News & Views

Do's & Don'ts of Black Twitter Engagement and Marketing

Black Twitter.jpg
One of the first rules of marketing is to "meet them where they are."  This term suggest that there is a place where your customers congregate and build and if positioned accordingly, your messaging will resonate.  If ever there were a place for a marketer to engage the influential Black Millennial where they are, its "Black Twitter." Contrary to other twitter trivial monikers, there is some legitimacy behind the tangible existence of the group.  According to Pew Research, 28 percent of African Americans who use the internet use Twitter, compared to 20 percent of whites.  What's more, 11% of African-Americans on Twitter use it daily compared to only 3% of white users.  

A University of Iowa report dates the first published references of, (then Black People Twitter) to 2008 when the branded hashtag #YouKnowYoureBlackWhen started trending.  What originally only sought to mine black users for creative viral comedic memes galvanized a community.  In fact, the profound creativity of Black Twitter has always been a mainstay since day one.  What was once a group of users joined together by a hashtag is now a viable political and economic engine.  

Juan Perez Comment

African American, Social Media, Twitter, Multicultural Marketing


4 Reasons Why Google+ Marketing is Important for Business

So right about now you’re asking yourself two questions: What is this Google +? and Do I need to be on this also? In a nutshell, the answer is yes. The great misconception about social media forums is that they are different brands of the same product. That couldn’t be further from the truth. For the most part, the major players are mutually exclusive of one another, and despite lots of overlap, some of your core audience may be more loyal to one than the other. For more on social media marketing, be sure to check out our ebook.

Today’s busy schedules have mandated that we all do more with less. As marketers, adding another essential social media platform may seem like more of a drag than a convenience, but the truth is it provides just another touch point to reach vital consumers.

So What Exactly is Google +?

Google+ combines the search engine prowess of Google with very simple share tools to create a “sharing” platform.

Well we already have Twitter and/ or Facebook. Why is Google + any different?

It gives you Googles search content at your fingertips married with the personalized networks or circles that enhance the Facebook model. Where using Twitter you have to be careful what you share with all of your Followers, Google + allows you to designate groups with which to share as much or as little content as you deem most appropriate. Its taking Googles smart AdSense technology and applying it to a social model.

Shouldn’t I wait a while to make sure Google + is even viable?

Despite still only offering limited-access via an invitation-only launch, Google is already boasting as many as 20 million users. Google’s “top secret” PR stunt on this one gave it a leg up on the launch of Facebook and Twitter whose followings took much longer to develop. It takes some time to get acquainted to any new platform, so waiting much longer could position you as a tech “laggard.”

I already spend a lot of time on Social Media I can’t afford to dedicate more to Google +

This is a valid argument, very valid. However, think how much time you apologetically spend on Facebook or Twitter. Its addicting. No other media has the ability to functionally make you an addict like Nicotine does. If all of your customers and those you’d like to be so are already congregating to the tune of 20 million: isn’t that an investment of time well spent?

Look, Google + is still in Beta so it hasn’t even launched yet. There are +’s (pun intended) and minuses. Obviously getting in and understanding on the ground floor gives you an advantage over others but remember it is a work in progress. Remember Rule #1 of social media, Your website is home base. Content is king. When it lives on your website you wear the crown. Use social media as a tools to share with the world and give consumers more reasons to find you. Google + is just another outlet, and perhaps the most powerful one for doing so.

Like Facebook and Twitter, they launched as completely different concepts than as they ultimately became. We don’t even know what this thing is or will be. However with the Google behind the project its safe to say this “thing” will be huge. Google+ marketing is sure to be right behind it.

Google+ is the fastest-growing social network ever, despite a limited-access, invitation-only launch.Google confirmed 10 million users after only two weeks, and that number may have reached 20 million as you read this. 

Multicultural Social Media Prospecting

Juan Perez Comment

Facebook, Social Networking, Marketing, Google +, Twitter


Twitter: The Secret Sauce of Jamaican Diaspora Advertising

We often don't give credit to things we know little about.  American marketers often discount the viability of immigrant consumers for a number of reasons.  Perhaps there's prejudice or stigma or maybe the data doesn't tell the whole story.  The American advertising model dictates that marketers use a very holistic and diversified approach with a strategic balance of traditional, non-traditional and digital media.  But what if I told you, the Jamaican diaspora breaks all those rules and spending money on traditional advertising media and marketing strategies is actually diminishes return on investment?  What if I told you that social media, specifically twitter should be the nucleus of any strategy?  Would you write me off as a kook?  If not, and you're curious... read on.  

Juan Perez Comment

Social Media, Twitter, Diaspora, Jamaica


Lebron James' #Crampgate: How NOT Endorsing the Superstar = Return For Gatorade

You don't need to be a basketball fan or even a sports fan to have heard about the conditions during game 1 of the NBA finals.

Juan Perez Comment

Lebron James, Powerade, Social Media, Twitter, Branding, NBA, Dwayne Wade, Gatorade, Nike


Beware of Yes Men

Every person from the smallest child to the oldest human being and animals love reassurance. Someone there to validate your thoughts and decisions from the most minuet instances "Do these Jeans make me look fat?" to more serious matters "What do you think about me having surgery?” most people like having someone there to cosign there ideas and decisions. There's nothing wrong with reassurance, a lot of time it's helpful in getting past certain milestones in life. Someone you respect to say "You can do it!" and help you overcome the fear and anxiety that comes with some of life's biggest decisions.

Where this can go horribly wrong is when the reassurance is given regardless of the decision idea or thought. When the person never disagrees, plays devil advocate or offers alternate points of view. These types of individuals are commonly referred to as “Yes Men”. Yes men are more prevalent where the stakes are high and the opportunities plenty. Selfish motives allow these people to offer false reassurance time and time again in order to make you happy or seem like an advocate.

Their motives are selfish because they know if that decision goes well they will reap the benefit of being the person there to tell you that you are the genius you thought you were. And if things go horribly wrong it doesn’t matter to them, they’re yes men that had nothing to lose in the first place. For them it’s just going back to their regular lives or find the next gravy train to ride. The most common yes men are found amongst super star athletes, rock stars, movie stars etc. But you will also find them in Corporate America amongst fortune 500 execs and in budding small businesses as well.

One of the latest cases of a yes man in corporate America cosigning a bad decision by an executive is McDonalds #McDStories twitter campaign. An executive at the fast food giant thought it would be a great idea to have people tweet stories about the great times they’ve had when going to McDonald’s. This person figured it would play out like one of those hokey commercials they run where a group of friends who are all in tip top shape btw, are at McDonalds eating supersize everything having the time of their lives. Obviously not the greatest idea in the world, and this exec clearly has a disconnect between the corporate image that Mc D’s displays in their commercials and how the general public feels about the brand. The decision to run a campaign for a brand that is notorious for controlling its image on a platform like Twitter and completely give control to the public screams yes men and in this case several yes men.

Suffice to say the campaign was a disaster and was pulled w/in hours of launching. Anyone who was grounded in reality would have known this was a bad idea instead of great stories here’s a sample of what they got:

Moral of the story be your own man/woman. Trust your abilities, work ethic, experience and expertise. Of course reassurance is great every once in a while, but it certainly shouldn’t be a determining factor in your decision making in life or business. Stay clear of yes men, and use your head and your heart they’ll never fail you.

You can read more about the McBlunder here


Daniel Gutzmore Comment

McDonalds, Social Networking, Twitter, campaigns


Posts by Topic

see all

Popular Posts