Archive for July, 2011

Twitter. It is officially the great flattener.

In a response to a tweet where we questioned Baltimore Raven Donté Stallworth’s tweet that the National Football League Players Association (NFLPA) will need some time before passing judgment on a new collective bargaining agreement that would effectively end the NFL’s lockout and ensure a 2011-2012 season, Stallworth claimed that we were just falling for the owners’ “propaganda.”

Here is the original tweet sent to him:

Ok, even though we can’t type, within a few minutes, Stallworth posted this to us and our friend @JaimieField:

Ok, first of all, thank you, Donté, for ACTUALLY RESPONDING TO US ON TWITTER. We will give you that.

As for the fact that me and Jaimie are just blind propaganda followers of the NFL owners, we are going to pass on that one.

The fact is the the owners won the PR battle on this one. They went on the attack quickly by announcing that a deal was made (smart move, by the way) and the NFLPA is now backtracking and a bit confused. Your player egos are a bit bruised, and we have no sympathy for it.

This is the problem with the court of public opinion here. THE FANS DON’T CARE ABOUT THE PLAYERS’ INDECISION. THEY WANT FOOTBALL. AND THEY WANT IT NOW.

At a time when people are losing their jobs, having problems paying their mortgage, and trying to stretch their budgets, football gives people comfort and hope.

Instead of sympathizing with your fans — the people who pay the tickets, but the jerseys, buy the concessions, play the fantasy games, and in essence, GIVE NFL PLAYERS THE PRIVILEGE TO PLAY FOR MILLIONS AND MILLIONS — the NFLPA and the player reps like you are trying to equate this labor struggle with any other labor struggle.

Sorry, we aren’t buying it.

You guys are talking about sharing billions and billions of dollars, so you can live in your nicer homes, drive your nicer cars, and live a nicer lifestyle than, say, 99% of the US population.

Charges of “propaganda” won’t fly, Donte. Sorry.

Just say yes and let’s get ready for some football!!!!

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Brands are everywhere on Twitter.

Still the Social Media Gold Standard

A few brands are really really really really good (see @JetBlue) in terms of creating the right level of engagement and community building. But for most brands, they will never achieve Jet Blue status for this very simple reason:


Case in point: @SearsLatino, the Twitter account of Sears’ efforts to capitalize on the growing Latino demographic in the United States.

As with any new Twitter account, @SearsLatino seemed to be doing Twitter somewhat right. They had some of the basics down. They shouted out other Twitter profiles. They thanked people for following them.

But when it came to true engagement, @SearsLatino missed the mark and for the we give them a Social Media F for their Twitter Strategy.

This assessment was confirmed after we read a blog post by Latino blogger Raúl Colón, who decided to call out @SearsLatino on its bluff. The blog post, which can be read in its entirety by clicking here, basically summarizes some very key points as to why the @SearsLatino Twitter strategy needs major improvement. Raúl does an excellent job on his blog post describing what @SearsLatino did, but we will share his summary here:

They started following random people. They are trying to harvest followers so they can look good on the number of followers side.

They followed me showing interest, offered to answer my questions and later retracted when they saw it was going to cause them work.

They sent mix messages and contradicted themselves on some tweets. You either want to engage with people or you just want people to follow you so you can push your products.

Overall I really think @SearsLatino needs to get on track. If they had a goal of reaching so many followers they should really consider engaging with the ones that are interested or have a low follower count like me.

I know of a few other individuals who reached out to them and since there follower count was high I guess they where more than willing to take their request.

I think I know what metrics they are using to measure influence!

This story could have just ended, but here is where it gets weird.

Comments on Raul’s blog that immediately criticized him came from URLS where Sears HQ is located.

Well, we asked @SearsLatino if indeed people associated with Sears or work for Sears were leaving extremely negative comments questioning Raul’s intentions. We got a simple DM back saying the following: “That is not accurate. We have nothing more to say.”

So instead of just facing the issue head on, @SearsLatino makes a few mistakes here:

  1. The easiest thing was to just give Raul a statement via email when he asked for it.
  2. The doubt that people associated with Sears were posting very negative and personal attacks on Raúl still lingers.
  3. Stop overthinking Twitter. Just be. That is the beauty of Twitter. It is organic, it is fluid and it cannot be approached as if it were traditional PR.
  4. All of us are now PUBLISHERS. By ignoring Raúl, @SearsLatino basically said that this prolific blogger from Puerto Rico doesn’t matter to them. There is the BIG MISTAKE. Instead of getting a nice little blog post about what @SearsLatino is doing on Twitter, Sears instead gets a critical blog that contains nasty comments that quite possibly come from people associated with the Sears brand.
  5. Stop tweeting about YOU. Really, no one cares about your products. Start engaging and be authentic. Don’t sell us. Connect with us.
So we asked @SearsLatino for a statement and we got nothing. Bad move. What are you so afraid of?
We did get a statement from Raúl:

The main reason I reached out to Sears Latino was to help them with their effort. I found it very disappointing that although I was willing to find more about them the did not have the time to answer my questions even when they started following me.

Here’s hoping that @SearsLatino gets it. But apparently they don’t.
How do we know?
Well, ever since we asked @SearsLatino to give us a statement about all this, they have stopped reaching out to us on Twitter, when previously they would do it about 2-3 times a day.
That’s ok with us. We are huge Target fans.


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Not to get all Fanboy today (will leave that obsession to US Women’s Hottie Goalie Hope Solo), but yesterday was a Social Media MBA day for Julito.

The occasion? A lunch with Chris Brogan, one of the inspirations that we have followed on Twitter and ChrisBrogan.com since the day we started in social media one rainy Boston day in October, 2008.

Chris suggested a very cool BBQ place on Boston’s North Shore (the Firehouse Grill), so an hour after escaping from Boston, we were sitting in nice outdoor patio, sipping cold ones, and sampling some of the best St. Louis ribs around.

Chris Brogan (left) and Julito

Ready for the million dollar takeaways from our lunch, besides the fact that Chris is one of the humblest, nicest, and smartest Internet minds ever? Here goes:

  • The Internet is all about passion. Really, do what you do online because YOU LOVE DOING IT. Find the interest and niches that appeal to you, cultivate them by being 100% authentic, and dive in. If you are doing this for a quick buck or place money in front of your passion, your online life will be challenging and difficult to say the least.
  • Be real. Seriously, be your damn self at all times. Be authentic. Be truthful. Be respectful.
  • Deposit your ego and never look back. Put the ego away and just BE.
  • Be social. Help others. Social media is the biggest freakin community in the world. Stop talking about yourself. Start helping others. Simple as that. And oh yeah, help people with no expectations.
  • Find similar minds. Eventually, if you consistently commit, you will find talented individuals who share your philosophies and visions. And that is the best feeling in the world, because the possibilities then become endless. (e.g. Latino Rebels and Publixa)
  • Laugh. Don’t take this too seriously. You can’t. Life is too damn short.
Chris, THANK YOU for hanging with us this week. BTW, we have already added an accent to your last name: It’s now Brogán!

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