Social Media’s Big Problem – Marketers

I hate to say it, but Social Media (and Twitter in particular) has a big problem… and that big problem is marketers.

I know, I know, marketers made Social Media – and setting aside weather or not that is true, let’s focus on the facts.

  1. Nearly any relatively popular topic is quickly overrun with marketers trying to get their message into your stream.
  2. The line between spam and marketing is non-exisitent in Social Media.
  3. Any analytical analysis of a topic is becoming more and more difficult as the topic gets filled with marketing.
  4. Traditional marketing approaches work in Social Media… get your message/link in front of enough eyeballs and some percentage will click.

00200078264_tns.png

Case in point. I own a Social Media solutions company – justSignal – and we have a Signal set up to track everything people say is “great” (via a variety of term searches and exclusions using our proprietary filtering mechanism) on Twitter. We’ve just released our SignalLinks Analytic in beta (you can learn more about SignalLinks here). So today I decided to look at SignalLinks for our everything great on Twitter Signal.

The results were disappointing to put it mildly. There is no authentic user voice in this data… only marketing and/or spam (you find the line there).

Here are the most mentioned links over the last 30 days:

Mentions

URL

Domain

33511

http://www.tweeterspeed.com/

http://www.tweeterspeed.com

12098

http://www.twtfast.info/

http://www.twtfast.info

6818

http://tinify.net/5

tinify.net

5641

http://twtexpress.info/

twtexpress.info

5394

http://www.twitpwr.com/abuse.php

http://www.twitpwr.com

5032

http://twittfollow.com

twittfollow.com

3572

http://www.tweeterleaders.info

http://www.tweeterleaders.info

2904

http://followquick.info/

followquick.info

2484

http://www.prankdial.com/fclicks/fclick.php?3

http://www.prankdial.com

2212

http://WWW.TWEETERSPEEDY.COM

WWW.TWEETERSPEEDY.COM

2085

http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=304863000&mt=8

phobos.apple.com

1632

http://www.twtmax.com

1136

http://followersquick.info

followersquick.info

582

http://pollpigeon.com/what-did-you-think-of-adam-lamberts-ama-performance/t/79281/

pollpigeon.com

349

http://pollpigeon.com/did-you-see-new-moonhow-did-you-like-it/t/79376/

pollpigeon.com

346

http://4url.cc/1MM

4url.cc

306

http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=305659257&mt=8

itunes.apple.com

298

http://pollpigeon.com/do-you-like-emily-osment/t/75437/

pollpigeon.com

248

http://boxcar.io

boxcar.io

160

http://www.nutritionaladvantageia.com/signup/

http://www.nutritionaladvantageia.com

silence_noise_143829_tns.png Let me make one thing perfectly clear – I belive that Social Media provides the best opportunity for opt-in targeted marketing. But when the Signal is so clogged with marketing and/or spam that adds zero value the only effect will be user apathy.

From a development/partner point of view, some of Twitter’s actions to “curate” seem rather annoying – but from an end user’s point of view they are doing exactly what they need to do. After all, at some point Twitter will launch their business model, and the two best bets are:

a) Targeted opt-in Ads

b) Analytics

Both of those revenue paths are put in serious jeopardy if users become apathetic because their Signal if full of marketing noise.

TweetsForBoobs – How justSignal Helped Make it Happen

200910090957.jpgReposted from the justSignal Blog (http://justsignal.com)

Sometimes the best way to illustrate how justSignal can accelerate your strategy is by providing concrete examples of how others have accelerated theirs.

TweetsForBoobs is raising money for the Susan G. Komen foundation by encouraging folks to tweet the #tweetsforboobs hash tag on Twitter. It is the brain child of Chase Granberry and Josh Strebel – justSignal (and I for that matter) claim no credit for the idea or it’s successful execution.

In the interest of full disclosure, we did donate justSignal to TweetsForBoobs.

TweetsForBoobs needed four things in order to complete their vision.

  1. A way to capture Tweets about the site and with the hashtag
  2. The ability to put those Tweets on the site in real time.
  3. A way to count how many times a Twitter User used the hashtag.
  4. A way to measure the effectiveness of their efforts.

justSignal, because we focus on the complete Social Media Lifecycle, was uniquely suited to get them there – fast.

TweetsForBoobs was able to create a Signal that pulled in the content they were interested in. They were also able to – using our Exclusion Engine – remove spam and re-tweet bots from their Signal.

In order to create an engaging user experience on the site TweetsForBoobs dropped in and customized our real-time Twitter widget.   

Using our API service, TweetsForBoobs was able to pull in all mentions of the hashtag and the site in near real-time. This enabled them to count how many times each user tweeted the hash tag and update the site with current pledge totals.

Finally, TweetsForBoobs wanted to have some information (analysis) that gave them some indication of how the campaign was going. Since every Signal comes with our SignalReports (SignalMeter, SignalDensity and User Activity) they had basic who, when, and how much information.

sm-lifecycle.png

That is execution of the complete Social Media Lifecycle enabled by justSignal.

  1. Signal – Getting the #tweetsforboobs content.
  2. Engagement – Using our Widgets to put the content on the site, and using the API to create site specific information.
  3. Analytics – Using our SignalReports to gauge the effectiveness of the effort.

What makes TweetsForBoobs even more interesting is that they clearly show the benefit of our approach to data and analytics. When Chase wanted to understand the “Reach” of the hashtag he wasn’t confined by the data we provide “out of the box”.

The data is yours, when you have a question we don’t answer – because it is the really, really important kind, those specific to your business, company, product or service – you have access to the entire data set and the unfettered ability to mine out what is important to you.

You can read Chase’s excellent summary of the data and his thoughts on justSignal at the Authority Labs Blog.

What about action?

That is where you come in… head over to TweetsForBoobs or just grab your favorite Twitter client and send a tweet with #tweetsforboobs in it. Every time you do you pledge $1.00 to the Susan G. Komen foundation.

I LOVE Statistics – What is Great on Twitter? Apparently Watchmen…

I was poking around in the data coming back from What is Great On Twitter – because, well I’m a geek and I love statistics. I looked at iPhone vs. Blackberry; Apple vs. Microsoft; and TweetDeck vs. Twhirl.

All very interesting, I assure you. But then I decided to see the buzz about Watchmen – and WOW. I’ll let the results speak for themselves:

There were a total of: 119 mentions of Watchmen on What is Great On Twitter

Tweets after the jump…

Continue reading “I LOVE Statistics – What is Great on Twitter? Apparently Watchmen…”