At #SMXChat we have a bias toward being present. So if you see something on social media from me, it happened recently. Like, right now. Additionally, I live on notifications. I like to be there to receive interactions, and more often than not I’ll reply quickly too. We think that’s the best thing about Twitter. Its real-time – even immediate. And that makes it perfectly suited to my social media style. Why is this important to me and people like me?
- There is a distinction between ‘having a presence’ and ‘being present.’
- The myth of the ‘busy professional’ – busy people don’t have time to be real-time on social media, right?
- Content fatigue. Honestly folks, scooping up content and ‘sharing’ makes for only marginally interesting interaction.
- The rush to push communication with little or no editorial timing or filter.
Particularly, pushing communication (and content) has become the raison d’etre for many people (and businesses and brands) on social media. Which in and of itself isn’t necessarily contrary to representing oneself, done right. By being done right, our guest this week, Martin Lieberman, states:
By ‘right’, I mean timely, topical, worthy of attention, and defendable. IMO if you’re pushing content, you should stand behind it ready to defend it. Even if it’s not your original content.
The more people engage in real-time conversations, the more they build relationships and let people get to know them. Followers/community members then actually care when they share content because they know the person/brand sharing it. Have a more personal connection to the content being shared.
While not every business/brand social media effort is either suited to real-time or committed to such interaction, Twitter is re-defining itself as an in the moment news and live event service. Twitter will come to know itself best in this niche. Businesses and brands that have grown accustomed to Twitter as a broadcast service will do well to adapt to the changes that are coming.
Even while Twitter ‘struggles’ to retain loyalty and gain acceptance among some, there is evidence that FOMO is in effect recently with Twitter’s visibility in real-time news and events. It is precisely the phenomenon of right now information that has people reactivating old accounts to be a part of ‘What’s happening’ again.
There is an interesting juxtaposition in Twitter’s current status. First, it’s ‘business’ is a mess, having recently announced a 10% workforce reduction in the wake of an embarrassing reaction to be openly for sale. But as is noted by Alex Kantrowitz in this BuzzFeed piece, Twitter the product is more relevant than ever in the emergence of multiple global events. There is no communication platform that matches the power of Twitter to expand the dissemination of real-time information.
And that, friends is the discussion and debate this week.
Our collaborator on this week’s topic is Martin Lieberman. Martin has worked as an in-house content marketer for Constant Contact, Staples, and Meteorix, and currently serves as the content marketing and social media manager for IBM Workday Consulting Services. Connect (real-time!) with Martin on Twitter @martinlieberman.
Q1) How do YOU distinguish between ‘being present’ and ‘having a presence’ on Twitter? #SMXChat
Q2) If we’re hung up on “adding value,” why aren’t we adding conversation? Is there value in conversation? #SMXChat
Q3) How does ‘content marketing’ mesh with ‘real-time’ engagement? #SMXChat
Q4) Is pre-scheduling Tweets a contradiction when it comes to being real-time? When/how is pre-scheduling alright to do? #SMXChat
Q5) What do you see as the top reasons to engage in real-time? #SMXChat
These articles are linked in this post:
Kanrowitz, Alex. Despite Business Mess, Twitter Is At Its Most Vital BuzzFeed, 10/26/16.
McCracken, Harry. Jack Dorsey On The New Twitter: “We’re Not A Social Network As People Think About It” FastCompany, 9/13/16.