Category: Twitter

B2CRM News

The Fleet’s In: Twitter Launched its Version of Stories

Twitter just launched a new feature most of its users have never asked or even wished for: disappearing tweets, it calls Fleets. Yet, Twitter assures its base that this is what at least “some of you” really wanted for Christmas or whatever we should call the occasion of this new feature.

As a frequent Twitter visitor and retweeter, I really do wonder who would have bothered to tell a public form that they find, “Tweeting uncomfortable because it feels so public, so permanent, and like there’s so much pressure to rack up Retweets and Likes.”

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Really, I don’t know why anyone would feel pressured unless they are speaking for a brand or a public figure whose sole motivation in being on social media is to get their posts shared and liked. For those in it for what passes for conversation online, those numbers matter less.

However, back to the Twitter account about how Fleet is a solution for social anxiety:

“To help people feel more comfortable, we’ve been working on a lower pressure way for people to talk about what’s happening. Today, we’re launching Fleets so everyone can easily join the conversation in a new way – with their fleeting thoughts.”

And just like that, the world is a better place and the inane arguments that find new forms of ad hominem attacks on social media are displaced by love and understanding.

Of course, not, but from the way Twitter announces this move, you’d think that was the case. They claim they have proof! They proudly point out that offering temporary posts, in cultures that I’d venture to say are quite different from that of the United States, made people feel less nervous about getting their feet wet on the platform:

Through our tests in Brazil, Italy, India, and South Korea, we learned Fleets helped people feel more comfortable joining the conversation – we saw people with Fleets talk more on Twitter. Those new to Twitter found Fleets to be an easier way to share what’s on their mind. Because they disappear from view after a day, Fleets helped people feel more comfortable sharing personal and casual thoughts, opinions, and feelings. These are early findings from our tests and we’re excited to learn more about how Fleets are used by you.

If this reminds you of Shapchat, it should, though Facebook co-opted this successfully with its Stories. Other platforms that tried the disappearing posts approach, like LinkedIn, did not succeed as well.

I have to say these kinds of things really bring out my inner cynic. First of all, when I want to use Facebook, I’ll use it (and even when I do, I only end up posting to Stories by accident). I’m coming to Twitter for a different kind of experience than the closed circle, quasi-private conversations surrounding Stories.

That is what the Fleets would do, as Twitter explains:

Your followers can see your Fleets at the top of their home timeline. Anyone who can see your full profile can see your Fleets there too. If you have open Direct Messages, anyone can reply to your Fleets. If you want to reply to a Fleet, tap on it to send a Direct Message or emoji to the author, and continue the conversation in your Direct Messages.

Second of all, this warm fuzzy reassurance encourages people to rely too much on their followers’ courtesy.  The “now-you-see-it, now-you-don’t effect should not make people feel comfortable posting what they would consider potentially embarrassing or compromising.

Here’s a rule of thumb: don’t ever post something to a public forum that you consider confidential or too personal to be seen by the entire world. Even if the tweet itself disappears, it won’t disappear from people’s memory and may even live on forever in a screen shot.

Think of it as a phone conversation. You may assume it’s gone when it’s over, but it’s not erased from the other person’s memory.

Remember what Zoe Heller observed in What Was She Thinking? [Notes on a Scandal]

“We are bound by the secrets we share.”

The post The Fleet’s In: Twitter Launched its Version of Stories appeared first on Post Funnel.

B2CRM News

A Message to Mary Alderete: Sometimes, Some Customers, Are…

Mary Alderete took on the role of GAP’s CMO in February 2020. Yes, a brief moment before a global pandemic changed every possible plan. Still, from our vantage point, it seems like she’s been nailing it. Despite everything. Watching her brand maneuvers this insane year, and the GAP stock’s performance has been inspiring.

And now she’s got a thing with Cancel Culture. And it needs to be discussed because is a real thing. A real thing that many people hate, and rightfully so. Hey, it’s the one thing Barak Obama and Donald Trump seem to be agreeing on.

It is deserving of the criticism it’s getting. It can easily get out of control. And it could be dangerous. Like an autoimmune disease, it hurts good folks, too—completely undeserving people (and brands). The CC (Cancel Culture) crusaders may cast them off as meaningless collateral damage. But the damage is real.

And a couple of days ago, Alderte’s brand GAP became the latest big-name victim of CC. As per usual, Twitter was used as the town’s square in which the self-inflamed, echo-chambered mob gathered to do what CC does best: ignore the substance, ignore the context, ignore the message, ignore the intention, and not let anything stand in the way of the champions of self-righteousness on their way to the next sacrifice to be sent to the gods from the alter of sanctimonious.

And all because of this post below:

Yes, all the rage – over this November 4th post, that went up while America was deep in a state of overbearing stress, trying to balance the nail-biting anticipation of the election results with President Trump’s first post-election-day anti-democratic speech.

And that was enough for the Twitter army.

The response was so harsh, GAP had to remove the tweet and apologize.

I repeat: REMOVE THE TWEET AND APOLOGIZE.

For saying something, Joe Biden said to roaring applause just three days later.

Apologizing. For calling for unity.

Yes, I know it’s complicated. We talked about this matter’s complexity here on PostFunnel many times before. On one side, brands are expected to take a stand, which is tricky enough. On the other, when they choose to take a more middle-of-the-road, bipartisan stand, they may come across as opportunistic and phony. As if the brand is only saying something for the sake of saying something. And that they use it only to boost sales.

So, first: can someone please tell me what’s wrong with having some people and brands advocating for middle-of-the-road agendas?

And, second — this just in: EVERYTHING A COMPANY DOES IS TO INCREASE REVENUE.

Shocking. I know. Oh, and there is no Santa. Sorry you had to find out that way.

Yes, even when a brand is taking an unequivocal, strong stand over political or social issues, it’s only after they decided it’s in their business’ best interest. And that’s good! That’s how we want it be. Because that’s the only way, WE THE PEOPLE CUSTOMERS, can have power over brands. This is how we hold them accountable.

We want fast fashion to be greener? It’s our purchase power that can make it happen. They will only be greener if they know it benefits their clientele, which means people will buy with them. That’s the equation.

Some brands will take this side. Others will take the other. And a few will take the middle. It’s only natural. And a healthy discourse needs all sides.

What it does not need at all is people burning virtual hoodies because someone advocated unity. That’s just insane.

The post A Message to Mary Alderete: Sometimes, Some Customers, Are Dead Wrong appeared first on Post Funnel.

B2CRM News

B2CRM News: Ad Spend is Back Up, Under Armour…

I can swear I heard people talking earlier this year about the end of influencer marketing as we know it. Well, then again, many things were said this year. Including something about injecting disinfectants, so, yeah. We’ll give those people a pass this time.

But not before we will tell you that Charli D’Amelio danced with a top from a D2C brand called Adika Style. This resulted in the brand’s stock jumping more than 20% in. A. Day. Take that, Kim. And Addison.

Catch this in the video below, along with the rest of the news on our weekly B2CRM news highlights from the past week, which included Q3 ad spend reports, Under Armour announcements, and Burger King telling you to go to Mickey D.

Sources:

Q3 ad reports  from Adweek, and Robinhood
Under Armour from CNBC
Charli D’Amelio
Adika Style’s Stock
Burger King’s ad

The post B2CRM News: Ad Spend is Back Up, Under Armour Going D2C. And Charli D’Amelio appeared first on Post Funnel.

Translate »