Twitter? (yawn) Don’t bother.

My clients are, of course, anxious to get the most mileage out of their blogs by teasing their posts on Facebook, LinkedIn, and Twitter.

By looking at statistical analyses of the blogs, we can see which of those teases are actually attracting readers. It’ll be no news to anyone that in most cases, the Facebook referrals are on the way up. Referrals from Google searches remain strong, and LinkedIn referrals are stable. But Twitter?

Young businesswoman sitting at desk yawning at Twitter

Are we tired of Twitter? (Photo: iStock)

Hello? Hello? Is anyone using Twitter any more?

I realized with a shock that I’d stopped using Twitter myself. I spend more time scanning Xydo.com (“social news evolved”) and paper.li newsletters (sent to me by email) and visiting Facebook (for community and social information) and LinkedIn (for hardcore professional networking news).

What’s going on with Twitter?

News that in two months Twitter will be injecting un-removable advertising posts into my Twitter stream was the signal that, for my purposes, Twitter has jumped the shark and is diving for the bottom with the fail whale hot on its tail. Enough users already are degrading Twitter with 40 posts a day of meaningless marketing babble that managing a Twitter stream has become a royal pain; stuffing advertising into the mix will soon raise stream-quality levels to unacceptable.

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Nanny EdgeRank decides who you get to play with on Facebook

What did I tell you about going over to Susie's Wall? (iStock photo)

I’m willing to put up with a fair amount of behind-the-scenes nannying by a website in return for a clean, easy-to-use interface. Thus my reluctant acceptance of the way Facebook mysteriously feeds me way too much info from Kevin and prevents me from seeing the updates posted by Eloise.

Turns out the real nanny deciding which friends I should play with is something called EdgeRank, which manages this convoluted process for Facebook.

In this excellent article on lockergnome.com, Kelly Clay explains the EdgeRank system in detail.

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Social media tips — from 1966

David Aaker, blogging for the the Harvard Business Journal, brings back into the spotlight Ernest Dichter’s classic study on word of mouth persuasion — nearly 50 year’s after Dichter’s original findings appeared in the same publication.

Aaker’s article explains why they still hold true today.

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The cure for Internet over-subscription

You’re subscribed to RSS feeds, Twitter streams, email newsletters, and blogs. In short, you’re subscribed to so much online content that you’ve taken to ignoring it. Even hiding from it. You need a filter for your filter, but you’re too tired to set one up.

I’ve stumbled across one that does at least part of the job, and does is so well that I’m addicted. It’s called paper.li.

Sign-up took about a minute. I gave paper.li access to my Twitter account and it turned my Twitter feed (where I control subscriptions) into a beautiful newspaper. Now I see not an endless stream of Tweets but a “front page” index of Tweets (ones that have links), turned into teasers and links with photos. News is conveniently divided into sections (Technology, Politics).

There is limited customization. You can:

  • Change the name of your paper
  • Modify the content stream (which begins with you and those you follow) to add users, lists, hash tags, keywords on Twitter and keywords on Facebook.

Changes will appear in the next edition of your paper.

Paper.li is not perfect, but now, instead of ignoring everything, I’m seeing some great stuff in my paper. At least two or three of the stories inspire me to blog, so I’ll be doing more with WriterWay.

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Swatting the social media buzzwords

Is there a skyscraper on your SERP?

Possibly. In SEO-speak, a “skyscraper” is a long, narrow ad that runs at the edge of a web page. “SERP” stands for “search engine results page.” Easy — once you know the buzzwords.

Jargon and buzzwords are proliferating among social media and search engine optimization practitioners, and they serve the same purposes they do in other realms: They provide shortcuts for insiders and they exasperate just about everyone else.

If you’re wondering about things like “link farms” and “splogs,” here’s a quick guide to a few good glossaries of social media and SEO terms:

Social Media Glossary on Socialbrite (“Social tools for social change). Here are the words and phrases used by the professionals and policy types, from “API” to “YouTube” with a convenient hyperlinked index at the top.

The Social Media Glossary from The Social Media Guide by Matthew Tommasi is a grittier guide to the grittier side of social media. Explains things like “anonoblogs” and that annoying little unit of online communication known as the “poke.”

The Ultimate Glossary: 101 Social Media Marketing Terms Explained posted by Kip Bodnar on the HubSpot Blog. Here’s where you’ll find explanations of services like Gowalla, Kyte, and MyPunchbowl (but no Evite? Hmm…)

25 Social Media Buzzwords…Explained by Jim Tobin of Ignite Social Media. A two-part article.

SEO jargon busters — a comprehensive list from DailyBloggr. Explains, among other things, latent semantic indexing, an important concept in SEO keywording.

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The social media strategist’s guide to the Geosocial Universe

Here’s something to think about as you plan your social media strategy and think about how to invest your time and other resources for online communication. It’s from data visualization expert Jess Thomas via TechCrunch:

Check out JESS3 for more on the Geosocial Universe.

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If you write speculative fiction…

Is there a speculative fiction writing project you want to get finished? Started? Submitted to a magazine, agent or publisher?

If so, I want to invite you to join the writers of the Clarion West community for the 2011 Clarion West Write-a-thon (June 19 through July 21). It’s a great way to challenge yourself to meet your writing goals — while raising money to sustain one of the nation’s foremost programs for speculative fiction.

People have used the Write-a-thon to start novels, to experiment with new writing techniques, to complete works-in-progress, and to polish and submit stories for publication. Last year author Michael Swanwick wrote flash fiction pieces that featured his donors as characters — and we expect there’ll be more such playfulness this year.

If you join the Clarion West online forums (http://clarionwest.net/forum), you can report on your progress and talk with other Write-a-thon participants.

Here’s how to get involved:

  1. Register for Write-a-thon and create your profile page. Use the profile to tell people about yourself and your Write-a-thon goals, and  post a short excerpt from your fiction.
  2. When the Write-a-thon starts on June 19, ask friends to visit your page and donate to support your writing goals and the Clarion West program.
  3. Start writing! You’ll have until July 21 to meet your goals.

You’ll find complete information on the 2011 Clarion West Write-a-thon at http://clarionwest.net/events_page/write_a_thon.

Our goal this year is to involve 100 writers, attract 270 donors, and spark the creation and publication of some outstanding fiction. Please join us!

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May 18: Ignite Seattle inspires

There are only three excuses for not keeping up with your blog. They are:

  1. You’re dead
  2. You’re working
  3. You’re working yourself to death

Let’s just say I’m not dead. Movin’ right along…

May 18 is the next Ignite Seattle at the King Cat Theater downtown (7 p.m. start time). The list of 5-minute Ignite-format talks is shorter than usual, but there’s a promise that something wonderful and “science fiction related” will follow the talks at the end of the evening. And these folks keep their promises.

I can’t say enough about Ignite Seattle. The talks not only enlighten and amuse, but inspire members of the audience to put together presentations and share their own insights at the next Ignite.

What could be better?

See you there.

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Some thoughts on audiences and marketing

Good sales result when marketing activity is properly aligned with an organization’s audience.

Watching financial analysts trying to explain Apple’s performance and projections got me thinking about this equation.

Apple’s audience has changed profoundly in the past two or three years. Apple used to sell high performance computers to a small audience of UI geeks; now it sells handheld digital devices to the masses, with pricepoints ranging from dirt cheap (iPods and low-end iPads) to pricey.

In other words, Apple’s new profits are coming from a new fair-weather audience of people who like a pretty, easy-to-use, fun gadget.

And Apple’s changed its marketing to reach that audience as well as its traditional one.

This is a lesson worth studying. Somehow, Apple’s leadership has managed to avoid continuing to design products for themselves and has stepped outside of their own heads (and their friends’ heads) to design gadgets for the man on the street.

This isn’t the only reason why Apple succeeds, but it’s a key part of the equation.

I mention it because I see so many organizations these days obsessed with what key insiders think is important rather than what consumers (and their competitors customers) are looking to buy. You can call that vision, but it’s pretty narrow vision. For your organization to succeed, you need to get into your customer’s heads — and not just the dozen or so customers you play golf with.

(I have to note that when Apple gets into its customers heads, it seems to be looking at their dreams as well as their conscious expectations.)

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Off Topic: Flying like frogs

We all know the paradigm of the frog that doesn’t realize it’s being boiled alive because the heat in the pot of water is being increased so slowly.

I’d like to suggest that as airline passengers, we’re are in much the same situation.

Any airplane trip I go on that’s longer than 2 hours seems to result in a severe cold or flu within 72 hours. That either ruins a good part of my trip, or leads to lost work time when I return. I’d say this same thing is true for about half of my friends and colleagues.

The situation has gotten way out of hand — not just in terms of personal inconvenience but in terms of lost work time and public health expense. The hidden costs of “cheap” air travel are exorbitant.

Like the frogs in the warming water, we’re vaguely aware of the situation. We blame post-flying illnesses on poor air recirculation systems, or germ-laden handles in the airplane restrooms. But I think those are only a small part of the problem. After all, these same factors exist in most office buildings and restaurants.

Think about it. You might bump into the guy behind you in the supermarket line, or the woman next to you in the elevator might sneeze, but would you then stand pressed up against either of them for the next three hours?

The truth is, there is no other environment in our lives besides a plane in which we would put up with this type of prolonged, close physical contact with strange human beings, many of whom are exhausted, dirty or ill.

I flew from Denver to Seattle last week in the middle seat of a row with a man on either size of me. Both were large, but not outsized. Nevertheless, my shoulders were under their armpits and their elbows were in my lap. Let’s not even talk about the thighs. Or the breathing. There are many marriages in which people don’t get this close to their spouses!

I just love those sanctimonious nannies who tell me I can avoid airplane germs by wiping my tray table and arm rests down with sterilizing towelettes. Arm rests? Honey, those two guys had already taken up the arm rests to give themselves more arm room.

Let’s get real here. What I really needed to do last week was to wrap myself in a big plastic bag. Or hand out masks to my whole row.

Can you imagine people sitting in a movie theater in which the seats were packed as closely as they are on the today’s planes? Of course not! They’d never go back to the place. (For a comparison of theater and airline seating, see this article by the Independent Traveler.)

Fifty years ago, when you sat next to someone on an airplane, you were sitting in a large, well-padded seat with plenty of room.  There was absolutely no physical contact with the person next to you. If you needed to sneeze, you could move your arms to get to a Kleenex. You could stand up and walk to a empty area of the plane! In fact, you could spend much of the flight wandering around the cabin if that took your fancy.

Those days are long over. Most fliers don’t even remember them.  And all we know now are the appalling conditions that a combination of security procedures and the industry’s pack-em-in-like-cattle greed has given us.

Isn’t it time for somebody to step in? The Centers for Disease Control, perhaps? Or maybe The Humane Society? The little kitty who came on board in the nice carrier cage looked like he, at least, had some breathing room.

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