Workin’ Wednesdays: Twitter is Not the New Oprah
I’ve been helping a couple of clients revise their business plans before we proceed with their site designs. It has been interesting. I’ve found that Twitter and Facebook are the new Oprah. Clients will say, “I’ll just advertise on Twitter and then my business will be a success.” This is delusional. The truth is that just as any Joe Schmo, who thought his “brilliant” idea farted angel freckles, wasn’t able to end up the recipient of free valuable publicity on the Oprah Winfrey show, neither is some startup company that does nothing to set themselves apart going to hit it big through Twitter advertising.
Ads were not a part of the original Twitter functionality. When the handful of us, who were the first to join the site began engaging, our streams weren’t cluttered with that nonsense. Many Twitter and Facebook users are likely to “unfollow” or delete a user who floods their streams with ploys to purchase more boxes of Kleenex or a new pager that does backflips. An honest business owner gets lumped in with spammers selling Viagra.
It is important to have a plan to generate revenue that goes beyond the hopes that third-party advertising will drive all profit gain. The plan has to include a framework outside of social media all together. It is crucial! A tweet is worthless, blogging doesn’t have a return on investment, getting someone to “like” you on Facebook doesn’t translate into dough, and a viral video gets millions of views — not millions of dollars. Social media alone does not provide enough exposure for a brand!
Sure, these things increase visibility, and if done right, they can increase credibility, which can ultimately translate into wealth. Saying, however, “After I reach 10,000 followers on Twitter, I hope to have made more money than I did sticking flyers on peoples windshields” is a nonsense comparison. By your one thousandth blog post, you may not even have lunch money.
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