A thousand likes doesn’t look much bigger than one, and this becomes important when considering the form of negativity on social media.
There is no feature for displeasure on social media, so if a person wants to express that, they must write. Complaints get wrapped in language, and language is always specific.
Saturday, September 28th, 2019
Tuesday, September 3rd, 2019
An interesting comparison between Facebook and tenements. Cram everybody together into one social network and the online equivalents of cholera and typhoid soon emerge.
The airless, lightless confines of these networks has a worrying tendency to amplify the most extreme content that takes root, namely that of racists, xenophobes, and conspiracists (which, ironically, includes anti-vaxxers.)
Sunday, September 1st, 2019
Ignore the clickbaity headline and have a read of Whitney Kimball’s obituaries of Friendster, MySpace, Bebo, OpenSocial, ConnectU, Tribe.net, Path, Yik Yak, Ello, Orkut, Google+, and Vine.
I’m sure your content on Facebook, Twitter, and Instagram is perfectly safe.
As a resident of Brighton—home to the most beautiful of bandstands—this bit of background to their history is fascinating.
Thursday, August 29th, 2019
A way for you to comment (anonymously, if you wish) on any post that accepts webmentions. So you can use this to respond to posts on adactio.com if you want.
Monday, July 15th, 2019
This is a great how-to from Darius Kazemi!
The main reason to run a small social network site is that you can create an online environment tailored to the needs of your community in a way that a big corporation like Facebook or Twitter never could. Yes, you can always start a Facebook Group for your community and moderate that how you like, but only within certain bounds set by Facebook. If you (or your community) run the whole site, then you are ultimately the boss of what goes on. It is harder work than letting Facebook or Twitter or Slack or Basecamp or whoever else take care of everything, but I believe it’s worth it.
There’s a lot of good advice for community management and the whole thing is a lesson in writing excellent documentation.
Sunday, June 30th, 2019
You can’t criticize Twitter on Twitter. It just doesn’t work. The medium is the message.
Nolan’s plea for sanity.
Write blog posts. Use RSS. Use micro.blog. Use Mastodon. Use Pleroma. Use whatever you want, as long as it isn’t manipulating you with algorithms or selling access to your data to advertisers.
Wednesday, June 26th, 2019
1,841 instances of dark patterns on ecommerce sites, in the categories of sneaking, urgency, misdirection, social proof, scarcity, obstruction, and forced action. You can browse this overview, read the paper, or look at the raw data.
We conducted a large-scale study, analyzing ~53K product pages from ~11K shopping websites to characterize and quantify the prevalence of dark patterns.
Tuesday, June 18th, 2019
I don’t know how we got to a point where chatting and sharing with friends means having to pick through adverts, and agreeing to being tracked and marketed at, and risk being exposed to, or abused by, terrible people. Our conversations and holiday snaps have become darkly marketed events. You could say this is a fair exchange but it feels wrong to me. The things being exchanged are too different, a kind of category error. It’s a wonky kind of barter in which I feel powerless and used. It’s not why I came here, to the internet.
Tuesday, May 28th, 2019
The New York Times is publishing science-fictional op-eds. The first one is from Ted Chiang on the Gene Equality Project forty years in our future:
White supremacist groups have claimed that its failure shows that certain races are incapable of being improved, given that many — although by no means all — of the beneficiaries of the project were people of color. Conspiracy theorists have accused the participating geneticists of malfeasance, claiming that they pursued a secret agenda to withhold genetic enhancements from the lower classes. But these explanations are unnecessary when one realizes the fundamental mistake underlying the Gene Equality Project: Cognitive enhancements are useful only when you live in a society that rewards ability, and the United States isn’t one.
Tuesday, May 21st, 2019
This is a really great, balanced profile of the Indie Web movement. There’s thoughtful criticism alongside some well-deserved praise:
If we itemize the woes currently afflicting the major platforms, there’s a strong case to be made that the IndieWeb avoids them. When social-media servers aren’t controlled by a small number of massive public companies, the incentive to exploit users diminishes. The homegrown, community-oriented feel of the IndieWeb is superior to the vibe of anxious narcissism that’s degrading existing services.
Tantek’s barnstorming closing talk from Beyond Tellerrand. This is well worth 30 minutes of your time.
Own your domain. Own your content. Own your social connections. Own your reading experience. IndieWeb services, tools, and standards enable you to take back your web.
Thursday, March 7th, 2019
I have no doubt that showing just the top outrageous tweets leads to more engagement. If you’re constantly hitting people with outlandish news stories they’ll open the app more often and interact and post about what they think so the cycle continues.
Thursday, September 20th, 2018
This looks like a really interesting two-day event here in Brighton in November. Like Indie Web Camp, it features one day of talks followed by one day of making.
After a day of tech talks from project teams using their skills for social good, you’ll have the chance to take part in workshops and hackathons to use your own talents for a worthy cause.
And you get to go up the i360.
Friday, July 20th, 2018
The web can be used to find common connections with folks you find interesting, and who don’t make you feel like so much of a weirdo. It’d be nice to be able to do this in a safe space that is not being surveilled.
Owning your own content, and publishing to a space you own can break through some of these barriers. Sharing your own weird scraps on your own site makes you easier to find by like-minded folks. If you’ve got no tracking on your site (no Google Analytics etc), you are harder to profile. People can’t come to harass you on your own site if you do not offer them the means to do so
Friday, July 13th, 2018
I tried very hard in that book, when it came to social media, to be platform agnostic, to emphasize that social media sites come and go, and to always invest first and foremost in your own media (website, blog, etc.) and mailing list.
I still stand by that advice, but if I re-wrote the book now, I would encourage artists to use much more caution when it comes to using social media websites like Facebook, Twitter, and Instagram.
Wednesday, July 11th, 2018
From smart dust and spimes, through to online journaling and social media, to machine learning, big data and digital preservation…
Is the archive where information goes to live forever, or where data goes to die?
Tuesday, May 22nd, 2018
Like a nicotine patch for your phone hand.
Saturday, April 21st, 2018
There was a moment that it seemed like a proliferation of flickr-like webservices would result in a network of deep shared pools of cultural resource, from which every user could build expressions and applications, but the “entrap and surveil” economics of platforms kicked in.
And now we have no history, and rather than communicating via visualizations of our own shared cultural record, we are left waiting like dogs for treats as facebook decides to surface one of our own images from 3 or 8 years ago. Don’t try to search the graph! Advertisers only.
Monday, April 2nd, 2018
Digital Marketing Strategies for the Busy “Web Master” by Sarah Parmenter
Recently Sarah was asked for her job title recently and she found it really stressful. She wasn’t comfortable with “Art Director”. And, even though it would probably be accurate, “Social Media Expert” feels icky. A more fitting title would be “Social Media Designer” but that’s not a thing. Ironically the term “Web Master” probably fits us better than it did back in the ’90s.
We have a bit of a defeatist attitude towards social media at the moment. It feels like that space has been claimed and so there’s no point in even starting. But we’re still in the first 10,000 days in the web. There is no social media, Gary Vee says. It’s a slang term for a collection of apps and websites that now dominate attention in our society.
Sarah likes the term “consensual hallucination” (that I borrowed from William Gibson to describe how we did web design for years). It applies to social media.
Once upon a time we had to sell the benefits of just being online to our clients. Our businesses now need to get into the mindset of “How can I help you?” and “What can I do for you?” We’re moving away from being sales-y and getting down to being more honest. We’re no longer saying “Look at what I’ve got.”
The average time spent on social media per day is 1 hour and 48 minutes. The average time spent on the kind of sites we make is 15 seconds.
Quarterly design reviews are a good idea—strategically designing your social media campaigns, reviewing successes and failures.
The first thing to mention is vanity metrics. You might need to sit down and have “the talk” with your boss or client about this. It’s no different to having hit counters on our sites back in the ’90s. While we’re chasing these vanity metrics, we’re not asking what people really want.
Google brought a roadshow to Sarah’s hometown of Leigh-on-Sea a while back. There was a really irritating know-it-all chap in the audience who put his hand up when other people were asking about how to get followers on social media. “You need to post three times a day to all social media channels”, he said. “And you need to use the follow-unfollow method with a bot.” Sarah’s eyes were rolling at this point. Don’t beg for likes and follows—you’re skewing your metrics.
“What about this Snapchat thing?” people asked. Irritating guy said, “Don’t worry about—young people use it to send rude pictures to each other.” Sarah was face-palming at this point.
But this event was a good wake-up call for Sarah. We need to check our personal bias. She had to check her own personal bias against LinkedIn.
What we can do is look for emerging social networks. Find social networks that aren’t yet clogged. People still fixate on displayed numbers instead of the actual connection with people.
We all have a tendency to think of the more successful social networks as something that is coming. Like Snapchat. But if you’re in this space, there’s no time to waste. Sarah has been interviewing for social media people and it’s fascinating to see how misunderstood Snapchat is. One big misconception is that it’s only for youngsters. The numbers might be lower than Facebook, but there’s a lot of video on there. Snapchat’s weakness is “the olds”—the non-intuitive interface makes it cool with young people who have time to invest in learning it; the learning curve keeps the parents out. Because the moment that mums and grandmums appear on a social network, the younger folks get out. And actually, when it comes to putting ads on Snapchat, the interface is very good.
What can we do in 2018?
- By 2019, video will account for 80% of all consumer internet traffic. If you’re not planning for this, you’re missing out.
- Move to HTTPS.
- Make your website mobile ready.
Let’s ban the pop-up. Overlays. Permission dialogs. They’re all terrible. Google has started to penalise websites “where content is not easily accessible.”
Pop-ups are a lazy fix for a complex engagement problem (similar to carousels). It’s a terrible user experience. Do we thing this is adding value? Is this the best way to get someone’s email address? They’re like the chuggers of the web.
Here’s an interesting issue: there are discount codes available on the web. We inform people of this through pop-ups. Then it when it comes to check-out, they know that a discount is possible and so they Google for discount codes. You might as well have a page on your own website to list your own discount codes instead of people going elsewhere for them.
There’s a long tail of conversions, particularly with more expensive products and services. Virgin Holidays has a great example. For an expensive holiday, they ask for just a small deposit up front.
Let’s talk about some specific social networks.
Facebook Pixel should be on your website, says Sarah. It collects data about your customers. (Needless to say, I disagree with this suggestion. Stand up for your customers’ dignity.)
Facebook is a very cheap way to publish video. Organic Facebook engagement is highest on posts with videos. (I think I threw up in my mouth a little just typing the words “organic”, “Facebook”, and “engagement” all in a row.) Facebook Live videos have six times the engagement of regular videos.
Sarah just said the word synergy. Twice. Unironically.
Facebook changed its algorithm last year. You’re going to see less posts from business and more posts from people.
Facebook advertising does work, but if it doesn’t work for you, the problem is probably down to your creative. (We’re using the word “creative” as a noun rather than an adjective, apparently.)
With Ad Words, measure success by conversions rather than impressions. You might get thousands of eyeballs looking at a form, but only a handful filling it out. You need to know that second number to understand how much you’re really paying per customer.
trends.google.com is useful for finding keywords that aren’t yet saturated.
Google My Business is under-used, especially if you have a bricks’n’mortar store. It can make a massive difference to small businesses. It’s worth keeping it up to date and keeping it updated.
700 million active users (double Twitter, and three times WhatsApp and Facebook Messenger). A lot of people are complaining about the changed algorithm. Social networks change their algorithms to deal with the “problems of success.” Instagram needs to help people with the discoverability of posts, says Sarah (again, I strongly disagree—it disempowers the user; I find Instagram’s we-know-best algorithm to be insultingly patronising).
Hashtags are the plumbing of the social media ecosystem. They’re not there for users to read. They’re for discoverability. Eleven hashtags are optimal.
Instagram Stories are a funny one. People are trying to use them to get around the algorithm, posting screenshots of photos to a story.
Archiving is a handy feature of Instagram. For time-sensitive content (like being closed during a snowstorm), it’s very useful to be able to archive those posts after the fact.
Planoly is a great website for managing your Instagram campaign. You can visually plan your feed. Only recently did Instagram start allowing scheduled posts (as long as they’re square, for some reason).
Influencer marketing is a thing. People trust peer recommendations more than advertising. You can buy micro-influencers quite cheaply.
(Side note: I think I’ve seen this episode of Black Mirror.)
How much do influencers cost? Not as much as you think. The average sponsored post rate is $180.
We need to have a “Design once. Use Everywhere.” mindset. Others we’ll go crazy. Away is doing this well. They sell a suitcase with built-in USB chargers.
The brands dominating social media are those with the most agile teams with exceptional storytelling skills. Away are very brave with their marketing. They’ve identified what their market has in common—travel—and they’re aiming at the level above that. They’re playing the long game, bringing the value back to the user. It’s all about “How can I help you?” rather than “Look at what I’ve gone.” Away’s creative is compelling, quirky, and fun. They work with influencers who are known to create beautiful imagery. Those influencers were given free suitcases. The cost of giving away those bags was much less than a traditional marketing campaign.
Their product is not front and centre in their campaigns. Travel is front and centre. They also collaborate with other brands. Their Google Ads are very striking. That also translates to physical advertising, like ads on airport security trays.
On Facebook, and on all of the social networks, everything is very polished and art-directed. They’re building a story. The content is about travel, but the through-line is about their suitcases.
When things go bad…
To finish, a semi-amusing story. Cath Kidston did a collaboration with Disney’s Peter Pan. Sarah had a hunch that it might go wrong. On paper, the social campaigns seemed fine. A slow build-up to the Peter Pan product launch. Lots of lovely teasers. They were seeding Instagram with beautiful imagery the day before launch. There was a real excitement building. Then the coveted email campaign with the coveted password.
On the site, people put in their password and then they had to wait. It was a deliberately gated experience. Twenty minutes of waiting. Then you finally get to the store …and there’s no “add to cart” button. Yup, they had left out the most important bit of the interface.
Sarah looked at what people were saying on Twitter. Lots of people assumed the problem was with their computer (after all, the web team wouldn’t be so silly as to leave off the “add to cart” button, right?). People blamed themselves. Cath Kidston scrambled to fix the problem …and threw people back into the 20 minute queue. Finally, the button appeared. So Sarah looked at a few bits ad pieces, and when she hit “add to cart” …she was thrown back to the 20 minute queue.
Sarah reached out to try to talk to someone on the web team. No one wanted to talk about it. If you ever find someone who was on that team, put them in touch.
Anyway, to wrap up…
Ensure the networks you are pursuing make sense for your brand.
Find your story for social media longevity.