May 5, 2008 Comments (15)
Now to be fair, it's possible that DirecTV isn't behind this account. But I would bet they are, simply because if someone else was on Twitter impersonating DirecTV, they would likely be familiar enough with the service to understand that you can't leave a direct message to someone that isn't following you. But a company that simply wanted to be on the 'hot new social media site', wouldn't get that.
That's hysterical.
While the DirecTV presence is amusing, I wonder if you're being a little unfair here.
Chances are DirecTV doesn't have a Twitter strategy, or even know they have a presence at all. More likely, some marketer created the account months ago as a test case, or to reserve the brand name. They probably thought they were thinking ahead, just in case the company decided to twitter some day. Now that poor sap is probably getting a stern lecture about corporate responsibility and approval processes.
Yes, it's true that there's no such thing as a "practice" presence on the web. But I'd be willing to bet that this sort of case isn't unique. There are probably plenty of companies on Twitter with a single, lonely post -- although hopefully one a little better than DirecTV's. After all, in a corporate environment where elevator pitches rule the day, the case for Twitter can be a tough one to make. (Witness the steady stream of "Why you should be on Twitter" blog posts in the last few months -- have you ever seen one that was short?)
We like to talk about companies as if they're one single entity with a solitary vision. But in reality, there are plenty of marketing folks out there who are trying to fight the good fight, sneaking off into this site or that platform in an attempt to nudge their company into the modern world. Let's cut them a little slack, even when they fail miserably.
What you pointed out is the same kind of thing I tell people when they say they're thinking about starting a blog. If you don't think you can keep up with it, don't even start, because it looks worse when there's nothing new for a very long time.
"We like to talk about companies as if they're one single entity with a solitary vision. But in reality, there are plenty of marketing folks out there who are trying to fight the good fight, sneaking off into this site or that platform in an attempt to nudge their company into the modern world. Let's cut them a little slack, even when they fail miserably."
Doesn't matter if this was a coordinated 'effort', or the effort of a 'rogue' brand manager, the end result is that DirecTV looks totally clueless about how to use Twitter right now.
This isn't 2004. Companies still shouldn't be struggling with how to properly use these tools. The growing pains should have ended long ago.
"If you don't think you can keep up with it, don't even start, because it looks worse when there's nothing new for a very long time."
Exactly Mitch. Whether it's blogging or being on Twitter, companies should realize that neither has an expiration date. You assume going in that you will do it from now on.
I wonder if hey manage http://twitter.com/directtv as well. This one seem more like the possible twitter account than the other one.
I think the big failure here is simply not being familiar with how twitter works. they got the account, great start. they haven't engaged yet, but they can be forgiven for that... especially since they found my twitter, looked me up and gave me a call. I think that's fantastic. But to make a tweet that says, "contact us by..." which simply doesn't work, is a colossal failure. It's like having a contact form or email address that doesn't work. Might as well be poking your audience in the eye. But I still give them credit for monitoring and reacting. That's a big plus.
Stoney the fact that they are monitoring is most important. Hopefully what will happen is they'll see the tweets you left on Twitter, and possibly this post here, and realize that they need to change how they are using Twitter.
But as you said, they are apparently monitoring and reacted to what you wrote, that's most important.
I think Sean has a point, the seo 'elite' like to espouse best-practice as a reflection of what they (can) do.
But for the most part it is simply the clients budget that matters - most SEO's have to take it all with a pinch of salt because they're clients can only pay so much (and therefore they can't do everything).
Sure this doesn't look great for the company but at least they're on there - that makes them, what? within the top 20% of progressive companies? how many companies use twitter?
Sometimes I think you all get caught up in the corporate mind-set and forget that most people have limited resources. As with blogging, you bang on about it and I'm sure these networks can offer benefits, but the 'can' is the operative bit - for most people it's all a potential distraction from their core focus. And one which draws people in to keep investing more to keep building or protect what they have, often with no apparent end to this cycle.
Online marketing offers diminishing returns for time invested, so there's a cut off point which has to be found. Otherwise you could promote a site 24/7 and always find new avenues. And then what? your competitors copy your hard work and can keep up with you.. by which time you've turned half your company into a publisher so that you can churn out the required content.. It all seems at times a potentially massive waste of time, and bad for business at the micro and macro level.
But the online world exagerates it's own influence and bamboozles mainstream business with jargon and hyperbole. MySpace and Facebook somewhat proved that by winning massive backing without any apparent monetization potential.. now as they sell out they become less popular.
Marketing. It's like politics.. it has no benefit to mankind or people individually, only to those peddling it. The net effect is..?
Hope I've contributed to your 'content' satisfactorily here, job well done for a post which must not have taken long to put together.
I wonder, if this story justifies a post why you can't find many millions of other sub-optimal profiles and pages to discuss and pad-out your site with?
This isn't the work of an authority or thought-leader, if you can't come up with something why not spend the time elsewhere? help a client, do a case study.. some sort of real marketing, rather than just marketing marketing to marketers.
"Sometimes I think you all get caught up in the corporate mind-set and forget that most people have limited resources. As with blogging, you bang on about it and I'm sure these networks can offer benefits, but the 'can' is the operative bit - for most people it's all a potential distraction from their core focus. And one which draws people in to keep investing more to keep building or protect what they have, often with no apparent end to this cycle.
Online marketing offers diminishing returns for time invested, so there's a cut off point which has to be found."
I find it fascinating that you paired these two statements together.
First, a small business can start blogging or using Twitter for free. The only cost is their time. Which is exactly why so many small businesses are interested in these tools, because of those limited resources that you touched on.
Secondly, blogging and Twitter offer INCREASED returns the MORE time you invest. The biggest reason why most small businesses have subpar blogs is because they don't spend enough time on them. The more time a business invests in blogging, the more they get back from it.
"This isn't the work of an authority or thought-leader, if you can't come up with something why not spend the time elsewhere? help a client, do a case study.. some sort of real marketing, rather than just marketing marketing to marketers."
It sounds like you fall into 'I don't get these new-fangled Web 2.0 tools, and I'm sick of hearing about them!' camp.
Right? Pity as social media offers enormous potential for businesses of all sizes to better connect with, and build relationships with their customers. And is most cases, the only expense is time, and the more time you invest, the greater your return.
I'm sorry that you aren't familiar enough with this space to understand its amazing potential. Good news is that we're still on the ground floor and there's plenty of time to get up to speed. Reading sites such as this one are a good place to start, but an open mind and a willingness to learn is your best friend right now. Be curious.
Of course, Mack, he did sign his name as "coward", with no links to anything. :-)
"Of course, Mack, he did sign his name as "coward", with no links to anything. :-)"
I did notice that ;)
Vitriol rules the day? If you don't have something nice to say...
Okay, I got an account on Twitter and I've hit a blank wall, literally. I can't seem to get out of my little box. Perhaps Direct is having the same problem.
There doesn't seem to be any way to "find" anyone unless you already know them from somewhere else. How do you make new acquaintances with similar interests? What's the point in marketing via Twitter if you can't figure out how to get heard?
I just don't seem to have these problems on MySpace (at least until they're merged completely).
I agree with Al Kalar,
I find Twitter to be confounding, so far. I've created a personal account, not a corporate one, to find out what all the fuss is about (with some skepticism, I might add). I now find myself trapped in a little cell without a means to dip my toe in to see the benefits of this tool for myself. Why would I invite others to join me from my contact list, seeing as I don't really know what the benefits really are myself? It seems a bit Catch-22 to me - join to meet people, but invite others first (to increase our user base...) to gain the big, mysterious advantages. If this was a store on a main street, I'd hightail it outta there.
Al and Rob, thanks for the inspiration, this post's for you:
http://www.searchengineguide.com/mack-collier/so-how-do-you-find-people-on-twitter.php
$100 in Free TLA's!
Increase your traffic and link popularity.
Search Engine Placement
Veteran SEO's, since 1997 StepForth Placement Inc.
WoW Directory
1 submission = 4 directory links.
 If your company or small business has a blog that isn't delivering the results you were hoping for, Mack Collier can help! Mack is the author of one of the most popular marketing blogs on the internet, The Viral Garden, and a social media consultant that has advised companies of all sizes on their blogging strategies, from small businesses to companies as large as Dell. Mack can show you how to revitalize your blog and how to create content and experiences that will excite your visitors and grow your blog's readership. Every element of your blog, including content, comments, visuals, feed subscription options, sidebars and posting patterns will be examined. You will be given a detailed report that explains exactly how effective every element is, and what areas can be improved upon in order to harness your blog's full potential. Mack will show you how to turn your blog into a powerful marketing tool that's a hit with your customers, and that positions your company or small business as a leader in your industry. You can click here for more information on Mack's services, as well as prices. |
Sage not only personally invites you to come hear him speak at Search Engine Guide's upcoming Small Business Marketing Unleashed Conference, but he also reviews some of the show's best features. He highlights the top of the industry speakers, the wide array of in-depth topics to be covered and the appropriate, yet really fun conference location.
www.flickr.com
|
 |
 |
 |
 |
 |
|
 |
 |
 |
Search Engine Guide Blog | Search Engine Marketing | Internet Search Engines | SEM Resources & Consultants | Newsletters | Advertise | About | Site Map
Search marketing information for small business owners.
Fetching the best small business news.
A friendly place to share small business ideas and knowledge.
A different kind of small business marketing conference.
Home of our network.
Copyright © 1998 - 2008 K. Clough, Inc. All Rights Reserved. Privacy
FreeFind Site Search Engine - FreeFind adds a "search this site" feature to your website, making your site easier to use. FreeFind also gives you reports showing what your visitors are searching for, enabling you to improve your site. FreeFind's advanced site search engine and automatic site map technology can be added to your website for free.
(Unpaid placement - FreeFind is a Search Engine Guide partner.)