Last week I brought you the epic Facebook link roundup … this week, the epic Twitter roundup? Well, maybe not epic, exactly. But there’s definitely been some noise about Twitter, probably because people are sick to death of talking about Facebook.
First, there’s @BPGlobalPR, which is basically the new @ShitMyDadSays. If you somehow missed it (which seems impossible, if you’re on Twitter at all; there’s a 100% chance that someone you follow retweeted @BPGlobalPR this week), some folks set up this satirical account to highlight just how much “BP cares,” sending out a stream of tweets along the lines of:
As you can imagine, this has caused quite a stir – but not at BP. According to AdAge:
The use of the [logo] and of the @BPGlobalPR handle isn't something BP seems particularly bothered by either. "People are frustrated at what's happening, as are we, and that's just their way of expressing it."
Surprisingly chill attitude, no?
According to Lisa Barone at Outspoken Media, this is how they should be reacting, at least in part. She thinks BP should take action, but rather than having the account removed, work with the fake BP account to make it clear that it’s a parody (some people have mistaken the feed as BP’s actual “PR”!) and to mix real information in with the satire. I’m not sure if that last bit would work or only increase the confusion, Facebook-style, but it’s an interesting strategy. (The fake account already has more than 55,000 followers.)
On the Knowem blog, Robert Siciliano is also looking at the situation from a reputation management perspective:
The fact that some people think [the account is] real speaks volumes about how vulnerable any company is from this type of impostor fraud. The fraudulent account demonstrates how difficult it is for companies to maintain a controlled online presence with the proliferation of social media.
What else is going on in the Twitterverse? On Monday, Twitter announced a new policy regarding third-party advertisements: “We will not allow any third party to inject paid tweets into a timeline on any service that leverages the Twitter API.” Not sure what that means? Danny Sullivan put together a helpful FAQ about the new rules, answering questions about who’s affected and who isn’t and what’s in store for outside developers.
Shoemoney also wrote about what the announcement means. The upshot: “for 95% of people that were making money with Twitter it’s very bad news.”
One more Twitter link before we move onto to the world outside social networks (yep, it’s still out there). Justin Kownacki wrote an interesting piece called “I Tweet, Therefore I Am … Empty?” questioning how much web content revolves around web content. He points out how boring it would be if all TV was about TV or all books were about how to sell books. So can web marketers market about anything other than marketing?
What if you spent more time writing and reading about a topic other than the web itself?
Who’s creating dynamic media that happens to be online, rather than media that only matters online?
How can you use social media to teach others about a subject besides social media?
Of course, this is only true for … web marketers. Just as most books aren’t about books, most content on the web isn’t about the web. It’s about celebrities and cats and casserole recipes. If you can’t stand reading and writing about the web, it’s not too late to drop everything and become a surfer*.
*Like, on the ocean. Not a web surfer.
Search Marketing Highlights from the Week
Brad Geddes drops some fascinating stats about search queries, which seem to be getting ever more unique. Not only is it true that “1 in 5 searches conducted on Google either haven’t been done before, or at least haven’t been conducted in the last six months,” but “70% of queries have no exact-matched keywords.” This really reinforces the need for long-tail keyword marketing and smart use of broad match options.
Matt McGee wrote about this data too, saying that “the long tail is alive and well” and this is especially helpful for SMBs, who “will not compete with Big Brands for short keywords like ‘shoes’ or ‘skin care,’” but “can compete on longer search phrases.”
On Search Engine Watch, Josh McCoy says we need to break the “obsession” with single keywords: “Your obsession should lie in compartmentalizing site sections and the page themes that expand upon the broad keyword theme … From a cost-benefit standpoint, you can start getting rankings/traffic/conversions soon from the expanded term focus rather than battling solely towards one or a few terms which may take a year or more to see success.”
PPC Blog offers 15 steps to improve your copywriting, stressing that copywriting isn’t just about good writing, it’s about “convincing someone to take action.”
More writing tips! On Search Engine Journal, Scott Cowley illustrates how techniques from top keynote speakers like Chris Brogan and Mitch Joel, such as using stats, images, and quotations well, can improve your blogging.
Have a great weekend, folks, and Happy Memorial Day!