Twitter is an odd bird

Twitter is an odd bird. Is there “Twitter etiquette” when it comes to contributing to conversations?  Do you have to be “followed” by someone in the conversation to be included? I would imagine that simply following one or more of the people involved won’t get you through? Not talking about celebrities, but people who are discussing something for which you have knowledge of? Some of them might consider themselves celebrities in the field of horticulture, but not on par with celebrities outside the trades with ten of thousands of followers.

I enjoy some of what is going on there, but find myself wondering when it’s appropriate to weigh in? Having tried a few days ago, only to be left with absolute silence, is the cause for my asking. It’s a bit odd, but then Twitter is an odd bird.

People seem to either love Twitter, or hate it. Little middle ground. Is it great for starting conversations, but terrible for following up? When I post on Twitter the post automatically appears up on my Facebook profile, where it seems more interaction takes place? Is the very nature of the two platforms, one with “friends” (Facebook) the other with “followers" (Twitter) that makes the difference?

Just curious as to what your take on it has been. I also keep hearing about how Google+ is going to be the next "Place to be", but haven't seen that happen. Is that just wishful thinking among'st the Google faithful?

Who are the 5%?

So you realize that the world of garden retail is changing, and you need to change too. What should you do first? How about finding out who are your top 5% of customers. Who are the people who time and again shop your store, and then tell their friends about you? Maybe they have liked your Facebook page. Have you "liked" them back?

Businesses work so hard trying to get people to "like" their page, that they forget social media is about connecting. It's not a one way street where they like your page, and then sit back to receive the great news of your offerings. How are you helping them? By spamming them with sales offers, or pictures of the cats frolicking in the perennials?

Way too many in our garden businesses think it's all bout saturating the consumer 24/7 with their message. It's not!  Frankly, they don't care about your new line of plants. They care about what plants will live and thrive in their particular situation. How will you know their particular situation if your not paying attention to them? How many of your customers pages have you "liked" or "friend-ed"?

I hear from some in the trade who tell me that social media takes away from the important work of horticulture. The important work in horticulture these days is spreading the message.  The only way you can really get your message to spread these days is to have a "great message", and a group of people who will help you spread it. Likely that's the 5% of your customers that you need to know a bit better than you know them now.

Avoiding the real work

Here is a great 20 minute video from Seth Godins recent talk at Creative Mornings/New York. The key takeaways for me. Most people who are over using the social media platforms like Twitter or Facebook are doing so in an attempt to avoid doing the “real work” necessary for change. These platforms for some have turned into the 21’st century’s version of “watching the tube”. I enjoy using these tools, but do realize that they have a way of taking up your time if you’re not careful.

The other take away for me is, "we each own a media company." Our ability to broadcast ideas has never been easier, or so within reach for each of us. What are we doing with that ability? Broadcasting more noise, or changing the world?

There is also a twenty minute clip of Seth answering questions at the same talk. Here is that video. Useless factoid, Seth and I we’re born on the same day, same year. Enjoy the talk, and your weekend.

Don't follow the herd

I think it’s wise for many gardening businesses to have a presence on the various social media sites like Facebook, Twitter, and Google+.  Many of your customers are there, and perhaps you should be too. However, I do think it’s wise to try and get people to use your website, or subscribe to your e-news as an overall theme. My concerns are, as popular as some of these social media sites think they are, they may be doomed in the long run. Then what?

Social media has started to take an odd turn, but one that wasn't unexpected. As we talked about in the last post, “The Customer as Garden Celebrity”, social media sites are becoming filled with advertisements disguised as “social media”. It’s starting to become all so predictable that it’s boring. Frankly, when everything you Tweet, or put on Facebook is some form of advertisement, it’s time to move on.

I’ll be a bit bold and say that blogs and personal websites owned by the writer will never go away, and will slowly grow in importance once again. One of the reasons my family bought into TIVO when it first came out, back in 1999, was the ability to tune out the commercials. Facebook and Twitter are starting to resemble old school media with its constant commercials.

What's happened are many fell for the “instant celebrity” aspect of social media. The more followers you amassed, and the more you tweeted about any old thing the higher your Klout score, or ego would climb. Some people are using social media as a type of “popular currency” that may lead to you being offered goods or money, in exchange for talking about whatever they want you to talk about. I fell for some of this, until the people paying my way showed their true colors.

It’s not worth the loss of freedom to speak one’s mind. This is what concerns me with the present trajectory of social media. There seems to be too much following the herd, and less real discussion going on these days. The really great conversations are getting drowned out by the #hashtagging and commercializing. For me it’s time to focus more on my blog, and do a bit less scrolling through the feed looking for something that likely isn't there anyway.

The customer as "garden celebrity"

I receive Green Profit Magazine, published by Ball Publishing. It's a trade journal for people involved in the garden businesses. The last issue contained a article titled, "Get to Know the Garden Celebrities" in which we are introduced to 6 "personalities". According to Green Profit, "Knowing these garden gurus appearing on television, online, and in books and magazines can help you serve your customers and better meet their needs. Green Profit asked a few for their take on gardening and how the garden centers and gardening personalities can work together."

P. Allen Smith, "garden and lifestyle expert..."sums up the point of the article when asked what retailers can do to harness these personalities powerful brand. " The first step to bridge the gap is for retailers to carry the products and plants that personalities are using and endorsing. Manufacturers and breeders have national marketing programs that retailers can tap into. This gives the retailer the benefit of having a better idea of what is going to be promoted. For instance, my Platinum Collection of plants with Proven Winners is being promoted 24/7 through all of our media platforms."

Interestingly enough an article was written for the same publication in February of this year. Written by Merrideth  Jiles, general manager of The Great Outdoors in Austin Texas it's titled, "The New Trendsetters". In that post Merrideth say's, "Step back five or more years. Close to 100% of the trends in gardening were being set by our industry. National trends were presented on television by the Marthas, Jamies and P. Allens, or maybe an inspired set designed for a TV or movie studio. You could also see them in the latest issue of 'Better Southern Home & Fine Garden Living.'”

He continues, "Today, with tablet ownership estimated at 25% and sometimes even higher (I’m sure it’s higher for our target demographic!), garden trends are coming from all over the place. Pinterest, Facebook, Instagram, Tumblr, the list grows every day. And don’t forget all the Garden Bloggers. The biggest difference? It’s not Martha or Jamie or P. Allen out there trending. It’s artists, homemakers and many of the afore-mentioned screwballs that are sharing their ideas and creations for the home and garden with an online community."

So I ask the folks at Green Profit,  which advice do we follow? Follow and do as the "personalities" tell us, or follow and do as our "customers" tell us?

Is it social media, or just media?

If it’s on Facebook, Twitter, or Google +, is it social media? When companies, and individuals you don’t know inundate your time line or feed with stuff you really don’t want to hear is it social media? I had been wondering what has happened to social media now that we get “paid Tweets” or “paid Facebook” posts. Is this also social media? Here is a definition of social media I can get behind. “Media for which the consumer’s relationship with the creator is relevant for understanding or value.”  So what do we call those paid posts? “If you don’t know the people, or don’t care, it’s probably not social media. It’s just media. It doesn't matter if it’s created by an individual or a corporation.”

“What’s more, when companies use social media...well, they’re not. They may be using platforms that are primarily used for social media (like Facebook) or platforms that are used for social media, among other things (like Twitter), but that doesn't make the companies—or their media—social.”

The above eye opening quotes can be found here. They we’re written by Evan Williams, founder of  Twitter and Blogger. 

Using Social Media To Cover For Lack Of Original Thought

"In the TED-like talk titled Using Social Media To Cover For Lack Of Original Thought, speaker Cameron Hughes discusses how ideas are inefficient and today’s social media experts should never have to inject 'an ounce of effort' to be effective."

Yes, It's from the folks at The Onion, but as the first comment say's, "I work in social media and am now feeling slightly uncomfortable as this fantastic video is horribly close to the truth!"

Enjoy

http://www.youtube.com/watch?feature=player_embedded&v=CK62I-4cuSY