I write about digital strategies and communications — and their intersection with culture, politics, journalism and social activism.


CEOs on Social—Get Help


Americans want business leaders to "address company vision", "company products and services" and "customer service issues/experience" when they post, tweet or share on social media.

Forget the "personal stories and anecdotes" and "professional development tips". Nobody apparently cares. So concludes the 2016 G&S Business Communications 2016 Global Street Fight Study on leadership as outlined in the infographic below.

I don't believe it.

You mean to tell me that given everything we know about the pleasure and positive consequences on reputation, brand, and conversion of thoughtful and passionate storytelling, the numberless slivers of quality visual content available on Instagram, Pinterest, Ello, and SnapChat stories, and the ingenious design and imagery at hand at every turn online, that all we expect of leaders is the prosaic? 

I think the study manifests a failure of survey respondent imagination. For the sake of everyone who uses social networks (all of us) or cares about igniting imagination, compassion or even interest, I hope every content strategist ignores it.

But there is some good news for creative content producers—and for CEOs who can't write or think visually—thankfully 72% of people don't care if you use a ghostwriter or jobbing designer.

So, let writers, videographers, graphic designers and cartoonists take no notice of what people say they want and give them what we know in our hearts works.



Twitter Minutes on Mobile

Twitter is repeatedly in the news—or at least the news that digital marketers and social media strategists pay attention to—for being on its death bed. The reasons vary (poor revenues, declining user base, failure to innovate, boring logo, you name it). 

Here is a recent chart evidencing Twitter's "stalled" growth:

Infographic: Twitter Struggles to Reignite Its Growth Engine | Statista
You will find more statistics at Statista

Now mobile user engagement with Twitter apparently also sucks. Mobile user data aggregated by Statista tells us that monthly active users spend only 2.7 minutes on Twitter daily, compared to leader Facebook at 30.3 minutes.

Infographic: Twitter Falls Behind in Terms of Mobile Engagement | Statista

You will find more statistics at Statista

But such numbers don't tell us much about who is using Twitter and how.

They tell us nothing about the relative social, cultural or political value of Twitter content compared to Instagram or Snapchat for example, or how influential Twitter is as a pathway to news, ideas, cultural experiences, cutting edge comedy or causes.

And how about the role Twitter plays in necessary social activism — exposing abuses of power, focusing attention on hashtags like #BlackLivesMatter, coordinating protest and building political support (#FeeltheBern). 

I wonder of that 2.7 minutes a day spent on Twitter what part is devoted to seeing breaking news, watching video clips of emerging music or visual artists, tracking causes or exchanging points of view.

Maybe it's not so bad if Twitter lets Facebook and the others have the product pitches, the superficial and routine, the mundane and banal to fill up the other 57.9 minutes of social media time per day.

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