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Posts Tagged ‘twitter’

  • Twitter – the Beginning of the End, or the End of the Beginning?

    14th April 09

    Posted by Ben Malbon

    Posted in social media

    The crescendo of noise around Twitter grows by the second. Yet while for many this delivers a symphony of Web 2.0 magnificence, crafted by millions of tweeting voices (Aaron Koblin managed only 2000, though it was far from symphonic), others hear nothing more than deafening silence. I’ve been trying to think through this paradox. Two events of the last week illustrate this tension well.

    I had a message from my brother Tim (@malbonster), co-Founder of social media agency Made By Many in London, when I woke up here in NY. Tim is ‘into Twitter’. His message was subject titled: ‘I hope it’s not, but the fun bit feels like it’s almost over’. He was lamenting a tweet he’d read this morning from a friend (@netgrrl) which read: ‘Ah… I’ve mentioned coffee too many times now, I’m being inundated with follows from coffee marketers.’ Yes, I found myself nodding subconsciously, it’s being ruined. The crazy experimental bit with no rules, where no one has any idea how to monetize, or even whether it will be successful, and where marketing has been wrong-footed; that’s all gone . . .

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  • Linking intelligently (or why I love bit.ly)

    3rd April 09

    Posted by Ben Malbon

    Posted in BBH Labs, data

    I transitioned from tinyurl.com to bit.ly earlier this year. Probably way after most people started using it. It’s awesome. But I’m guessing the reason I love bit.ly is not the reason most people would give. Yes, bit.ly delivers super utility simply by shortening a link of seemingly any length to virtually no length. And it makes it easy and quick. That’s part of it.

    But I’ve become addicted to the data which bit.ly provides on every link you shorten. Because with bit.ly the shortening is just the beginning of it’s magic. If you register on the site you have a record of all the links you’ve shortened. And if you hit the ‘Info’ function underneath a link you are presented with a treasure trove of metrics & insight. Traffic (clicks) with time & date information, geographical location, platform used to access the link, conversations the link featured within, RTs, and so on.

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    So one learns that a link posted on Twitter that touches on industrial design is 50% more likely to be clicked on in Brazil than in the UK. Or a link that relates to LEGO is three times as likely to be clicked on in Denmark than in Canada. Or that the optimum time to post is 10pm ET, or that actually one needs to re-post because the two peaks are 10pm ET and 10pm GMT, or that if you want to provoke an Australian audience one should post after 11pm ET. Much of this might seem intuitive, but accessing the data that proves (or refutes) some of the assumptions we work with when we share links is a revealing exercise. Above all, it provides much greater depth of feedback on what’s popular (or not) than simply the crude measure of how often your message is RT on Twitter. And it’s not just Twitter – you can add a bit.ly add-on to your Gmail (http://bit.ly/Xd1yM).

    Bit.ly allows you to do a whole lot more than fire-and-forget; it promotes smart linking, and that makes it cool in my (Excel work) book.

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