Memo to Sprint: What Twitter is Not
April 28, 2009
Okay, I’m assuming that everyone who has had some kind of visual contact with a television set for at least 5 minutes in the last month or so has seen the Sprint commercial where the slightly smarmy voice-over guy says:
233,000 people just twittered on Twitter. 26 percent of you viewing this have no idea what that means.
Haven’t seen it? I’d be a bit surprised if you said you haven’t, considering that Sprint’s ad/marketing budget seems to be the same size as the gross domestic product of, say, Portugal ($237.3 billion, thanks for asking). No matter, though — here’s the entire spot, with the Twitter part being about :33 in:
It’s actually a funny line, especially considering my wife didn’t know what Twitter even was until a few months ago, and I had been on Twitter for several months before that.
I have a problem with the Twitter segment in the spot, though. Not the actual line — but what the cute little birdies are saying. That’s what has my knickers in a bit of a twist.
If you noticed, they’re saying “me me me me.” You can even see the word in the little cell-phone icons over their little twittery heads. Friggin’ birds.
Actually, I should take that back (and I do). My objection is to them saying “me me me.” Why? If you’ve read enough of my posts here, you know that I do not view Twitter as a one-way “push” service where I tell people that I just took my third sip of coffee of the morning and it was just as hot as my first sip — or something just as innane. If you didn’t know that before, you do now.
What’s worse, I know that many people out there … especially this influx of celebrities the service has seen … treat it like their little cyber soap box of sorts. Well, guess what? Twitter is all about conversations. It’s all about building community. Something a vast majority of the “stars” out there don’t even bother to think about doing. And many of the corporate brands on Twitter don’t, either.
There’s plenty of us Twitterers out there who know this, and who do their best to try to engage others in conversation. Share opinions. Even call one another out every once in awhile, when you disagree. It’s safe, I promise.
What’s more, the celebs and brands that do engage with their Twitter followers discover something wonderful: They actually get good ideas and suggestions from their consumers! Wow – two-way conversations with the people who put money in your pocket! Who’da thunk?
Seriously, if as a brand or a celebrity (but I repeat myself) you’re not in touch with the people payin’ your freight … well, you might as well pack it in. Because you have competitors out there now who “get” the whole social-media thing. They know how to talk to their customers. How to handle their complaints. How to better their chances that they gain those things called … repeat customers.
Probably the biggest question I have about the spot, though, is … where’s the Fail Whale? I could think of all kinds of “whale eats birds” scenarios for that commercial that would be an absolute scream. Then follow it up with a Pepcid spot, and you’re pretty much in commercial heaven.
(NOTE TO SELF: Get ticked off when writing blog posts. You know they always turn out sharper … and funnier).
Entry Filed under: Twitter, associations, corporate, social media, social networking. Tags: bob woods, fail whale, media, microblogging, network, networking, networks, social, social media, social network, social networking, social networks, sprint, Twitter.
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1. Deirdre Reid | April 28, 2009 at 11:32 am
Thanks for the warning, I’ll avoid that commercial. Unfortunately, someone new to Twitter (a person, association or company) may end up following those who are “me me me” all the time — newbies, celebrities, MLM folks, those who love quotations, you know the ones I’m talking about — and think that’s what Twitter is all about. I wonder what the breakdown is between those who have conversations on Twitter compared to those who broadcast. Based on all the follow requests I get from the broadcasters, I think they’re in the majority, I just don’t follow them.
I guess it’s up to us to educate those who follow us so we can make Twitter a more engaging platform for everyone.
2. Bob Woods | April 28, 2009 at 12:23 pm
@Deirdre Reid –
Thanks for writing. I think education is the key. I certainly hope Twitter doesn’t end up being known as the “home for Oprah” or the “home for Ashton.” Or the “home for that guy who sells Amway (or insert your favorite MLM company there)”.
And just to be clear – I’m not saying don’t watch the commercial. I just have the “me me me” quibble about it. Plus, I’m not really seeing it so much anymore, either — there’s two other ones in rotation now.
3. sam | April 29, 2009 at 5:03 pm
Bob,
I completely disagree with your observation that Twitter is for two way conversations. In my experience, it is very much a ‘me me me’ communication where a speaker has their say and rarely engages in a bi-directional conversation. It si very much an ‘announcement’ medium hence the take over by celebrities. Just my 2 cents.
4. Bob Woods | April 29, 2009 at 5:19 pm
@sam:
Thanks for the comment. I think you’re the first person who’s posted a “disagree” comment to any of my posts. I wish I had a prize for you! I definitely welcome all opinions, even when they disagree. Especially when, actually.
Anyhow, I know of plenty of people (myself included) who use Twitter as a form of two-way/multi-way communication. That being said, I’ve read a few pieces just today on how the celebrities are taking over Twitter.
So I fear that your observation is starting to become true. Which is a shame, really. Friggin’ celebs.
5. Social Networking San Diego | April 29, 2009 at 7:22 pm
great find! the current twitter saying which reads “what are you doing” should really read “Heres what im doing now, what do YOU need help with?” i think that portrays what twitter is a little better than just “me” like sprint said
6. Bob Woods | April 30, 2009 at 8:30 am
@Social Networking San Diego:
Well said, although I still hope Sam’s vision does not come true!
7. Eric Peterson | April 30, 2009 at 10:56 am
On the surface, Twitter appears to be nothing more than the update feature on Facebook or LinkedIn. That appears to be what it was originally used for, and still is in many cases. As professionals have begun to explore Twitter’s usefulness, they have found value in targeting the people they follow, looking for the right moment to connect with the right person. We don’t see the direct responses and true relationships that have been born through the medium. We mostly see the one-way chatter.
8. Bob Woods | April 30, 2009 at 11:11 am
@Eric Peterson:
Another “well said” reply to a comment here. I’m honored to have talented people (like you and all who have taken the time to reply here) read and consider this post.
As to your specific points, you’re right — although if I remember my timelines correctly (and I could be wrong), the “update” features on LI and FB came out after Twitter became popular. Don’t know if there’s a huge point to be made there; I just think it is interesting.
The rest of your comment, IMO, is spot on. I hope that more people recognize the “value in targeting the people they follow” point, and don’t give up the total usefulness of Twitter to the one-way thinking, no-following celebs on Twitter.
9. Justin Goldsborough (JGoldsborough on Twitter) | April 30, 2009 at 11:20 am
Hi, I’m Justin Goldsborough, social media manager at Sprint. Interesting point of view, Bob, and I think it’s a valid one. Those of us who find the most value in Twitter definitely know it’s not all about “me, me, me.” The conversations, relationships and as @San Diego alluded to, the ability to help and be helped, are what keep me coming back.
I wasn’t involved in the planning of the commercial you mentioned, but I’m guessing the real intent was to call out the popularity of Twitter and how we’ve seen a huge spike in Sprint customers who use it. That said, I think we do run a risk of looking like we don’t “get it” if people walk away thinking Sprint sees Twitter as a tool to “talk at” others. It is definitely most valuable when used as a tool to “talk with.”
At Sprint, we are using Twitter to listen to our customers, engage with them in the hopes of solving their issues, to answer questions about our brand and to let people know what we’re doing and why we’re doing it. Please check out our @sprintnews feed when you have a chance. In the bio you’ll see a list of employees customers can engage with to discuss anything Sprint-related…or even what kind of coffee they like . We’re all ears.
Thanks again for your candidness in this post. It’s feedback like this that we need to take seriously, because how our customers and others perceive us will determine our reputation. We’re working hard to change our customers’ experience and make sure they know we are listening and ready to “talk with” them anytime.
Justin
10. Bob Woods | April 30, 2009 at 11:34 am
@Justin:
Thanks for your comment; I really appreciate it.
Also, I’m glad to see that Sprint is on Twitter and engaging its customers. It looks like you all are one of the companies that really “get it,” when it comes to using Twitter to engage your customers. I’m going to subscribe to your feed(s) soon. And coffee talk on Twitter is always good.
Now, please go down the hall and slap your marketing people upside the head. (Kidding!) It is interesting, though, that Sprint has seen the spike w/customers using it.