Most people actively trying to collecting bazillions of Facebook “friends” are wasting everybody’s time, including their own.
Your number of Twitter followers doesn’t mean diddly.
Just saying these things is heresy to Internet Fanboys, who believe nothing is more powerful than the series of tubes.
If they can only find a way to implant a USB 3.0 socket in the back of their skull, they’ll be able to jack into the Matrix, do insane kung fu kicks and stop bullets JUST BY THINKING ABOUT IT, but they’re too busy looking at the woman in the red dress that they never leave the keyboard, go out in the real world and, I don’t know, kiss an actual girl.
Am I saying unplug from the series of tubes entirely? No. The internets, they are useful for many things.
I’m saying the real world is ALSO useful for many more things.
Why blog hits don’t matter
Everybody wants to be read. I mean, it’s sad to start a blog, put time and effort into writing great posts and have virtually no traffic.
However: let’s get practical.
When I started my old blog, it was to serve a specific purpose: a permanent home for the craigslist ad to sell the Epic Black Car.
WordPress is free. My sister, who is a flipping genius, told me that she loved working with the WordPress, that it was easy and fun. So I popped the ad on there, threw some photos in the craigslist ad and thought nothing of it.
Did it really matter whether I had 50 visitors a day, 500 or 5,000?
No. Not at all. Really, I wanted to sell one car to one person. Once.
The fact that silly ad went viral didn’t matter. Fun? Sure. But that’s all.
You’d think that being president of the United States is enough of a bully pulpit, seeing how whatever you say or do gets reported and analyzed around the world.
It’s not enough for Donald Trump, who’s clearly addicted to Twitter, despite the fact that his tweets keep getting him into political and legal trouble.
If you remove politics—I know, this is hard—Donald Trump presents a unique case in messaging and media strategy, especially when it comes to how he uses social media.
Somehow, he steamrolled a field of Republican candidates so big they all couldn’t fit on one stage. Yet using the same media tactics keep backfiring as president.
Let’s drill down on why.
1) Trump truly believes the myth of Any Press is Good Press
When you’re trying to do anything on a big stage—become a famous rock star, actor, artist, writer or politician—most of the battle is simply becoming known. Because if nobody knows you exist, they can’t see your movies, buy your singles on iTunes or vote for you in a primary.
So at first, it’s all about name ID.
Trump clearly buys into this. His name is his brand, and he’ll do anything to boost that brand.
There are two main schools of thought to generating free press and dominating the news cycle. The first school says dominate the news cycle by, I don’t know, making actual news. Saying something bold and fresh. Announcing a new policy (“We will put a man on the moon!), revealing a secret, saying who your veep will be. That sort of thing.
The other school of thought in PR—an evil school I don’t subscribe to—says, “I don’t care if the story is good or bad, as long as they spell my name right.”
Trump doesn’t just buy into the theory that all press is good press. He *needs* press as a form of attention and validation.
That didn’t hurt him as a businessman, or even as one of 17-bazillion candidates for the Republican nomination. Because it’s true that you can boost your name ID and make money by doing outrageous things. His business goals and personal needs were in alignment.
So the first thing you have to think about is why Trump uses Twitter, and it’s not four-dimensional chess. It’s to gin up press and attention, like he’s always done.
2) The pro’s and cons of constant controversy
Gaffes that would slay ordinary politicians failed to kill Trump’s candidacy.
People expect craziness from him. It’s not a shock. He’s vaccinated himself by doing it so often for so long.
Trump’s go-to move is something that’s guaranteed to generate tons of free ink: insult other famous people. Give them frat-boy nicknames, make fun of their size, call women ugly, attack minorities—whatever it takes.
Yet the downside is huge. Even as an unknown, hustling to make it big, generating controversy boosts your name ID at the expense of your reputation.
Becoming president changed everything for Trump.
Every single spelling mistake, provable lie and temper tantrum he tweets gets dissected on the global stage.
Trump didn’t adjust. He still acts like he’s hustling to get known and make it big, posting risky tweets because that’s what worked to boost his name ID and get earned media.
Except you don’t need to boost your name ID when you’re the president of the United States of America.
And when you pick fights as president, you’re always punching down, attacking people with less power than you. There’s no way it’s seen as anything but bullying.
Trump doesn’t care because he’s still generating attention. Sure, the press will cover his tweets, and people will read those stories.
People will always be entertained by watching human train wrecks. It’s just lot less fun being a passenger on that train when Trump’s driving it off a cliff.
3) There is no plan, only emotion
Most public figures and leaders tweet with a purpose. They have a plan and check with others, including professionals who understand media and message, to make sure they avoid self-inflicted wounds while making progress toward tangible goals.
Political candidates and leaders usually try to gain support and build bridges. Because that’s how you get elected and get things done for the folks you represent.
Trump tweets for himself, based on his needs and emotions. The primary emotion is rage, but even his positive tweets are ones that focus on his favorite subject: Donald Trump.
Tweeting gives him instant gratification. He doesn’t have to wait until tomorrow’s newspaper or for what he said to hit CNN or FOX. The retweets, likes and comments show up in seconds.
So I don’t buy the theory that Trump is doing insanely complicated things on Twitter and somehow playing four-dimensional chess. When he gets mad, he tweets. And he continues to do so despite the obvious legal and political damage. He’s blown up deals with the Republican-controlled Congress with a single tweet, started trade wars and threatened nuclear war. I’m not sure how he could use Twitter to do more damage. He’s pretty much got it covered.
His political goals and personal needs are out of alignment.
Trump isn’t building bridges and making friends with controversial tweets, attacks on his enemies and provable lies. He’s motivating those that oppose him and giving Robert Mueller evidence of obstruction of justice.
This is a key point. Prosecutors need evidence of intent for a crime like obstruction of justice. This is ordinarily hard to get. Trump has turned his tweets into a permanent, written record of his intent, a stream-of-consciousness monologue for everyone to see. It’s a peek inside his brain, and that picture isn’t pretty.
The last argument you could make is Trump uses tweets as fan service, to feed his base. Except when pollsters and pundits talk to people who voted for him, one thing keeps coming up: they wish he’d stay off Twitter.
Tyson is right: we wouldn’t have all the things we enjoy today, from Fords to iPhones to the interwebs, without science.
That requires respecting the foundations that gave us science, math and the tech we rely upon today. And it means respecting scientists. Because they are under attack on a number of fronts, including Soviet-style misinformation and propaganda campaigns.
Today’s world runs on ideas, spread by the Series of Tubes–and those ideas are made of words.
At the foundation of this pyramid of words and ideas sits an endangered species: newspapers.
Television, radio, blogs and half the interwebs wouldn’t function if they couldn’t crib from papers of news, where the whole food web of information starts.
Don’t believe me? Watch this bit from John Oliver, who shows that while it’s easy and amusing to make fun of something for 10 seconds (John Stewart and every late night talk show host), it takes serious skill to dive deep into important issues without losing your audience. The man is brilliant.
That’s why the pro-democracy protests in Hong Kong became global news. When somebody says “What’s happening in Hong Kong?” you don’t picture crowds of people with signs, which could be a protest in Manhattan or Mumbai.
You picture umbrellas.
Maybe one umbrella, like the photo above. Or thousands of umbrella.
But you see umbrellas, and they mean something, because it’s what protesters are using ward off tear gas and pepper spray while they march for free and open elections, like they were promised.
Right there, the terms of the debate are framed. You sympathize with the protesters, who are organized and determinedly non-violent. Students taking part are doing their homework and picking up trash from the street.
Citizens might have used something else, say garbage bags, to protect themselves from tear gas and mace. It wouldn’t be the same.
The simple, common umbrella is a powerful symbol and tool. It’s not fancy. It’s not expensive. Everybody, rich or poor, has an umbrella.
You don’t need to join a political group. All you have to do is grab an umbrella from your hallway closet and walk outside. People around the world, folks who don’t speak the language or understand Hong Kong history and politics, they all the message.
You have to feel for journalists and publishers, since everybody else insists on (a) swiping content from newspapers and magazines, (b) “aggregating” all that content on the Series of Tubes before (c) having your hot startup get bought out by Silicon Valley for $300 million while (d) the journalists who created all that content get pink slips.
So yeah, any form of advertising that’s bringing money to print is a godsend.
HOWEVER: John Oliver is right when he goes off about “native advertising,” a new twist on an old concept. Instead of having news, then ads, why not knock down those walls and make the ads look just like news?
I still believe that real ads in real newspapers and magazine are far more effective than banner ads on the web. Also, this trend can’t last forever. John Oliver is right about somebody having to create all this content, and get paid for it. The trouble is how easy newspapers and magazines made it to either read the stories for free — most paywalls are a joke — or “aggregate” the stories online with no consequences.
Either way, John the Oliver is proving that you can go on deep, 11-minute comedy rants that actually educate people, about serious topics, while making them laugh. Lectures are boring. Mockery is the greatest weapon.
Here it is, the latest mind-blowing invention from Apple via a leaked video from sources in Silicon Valley that I can’t reveal.
Sorry. Not gonna do it. Wouldn’t be prudent.
Now, that’s funny, mostly because there’s a ton of truth packed in with the sarcasm.
And the trend in the other direction, toward massive phones that don’t fit in your pocket, monstrous phone-tablets offspring called phablets by People Who Are Terrible At Naming Things — well, that’s just as bad as the iWatch.
Gadgets should be simple. Do one thing and do it well, or do lots of things well but make it convenient.
I own a few watches and stopped wearing them years ago, not because they broke, or the batteries ran out, but because there’s a phone on my Samsung Galaxy, a clock on my PC at work, another clock in my car, clocks on the wall. How many clocks do I need?
And I don’t need a tiny screen on my wrist when there’s a big screen on my desk, a good-sized screen on my phone, a Nook in my messenger bag (call it a murse, I don’t care, I can take it) and an iPad sitting around home somewhere that nobody uses. After a certain point, you can only use so many screens, sync so many devices and update the stupid things so many times. Honestly, why does iTunes need to download another update every two weeks? The last time it updated, iTunes conveniently forget all my song ratings and such. Call it an undocumented feature.
What part of modern technology (a) makes you all happy, like GPS meaning we don’t get lost anymore, or (b) annoys you to no end? Tell me. Just don’t leave me a voice mail about it. Hate ’em. Won’t listen.
ublicity and marketing, including social media, is like the Wild West.
Just about anybody can call themselves a Social Media Ninja (although they shouldn’t) and get away with it, especially if they used the right jargon. Crazy ideas don’t sound crazy when nobody really knows anything in this new frontier.
Social media is still related to publicity and marketing, and even in that old business, the saying was, “Half of all advertising gets wasted. But nobody knows what half.”
Although there’s certainly good practice and bad ideas, there’s always been more art than science to the field. You can’t predict what will work or say, “We’re going to make this viral” and have it happen. Doesn’t work that way.
PETA does it best: they assume most things will fail, which is true. They swing for the fences and try all sorts of wild ideas and PR stunts, because 99 of them can flop if only one of them goes viral. PETA knows you can’t plan viral.
Now, I like the art AND the science, the theory and the practice. You can’t run everything by the numbers, because good numbers are hard to find, and it’s expensive, and you surely can’t run a bunch of numbers and say, “See? This thing will blow up because, you know, science.” Doesn’t work. But you can, and should, grab data where possible and use that to point in the right direction.
So it gave me great joy to see Neil the Patel come through with another great infographic about which words get shared on social media — the Book of Face, the Twitter, Goople+ and even that thing called LinkedIn — and which words get buried. Useful stuff.
I do this blog for fun, not for monies. HOWEVER: even casual bloggers probably want to make their bloggity blog more popular, and get more viewers.
Want to make your blog better and more popular? Neil Patel of Quicksprout is your man.
He’s brilliant. And he made this handy infographic on improving your website’s stickiness.
Check him out if you’re serious about page views and such. I make the same (zero!) whether this silly blog gets 5,932,023,727,099,131,827 hits a day or the only guy reading it is some bored dude in a research station in Antarctica, so bounce rates aren’t my thing. But I know many writers work crazy hard on their blogs and blog-like substances, and what Neil does for free, and for his clients, is packed full of Smart.
Most graduation or commencement speeches put the B in Boring and fall into three categories: (1) standard “go change the world!” blah-blah you’ve heard 20 times before, (2) people trying to be very Deep, and Meaningful, but are mostly Confusing as they push their personal pet thing and (3) speakers trying to be funny when they have no experience or business being funny, ever, if their life depended upon it.
This man avoids all of those pitfalls.
It doesn’t hurt that he’s actually funny, and that he used to write speeches for some woman named Hillary and some dude named Barack.