Tag Archives: tweet

Google Sidewiki – How Will Advertisers React?

Google recently launched Google Sidewiki, which allows web searchers to contribute “helpful” information next to any webpage.

Google Sidewiki appears as a browser sidebar, where you can read and write entries along the side of the page…kind of like “comments” or reviews” (or like circa 1999 Thirdvoice “sticky notes” (google it…)).

In their own blog entry on the product, Google says “As you browse the web, it’s easy to forget how many people visit the same pages and look for the same information. Whether you’re researching advice on heart disease prevention or looking for museums to visit in New York City, many others have done the same and could have added their knowledge along the way…now you can”

So basically it allows you to leave and read “comments” and “reviews” other folks have made for a given website in their index; whether they are in the same context or not of your own interest or research…

In a perfect world it seems users of sidewiki would contribute a wealth of valuable information attached to every website, and users would monitor the content like some version of Wikipedia.

Unfortunately as we’ve all seen if we’ve spent the time reading comments on youtube, amazon, itunes or any web bulletin board / discussion group – we don’t live in a perfect world.

I have to suspect it will be a tough gig to keep Sidewiki from being plagued with erroneous comments, slander, sneaky advertising, spam, scams, trolls, flame wars, bad grammar, typos, bigotry and hatred.

I’m sure Google will attempt to combat this with its moderators and algorithms, but nothing is perfect.

It seems the actual owner of the webpage has no control over the Sidewiki – so how will Google handle their own advertisers frustrations over not only seeing comments that degrade them but realizing that they likely paid Google for the traffic that ultimately degraded them?

I’m sure Sidewiki has its uses…in the same way reviews on hotels.com, amazon, itunes and ebay do…but I personally see more “noise”  and “risk” than benefit…I wonder how long until webpage programmers figure out how to “optout” of sidewiki in the first place…

I think the big challenge is the context of the comments; just because I’m on a website about New York City – doesn’t mean I want comments of where to stay or where to eat…maybe my search is much more specific or granular than that; the comments will be hard to sift through…so I know I’ll end up just shutting it off.

What about b2b marketers – do you see an opportunity looming here?

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Almost 1/5th of Time Online is Spent With Social Media

According to a new survey out from Nielson, we are spending on average 17 percent of our online time socializing, nearly triple the percentage of time spent on social media a year ago.

According to Jon Gibbs, the VP of Media & Agency Insights @ Nielsen’s online division: “While video and text content remain central to the Web experience – the desire of online consumers to connect, communicate and share is increasingly driving the medium’s growth.”

It appears this increase in usage is driving increased ad revenues as a result – year-over-year, estimated online advertising spend on the top social network and blogging sites increased 119 percent, from approximately $49 million in August 2008 to approximately $108 million in August 2009.

It should be no surprise that the Entertainment Industry led in growing its online ad dollars, increasing ad spending on the top social network sites by 812% in August -but what about B2B?

Surprise surprise surprise…of the 13 industries tracked by Nielsen in this survey; B2B ranked 3rd in overall Year-Over-Year growth with 184% growth; only trailing Entertainment (812%) and Travel (364%).  Also surprisingly facebook was the leading platform for ad impressions for the b2b space.

You can see all 13 industries in the link below to the full survey.

The detail on spending and ad impressions for the 13 industries was fascinating; but I would have liked to see the breakdown of usage by these industries too – perhaps the 17% of time online is the average; but I have to suspect it’s lower for b2b folks (could be wrong); but overall some compelling trends to continue to monitor and watch.

http://en-us.nielsen.com/main/news/news_releases/2009/september/nielsen_reports_17

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Top Five B2B Twitter Mistakes (to me anyways…)

Just a quick short list of five mistakes you could make if you aren’t careful with how you are managing your b2b twitter account.

 I’m sure there are more – but these are the 5 big ones in my book

1. Making the mistake thinking that twitter is about talking vs. listening…Twitter is not the Internet version of the Town Crier where you simply ring your bell, yell something and then go back inside only to come out when it’s time to yell something again. Yelling something is fine; provided you are doing so to get followers to respond so that you can listen, reply and interact with them.

2. Over-editing or tightly-controlling your posts…Twitter is not about crafting one perfect post after another; what you “twit” doesn’t have a long shelf-life to begin with. Your message and personality gets developed over several posts throughout the day/week/month – people will forgive a less than perfect post…provided what you are saying initiates good discussions or passes along strong value or you follow it up quickly with something better.

3. Picking the wrong-person to run your twitter account or having someone tweet on behalf of someone else …o.k. so that’s really two separate mistakes but bear with me…First, your twitter posts are speaking on behalf of your company and your brand; make sure who ever is running your b2b twitter account is capable of making good judgments for the company so that everything that gets posted doesn’t need to run through an approval process and everything that is posted has some value. Secondly, if the person you want to run twitter is incapable of running twitter – you are picking the wrong person to be the face of any of your social media. If your CEO is too busy…don’t bother trying to impersonate your CEO – that could be embarrassing when it’s discovered – instead, pick someone else. Lastly; make sure who you pick is high enough in stature or presence that they can draw a following. In other word’s just because your marketing intern is “really good on computers” and “really gets” social media doesn’t mean he / she has the credibility / reputation to draw a following or to develop quality content.

4. Not updating regularly: People don’t expect hourly posts and they don’t necessarily expect daily posts – but they do expect meaningful / consistent activity. If you can’t regularly post content of solid value or discussion – you probably shouldn’t be bothering with social media to begin with.

5. Every post includes a link…occasionally or even frequently passing along other folks content via a link is fine – just don’t make it an occurrence in every post…especially if you happen to have folks who follow you with a mobile device; depending on reception; it’s easy to ignore these posts and eventually they could just end up ignoring you altogether.

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Top Ten Twitter Tools (to me anyways…)

Just a quick short list of a couple useful twitter applications to share; some of these are already commonly known but I wanted a complete list of those I’m using / exploring.

I’ve capped it at 10 simply due to the fact if you are using more than 10 twitter tools…you might need to get out more… J 

  1. Tweet A File: http://tweetafile.com/ – free app that lets you send file attachments via twitter…something you couldn’t do “easily” before.
  2. TweetDeck: http://tweetdeck.com/beta/ – Probably the most popular twitter app out there; allow users to send and receive tweets and view profiles, organize threads etc.
  3. Tweet Later: http://www.tweetlater.com/ – this is a great idea for folks responsible for corporate twitter accounts – it lets you enter a bunch of updates in advance and schedule their release in the future; enabling you to appear as if you are twittering real time when you might just simply be tied up elsewhere.
  4. Twitterfeed: http://twitterfeed.com/ – helps you send blog rss feed to twitter and gives you some analysis / tracking of feeds; just starting to toy around with this myself.
  5. Twonvert: http://www.twonvert.com/ – free app that helps you convert “plain English” updates into shorthand language to reduce character usage. Doesn’t handle industry specific or “b2b” words well or typos – but handy overall.
  6. Twittonary: http://www.twittonary.com/ – yup; that’s it – a dictionary for twitter lingo.
  7. Monitter: http://monitter.com/ – real time, live twitter monitor that lets you monitor a set of keywords and what people are saying; a little tricky to figure out at first.
  8. Twittercal: http://twittercal.com/ – if you use Google’s calendar app; this is a handy little tool that allows you to add events to your calendar right from twitter; simple little handy tool.
  9. Mr. Tweet: http://mrtweet.com/ – it was described to me as similar to iTunes genius program; basically scans twitterdom for folks you might want to follow with similar interests. (bonus: http://twitter-friends.com/ looks to be similar)
  10. ootweet: http://ootweet.com/ – lets you “archive” your favorite tweets or discussions; admittedly haven’t played around with much – but could be useful

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