A few thoughts on Twitter, and it’s latest kerfuffle

This morning I read “Elon Musk Backs Off Legacy Checkmark Purge“. As a long time Twitter user, and someone who held Musk in high regard, I’ve been following the acquisition by Musk with a personal interest. This particular situation has been…fascinating.

Ultimately, Musk fails to understand the value of verification. Yes, it provides some value to the user, but far more value comes to Twitter. Knowing that this person posting REALLY is Steven King, Will Shatner, etc, brings value to Twitter since we KNOW who we’re interacting with. By building that direct connection between fans and creators, Twitter gains.

In his rush to monetize everything (anything?) on the platform, he has lost focus on what makes Twitter interesting and valuable. Which is sad. Over the years, I’ve met amazing and wonderful people. People who’s friendship I value as deeply as anyone I’ve met In Real Life. I’ve learned a huge amount from them.

Fortunately, it’s not been too hard to tune out Musk’s antics. But the increase in hate speech and right wing rage making its way into my feed has deeply detracted from my experience. I still post, but much less often. And I spend far less time on it (which certainly is a net positive).

Will Twitter survive Musk? Possibly. Will it return to what it was before? No. But the platform has evolved considerably since its launch and will continue to. What it looks like next year is extremely hard to predict. We’ll see, I guess.

Being Strategic With Social Media

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I’ve known people whose business is dependent completely upon a single platform. YouTube is a huge one, but I also see people 100% dependent on Instagram, TikTok, or even Facebook, for their business. I’ve been thinking a lot about that recently.

A friend of mine, due to the LastPass hack, lost access to his YouTube channel. Then there’s the drama over at Twitter, with people being banned from the platform on the whim of Mr. Musk, and I can continue. So, I hope you’ll understand that I highly recommend that you DO NOT rely 100% upon a single platform where you have no control.

Social media sites are great tools for connection, but they’re best for directing people to a website. One you own, you control. Encourage folks to subscribe to a newsletter, or the website. Then, by combining your website with blog posts and newsletters, and you have a very powerful tool to stay connected with your audience even if you’re blocked from a key social channel. Also, if you have a website connected to your social platforms, your audience has a way to find and reconnect with you if you lose access to YouTube, Twitter, Instagram, TikTok, Snapchat, whatever.

I particularly like sites built on WordPress, as it’s extremely portable. Wix, Squarespace, and the like are tied to a single provider, too. With WordPress, I can port my website to another hosting company with relative ease (related: make sure you back up your files somewhere other than on the hosting platform).

Be strategic with your digital portfolio. Be prepared for various calamities, as well as for the eventual falling out of whatever must-use platform the people abandon next. Technologies evolve. Audiences evolve. Platforms evolve. Business sustainability requires you to be thoughtful and strategic.

Social Media, Platforms and Control

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I’ve been kept in the loop about the different groups encompassing the #StopeHateForProfit initiative and their meeting with Facebook a few days ago (here’s a recap of the situation if you need it). Other folks have written about Facebook’s strategy and risks, so I really have nothing to add there. However, one element has given me pause. What happens if the site collapses?

No, I don’t think that Facebook is going to fail simply due to this issue. However, there are a huge number of challenges that Facebook faces, from privacy to a lack of public accountability.  All of that makes me wonder what the breaking point will be? Ultimately, I believe Facebook’s Waterloo will be a combination of all the issues facing it, along with the natural conservatism that comes with huge success and an IPO, and the creation of a challenger. And I have something of a fatalistic view: that the end will come for it. Not that it will suddenly vanish. It’s a well-run business. However, I expect it will simply fade from relevancy once the new thing appears (i.e.: MySpace).

For me, this speaks to the importance of having my own website, my own place on the interwebs. One where I control everything. My own personal brand, I guess. Mainly, though, where my presence is independent of decisions made by some random group of individuals.

I realize that, in many ways, this is a fantasy. This site is hosted by a company, built on WordPress…external factors that I don’t have much control over. However, I can move my site to another host. I can port my blog from WordPress to some other platform if need be. Everything on Facebook, Twitter, Instagram, etc, will simply vanish if those sites end.

Now, maybe this makes sense as I’m currently studying web development and design. As I was told many years ago, “having your own domain is the height of being a nerd” (I own that with delight). So, I guess this might be my inner geek. But I see deep value in having my own site, using it as a hub to the rest of my internet presence. And I see the value for you, too.

Facebook Annoyances

I’ve been managing Facebook and Instagram posts for a friend of mine for a while now (she’s a real estate agent just north of Seattle, Sarosh Altaf…check her out). And if you’ve spent any time with me, you’ll know that I’ve been doing that sort of thing for years, for a number of people and organizations.

So, this morning I post an article from a local newspaper about an art contest (Puget Sound Bird Fest poster art contest announced). Fun, great content to share and connect with the community. However, something with the way I posted the article made something with the Facebook algorithm think it was a job post. I didn’t catch that until we had a few applications come through. So, pulled down the post and sent apology messages to the applicants. A bit awkward, but nothing too horrible. What’s doubly puzzling, though, is that when I went and posted it a second time, from the publishing tools window, using the same language, hoping to see whether I missed something, or if it’s some weird “autocorrect” type of thing. But, nope, nothing. It posted the article on the way like I thought I had the first time. Weird.

Have any of you come across something like this with the spawn of Zuckerberg?

A Quick Piece Of Blogging Advice

One of the blogs I follow will, often, post a flurry of posts in one burst. So my email becomes laden with a string of 8, 9, 10 posts.

I want you all to be aware of a feature within all blogging platforms I’m familiar with: “Scheduling Posts”.

Below is a screen capture of the current layout for WordPress.

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This helps in a couple ways.

  1. You don’t flood your readers with content.
  2. Regular postings are better for you, SEO-wise. Scheduling 10 posts to occur over 10 days is better for your site in the eyes of Google.

So, one fast bit of blogging advice. Cheers!

Some Thoughts On Followers: “Fake followers are hard to shake”

I just read “Fake followers are hard to shake” over at AdAge. Yeah, buying followers is tempting. Sure, it might look good on the surface, to have hundreds or thousands of followers. I’ve had many, many people ask me about buying followers. I think is a waste of money.

  • First, why? If your social media efforts are for a business, fake followers aren’t going to come to your store. They don’t engage. They don’t add any value.
  • Then there are all the recent efforts to purge fake accounts. If your follower count drops massively after one of the follower purges, you’re outed
  • Lastly, as this article points out, there are fairly straightforward ways to determine how many fake followers you have. If your goal is to become an influencer, or gain business leads, tools are coming that will out the buy followers tactic.

I expect that, in the not too far distant future, the various algorithms will easily detect copious numbers of fake followers. And I expect that will hurt you, whether via SEO hits from Google or Bing, or social media feeds devaluing your content. I firmly believe this is coming soon.

So, don’t opt for the lazy and fast. Build your brand slowly, carefully and organically. Engage other folks, post good content, and be your unique self.

Watch “How Unbox Therapy became the Biggest Tech Channel on YouTube” on YouTube

I stumbled upon this video today. Paddy Galloway does a great job in his analysis of Unbox Therapy, one of YouTube’s most popular tech channels. He gives some great insights for utilizing Youtube’s tools and algorithms to maximize your video’s presence.

Social Media Ads: Don’t Forget To Focus Geographically

Just saw an ad on Twitter for a service available in New York and San Francisco. Well, I’m in Seattle. I expect I’ll make my way to each of those cities in the next few years, but not in the near-term. It looked like a great food idea, but it’s not something I can do anything with right now.

What’s the problem, you might ask? Well, I expect they want their ads clicked on by likely customers. I’m not in that category, living a few thousand miles away. So, the few cents they paid for my click won’t turn into revenue, even if I love them.

Maybe, just maybe, these folks are looking at expanding to the Seattle area. But then you should have the ads go to a landing page for an expansion campaign.

Ads like these can be focused on geography. Pretty slick, giving you much more solid impact. And an essential tool to avoid wasting your online advertising budget.

A few years ago, one of my team-mates placed a Facebook ad but didn’t refine by geography. We had a great return on that if measured by phone calls. But most of those 100s of calls were from well outside our region. We would never be able to convert them to sales. So, a waste of money and time. It was easily fixed, but we spent a few hours of time answering gobs of out area phone calls.