Twitter being spreading like wild fire is under a lot of experimentation for marketing and since there isn’t a way to advertise or sponsor stuff “Mentions in Tweets” is the way to get eyeballs along with “Treding Topics” and a few other things. Also, since the trending topics started appearing on every user’s home page, the desire to find a spot among top 10 has soared.
Want to get visibility on Twitter ? Get trending, and the way to be trending is by having enough mentions in tweets.
Add this desire to be mentioned in as many tweets(interesting or boring, happy or sad, sensible or nonsense, related /unrelated to the product or company) to the fact that most people will do just about anything to win something for free (especially if it doesn’t ask them to get up from their chairs) and you get a viral campaign like moonfruit‘s.
Apparently there was a similar campaign by SquareSpace a month back but it failed to make it big because it wasn’t offering the phone but a $199 worth gift certificate but I am not complaining as atleast with SquareSpace’s campaign I got saved from the heavy spam attack that Moonfruit campaign led to. For me the moonfruit campaign is no different from one of those spam attacks in which people randomly started adding some keyword in every tweet, which eventually led to those topics/keywords being in the trending list.
It’s not that I hate all twitter campaigns, for ex: I appreciate Tweetboard’s campaign, asking people to request for Alpha accounts for their service by tweeting(just once) in a given format instead of submiting their email id’s
Now that’s a creative and non spammy way to market using Twitter.
Getting back to #SquareSpace and #MoonFruit campaigns, I’d say this isn’t a particularly good way to market because
1) It’s spammy and so all over the place. More than liking I’d hate if everyone in my stream started putting a random keyword in their tweets. There chances of winning something are a lot less than chances of loosing a few followers/friends. I certainly wouldn’t appreciate my company name in tweets like this
2) It’s not a scalable model: While SqureSpace, MoonFruit and a few more might be able to get some eyeballs because of these campaigns I strongly believe this won’t be a scalable/easily followable model as if more companies start doing this then we’ll have a spoiled twittering experince and almost all the trending topics would be full of these promotional keywords which certainly won’t be liked by Twitter and it’s users and would invite some fixes to avoid such things, which’ll in effect led to a reduction in such campaigns.
3) I doubt if there’ll be significant value addition due to such campaigns: Though some of the statistics could look great after such a campaign I doubt if there’ll be a real value add for most companies that do such campaigns. For ex: I doubt if there’ll be a significant increase in moonfruit’s business or more people will start interacting with @moonfruit etc. Most probably the gift hungry crowd that gathered at their doorsteps would move to a new free gift location in no time, shattering their false hopes.
That’s how I feel about various marketing campaigns on Twitter, what do you think about them ?
Ok, before I start. I am not sure about you but I love the title of this post 🙂
Despite beind sold err reminded weekly by @Mashable
I never really got FollowFriday and I don’t think I will. As Damien Basile puts it nicely
Let’s relate follow friday into offline terms. You’re at a party (I know, because social media is one big party) and someone walks in saying that everyone there MUST know Zoe, Duncan, Jack and Jane. Now that’s not exactly social is it? The person literally just disrupted the party to tell everyone who they SHOULD know. It doesn’t matter if you know the disrupter or not. What matters is that the disrupter decided that their opinion was worth more than yours. They didn’t think of you first.
this is, what it is. A real life equivalent of #FollowFriday and what follows would be(in a party)
1) Person ‘A’ announces/broadcasts to their set of friends to know a guy(actually a bunch of guys). Mind you it’s a generic broadcast message thrown out blindly and you can’t avoid it.
2) Person ‘B’ (who has a seperate set of friends) broadcasts to their set of friends to know a guy(actually a bunch of guys). Mind you it’s a generic broadcast message thrown out blindly and you can’t avoid it.
3) Person ‘C’ on receiving the broadcast from Person ‘A’ makes another broadcast to his/her set of friends to know a guy(actually a bunch of guys). Mind you it’s a generic broadcast message thrown out blindly to everyone and you can’t avoid it.
A ripple effect sets in where everyone in party forgets what they were talking and start making these broadcasts but that’s not it
4) Person ‘D’ thinks of this as a nice way to gain attention from someone they’ve been following(a bit better than @repling) so they make a generic broadcast to their set of friends to know this guy.
5) Person ‘E’ feels they need to return favor to Person ‘B’ who recommended them so he/she makes a obligatory broadcast to his/her set of friends to know Person ‘E’.
6) Person ‘F’ starts feeling leftout as everyone else is busy recommending people but nobody is recommending him so he makes a couple broadcasts to know x,y,z hoping to catch someone’s attention and get a ego massage err recommendation in return.
These are some of the things that happen when everyone in party starts recommending everyone else and in no time the party is a mess with loads of noisy reommendations doing rounds.
Coming back to the T-World, not everyone is happy with #followfriday
some people start taking #followfriday too seriously
and for some it’s added pressure/responsibility/obligation
A few questions for #FollowFriday junkies
1) Aren’t you following people you are for a reason? Aren’t they all interesting, useful or helpful ?
2) Why wait for a day to recommend people ?
3) Why recommend even a day after ? Or is there a deadline for recommendations ?
Love #FollowFriday or Hate it ? Tell us why
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