Tag Archives: Marketing

Followers, Friends, and Likes. Oh My!! Engagement is a Social Lie.

via And Now, I Unfollow Thee – The New York Times

Take it all “with a grain of salt…”

More help for the Nverts. TechWite dashes another social myth!

The brilliant analysts of Wall Street, looking for better ways to blow more air into the bubble of Social media believe that “engagement” is everything. But what is it?


“Engagement*” – Catch word for ‘user involvement’ –  the popularity of your web site, application, social feed, page, etc. “Engagement” supersedes “eyeballs”: the number of people who looked at a page. Engagement sounds more scientific, and is therefore more useful to analysts, stock brokers, and journalists in declaring the success or failure of an online campaign, and especially in applying a monetary value and potential for advertising revenue. But unfortunately, there is no standard “measure” of engagement. Is it: How many members have signed up? “Daily Views” of a page, or video? **  How many times they ‘click’ from one page to an advertisement? How many “likes” they post for your business on Facebook? How many “friends”, how many “followers”, how many? How many? And how many of those are even real???


Wake up world. This is all vapor. Not even the kind of vapor you can inhale.

Today’s lesson is easy: Whatever anyone tells you about the popularity and massive use of a site, page, or “social network” is probably not (I’m being kind here…) exactly what is going on. Review your own experience with social. You are a VALID user. Your experience is probably not much different than anyone else’s. Think about it:

  • Facebook—In spite of the many ads you can now find all over “your” Facebook, how many times have you ever actually used one of those ads to make a purchase? Have you? Tell me!
  • YouTube, Web Pages, and elsewhere—The pop-up ad on the web page, do you want to see it? Or skip it?
  • Twitter—Poor Twitter. I like Twitter. Do you choose to read Tweets that Twitter inserts in your feed? Do you have any idea where they come from? Can you really keep up with the tweets of the 50 Twitter feeds you follow? 150? 500? Do you think those people who claim to follow over a thousand other Twitter feeds ever even LOOK at the tweets?? How do you feel about being followed by all those robots and porn sites?
  • Instagram – More robots and porn sites. More opportunities to buy followers.
  • Followers – That’s right, you want to have a popular Twitter feed or Instagram?? Buy yourself 10,000 followers. Or more. It doesn’t cost that much.*** We are really talking about a hall of mirrors here.

You can read more about it using the links below. I won’t waste more words. I want to get off my computer now because I have a real book I am reading. One made with paper. Seriously. So, because it means nothing:

  • Don’t follow me on Twitter!
  • Don’t like my Facebook page!
  • Don’t follow me on Instagram!

Peace Out,

—TW 


(Links below open in a new window.)

*Engagement (Rate)
Trackmaven – Engagement Rate is a metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement rate include users’ comments, shares, and likes. <http://trackmaven.com/marketing-dictionary/engagement-rate/>

“4 Instagram Analytics Tools for Your Business”, HootSuite, <https://blog.hootsuite.com/instagram-analytics-tools-business/>

**Daily Views
“Snapchat Video Traffic Has Caught Up With Facebook”, Fortune <http://fortune.com/2016/03/01/snapchat-facebook-video-views-2/>

“Facebook Daily Views get New Metrics”, International Business Times <http://www.ibtimes.com/facebook-inc-fb-daily-video-views-get-new-metrics-publishers-2342825>

***Buy Followers:
“Big Business: Buying Fake Instagram Followers”, Huffington Post,<http://www.huffingtonpost.com/shayla-r-price/big-business-buying-fake_b_6322362.html>

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Apple Flashback 2006: Weird News

Looking back at 2015 – News about labor practices in China, wearables, and Big Tech in politics. But wait! This is from 2006. Tempora mutantur?

Apple’s Bad News? – The business news is alive with stories that Apple’s iPods are built by virtual slave labor in China. [Isn’t that true of all manufactured goods from China?] Does make you wonder how prices are going to stay low when the rest of the world asks for a decent wage. Apple has stated it will ‘investigate’ since this clearly runs against their corporate philosophy.

Nike Deal Borgs Nano Runners – In one more of an endless onslaught of new products and technical innovations from Apple, Nike and Apple are co-advertising the “Nike Runner’s Kit” for iPod Nanos. The kit consists of a wireless sensor that goes in your shoe, a receiver that attaches to your iPod Nano, and software. Once configured, the runner can receive real-time audio feedback in his headphones, as the ‘kit’ tracks speed, distance, and calories burned. Does it also monitor pulse and heartrate? After exercise, the runner can sych the data with software on his Mac or PC, and even upload it to a web site where he can compete with other runners.

Grand Old Party Usurps Flag, is iPod Next? – Do not misunderestimate the significance of President Bush’s fondness for his iPod. For providing an opportunity for local Republicans to discuss how to further control the media, monitor all forms of communication for un-patriotic behaviour, enhance corporate profits, and further modify the tax code to their advantage, the RNC rewards ‘coffee’ hosts with a customized iPod, wrapped in a red, white, and blue flag decal!

Hillary’s Hits Hit the News – But wait! Just when this party starts to fade, we’ve got news of Hillary’s iPod, and my gosh, what’s on it?? It was Bill’s gift to her, and it’s full of Eagles, Beatles, pretty much what you would expect. Jeez. Everybody wants to be a cat. 🙂

Can the Democrats top the GOP marketing coup with their own promotional video iPod to big donors? Rumors assert it will contain denial sound bytes and contradictory truths from the current administration, including:

  • “There absolutely are WMD”
  • “Mission accomplished”
  • “Anyone that leaks will be fired”
  • “This is not a fishing expedition. These are targeted wiretaps of international callers”

…And more. Get yours today!!

– From Unpredictable Issue #81

Happy Birthday Windows 95

I Love Working on a Macintosh.

Does that sound weird? After all these years? To me it doesn’t. But to people who have never worked on Macs—or for some reason that I cannot fathom—have worked on Macs but just not liked it, let’s face it, it sounds weird. Because even in this enlightened new millennium, most computer users use Windows, and sure, they eventually get work done, but honestly, how many Windows users love working on Windows?? Seriously? Even the geekiest of Windows Weenies, the hottest Windows programmers, the most talented of Windows technicians, how many “love” working with Windows? I’d wager, very few. Very, very few. And Mac users? When they switch, when they get their first Mac, what do they say? You’ve probably heard it too: “I love my Mac!”

This is not just hearsay or advertising. I’ve been in this business so long. For years people would tell me their sob stories about their Windows computers, their malware, viruses, their crashes, and slow downs, and on and on. As a consultant I refused work on Windows. There was plenty of work; Windows is a job-creation-machine. But to me, it was always the same nightmare, helping with the same stupid problems. It was no challenge; it was an affront to my creativity. It was “stone knives and bear skins”. Friends, relatives, and potential clients whose business I refused all got the same answer: “Why don’t you get a Mac?”

The price difference was often the reason, and that has diminished over the years, but even deeper, the answer, in the old pri-mac-evil days was pretty basic: “If I get a Mac, who will help me when I have a problem?”

And this was true. With Windows, you could have your brother, father, sister, friend, colleague at work, TOTAL STRANGER, or homeless person on the corner help. The power of ubiquitous monopoly meant that nearly everyone knew someone who could help them reboot their their Pee Cee, format the hard drive, and re-install Windows. (Which was the standard process to fix 95% of the issues with Windows – which, by the way, is why it was called “Windows 95”).

Telling people, “If you get a Mac you won’t have all those problems,” was not enough. Apple support in those days was notoriously hit-or-miss. Apple had a 90 day warranty! (I kid you not! Ninety days!!) There was no Apple Store. There were no “Geniuses”. And Apple had yet to launch a convincing and brilliant Mac vs. PC advertising campaign.

So Microsoft helped. By releasing Windows 95. Ten years after the original Mac, Microsoft embraced the interface so completely, copied the Mac OS so totally, that in the end they won over more users to Apple. “Windows 95” legitamized the Macintosh just as Apple was suffering the “Time of Darkness.”

And here again we have to acknowledge a strategic vision that moved Apple. Maybe it was Steve Jobs—he always gets the credit, for all I know it was Phil Schiller—or someone else at Apple, but they built a comprehensive strategy to address all those objections, one at a time, piece by piece.

Over time, it started happening, they all started to get Macs. For awhile I helped some of my clients move their stuff, but Apple had the tools, and the Apple Store, and the Geniuses available, and soon there wasn’t much work there, and that was okay. It was satisfying to have all these people tell me, “I finally got a Mac! You were so right! It works great!” These days, Macs have become so mainstream, so accepted, so successful, that I don’t even hear that anymore.

Being a Mac user isn’t special or unique. It’s just a good choice. You’d hardly congratulate someone for buying a Mac any more than you would congratulate someone for buying a decent car. And…most people nowadays even understand and accept the emotional attachment that people have for their Macs.

And on this important anniversary, I just want to say, thanks Microsoft. Happy Birthday Windows 95. I love working on a Mac!

Taylor Tweets, Apple Beats Swift Retreat

After Taylor Swift’s Criticism, Apple Will Pay Royalties in Trial Period – The New York Times.

Who would have thought a few years ago that Country-turned-pop star and super successful Manhattan penthouse owner Taylor Swift would stand up for not only her own financial rights, but those of Indie bands and music companies? Reminiscent of Tom Petty. She did. With the power of Twitter she forced Apple’s Eddy Cue to cue up a new arrangement over the weekend that pays artists during the 3 month “trial period” of Apple’s new streaming music service. Go Taylor.

Microsoft Flashback 2001: “What’s in a Name?”

“Internet Explorer 3”

Microsoft used to play version number leap-frog with other software vendors. Why? Because everybody knows: the HIGHER VERSION NUMBER is BETTER SOFTWARE.

Nevermind that “Microsoft Word” went from Version 2 to version 6, it was BETTER than “WordPerfect 5”!

Which is why without ever releasing a Mac web browser before, Microsoft introduced “Internet Explorer” as VERSION 3. Because it was BETTER than Netscape’s current version at the time, you guessed it, “Navigator 2”.

As for their OS’s, Microsoft laughed at IBM’s “OS/2”, which was released after “Windows 3.1”, and then they jumped all the way to “Windows 95”. THEN their marketing department had a few too many martinis at lunch and got SO FULL OF THEMSELVES that they decided they were THOUSANDS of times better than anyone else. The result? “Windows 2000”.

From Unpredictable #12, March 20, 2001

Windows 10? Whither Nine?

What’s in a name?  Windows 10

Ironically and coincidentally—TechWite wrote only yesterday about “What’s in a name?” in relation to our favorite OS,  “TEN”, currently known as “Mavericks” and soon to be called, “Yosemite”.

Hey, Microsoft just announced they’re opening a “Microsoft Store” in Manhattan, about two blocks from—you guessed it—the Apple Store on Fifth Avenue. So now, instead of walking by the empty Microsoft Store with the bored Windows Geniuses at the Bridgewater Commons Mall, you can walk past the empty Microsoft Store with the bored Windows Geniuses on Fifth Avenue. This is just part of Microsoft’s long history of imitation. And they’ve done pretty well with it.

Today the TechWite Twitter feed is inundated, maybe obliterated, with short blather about Microsoft’s BIG preview and announcement of the next version of Windows, known as “10”. Does this sound weirdly familiar?

Microsoft decided to restore the “Start” menu, and “Search”, from the Start menu. They’ve decided that desktop users might prefer an interface that lets them use their keyboard and mice, as they have for the last twenty-five or thirty years, and still get to see those “Live Tiles” so loved by the Twix-snapping Microsoft  Surface (tablet) crowd. And, they’ve even added some nifty features like using multiple Desktops. (I know, Mac people, we’ve had that for years. Just cool it, and let me finish.)

Most of the snarky tweets clogging Twitter are about the version number. You know the current version of Windows is 8, and you know that your Windows computer is at 7, because, seriously, has anyone other than real Windows geeks and BDC Microserfs upgraded to Windows 8?? (The answer I’m looking for here, is “No.”)

Which brings us back to, “Where”, you might ask, “Did ‘NINE’ go?” Hence the blizzard of tweets from the confused twittersphere.

Guys, let’s do a quick review. Everybody knows that a “higher” version number is better than a “lower” version number. Right? So clearly, Microsoft is saying that Windows Ten is going to be WAY better than Windows 8. WAY. What’s the problem people? So they skipped Nine? This is not a big deal!!

Next time: Why you should expect the next iOS release to be number…

What’s in a name? The Oh Ess Ex Files

TEN, TEN, TEN!! OSX!

It just doesn’t work guys! Expecting our brains to look at three characters and pronounce one as the letter ‘OH’, and the next as the letter ‘ESS’, and then the third as the letter ‘EX’.  NO! NO! NO! (See what I mean?) The third as the ROMAN NUMERAL ‘TEN’!

Only a stubborn genius like Steve Jobs could have insisted on OH ESS TEN. Even the most simple minded Marketing person at Apple must have foreseen what a royal pain this name was going to be. Did any of them have the cajones to tell Steve? Probably not. Even if they did, he’d say,

“Hey, I was right about disk drives, wasn’t I?”

And they’d say, “Let’s call it ‘AQUA’ Steve, people will like that!”

And Steve’d say, “No. Don’t you get it? Generation ‘X’, uniX. It’s gotta have an EX. It’s a marketing thing!”

And they’d say, “Leave the marketing to Marketing, Steve, that’s what you pay us for!”

And Steve says, “I pay you? Everyone says the worst thing about Apple is its marketing. They’ve said that for twenty years! Have I been paying you for twenty years? I wonder what our market share would be if you were working on commission!”

“Steve, you want them to think EX but say TEN. It’s too complicated.”

And Steve would say, “You bozo, I killed Newton, tell me that was a mistake! We’re profitable!”

And they’d think, “Palm and Handspring, they’re doing well…” but they’d say, “How about we just SPELL it ‘OS 10’?”

And Steve would reply, “Are you still working here? OS/2 is IBM’s Operating System. Do you think I want ANYONE to have the slightest perception that OH ESS EX – damn it! – OH ESS TEN, is in any way related to some antique rubbish code from IBM??”

Well we know who won that argument. The  Steve won. The product was named “OSX”,  and properly pronounced “Oh Ess Ten”. But he lost the battle. Because to this day you can hardly find an Apple-Store-Newbie-scruff, much less a GENIUS, who calls it anything but “Oh Ess Ex”.

From Unpredictable #18, May 14, 2001