#0 retweets: Things I hate about digital advertising

By Michael Goldstein strategist, nyc

@mickeyg77  

Since when did‘how’ become

more important than‘what’  

WHY DID AN OBSESSION WITH THE SPREAD OF A MESSAGE OVERTAKE THE

MESSAGE ITSELF?  

why do people think that social media platforms are magic

tricks to get people to love your brand?

WHY are people treating Platforms like a

message not a medium ?

 

They are just platforms.

Without great content, they are nothing.

Everyone got really excited over this tweet...

Many thought that if their brand joined a conversation in a timely

manner they would be able to influence further conversation

and drive brand love.  

WRONG.  

.  

wOULD YOUR FRIENDS LOVE TO TALK ABOUT THEIR WEEKEND ANTICS WITH YOUR NANNA IF SHE WANTED TO

CHAT AT THE RIGHT TIME?  

wOULD YOU talk to your high school teacher about the time you lost your virginity if he asked STRAIGHT away?!  

Would you talk to a stranger about your darkest secrets ?  

PROBABLY NOT!  

But your nanna, a teacher and even a stranger can all offer valuable conversation.......  

.........IT just has to be RELEVANT  

Breaking down brand relevancy  

It comes down to three cs:

Content

Context

conversation  

Quick note! I define online conversation as the relevant intersection of context and content.

RELEVANCY  

content  context  

CONVERSATION  

how did the famous Superbowl tweet use the 3 C’s?

THEY HAD GREAT CONTENT. (powered by the BRAND LOVE for Oreo) THE APPROPRIATE CONTEXT. (THE SUPERBOWL BLACKOUT) And AUTHENTIC CONVERSATION. (the relevant intersection of context and content)  

The lesson from Oreo’s Superbowl tweet should have been about how brands can use their personality to comment in a relevant fashion on current events.  

 

INSTEAD, EVERYONE BECAME OBSESSED WITH THE TIMING OF brand TWEETS, NOT THE CONTENT OF TWEETS!

They even came up with a brand new buzzword: ‘REAL TIME MARKETING’  

‘REAL TIME MARKETING’ did not go too well  

Time for a

Truth bomb.  

 

JUST BECAUSE YOU join a conversation, even in ‘real time’DOES NOT MEAN

PEOPLE VAlUE WHAT YOU HAVE TO SAY.  

 

Another way brands try to spread weak messages is through incentivized word of mouth,

or worse, a beg for retweets or other forms of engagement.

 

An incentivized piece of content is not only inauthentic..... It is advocacy prostitution !  

 

advocacy prostitution.  

Just because you give someone monetary incentive to engage with you does not mean they genuinely enjoy that engagement.....  

 

Strong communication will always gain momentum,

regardless of platforms.

 

 

“Chuck another shrimp

on the barbie” hit an infectious cultural

friction that is a part of pop culture today.

 

HOW MANY ReTweetS DID IT GET?  

 

0 ReTweetS.  

 

0 retweets.  

 

0 retweets.  

 

0 retweets.  

 

0 retweets.  

 

0 retweets.  

 

INFECTIOUS CONTENT IS NOT CREATED JUST THROUGH CLEVER USE OF PLATFORMS. iNFECTIOUS CONTENT IS CREATED BY INFECTIOUS CONTENT.  

 

Thank you!

Any thoughts or feedback tweet @mickeyg77

chuck another email on the internet ‒

michaeldgoldstein77@gmail.com