly wish to make a lasting impact online it will take time to build a proper foundation on meaningful conversations, genuine interactions, and beneficial information shared between people.
Social media is not about a 2-week marketing plan. Social media is not about throwing an idea out there to see what works. Social media is not about quick, easy results.
Social media is about careful planning and intentional actions. Social media is about relationships that are two-way. Social media is about long-term plans and hard work.
Sandwich Fever is the biggest sandwich blog out there (and is fictional). Thousands of avid readers visit the site every week to learn about the newest and best sandwiches out there. My restaurant would really like to be on Sandwich Fever because that would mean more customers would come to eat our great food.Short-term mentality - I'll send Sandwich Fever an email about my great sandwich and because it is so great they will have to put it on their front page. The most likely result is that the email will get ignored or quickly deleted.
The correct mentality - I will begin to read Sandwich Fever regularly. When I get a chance to contribute something meaningful in the comments, I will post my response in hopes of beginning a conversation with the writer and other readers. If possible, I could connect to the writer (and readers) on other platforms like Twitter and Facebook in order to have more conversations with them. As I build my personal brand, I will have more credibility to get people to find out about my great sandwich. Eventually, I may have an opportunity for my sandwich to be on Sandwich Fever - The writer may even be the one to ask me!
To try to pitch to a blogger in a 'cold-call' style more than likely will produce little result. The best option for getting attention online is to build relationships. Just as you would not ask someone you barely knew for a favor, so it is with online relationships. We need to be realistic with our expectations with time lines; if we truly wish to make a lasting impact online it will take time to build a proper foundation on meaningful conversations, genuine interactions, and beneficial information shared between people.
Social media is not about a 2-week marketing plan. Social media is not about throwing an idea out there to see what works. Social media is not about quick, easy results.
Social media is about careful planning and intentional actions. Social media is about relationships that are two-way. Social media is about long-term plans and hard work.
Viral Video of the Week
The Viral Video of the Week deals with working a crowd. This young man has some skills that most professional speakers could only hope to attain.
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