There has been a lot of discussion over the last few days about Twitter’s decision to ditch the favourite * for a like button ♥. Marketers being marketers, of course, have jumped on it with talk of how it impacts engagement, marketers and businesses. The truth is it doesn’t. If someone doesn’t retweet your content, it doesn’t get more reach on Twitter. Simple as that.
If someone hits ‘like’ on something on LinkedIn, users regularly see ‘Steve Brownlie likes this…’ updates in their feed. The equivalent actions on Twitter to a real like is a retweet and to a share is Twitter’s fairly new quoted tweet option for retweets.
Changing the icon and calling it something different just makes a useless button (from a sharing perspective) exactly the same as it was before.
One of the more common uses of the button is to bookmark things to go back to later. If you use the new button for that purpose you are going to be liking all kinds of things, but then I suppose you were favouriting them before (think a journalist favouriting another article about a tragedy they plan to refer to in an upcoming piece) so there’s probably no difference in outward perception.
There are some situations where it could be moderately useful, for example if your audience starts favouriting certain topics that you share and not others, that would be a good clue as to the type of content you might like to build. But wait… you already had that information in the form of retweets ie where they actually liked it enough they wanted other people to see it.
The favourite button is also heavily used in automated spamming and ‘getting attention’ marketing tactics since it generates a notification. Users promoting their wares regularly favourite tweets with certain hashtags or keywords generally to get in front of the original author. It’s beautiful because it doesn’t require you actually do anything like follow or share the person’s content to get their attention. Now, I guess, at least the spam comes with some love not just a star.
“GoodHeart Barnstar Hires” by ko:User:관인생략 – File:Original Barnstar Hires.png + File:Gnome-emblem-favorite.svg. Licensed under Public Domain via Wikimedia Commons.
My response to http://www.samueljscott.com/2015/08/08/definition-seo/ where Samuel states:
SEO is helping search engines to crawl, parse, index, and then display your website in organic search results for desired, relevant keywords and search queries.
I thought I wasn’t going to agree with you, but I do to a point. Everything you say is true – outreach is a form of PR, for example. However a PR person looking just for coverage might approach it entirely differently to an SEO agency. Continue reading
It’s been a busy few months with various trips to the US (Chicago was beautiful, really great to be back in that city after a few years without visiting) and lots of exciting new potential projects lined up over there. I’m back in the UK now and back on the seminar circuit. My next event is speaking at the Dudley and District Business Club about how to adapt to the changing marketplace and advertise and promote your business online. Continue reading
I had the pleasure of joining Dave Hall on his rapidly growing podcast for business owners looking to take the next step and grow their businesses and transition into a more effective way of working and living.
My episode was about growing your business online and can be found here on the Barlow Douglas Hall CPAs site: barlowdouglashall.com/rethink-podcast/steve-brownlie
Barlow Douglas & Hall CPAs
10777 W Twain AVE
Las Vegas NV 89135
I took part in an interesting discussion on Inbound.org this week about how a company that only has $1,000 should invest that in marketing. One of the key things many people misunderstand in that situation is the true costs associated with undertaking marketing in-house, particularly when it comes to the ‘opportunity cost’ of taking workers away from things they’re good at and placing them onto tasks they then perform suboptimally. Continue reading