I had to laugh when I saw Leo Laporte (@leolaporte), probably the most influential technology journalist out there, tweet the following:
Sponsored tweet = instant unfollow from me. That's the last thing I need in my stream.
Why laugh? Because it’s a beautiful and succinct display of what many people we talk to feel.. And he owned the #izea hashtag for quite awhile and he typo’d it.
Look, I’m all for people trying new things to “monetize.” Everyone’s gotta eat – and people I respect are on the board of Izea – but one thing I’ve learned first hand as a businessperson is trying to create a market, or serve a need that doesn’t exist, is begging for pain. I feel like a lot of my fellow social media folks are constantly looking for problems to solve with their products or services. It’s like a gold rush – the ones looking for gold, for the most part, aren’t going to be the ones who get rich, it’ll be the modern equivalent of Levi’s selling the tools and accouterments to the miners (hello Radian6, et all?).
Izea’s Genius
On that point, Izea’s business genius is creating something that requires very little work. It doesn’t have to be wildly successful to make a lot of money; what work is there is running an automated system? (Yes, I know there’s work, but it’s multiplying power of effort is great). I’m going to unfollow (and have consistently) folks with sponsored tweets – but ironically enough, I follow @starbucks, @rackcloud – and a host of other brands where I am interested and get value. I sign up KNOWING what I’m going to get.
What I don’t want to have is the digital equivalent of the Obama commemorative coin sales pitch popping up from my “friends” on Twitter (I get enough of that on the street). Who makes the money? Not usually the guy selling the commemorative coins, but the guy who got that person into the business. But that’s me. I know that just because I (and many other advertising-resistant folks) won’t buy in doesn’t mean other people won’t. But I also call out (privately) Sandler sales system people – I didn’t go through it, but I smell a reversal a mile away when someone’s pitching me.. but it DOES work on some folks. And that’s their market. It’s not me. It’s a small percentage of the mainstream, and that’s all they need.
There IS Opportunity
I do think there’s great business opportunities with Twitter. There’s examples of relevant, in-market Twitter streams driving traffic and sales. Also, brand building with individuals and conversations.
But the great thing? It can run it’s course. You CAN just unfollow. Or not. The ironic thing is that we, in some ways, can ALL be right.
Hi Jeremiah,
This stuck out: “a businessperson [that] is trying to create a market, or serve a need that doesn’t exist, is begging for pain.”
The purpose of tapping into social media isn’t to try and wedge yourself in somewhere you’re not needed, and I suppose that’s probably lots of people’s objection to sponsored tweets. Being courted is okay if I’ve asked for it, but not so much if it’s just being forced into my stream. Thankfully, as you point out, it’s an opt-in model.
Tools – when used well – are about helping you work better. But no tool (or social media approach for that matter) will make up for misguided strategy, or fix your broken business model.
Cheers,
Amber Naslund
Director of Community, Radian6
@ambercadabra