Twitter: No Bump from Trump

leaderTwitter Inc.’s disappointing fourth quarter and confusing comments by its executives about increased usage further confirmed its user growth has stalled, putting the company at the center of takeover chatter again.

http://snip.ly/b24pc

Brand Jacking – Is It Serious And How To Handle It?

A successful brand is not just about its power in the market, it’s about shellresponsibility in our community and society. Brand jacking is a barometer of that responsibility or lack there of as was demonstrated by Greenpeace’s imaginative, ambitious, audacious brand jacking campaign sundering Lego’s long-standing relationship with Shell.

Brand jacking is perfect for the digital age because consumers want to connect and want that connection to be intense and to move them and when brand jackers push hard enough they evidently can get someplace. With regards the future, social media players are turning to a pay for play model working closely with advertisers so there will be acute pressure to ensure there is no fake paid advertising with the threat of revenue being lost. Omnicom has recently undertaken a $230M mobile marketing partnership with Twitter who will be held accountable. Is this enough to stop brand jacking or is there emerging trouble in the future where we can expect to see more brand jacking that’s well funded? And are big brands in the spot light worried that this trendy new type of activist brand jacking will sow instability?

We’re in a copycat society where Twitter and Facebook are a petri dish for brand jacking. twitterIt’s difficult for brands to control the fall out and one big question remains, what happens when you’re brand jacked? Customers take fright, brand jackers gain ground, revenue and credibility are lost and the brand collapses to demands. Here’s how brands can take the necessary steps to identify and counter the threats of brand jacking in this digital world:

Constant online monitoring
Avoid ignoring the brand jacking
Regularly communicate with user, fan and consumer sites
Bake social media deep into crisis management strategy
View the brand through the eyes of your detractors
Open all lines of communication
Use social media as the main platform for your response
Actively engage with the brand jackers

MoneyThere’s nothing more valuable to a business than its reputation and the ability to secure it so the last point jangles nerves for most brands because it’s typically a burning platform. Plus they’re scared of becoming embroiled in the enmities because the brand is not entitled to its own facts the detractor is.

Brands are supposed to be a promise to consumers and an insurance policy against difficulties so when brand jacked they need to find a tone between adamantine rebut and abject prostration, one that bolsters the brands sincerity rather than forfeiting it. The truth has consequences and with brand jacking there are two things for certain: you don’t make peace with your friends and brand jacking’s got legs and those legs dance.

Occupy Twitter

Matters are at a division of deep regret. The upstart has begun its ‘ descent’ to become a blue chip multinational demonstrating what makes you great fades with age. The challenger becomes normalized and prepares for introducing fees for usage perhaps, looking to the mobile category to assimilate potential opportunities to generate revenue streams on usage? Whatever is up, Twitter just took a major broadside from its customers. Yes, customers, remember them. The people that got the phenomena off the ground and made it the cultural success it is today. You’ve got to earn to eat and there’s nothing wrong in making money, but is there a way Biz (Stone, CEO, Twitter) that doing right by the customer could be the business model?

Here are a few things to keep in mind. You have most of them in play (for now):

Keep on being heroic
Keep on being different to how it’s been done
Keep on being principled
Keep on being fresh
Keep on being followed
Keep on being a challenger to the rule.

Here’s what they New York Times said this morning: http://www.nytimes.com/2012/01/28/technology/when-twitter-blocks-tweets-its-outrage.html?_r=1&ref=todayspaper

Twitter’s Tweet Delete

Information is power. Or so you thought. It seems that growing up means an upstart behaves like a behemoth. No longer free to voice the legacy of freedom’s reign, Twitter announces the ability to block tweets on a country by country basis. This is wonderful news NOT. Why is this good? The sops being thrown our way are democracies such as Germany and France have rules banning pro-Nazi activities (understandably), but what and who do Twitter really mean as they eye global expansion with a record 100m using the service.


What assumptions am I making that I don’t know I’m making? I’ve witnessed many ‘locked-down’ changes and developments from Twitter; controlling this, not allowing that, etc. Has freedom run off a cliff? When Twitter began, founder, Biz Stone said, “It’s like we’re on a rocket ship that we were just painting and suddenly it took off and we’re holding onto the ship with our finger nails.”

Twitter has been famously restless, garrulous and extroverted with a short attention span and a profound aversion to the status quo. Could it become desecrated, unoriginal, normalized and downtrodden as it chases to capture local markets that have the dexterity of gook and the personalities of ash?

Shame on you Twitter for grovelling at the sphincter of politically correct left wing and politically extreme right wing shibboleths. In other words, please be coaxed from your somnolence and find the right balance between sobriety and persuasiveness – there’s a good bird. Here’s how to fly on the right course:

Keep on being heroic
Keep on being different to how it’s been done
Keep on being principled
Keep on being fresh
Keep on being followed
Keep on being a challenger to the rule.