Why Twitter Spaces Matters to Brands

Why Twitter Spaces Matters to Brands

Social media

Social audio is here. In an era of social isolation brought on by the constraints of Covid-19 living, the sound of the human voice has become a profound balm. And the resultant success of live audio apps like Clubhouse has inspired other platforms to create their own alternatives to voice-based connection. Twitter’s take on the audio phenomenon? Spaces.

What Is Twitter Spaces?

Described by Twitter as “a small experiment focused on the intimacy of the human voice,” Spaces is similar to Clubhouse in that it allows users to create their own audio chat rooms and be part of rooms created by others. Conversation topics run the gamut, covering everything from popular culture to tech.

How does Spaces distinguish itself? It could be argued that some differences are purely semantics: users join “Spaces” rather than “Rooms,” for example. But Spaces has also emphasized the fact that anyone and everyone can join the app, a contrast to Clubhouse’s invite-only model. In a given Space, hosts make the choice of who to invite to a conversation. Each Space allows up to 11 people (including the host) to participate in the chat; the number of listeners allowed is unlimited.

At the moment, Spaces remains in beta mode, but Spaces is expected to open up for general use soon.

Why Twitter Spaces Matters

Twitter Spaces matters because it’s part of a larger trend: the rise of social audio. When a big player like Twitter leaps into the field with its own contribution, that’s a sign a movement has legs—that social audio is being viewed as more than a passing fad. In fact, social audio has been steadily gaining traction for a while now: according to a Nielsen report, audience use of streaming audio jumped from 50 percent to 64 percent between the first quarter of 2019 and the first quarter of 2020. Then Covid-19 happened, and social distancing. Voice-based connection became even more welcome.

Twitter Spaces is important for another reason: it could threaten Clubhouse as the reigning king of social audio. Consider Twitter’s slate of new resources, like direct payment service SuperFollows, that might be particularly attractive to business owners. SuperFollows makes it possible for Twitter users to charge to view special tweet content, and also serves as a way for users to sell books, how-to videos, and other media. As noted in CMSWire, “These features can be combined to entice people with a consolidated platform that favors Spaces over Clubhouse for their own business.”

How Might Brands Get Involved?

Because social audio platforms are a relatively new phenomenon, the opportunities for brand involvement are still evolving. But it’s already clear that apps like Twitter Spaces create a favorable place to:

  • Gain audience feedback on your brand. The digital format reaches a wider audience, even as the audio component facilitates a genuine back-and-forth exchange.
  • Host discussions on topics relevant to your industry. Using apps like Twitter Spaces, you might invite a group of people to conversations that position you as a thought leader. (It’s also worth noting that creating a Space is easier and more cost-effective than organizing an in-person gathering.)
  • Network with other experts in your industry. By participating in conversations germane to your industry, you’ll be rubbing shoulders with other experts, in so doing enjoying an opportunity to share information and generate leads.

What Brands Should Do

Like any new app, Twitter Spaces reminds brands of what they can do to maximize digital potential. We recommend that you:

  • Treat Twitter Spaces as a focus group to learn from.
  • Get your own people involved in the platform—creating their own conversations and also understanding what topics are trending in other Spaces. (While Spaces is in beta mode, people cannot create conversations unless they have access to Spaces, but they can listen to them. However, Spaces will open up for general use soon.)
  • Take this opportunity to get your Twitter house in order. Make sure you are engaging on Twitter and building your brand there. Your involvement in Spaces will likely draw attention to your own Twitter account. Make sure your Twitter is ready for increased attention.

In short, be ready for when brands can really play on Twitter Spaces!

Contact True Interactive

Interested in social audio but not sure where to start? Contact us. We can help.

Businesses Balance Risk with Reward on Social Media

Businesses Balance Risk with Reward on Social Media

Facebook Social media YouTube

One of the more interesting aspects of the ongoing Facebook advertising boycott is the concern over brand safety. Advertising Age reports that boycotting advertisers want assurance that the ads they place on the Facebook News Feed will not appear next to objectionable content such as hate speech. And who can blame them? But advertisers may not get everything they want. And they may have to live with an ongoing reality: so long as your brand lives on social media, you will always need to manage risk (whether you advertise, manage organic content, or both) against the ROI of having a presence on the world’s most popular digital destinations.

Social Media Controversies

I’ve been following how brands have managed occasional controversies on social and have commented on them in posts such as “Twitter’s Troll Police Struggle to Separate Humans from Bots” and “Social Media Remains a Messy Place for Brands to Live.” Many of the issues I’ve been writing about remain today, and Facebook is not the only platform wrestling with them. They include:

  • The inherent tension that exists when businesses exist on platforms designed to give people and organizations an open forum. An open forum means that anyone can have an opinion, which means that fringe content will always make its way on to social.
  • The reality that malicious parties are actively looking for ways to game the platforms and disrupt them. Twitter is reeling from a major hack July 15 in which the accounts of high-profile individuals such as Jeff Bezos and Elon Musk were hijacked as part of a Bitcoin scam. Of course, the bad guys out there are also going after brands’ websites, too, but on social media, your account is only as secure as the platform where you are renting space.
  • The difficulty of combating malicious content. As I discussed in a post about Twitter trying to combat trolls, social platforms continue to struggle with the fact that they can employ only so many people to monitor and combat inappropriate content. And when the platforms use automated tools to root out trolls, those tools make mistakes by overreaching and going after innocent accounts, too.

But brands simply cannot decide to ignore social media. Facebook, Instagram, LinkedIn, Twitter, and YouTube are among the Top 20 most visited sites in the world according to Ahrefs. And as online traffic has surged across the board in 2020, businesses continue to succeed with social media advertising.

What You Should Do

So what’s the answer for brands wanting a safer experience? Well, there is no easy one. But:

  • Artificial intelligence is going to get better. Remember, we’re still in the early stages of AI’s development. As AI improves, social platforms are going to do a better job rooting out objectionable content.
  • Social platforms can and should be more transparent about how they monitor and react to objectionable content. It’s unrealistic for any social media platform to promise brands that their ads will never appear alongside offensive content. But according to Advertising Age, Facebook is figuring out how to more proactively report to brands how it monitors content and responds to flare-ups. This is a step in the right direction. It’s just not a good idea to leave advertisers in the dark. Being candid and including them in a solution goes a long way.

Advertisers should demand that social media platforms work with them to manage their brands. But social media more than ever will always be a risky place for brands to live. I suggest that businesses:

  • Have a strategy for how social media attracts and keeps customers both with advertising and organic content.
  • Measure success – but also measure your risk tolerance. Assign a numerical scale to assess the level of risk you are willing to accept on each platform and for various types of incidents ranging from security breaches to your content appearing alongside inappropriate content.
  • Monitor your ROI as well as incidents you experience. How much ROI are you getting? How frequent are the violations you experience? Does the ROI outweigh the costs of dealing with negatives? (Your mileage will vary.)
  • Keep applying pressure to the major social platforms to hold themselves accountable.

What have your experiences been on social media? I’d love to hear from you.

Contact True Interactive

Do you need help making decisions about advertising on social? Contact us.

Photo by dole777 on Unsplash

 

Twitter’s Troll Police Struggle to Separate Humans from Bots

Twitter’s Troll Police Struggle to Separate Humans from Bots

Social media

Tweeting with the Cyrillic alphabet might get your Twitter account suspended. According to The Verge, Twitter users from Bulgaria report that their accounts are being suspended simply because the users are tweeting in Cyrillic. So what gives? Well, Twitter has been cracking down on trolls and Russian bots in the wake of negative publicity about how sites such as Twitter are being manipulated by Russian-managed bots. And since Cyrillic is an alphabet used by Russians, “the very use of the alphabet is being treated as a red flag,” speculates The Verge.

In other words, a Twitter bot-busting algorithm might sweep you into its net along with suspected bots just because you have the temerity to use an alphabet used by untold number of human beings. Unfortunately innocent users are paying a price. As The Verge noted:

Innocent users are able to recover their accounts reasonably quickly after a suspension, but then Twitter still treats them like digital outcasts, showing “tweet unavailable” messages when they respond to a conversation thread and also muting them from sending notifications to others. If you want to know what the term “shadow banning” refers to, well, it’s basically this sort of treatment. It’s especially troublesome because when someone affected by it reaches out to Twitter’s support and help services, they’re told that their account isn’t banned and everything is fine. Except their friends can’t receive any notifications from them or see their contributions to group conversations.

Twitter has a long road ahead of it as the platform attempts to balance the need for free speech with the abuse of trolls. In a recently published column for Adweek Social Pro Daily, I discuss Twitter’s struggle to protect its site from trolls without trampling on innocent users. The experience Twitter is having with users of Cyrillic is the latest illustration of Twitter’s struggle. Will Twitter hire enough competent people to manage its troll-policing algorithm, though? The company is just beginning to enjoy a financial turnaround, and the costs of hiring more editors may be unacceptable to investors. For more insight into Twitter’s troll problem, check out my column and contact us to discuss how to build your brand on social.

How Crock-Pot Used Crisis Communications to Put out a Fire

How Crock-Pot Used Crisis Communications to Put out a Fire

Marketing

The days leading up to Super Bowl Sunday were a nightmare for Newell Brands, maker of the iconic Crock-Pot, thanks to an unexpected crisis triggered by a TV drama that involved a make-believe death caused by a Crock-Pot. Following is a closer look at how a fictional event caused a real-life problem for a $13 billion business – and how quick thinking contained the problem.

What Happened

The show, This is Us, an emotional drama that follows the generational story of the Pearson family, took television by storm in the fall of 2016.  The series averages about 15 million viewers a week in the coveted 18-49 year old demographic. Spoiler alert: in one of the episodes, the family’s beloved father, Jack, suffers a heart attack as a result of a massive smoke inhalation caused by a house fire. On January 23, during the episode “That’ll Be the Day,” viewers learned what caused the fire in the first place: a Crock-Pot.

Viewers watched as an elderly neighbor delivered a used Crock-Pot to the young, newly married Pearson couple. The neighbor said that the Crock-Pot’s power switch was a little temperamental but assured them that they would still be able to enjoy some good family meals. Flash forward to years later as the couple, now with teen-aged children, celebrate the Super Bowl.  The show ends with Jack turning off the Crock-Pot switch before going to bed. A spark flashes from the faulty switch, igniting a fire, and the house quickly becomes engulfed in flames.

Crisis Time

As I watched that episode with my husband, the marketing gears in my head immediately started turning. I thought about the backlash that Crock-Pot would be facing as it was revealed the product was responsible for the beloved character’s death. I told my husband that I hoped Crock-Pot’s PR team would immediately start working on a plan to offset any damage incurred by the revelation. I suggested they flood social media with a response ASAP so as to minimize the negative impact. It was then I realized that we could very personally be affected by this unforeseen series of events: my husband is employed by the company that owns Crock-Pot, Newell Brands.

By the next day, Crock-Pot was headlining news stories:

And while it may seem silly to think the death of a fictional TV character could cause such a hardship for a long-established household brand, the facts were hard to dispute. People were tweeting about throwing away their Crock-Pots. The safety of the product was called into question. The value of Newell Brands stock fell by 24 percent, and the loss was immediately linked by many to the Crock-Pot fire disaster. In reality, the stock plunge occurred after Newell Brands announced disappointing guidance for 2018. But nonetheless the brand was under attack after a perceived safety hazard.

Newell Brands Takes Action

The Crock-Pot communication/social team immediately jumped into action. For instance, the brand worked to restore trust in its product by releasing a statement. Here is an excerpt:

For nearly 50 years with over 100 million Crock-Pots sold, we have never received any consumer complaints similar to the fictional events portrayed in last night’s episode. In fact, the safety and design of our product renders this type of event nearly impossible.

(The full statement is available here.)

This is Us creator, Dan Fogelman, also followed up with a tweet defending the company’s product:

Crock-Pot quickly created its first ever Twitter Account “CrockPotCares,” engaging with concerned consumers as the social media storm continued to ignite. While all of these responses were appropriate and wise measures to take, Crock-Pot knocked it out of the park when the brand teamed up with NBC and Milo Ventimiglia (who portrays Jack in the TV show) to create a hilarious new promo ad for the show’s much anticipated Super Bowl episode February 4.

In what appears to be a political ad, Milo starts off in a somber tone speaking about how the country is divided and how we need to come together. As he continues to talk about forgiveness, the camera pans to him scooping up a bowl of chili from, you guessed it . . . a Crock-Pot!  The brilliant ad ends with a black screen with the Crock-Pot logo and the hashtag #CrockPotIsInnocent.

Results

On February 3, after the promo ad was shown, digital content engagement around Crock-Pot increased by 84 percent, and there were nearly 2,000 tweets using the hashtag #CrockPotIsInnocent, with sentiment around that hashtag being 57 percent positive — the most common sentiment being that it was hilarious and a brilliant promotion for Crock-Pot.

Lessons learned? If a well-established brand such as Crock-Pot can incur such negative consequences from a fictional TV storyline, it should be a warning to every company about the importance of having a solid strategy in place to combat such challenges. Reach customers quickly through social channels and look for a unique way to re-establish your brand’s positive image. Time is of the essence — so act fast! In a matter of a few days, Crock-Pot succeeded in turning a PR nightmare into a successful restoration of trust  in its brand.

Social Media Remains a Messy Place for Brands to Live

Social Media Remains a Messy Place for Brands to Live

Social media

Let’s face it: YouTube will never be free of controversy. Neither will Facebook. Or Twitter. Or even LinkedIn. Social media is, and will always be, a messy and imperfect place for brands to live. The major platforms such as Facebook, Twitter, and YouTube continue to roll out more programs to police user activity on their sites in an effort to protect their integrity for advertisers. Recently we saw YouTube do just that by committing to hiring more people to teach computers to police its site, which YouTube hopes will prevent advertisers’ content from appearing next to inappropriate content.

But despite these efforts, we also continue to see signs of how ugly and messy social media can be. The latest reminder is the controversy surrounding the filming of a suicide victim by YouTube personality Logan Paul. Not only was the action itself alarming, but so were the reactions of others on social media, who created a cycle of content that extended the story and sensationalized the news. In addition, the incident drew attention to how difficult it is for YouTube to police its own content.

Of course, YouTube, Facebook, and Twitter (the lightning rods for social media critics) need to do everything they can to make their platforms as respectable and safe as possible. But as my colleague Tim Colucci argued recently, YouTube’s ad problems aren’t going away, and neither are Facebook’s and Twitter’s. If you advertise on social media, understand the appeal of social media will always be its openness. On social media, anyone can have an opinion, which means that fringe content will always creep its way on to the major platforms no matter how hard Facebook, Twitter, and YouTube work to contain offensive material.

In 2018, advertisers will need to come to terms with the imperfect nature of social while capitalizing on its many advantages, of which there are many. Let’s remember:

  • Facebook continues to roll out products that make it possible for advertisers to target audiences more effectively than ever before.
  • Twitter remains a strong platform for companies to announce news and support product roll-outs.
  • YouTube continues to be the premier video platform and search tool.

The question, is, how much imperfection and messiness are advertisers willing to accept? The answer depends on how tightly you control your brand’s image. Command-and-control brands will always have a difficult time living on social media. Brands that are comfortable rolling with the punches will flourish. What’s your strategy? Contact True Interactive. We can help you manage your digital brand.

Image source: https://pixabay.com/en/film-filmstrip-you-tube-you-tube-589491/

Wendy’s and a Chicken Nugget Super Fan Remind Brands of Twitter’s Power

Wendy’s and a Chicken Nugget Super Fan Remind Brands of Twitter’s Power

Social media

Twitter has certainly taken its lumps for not monetizing its own business effectively — but the platform remains a great tool for brands to share their voice and interact with consumers, as Wendy’s has demonstrated.

Wendy’s is part of a feel-good story that has gone viral: on April 5, a 16-year-old named Carter Wilkerson tweeted Wendy’s asking how many retweets it would take to win free nuggets for a year, and within minutes Wendy’s responded “18 Million.” To give you some perspective: Twitter has about 313 million active users — so that 18 million is roughly 5 percent of the Twitter population. Carter took to heart Wendy’s reply and challenged the Twitterverse to retweet his plea for a year’s worth of Wendy’s chicken nuggets (“HELP ME PLEASE. A MAN NEEDS HIS NUGGS”). And then the fun began, as people and brands responded to his tweet. As of April 13, Carter has received 2.7 million retweets (and counting).

Since I’m a bit of a data nerd, I was curious about how much it would cost Wendy’s to give away free nuggets for a year to Carter if he achieves the feat of getting 18 million retweets. Since prices are variable due to locations, I’ll give a range of $5-$8 for the 10-piece nuggets. Multiply that amount by 365 days, and Wendy’s will be shelling out between $1,825-$2,920 for this little gamble. For a company whose revenues were $1.453 billion in 2016, a few thousand dollars is a miniscule amount given the visibility Wendy’s is receiving.

Carter is on track to break the previous retweet record of 3.3 million for the famous Ellen DeGeneres Oscar selfie of 2014. Of course, Ellen DeGeneres has many more followers than Carter Wilkerson — 66.8 million followers compared to Carter’s 45,200 followers (as of April 13), a number boosted by his newfound fame. And Ellen DeGeneres had a lot of re-tweeting help from her A-list celebrities. So what Carter Wilkerson is accomplishing is astounding.

How has Carter been able to garner 2.7 million tweets? Just do a search for “Wendy’s 18 Million,” and you can find the answer through the dozens of news media articles written about him and Wendy’s. This kind of viral attention is social media on its best day. What I think is interesting is that other brands are now creating publicity for Carter, and, by extension, Wendy’s, including Hollister Co. & Amazon, both of which have tweeted about Carter’s dream of free nuggets.

Time will tell whether Carter reaches his goal of 18 million, but it’s clear that he and Wendy’s have reminded brands and people that Twitter can be a PR powerhouse. How are you integrating Twitter into your branding and media strategy?

Three Women Who Define Success in Digital Marketing

Three Women Who Define Success in Digital Marketing

Marketing

As we celebrate Women’s History Month, True Interactive has taken the time to appreciate all the women that have etched their mark in history. We have also looked to the women who are currently making history in our industry, digital marketing. The women detailed below can be looked at as pioneers in the evolving world of digital, and their contributions help us daily to grow our techniques and mold our future strategy.

Leslie Berland

As Twitter’s first CMO Leslie Berland faced the difficult challenge of branding Twitter in a way that would appeal to the masses, but also satisfy their user base that already loved the platform. In 2016, she led a rebrand of Twitter as not only a social media engine but also a news source. She brought a new perspective to Twitter and challenged marketers to create content that differs from our normal social approaches. In turn, her major focus on the “live” nature of Twitter has allowed marketers to create instant posts that can be a quicker gauge on new advertising initiatives. We are excited to see Berland’s efforts taking hold and look forward to all future progress she makes not only with the engine, but with women in leadership roles.

Marina Cockenberg

Marina Cockenberg, the director of Digital for The Tonight Show Starring Jimmy Fallon, was recently named in Forbes list of 30 under 30 in marketing advertising. She has transformed the way a nightly show interacts with their audience by live tweeting the program each evening. Her work has garnered an Emmy for Outstanding Creative in interactive media and has helped grow their digital audience from 5 million to 32 million. Her witty interactions and content have created a new style and form for TV shows to delve into the world of social media, which we find fascinating. With YouTube views of late night material surging, a rebirth of this content has occurred. Cockenberg’s work has helped transform the space she is in, and for doing so we applaud her.

Susan Wojcicki

YouTube CEO Susan Wojcicki has paved the way for future female digital marketers. Wojcicki was one of Google’s first employees and at that time even housed some of the operations in her own garage. In 1999 she became Google’s first marketing manager and continued to make influential strides with the company. From there she was promoted to senior vice president of Advertising & Commerce where she led the product advertisement and analytics for notable advertising products such as AdWords, AdSense, DoubleClick, and Google Analytics. These tools have now become gospel for any digital advertiser. However, Wojcicki didn’t stop there and urged her superiors to consider purchasing YouTube, which led to its ultimate acquisition. Now YouTube is valued at an estimated $70 billion, and Wojcicki oversees the entire development of the platform. She truly sailed in unchartered territory, and her work has inspired all of us in digital marketing.

There are many more women making huge strides in our field including in our own office. We value all of their contributions and celebrate them not only in this month but every month of the year. Our team is energized by such strong female role models for us to look to for inspiration. We foresee many more advancements in the very near future.