Posts tagged ‘twitter’

October 11th, 2011

Tribes’ problems: destroying Social Media spreading and discoveries

by Laurent François

Many observers are talking about a threat in Social Media: as Mark Schaefer writes on SMT, Twitter would be dying as an information tool, because of the tribes themselves.

Affinity groups, if they have a lot of advantages in real life (solidarity, network effects, business possibilities…), also have a big problem on social web: they tend to only promote themselves.

Mark notifies some negative elements: “auto RT” for instance, propagated by communities of allies, give the feeling of a giant new kind of ad space. Auto RT helps bloggers to appear in a very competitive market; but value added is very low, as it pollutes our attention. It’s a kind of necessary thus pervert leverage, because of Google too, which focuses on live search and dismantles the access to relevant archives…

Communities filter new entrants (arent’t hashtags anoter discriminative barrage?) and also filter external sources (besides important news as a tsunami or a war…). It reduces to a certain extent the quality and quantity of information.

Natalie Rastoin et Camille François summarized the main issue of this hyper-personalization + hyper-tribalization: what I want to get as a consumer is not what is necessary to access as a citizen.

3 main examples today:

  1. the very bad coverage of the new Huffington Post in French: communities of journalists + media-related spheres polluted my timeline, without really informing me
  2. the Mashable article on the new Facebook for iPad has been RT 10 times during the last 5 minutes (I only follow 760+ Twitter users, which is already enormous for a single man…)
  3. no info on Karachi affair

2 conclusions:

  1. curation is now a kind of investigative work; it requires a huge amount of time. I’m wondering if I’m not going to leave mainstream tools like Twitter to focus more on “1 to 1″ lunch with relevant people
  2. because of Twitter becoming mainstream, and linked to its real core business, entertainment, I’m now wondering if I’m not going to dive into more “underground” or hidden netwroks
October 9th, 2011

Talibans on Social Media

by Laurent François

NATO and their allies seem more and more scared because of a new evolution in Taliban strategy. If some decades ago, they were considered as modernity’s lost children (ie listening to music or watching TV were strictly forbidden), they are now massively entering digital era, deploying an efficient Social Media strategy.

For many months now, citizens or activists can follow Alemarahweb account, on the current fights from islamist troops vs American soldiers. We’ve also seen a true Twitter war between ISAF and Taliban spokeperson, which is a very interesting trend for next battles; giving live updates and controling the WOM spread is as important as earning new grounds. It is highly strong for Taliban as these social platforms endeavour their contact strategy with foreign opinion leaders. Websites pro-Taliban are sky-rocketing and it is linked to a “real” and daily pressure pattern on local populations. Not only through dangerous, violent and costly raids, but also through massive SMS sending, diffusing ideas and information on Jihad. Because it is sent at a very frequent pace, it could be compared to a digital minaret. Every channel used by international brand is also mastered by Talibans. It gives coherence and “form” to their ambition.

If we summarize: Bin Ladin implemented a TV-oriented communication. It had advantages (shock, expectations from media, fear…) but it lacked what the new digital strategy owns:  resilience with their target groups.

It is to be approached as one of the most jeopardizing threat against NATO; because the vision is now kind of blurry, local citizens start doubting, whereas Talibans suggest a simple thus coherent platform.

Talibans managed to control again the communication funnel, as Thomas Ruttig explained in 2010 en 2010 :  “Ces huit ou neuf dernières années, les Taliban ont réussi à diminuer le nombre de voix émanant du mouvement. Les premières années après la chute des Taliban, il y avait différents porte-paroles donnant souvent des versions différentes de la situation. Mais c’est terminé.” 

Conquering new cash-flow providers in foreign countries + a necessary need to get direct responses capabilities in terms of influence were two priorities. Because the new generations are highly pervasive in Afghanistan; they’ve been raised with internet and with Afghan diaspora. Soft Power is not only great powers’ main asset; it’s now also widely relevant for niche groups like Talibans for 2 reasons: they move faster than big organizations; they have a will in which deat is also part of the programme.

March 28th, 2011

Digitally influenced: “50% of Tweets Consumed Are Created by 20K Elite”

by Laurent François

Citizens!

A strong study by Yahoo! on contents produced & consumed on twitter.

Researchers at Yahoo! say that 50% of the tweets we read are produced by just 20 000 users wordlwide.

  • only 15% of tweets that ordinary users get are directly from the professional media, whereas they’re the most active content-producers
    –  it’s not a fail but a normal rate: a generalist media talk about a wide diversity of topics, and not 100% topics interest a wide diversity of people. Hubs of conversation can happen in a second life, through search engines
    – if 100% of contents that are produced were RT by billions of people, there’ll be a kind of psychiatric traffic jam. It’s a good news that people keep on filtering
  • 20K users (or 0.05% of all Twitter users) attract 50% of the attention. Among them: bloggers, celebrities. A new influential loop: you can interact on diverse interests with diverse hubs, it’s no longer fully segmenter. Sharing and opinions can arise, where you don’t really expect them
  • Conversations are unequal, asymetrical and scandalously one way: you only follow back 20% of people who follow you

To conclude, it’s pretty funny that twitter success is more on what you listen (so the quality of contents producers) than what you discuss. If I’m so demanding on good media, it’s also a way to create information dependency. Who said that verticality was dead? A star-blogger, maybe.

August 16th, 2010

WTF in France #9 – Alain Lambert quits Twitter: digital influence to produce silence

by Laurent François

Citizens!

Alain Lambert, Senator in the Upper House of Parliament and President of Orne County Council, who was Minister for the Budget and Budgetary Reform from 2002 to 2004, decided to quit Twitter.

edit:Loïc H. Rechi abstraitconcret @lilzeon en fait il a juste passé son compte en privé. translation: Alain Lambert hasn’t left, he now has a private account…

He was a very involved digital influencer, who was one of the very first politician (not to say one of the best) to understand and use Social Media. He was also involved in one of my Ogilvy project called “L’Express 3001“which aimed in early 2009 to produce with diverse digital stakeholders a special edition, thanks to a kind a lab, to explore synergies between bloggers, journalists or other types of content-makers.

On August, 15th, Alain Lambert sent 2 tweets from a Church. Problem is: a journalist who works for Ouest France, Mickael Louedec, wrote an article mentioning it. Alain Lambert, a bit angry and probably tired to manage a community of Paris-centric journalists & bloggers, decided to leave.

Few questions and insights:

  • how to manage extimacy when you’re a public person like Alain Lambert: it seems like even former Ministers don’t really position clearly themselves between what can be shared, and what must remain fully private. What a pressure…
  • how can a journalist base a whole article on a simple tweet? In this new environment, whereas you discuss as in café for upper class people, suddenly someone extracts a piece of what you say to use it for his own objective. Off is dead, definitely
  • finally, depending on your target: is it worth “tweeting” when your voters are not really into this tool? Leaving Twitter is for Alain Lambert a way to take again the lead on his narrative. To produce silence, in a sense

Digital influence is not only about engaging conversation; it’s also about managing who’s talking. And who can’t.

May 7th, 2010

Twitter: facts & figures

by Laurent François

Very interesting facts & figures about Twitter. As you see, French are not in the top, but Twitter is a very important place for journalists, digital influencers & observers.