Twitter Flitters: WHY do Twitter and Facebook exist?

I went to this fantastic social media conference in 2006 (eons ago) where I heard great presentations from the director of alumni communications for Harvard, the director of e-communications for the University of Toronto, the director of  MIT's social network (who went on to Classmates.com), and a couple great presentations by Andy Shaindlin, alumni relations executive director for Caltech.

(He blogs at http://www.alumnifutures.com/ and he REALLY knows this social media stuff -- you should all be following his blog. Even if you don't agree with some of what he writes. Friends also recommend Michael Stoner, another guru in the u-social networking field. Find him at mstonerblog.com)

So way back in the mists of social media time (2006) Andy Shaindlin explained it all.

"I used to think the point of a news release was to get your news out," Shaindlin told the assembled university communications people at the conference. "Now I know the point of putting out a news release is to drive people to your web site."

As someone who runs a U-news web site (on a shoestring), it was an epiphany -- a real lightbulb moment.

Twitter wasn't around back then. And I have to search Shaindlin's blog to see what he thinks of Twitter. I just now subscribed to it. (Hey, I still have a day job).

But I'll skate out here and modify that quote based on my own experience since 2002 growing university web sites, university news RSS feeds, university social networks, university Facebook fan pages, and a university Twitter feeds:

The point of Tweeting is to drive people to your web site. The point of RSSing is to drive people to your web site. The point of Facebooking (as an organization -- not personal use) is to drive people to your web site.

And then to get them to give you their real e-mail address somehow.

(Or real cell phone number.)

At this point, you can't get those from your fan pages on Facebook or Twitter. And if Facebook and Twitter  ever decide to charge non-profits and universities for using FB or Twitter -- I'm betting most won't be able to afford it.

Having people sign up to follow you on Twitter and your blog and fan you on Facebook is fantastic. But if you can get them to commit to you enough to give you their real e-mail -- hey, that's as big a deal as getting a diamond ring and setting a date.

Let Stephen Colbert explain the direct financial benefits of Twitter to you (from http://www.colbertnation.com/) -- and, if you pay attention, a very savvy lesson on how Colbert and ComedyCentral are using Twitter.

You have to watch an ad to see that great (and very funny) Colbert video and marketing lesson above.

See, Colbert's Twitter posts drive you to his Web site. Where there are ad$. And his TV shows (where there are ad$) always contains a plug for his web site (which is how I remembered to type in http://www.colbertnation.com/). On his web site, his funny show is divided up into searchable clips -- and you can watch entire episodes there. But you have to watch Ad$ to see them. And he and his network get the ad revenue.

Even if you don't have house ad$ on your Web site, always remember, your Tweets and FB updates should be driving people to your Web site, where hopefully you have an "expanded tweet" with full details. Plus more content they want to read/see. Content that will make them want to stay and noodle around.

And give you their real e-mail address. Or take an action you're asking them to do.

In case you're wondering, I haven't given Stephen my e-mail address yet. It's too soon in our relationship. I'm waiting for him to cough up that diamond.

Um, oh, and you can do that "listening" thing with your fans (audience) on Twitter and Facebook too. More about that in the future tool. (Hey, I still have a day job. And a life).

In the meantime, here's a great  LA Times article on how Hollywood and TV networks are playing it by ear on Twitter's fan feedback loop capabilities...


Jitters over Twitter: TV Industry Looks for a Game Plan on Using Twitter