While pulling together some stats for a presentation this week, we couldn’t help but notice the meteoric rise of Cadbury’s Twitter account. Here are the latest figures from socialbakers.com looking at the biggest gainers amongst brands in the UK:
With the largest increase in followers of any brand this month, Cadbury’s have picked up over 35,000 new followers.
As Paralympic fever grips the country, Cadbury’s have done a fantastic job of capitalising on their Paralympic sponsorship. Changing the name of their main Twitter account (presumably temporarily), to “Cadbury Paralympics” will have made absolutely sure that they show up in the vast number of searches for the topic.
They’re also sending out a really engaging mix of content during the event. Recent tweets have ranged from insider “on the scene” shots:
to retweets of the competitors’ eye view:
They’re also running daily contests which tie really nicely in with the Heroes brand, which are fun and appropriate rather than coming across as awkward “push” marketing.
So despite a fair amount of negative comment on Twitter about a confectionary producer being a key Olympic sponsor, Cadburys seem to be making great gains out of the increased visibility.
A report in the Telegraph today discusses how Twitter and Facebook has been found to increase anxiety and feelings of inadequacy amongst users.
If you’re active on social media either personally or professionally, you’ve probably experienced this at some point. It’s easy to get “sucked in” to the feeling that you must keep on top of everyone’s updates. Then and when all those updates seem to point to a perfect family, glamorous social life or cabinet full of business awards, it’s easy to start wondering why your own home / social life / career doesn’t match up.
Just last week, we were “discussing”** THOSE facebook friends in the office. The ones who you know are ruthlessly editing their lives to glossy perfection.
The “loved up” holiday updates from couples you know are on the verge of divorce. The poolside cocktail photos taken on a quick break from being bullied into submission during a sales conference. And possibly most irritating of all, the coy, attention seeking status updaters of the “Wow, what a life changing day” variety.
When we stop to think about it, we all know that nobody’s life is like that. Providing such a skewed view of what’s happening with their lives means that the updater is missing out on some of the best aspects of social media – being able to access support and advice, and connect with people who want to help them. They’re also depriving their real friends of the opportunity to offer a shoulder to cry on over the crumbling relationship, or moral support in the face of the bullying sales manager.
The same dilemma applies to updating your business Facebook page or Twitter account; does everything always have to look as though you’re conquering the world?
A business-based social media account is, by its very nature, going to demand a certain level of self-censorship – although we tend to call it “professionalism.” In the same way that your office colleagues don’t need to know the details of your bout of gastroenteritis at the weekend, there are plenty of reasons why you wouldn’t want to reveal doubts, fears, failures or outright cockups in your business.
But. Sometimes a little honesty can go a long way. Social media is a brilliant channel for asking for help or looking for expertise. Giving others the chance to help, or even just sympathise, is going to make your account more attractive and human than a constant barrage of “look how great we are”.
In general, more people identify with difficulties and struggle than they do a neverending stream of “wins”, so not being scared to admit when things aren’t perfect will help you build much more meaningful relationships – and perhaps even find solutions to some of your challenges.
What do you think? Are we all self-censoring too much these days, and is it possible to be more honest?
**OK, ranting insanely about
There was widespread media coverage yesterday of MP Louise Mensch’s launch of “Menshn”.
Apparently positioned as a rival to Twitter, Ms Mensch’s business partner explained their thinking behind the project:
“Twitter is just very a very random stream of chatter if you want to stick to a particular topic like politics or business,” Mr Bozier said
As well as keeping discussions relevant, Mrs Mensch and Mr Bozier hope Menshn’s more controlled environment will also discourage abuse.
Hmm. Is it just us, or are we reaching an all time low here of people who don’t get social media, launching social media sites?!
Human beings form relationships, and have meaningful debates, through “random streams of chatter”. That’s what makes Twitter so great – you can bond with someone over your shared love of Japanese food, instead of (or as well as) developing a business relationship.
“Sticking to one topic” is going to make that discussion artificial and, quite probably, dull, bland and humourless. If that’s what you want from your social network, there are plenty of options out there – carefully selected parts of Quora and or / LinkedIn will do you just fine.
“It’s just full of people discussing what they had for lunch” is an objection we hear about Twitter from time to time. Usually from those who haven’t used it, or are feeling under pressure at the thought of another huge deluge of “data” which they need to keep up with.
As a minor aside, this week’s other media phenomenon is the story of Martha Payne, whose school lunch blog was banned by her local council and then un-banned again following a huge outcry. A waste of time, or crucial debate about health and nutrition for young people? Yes, that’s not the same as someone debating whether to pop to M&S for a prawn sandwich or get a burger, but the point stands: sometimes it’s the trivial stuff in life which IS important, for all kinds of reasons.
But here’s the thing: everyone’s Twitter is different. There are users dealing solely with research and debates on the frontiers of astrophysics; world-famous entrepreneurs giving their thoughts on the economy; and, yes, people who just want a bit of water cooler chat and may well be discussing what they had for lunch.
Your own Twitter experience will be unique to the combination of people you follow, and if you don’t wish to discuss your lunch, stick to the astrophysicists, or politicians, or whatever is your bag. Starting an entire new social network just because you haven’t figured out how to fine tune your own Twitterverse yet seems a little extreme.
The second statement is bordering on delusional. We understand that Ms Mensch has come in for some, at times, unpleasant and unacceptable abuse on Twitter. That’s what happens when you’re a controversial figure using a two-way communication platform; there are some people out there who won’t agree with you, and a few who’ll express that in unsavoury ways. You have two options: delete, block and move on, or go back to publishing articles in the Daily Mail where nobody can answer back (and avoid the online edition at all costs, but then that’s a good general rule for life anyway).
The idea that restricting the “approved” topics on a site – currently on Menshn, you’re allowed to discuss the US elections in general, the Obama campaign, and the Romney campaign, and that’s all – will in some way “discourage abuse” seems wildly misguided. How would you implement such a thing effectively? Program in a limited vocabulary of approved words from which users can make up their messages?! Doomed to failure, that one.
What do you think – do we need a new platform to “exclude” trivia from Twitter?
Meanwhile, the Twitter community, in another example of the genius that can come from triviality, have been busy coming up with other suggested startups which might be relevant to MPs. Read and smile.
Doing the rounds of the Twitterverse this morning is a link to a site masquerading as a Shell corporate initiative.
It’s cleverly done, with convincing links to various corporate-looking sections which just happen to be “down for maintenance” whilst the main content of the site launches a social campaign, apparently to help consumers get behind Shell’s bid to exploit Arctic oil resources.
We were certainly fooled at first, although the doubt started to creep in when we got to this:
“We at Shell want everyone to feel as “pumped” as we do about freeing much-needed Arctic resources. After all, the Arctic is the common heritage of all humanity, and what we do there matters to everyone.
Below are some of the ads that users like you have created for Shell’s Let’s Go! Arctic campaign. Why not create your own, and possibly win an all-expenses-paid trip to see the Kulluk in action?”
Surely even the most deluded marketing team wouldn’t…..ah, hang on. There’s a reason why this isn’t on Shell’s main domain!
The link to the “campaign” is here: http://arcticready.com/social/gallery
We’re assuming that it won’t be too long before Shell take action on this one, so we’ve captured a flavour of the current ” user submissions” below, for your enjoyment. Whoever set this up has clearly been watching a few other big brands in action, as the idea isn’t a million miles away from the (entirely genuine) McDonalds #McDstories campaign on Twitter