Social networking (using social media to interact and share information) isn’t just about finding posted jobs…it is about building relationships. Your job search requires you to do more than just apply for jobs online. Learning how to use social networking sites will help your long-term strategy – by creating new relationships to open doors now […]
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If you are tired of your application falling into a black hole and want a better way to communicate with a potential employer and secure an interview, then you need to get referred. Here’s how to make contact and what to say! Referred Candidates Are The Top Source Of Hires Companies report that employee referrals […]
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âTell me about yourselfâ is one of the most common interview questions out there, which means knowing how to answer it is essential. The following guide breaks down all facets of this question so you can respond in a way that makes interviewers eager to hear more. Table of contents The Reason Interviewers Ask This […]
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Did Meta, the biggest player in the space, seize the opportunity to create the next massive social media platform?
Itâs not every day that a new social network comes out...especially one built by Meta which is sort of the king of all social networks. One of the big differences of this platform design includes a decentralized social media platform which means that, eventually, it is going to work with other social networks.
It may be the fastest-growing social media app that we have ever seen. While hitting 100 million users in just a few days, Meta has unapologetically taken advantage of perceived weaknesses at Twitter. Threads has dominated the space recently. The Twitter-like platform provides a community for sharing in a kind, nice, polite-ish conversational-driven platform. The basic idea is to create a place where users can write sentences, share ideas, post photos, and have conversations on various popular topics with text and some forms of visual images.
Metaâs Threads is not trying to cancel Twitter or dispose of Twitter, yet the 1.0 version of this looks a heck of a lot like Twitter. The platform is reportedly built on Activity Pub, according to Adam Mosseri, head of Instagram, where he has been working for Instagram for years and is in charge of the Threads project. Meta for the first time in its history is doing something that they have never done before: letting the control go. (Eventually, you can even take your entire following off the platform to another if you don't like Threads!)
Unlike Twitter, Facebook, or Instagram, Threads is going to be decentralized. Hard to overstate what a huge change that is for Meta. Meta hasn't been popular in the last two or three years. They have struggled with government scrutiny, customer service issues, and privacy issues. Congrats Meta, going all in!
I, like most, found Twitter in the 2000s and followed the news threads for daily quick headlines and updates. I like to see what is happening in pop culture, what's trending, and, of course, from time to time, the quick Kanye update. Twitter helped me understand what topics I wanted to write about during that day and what hot topics to share on live streams and panels I was speaking on. So when Twitter started to collapse in the last 6 months, I felt a bit of a void and was hoping that someone would come forward with a replacement and that day has arrived.
I'm sure I am not the only one flipping back and forth comparing Twitter and Threads, but I have noticed how easy it is to have all of your followers onboard to Threads from Instagram. The platform is super clean and easy to navigate, and how did they make the uploading so fast? It's awesome. Plus, music fanbases can now be migrated from Instagram with little effort AND the fanbases can also be moved off the Threads platform if requested, allowing for hard-earned followers to stay togetherâgreat news for Ratt Pack fans and others alike.
The breakdown between Twitter and Threads looks like this:
Threads
Common Shared Features
It's exciting to join a platform where you are not starting from scratch with your threadheads as you can onboard your fans directly from IG. It's also fun to be part of a platform from the jump where, during the first few days of launch (after the soft testing by select influencers, companies, and celebrities), your posts end up in the main feed of Threads so virtually anyone can see the post...even massive influencers!
The first users were companies like Netflix telling a few jokes, Hollywood Reporter telling a few stories, and Mark Cuban, who was talking about what a nice community it is.
The platform seems to be focusing on the vibe, the cleanness of the platform, and keeping politics and news at a minimum with fun at a premium. Every new app is a risk and it's not easy, so let's check in with the top executive who has been creating Threads, namely Adam Mosseri.
According to a podcast discussion on Hard Fork, a tech podcast hosted by journalists Kevin Roose and Casey Newton, Adam talks about the challenges, goals, and hopes for Threads. There has been a tremendous amount of work in thought, tech, and production to create the platform where the demand from Instagram has developed a beautiful creator community. Threads appears to be aiming for thoughtful creator-type conversations around public topics. "More focused on the communities that use and love Instagram...you have to take some swings and we settled on this and we will see how it goes. The main tab is the feed, the next tab is search, the third tab is like Instagram, it's the composer...then your activity, and then your profile. The post and comment model is great but it really does not support public discord nearly as well as the tweet and reply model...elevating the reply to essentially the same level as the initial post allows for much more sort of robust discourse."
If you have not moved over to Threads, you should. It's a vibey place for creative, shared-thought conversations. I think you'll be surprised at how clean and easy the platform loads, supports posts, and is a flow of positive thought. Tell me your favorite Thread feature!
Creating an emotional bond with consumers requires more than good marketing. It requires understanding your audience, being authentic, building trust, connecting personally, and inspiring storytelling.
Which brands do you think got emotional branding right?
In 2021, Chipotle noticed that conversations were happening on Roblox around their brand, with fans creating Chipotle-themed avatars and games. They decided to mix things up and brought their annual Halloween “Boorito” promotion to the Metaverse in partnership with Roblox. Each day, the campaign prompted Roblox users to dress up their avatars in Chipotle-inspired costumes and accessories, including Chip Bag Ghost, Burrito Mummy, Spicy Devil, and Guacenstein. Users were then encouraged to visit the Chipotle virtual store to retrieve a code for a free burrito to be redeemed online. Users could also interact with the Chipotle Boorito Maze to collect ingredients that would give them superpowers to avoid spooky monsters. Once users reached the maze's center, they could access free and exclusive Chipotle-themed virtual items for their avatar. Chipotle’s share of the proceeds from the sales of the in-game items was donated to a cause that supports young farmers.
Chipotle is always experimenting on new platforms to meet their customers where they are at, providing them with an experience and value exchange that’s authentic. More than 8.5 million people visited the maze since it launched in October and this number continues to grow as Chipotle decided to keep it going.
Unfortunately for Facebook, trying to hide its problems behind a new name doesn't work. Facebook rebranded itself to Meta, bringing together its different apps and technologies. Apps like Facebook, Instagram, and Whatsapp are now a part of the new metaverse-focused parent company. This announcement came on the heels as the social media giant dealt with claims that it had violated individual privacy, bullied small companies as a monopoly, damaged teens’ mental health, and even incited violent insurrections. CEO and founder Mark Zuckerberg presented a six-minute video of why the company was rebranding itself and its agenda. In the video, Zuckerberg came across as uncomfortable and awkward.
According to the Harris Brand Platform, Facebook’s trustworthy score dipped to 6.2% once they announced their rebrand to Meta, Source. And a CNN survey released in November found that 76% of adults believe “Facebook makes American society worse,” Source. U.S. teenagers' 'time spent' on Facebook was down 16% in 2021 compared with 2020. Source.
Geico started disrupting the insurance industry 20 years ago. It was then when we first met the personable green gecko with a British accent that America fell in love with. We learned a simple message that hasn’t changed since: “15 minutes could save you 15% or more on car insurance.” What separates them from the pack is that they deliver this consistent message across a wide variety of amazingly creative and humorous ads: gecko, caveman, when pigs fly, spy mom, hump day, tag team helps with dessert.
How many of these ads do you remember? Geico’s emotional branding approach has impacted its brand awareness and performance being the second-largest insurance company by market share.
Peloton, known for its cult-like, loyal fan base, thought they could ignore safety issues. In March, Peloton received a handful of 'incidents' related to its Tread+ treadmill including the death of a child who’d been pulled below the belt. In April, The Consumer Product Safety Commission (CPSC) warned Peloton owners to stop using the Tread+ if they had small kids, or pets at home, citing “serious risks." Peloton initially pushed back on the CPSC’s guidance, indicating that their statement was a “misleading, inaccurate bulletin.” CEO, John Foley, posted a letter on Peloton’s website acknowledging “a small handful of incidents'' related to its Tread+ machines and that “there is no reason to stop using the Tread+ as long as all warnings and safety instructions are followed.” After mounting pressure from U.S. Rep. Jan Schakowsky (D-Ill) who told the press that “one family will never be the same…because a new, ‘hot’ company prioritized their brand over human life," in addition to receiving 72 reports of adult users, children, pets, and/or objects being pulled under the rear of the treadmill, including 29 reports of injuries to children such as second- and third-degree abrasions, broken bones, and lacerations, Peloton changed their tune Source. In May, Peloton voluntarily recalled its Tread+ stating, “I want to be clear, Peloton made a mistake in our initial response to the Consumer Product Safety Commission’s request that we recall the Tread+. We should have engaged more productively with them from the outset,” Foley said. “For that, I apologize.”
Following the announcement, Peloton’s stock plunged 16% equating to a loss in value of about $4 billion. Peloton estimated the treadmill recall would cost the company about $165 million in lost revenue during the quarter, and result in a $16 million hit to its profits.
According to a recent study published in Harvard Business Review, being emotionally in-tune with your customers can make or break your business. Researchers found that tapping into a customer’s unspoken emotional needs is the most effective way to maximize that customer’s lifetime value (CLV). Source Hopefully it’s obvious to you which of these brands were desperate and which were dialed in, driving increased CLV. Start building your brand leadership today. You’ve got this!
