Skip to main content

MySpace copies Facebook; I say to CMOs:" "Don't be 'that guy'"

Trying to reverse the trend in membership, MySpace has added a new box to display members' "status" and "mood". Um, like, when did the 100MM social networking site become the "me too" of social networking sites? Oh, that's right -- when News Corp bought it.

It's so bad that people that've left MySpace for Facebook are now complaining about the bombardment of companies trying to infiltrate their world there. If you're a marketer looking to do something with Facebook, my advice is tread lightly or come strong with good ideas. Don't have a weak version of your site or app on Facebook that reproduces your app. It's pointless. Offer me something I can't get on your site.

Twitter has an app that shows what I just posted on their site, which is quite possibly the second most useless thing I've seen in the past 30 days. The first, of course, being Twitter. If I wanted to tell you what I'm doing then you'd either a) be here or b) because we're really friends I'd know because you told me directly, not me and your 3,000,000 "friends". Twitter is a supplement for real life conversations, very few of which are responded to or matter. Do you really give a shit what I did last night? If you did, then other than geography, you'd be here. Sure, it's great for voyeurs, ex-girlfriends and stalkers but as a tool it's mildly useless.

Let's be honest here -- because of marketer's actions and trying to beat the Street, the future of social networks is the fragmentation of social networks, which really sucks for large media buying companies and agencies that don't understand how this whole thing works.

To relate it to high school, marketers are the assholes from the cross-town rival school, barging in to the chill party, forcing their bad jokes and obnoxious persona on the community that just wants to have a good time. See, when the big sites "sell out" the cool kids will find another place to hang. It's inevitable, and unless you get it you're going to be chasing the cool kids from party to party, telling the same bad jokes, hoping they'll accept you. BTW -- They won't, and the band geeks kids won't respect you because you chased the cool kids so hard. Sure, you might get a few to bite and will report back huge impressions, but the reality is that you're damaging the brand long-term. Don't be that generational brand. Relating it to music, don't be NKOTB or Limp Bizkit.

Bottom line: Don't F the community for the short term glory and the sake of telling your boss or client that you get it too -- because you don't.

So I'm going to ask you, Mr. or Mrs. CMO, who's on a short leash - to not be "that guy". You know, the one Droz rips for wearing the shirt of the band you're going to see. You've become the scapegoat, with recent reports showing your lifespan's been shrunk down to 23 months. I understand that you want to make your mark, but the reality is that increasing the bottom line with insights, strategy and smart tactics are what works - not what makes headlines for right now... of course with no offense to those who've suckered sold and reported on all of those wonderful Second Life initiatives.

Trust me, your career and brand will thank you for it.


Comments

Popular posts from this blog

How to Rick Roll Someone

I've noticed a lot of traffic to my blog from a post I did on Rick Roll. In particular, people are looking for how to do it. So, without further adieu, here's a quick 1, 2, 3 on "How to Rick Roll Someone."


Pick your target. This should be someone not suspecting a peculiar link, email or heads up. Works great if you're the guy/girl in the office known for sending YouTube links via IM
Grab the URL. The YouTube video is probably the easiest to snag, because the URL isn't a dead giveaway. Sites that truncate URLs like SnipURL and TinyURL are handy if you want to send folks to yougotrickrolled.com.
Pick your delivery method and send! IM, email, blog (wink!), what-have-you.


Please, feel free to get creative. Our programmers used a "Can someone test this site?" email to the office to Rick Roll the entire staff. Or better yet - send the URL along to unsuspecting family members as "Our newest family pictures!".

Another fun way is via conference or phon…

My first Facebook spam!

Well, that didn't take long. I was spammed twice today via my Facebook profile by someone named Andrea Rowe, saying that she likes my profile picture (flattery is my weak spot) and wanted to chat. She's promoting a site through one of the TinyURL-esque sites and let me know that her username is "foxy_hotty". Here's her follow up message:


hi there David, how's it going? i wanted to chat with you, but they don't have that here, whatever. if you'd like to, you can check out my other profile at http://snipurl.com/XXXXX my username's foxy_hotty. we can chat there, just dont mind the bad pics, lol. soooo, ya, see you i hope.


Yes, I edited the SnipURL ending because I refuse to give spammers free promotion or even worse, the click through. For those unaware, sites like SnipURL and TinyURL allow you to send truncated versions of URLs, which is particularly handy when you're posting URLs to your blog (formatting) or SMS-based tools like Jaiku and Twitte…

Fake Facebook Likes and Twitter Followers -- And the Implications for Brands

This post originally appeared on the Large Media blog.


There's been a lot of talk about Twitter followers lately, including both presidential candidates, celebrities, musicians and the like utilizing services to game their numbers. Specifically, a lot of the "Top 10" have been found to have a substantial amount of fake followers, in some case to the point where 70% of their following is either bots or inactive profiles. Most articles and infographics on the subject are telling, however with a little digging you can find out that there are also social media "experts" utilizing the service to give the appearance of bloated numbers. Intrigued, and given our rare propensity to tweet as an agency, we wanted to see what the fuss was about.

So we gave it a try.

Discovery

In August we saw some ads on a third party Twitter "profile checker" site  saying they can send a thousand followers your way for $9. The process is pretty simple: select how many followers yo…