Tag Archives: social media

As I and many other bloggers and Tweeters have found out to our embarassment and horror, the social internet is a cruel mistress. Good stuff gets noticed and passed on, dull stuff sits there. It is an absolute meritocracy, and all the sponsored tweets in the world don’t change that fact.


That’s also what makes the social net a fabulous algorithm for media planning.


Buried in an Ad Age piece about Chipotle’s much-awarded “Back to the Farm” spot is a somewhat subversive—and totally brilliant– perspective on buying traditional media in a social-media world. Chipotle’s CMO, Mark Crumpacker, had this to say about why Chipotle, never a big TV spender, took the plunge with this ad:


“It’s pretty easy to figure out whether something’s popular before you go and buy media around it,” said Mr. Crumpacker. “It wasn’t as easy before without social media … the plan is to put them out there and see how well they do.”


In other words, instead of trying to figure out how many eyeballs you can afford to expose to your ad, and copy-testing the ad itself to see if anyone will remember it, just put the sucker on YouTube. No guesswork, no waste. If it’s good enough to be shared, it’s good enough to be aired.


Let @Mikey try it.

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Sharing is work.

No one would ever confuse me with one of Malcolm Gladwell’s Connector types. I’m not a schmoozer and I dislike blurring the boundaries between personal and business, much to my own detriment no doubt.

But let me state this plainly: sharing is work. I look at the pyroclastic flow of Tweets from that Mashable guy and I just get exhausted. And a little sad.

Last weekend I was a bachelor because Lindsay was visiting my daughter in DC. So I decided it would be my weekend of being digitally social. I would be multi-platform, synchronous, dynamic and engaged.

First I decided I would Tweet (I’ve had a Twitter account for a month, totally inactive). But about what? And to whom? And if I riff on someone else’s stuff, how do I keep the url of that person’s Tweet or post or whatever from hoovering up half of my 140 characters?

Also, if I Tweet, do I tell people about it on my blog? Or is it the other way around–tell people on Twitter I just added a blog post? And does that show up on Facebook? Should it?

Now my agency has a blog and a Twitter feed. Am I supposed to keep them all separate? Isn’t that the virtual equivalent of being schizoid?

Look, here’s an interesting article. Do I hog it for myself to RT on my own Twitter account? Do I take one for the team and send it to Seiden?

Are there people you can hire who will spend all day on Google looking for the urls you need to link your references?

I mean, who wants to do that? That’s worse than digging fence posts.

At least when you’re digging fence posts, your mind is free to wander.

Spending your day staring at 4 open, blinking dashboards, wondering how to parse your thoughts into packets to disburse into these gaping maws, is like putting your brain through a potato ricer.

And one more thing–there’s absolutely nothing refreshing about refreshing your page.

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