17
2007
Has Your Social Network Become Your "Publicity Network"?
Allen Stern wrote a very interesting post recently about how people such as Robert Scoble use Facebook and Twitter as more of a publicity network than a social network to brand themselves and expose their videos, posts. Currently Scoble has 6,892 followers on Twitter and 4,892 friends on Facebook. He has been complaining about the fact that Facebook limits him to only 5,000 friends.
When looking at Mashable‘s account on Twitter, we also see Pete Cashmore twittering only new posts on Mashable and nothing else. As Allen points out:
“A social networking tool becomes a publicity tool when “I speak, you speak, I reply, you reply” becomes “I speak, you listen”.
In all honesty, while at first I used Twitter for social purposes, now I find myself twittering mostly about my latest blog posts and using Facebook mainly for my social interactions with people. For me Twitter has become quite a difficult platform to interact with friends as random thoughts and links are being continously thrown on my screen. Facebook on the other hand allows me to interact with my friends in so many different and interesting ways that I hardly need an additional platform to do that. With all due respect, Twitter has merely become for me one of the many applications that I use on Facebook.
It is true that many bloggers and site owners use both platforms (and others) to expose their posts/messages to the world. As Allen writes:
“Are these new publicity networks (Facebook, Twitter, etc.) the new press release? Think about it for a second, a press release is sent out to x journalists, news providers, etc. These new publicity networks do the same thing except in a quicker, more efficient way. In fact, Marshall over at RWW says these publicity networks are paying his rent. Naturally I am not suggesting that everyone uses these networks in a publicity-oriented manner, but it seems many of the smart marketers are doing so. As long as the people attached to your account (personal or business) understand that’s the use, then it’s a perfect marketing opportunity. In fact, these publicity networks may just overtake RSS in the long-term. And if you are working with a social media consultant who isn’t leveraging these new publicity networks where appropriate, you need to find a new consultant.”
I agree with Allen. All these social networks are vital tools for any marketer today. However, marketers must remember that conversation is a crucial part of the marketing process today. You must offer friends relevant and interesting content in order to catch their attention. Therefore whatever way you use your networks, make sure to continuously offer them content that interests them and serves their needs as well as yours. Choosing your friends based on common interests (such as Web 2.0 for example) is one way of ensuring that you are delivering news that will probably interest them and serve their purposes as well.
About the Author: Ayelet Noff
Ayelet Noff has over twelve years of experience marketing companies from various industries. She has been involved in the social media world before the term social media even existed. Ayelet opened Blonde 2.0 back in 2006. Before this, she was ICQ’s Marketing Manager for four years and also held various executive marketing positions in different startups. She is also a top blogger and currently writes for three different blogs: The Blonde 2.0 blog, The Next Web, and Socialmedia.biz. She holds an MBA degree from Tel Aviv University, and a BA in Politics from Brandeis University.
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I agree that twitter has changed but I have created two twitter accounts. twitter.com/blognation for the publicity of blognation and twitter.com/ssethi for my personal interaction with my friends.
Twitterposter shows who is using twitter for publicity, often with the biggest audiences/friends.
This is so true…and with all the snobbism in this space I am surprised you haven’t drawn more criticism for calling a cow, a cow
Francois:
Perhaps this is because we all know we are cows
It boils down to the fact that everyone who would balk against this knows it is true. More than that, they wouldn’t have it any other way.
Great analysis!
Thanks Steve.
In regards to this same topic, you may find this post interesting as well:
http://www.blonde2dot0.com/blog/2007/09/18/whats-behind-the-success-of-web-20-a-psychological-interpretation/
I tire of the twitterers who only announce their blog posts, or others. That’s what I use RSS for!
Personally, I use all social media to share more information about myself — helping others get to know me and how I think simply helps establish relationships online (business relationships for me …).
Jordan:
I disagree. I think certain social sites such as Facebook for example, really allow me to express myself in various ways (including updating my status there) and interacting with people, whereas other platforms like Twitter are ideal for people posting links and their latest posts.
Just wanted to say thanks for sharing enjoyed the above article very much.
[...] that someone knows someone. They are then able to circulate their name out there and get the publicity they need. You can do the same thing. Use your people skills to meet like minded people. Find [...]
I strongly agree that social medias like Twitter, and Facebook are very effective for you business because of the interactive feature that makes them directly communicate to customer. Great tools!!!!
I strongly agree that social medias like Twitter, and Facebook are very effective for you business because of the interactive feature that makes them directly communicate to customer. Great tools!!!!
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Hi I like your comment and it is so good and I am definetly going to bookmark it. One thing to say the Indepth analysis this article has is greatly remarkable.No one goes that extra mile these days? Bravo.. Just one more tip you shouldinstall a Translator Application for your Worldwide Audience !
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